Willow Oak ServicesLogo
Like all my logo projects, I began with some research and a sketchbook. Sometimes working with such an overt visual is quite challenging as it can be difficult to get the creative juices going on. So I started with the obvious, a tree, and a leaf and began pushing those out. The idea of a “reaching tree” was well received but because the leaves were much more distinct, we ended up going that direction. A few typographic approaches were made, but in the end we decided on a hand/leaf combo paired with a flowing script as the primary typeface.