The client was looking for a "culture-based image" that represented the archival group to an audience of both those that are and aren't aware of the Anishinaabe American Indian tribe. I found inspiration from Anishinaabe landscape artworks and "x-ray" art, specifically through their simple forms and fluid line work. Furthermore, this line treatment would help to create an approachable and personable (almost handmade) feeling.
In Anishinaabe culture, the crane is seen as a leader/speaker, which would represent the idea of language and verbal storytelling. To give further context to the crane, I designed a community for him to live within. This scenery would be a familiar sight for those familiar with the tribe, while being a welcoming introduction for newcomers.
The client was interested in a nature-inspired color palette, so I chose an earthy brown that felt professional, but warm. The single color in the logo also helps to simplify the scene, as too many colors would have overwhelmed the viewer and turned the mark towards illustration, rather than a logo.
The typeface "Freude" was chosen due to its fluid energy that matched the line work of the icon and the fact that it felt more handwritten (and thus, more approachable).
It was important for the client to have a logo where the entire name was spelled out. However, with such a lengthy title, it would be hard to utilize this type of logo in small places (such as documents or business cards). Because of this, I created an alternative secondary logo with their acronym.
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