Let’s face it: land is at a premium in many areas of the UK. There just isn’t enough space in many British cities for even the most interested parties to grow a tiny functional garden. At the same time, good design often seems to be at a premium as well. Everywhere we look, we see logos that clearly were not designed with the thought and care that they deserve. For this reason, we were very happy to see the Landfit logo. Not only does this logo design use some of the most interesting and modern design concepts we have seen this year, it represents a company that aims to help make land more freely available to people who simply don’t have it.
What is Landfit? Understanding this company is key to understanding why its logo design is so appropriate. Those of us who live in flats often suffer from silent envy of our luckier friends with gardens. “If I only had so-and-so’s space, I would grow an herb garden…” (or raise chickens, or rose bushes… you get the idea). Similarly, landed friends express guilt that they are not able to get good use from their more generous spaces. Landfit is an organization that aims to solve this problem by matching people who possess unused space with people who would put that space to good use. In other words, Landfit is trying to create the ultimate win-win situation for people all over the UK.
With such an interesting and unique brand, it is critical that the logo design be a bold representative of the organization’s cause. In this case, the logo does not fall short. An earthy brown is the only colour, clearly tying in to the concept of earth and gardening while creating a colour palette to be the basis of the other brand elements. The name of the organization is written in large blocky letters with few details, while the tagline, “Bringing landless growers to unused spaces,” is written in a similar but much smaller font below.
Where are the details? Where are the pictures? They are hidden between the letters. In this case, there is no need for gratuitous details, because the letters are mixed liberally with the images of different garden products, such as flowers, mushrooms, and vegetables. These details are formed from the negative space in the logo design. Negative space is no new design concept, but modern designers are learning to work with it in increasingly creative ways. This is just one ingenious example.
This strategy could have been cluttered and difficult to read, but the designers obviously took great care to maintain balance. The result is a professional logo design that is visually interesting and explains much of the company’s purpose at a glance. It is as unique as the people that it represents. This is a great example of British logo design, one that shows exactly why a professional logo designer is an essential part of your business’s branding team.