Recently, i was asked about developing a logo design ,brand and a web site for the Florish Aquaponics Projekt, a service which provides aquaponics kits to the Scandinavian market. I was very exited by this because this is a revolutionary sustainable food production system that combines traditional aquaculture (raising aquatic animals such as fish, crayfish or prawns in tanks) with hydroponics (growing plants in nutrient enriched water). An aquaponics starter kit can be used in all home settings and is ideal for urban-farming. Brief I was given quite a free rein with this logo. As a starting point I had an Interview with the client to get the design brief and made a brainstorm. I conduct research focusing on the system, its competitors. BRAINSTORM I started by brainstorming and sketching my ideas and then experimented with them on the computer.

SKETCHING CONCEPTUALIZING I mainly wanted to play with the elements necessary for this new system and their percentages: water, earth (plants), air (energy, fish), waist-bacteria. The Keywords that helped me to transform the concept in a graphic element: sustainability, recirculation (no loss) eco-friendly, ease of use, small spaces, reducing environmental impact and costs of each family, engaging and playful for children.

Here is a page of my original sketches

As you can see,I had the idea of recreate the same system inside a circle ( fish and plants in a tank) and I ended in shaping a form similar to the tao, but since I did not wanted to put emphasys on the tao, then I played with the shape turning it.

COMPUTER GENERATION

Here I experiment with the concept in mind in Adobe illustrator crating some rough vectorized logos and then I experimented them in positive, negative and with colors.

Variations and developement

Typefaces

After experimenting with a variety of logos, I then tryed out typefaces. Keeping in mind the interview with th cliet and the basic concept of the system which is ECO-FRIENDLY, ECOSOSTENBLE EASY AND FOR ALL:

As a lover of typefaces, it was not easy to choose which typeface to use to complement this logo design.

Here I variate the typography  using a “Sakkal” for its clan lines too but with a twist of plaifulness ( the system should be actractive for families involving and fun for children) and a Serif “Trjan Pro” to convey a sense of permanence (Thinking about the letters inscribed at the base of trian culomns) but also modernity.

Regarding the colors: I selected  4colors, that reflected the values stated i the design brief: Blue, orange, green and turquoise.

 The final design proposal

I am waiting to be agreed with the client. Let’s see how things pan out before we decide !