The task was to create an official mark for the forestry industry in Ontario with a view to promote this industry in a similar way to the successful Ontario Foodland campaign (“Good things grow in Ontario”). The brand identity and ensuing marketing collateral are aimed at increasing awareness about Ontario wood and the value-added wood products that are produced with local wood and to convey messages of socio-economic benefit related to buying local products.
Crescent generated upwards of 100 unique name and tagline combinations in both English and French and presented over 15 unique logo designs to the Ministry of Northern Development, Forestry, and Mines for consideration, 5 of which were selected to proceed to focus testing; the results of which yielded the logo you see today.
The graphic design of the chosen logo stems from the shapes of both deciduous and evergreen woods to adequately represent the full range of Wood species available in Ontario. A range of POP (point-of-purchase) materials have been created for deployment to various home building centers/stores and furniture and artisan showrooms. At the conclusion of the project, we handed off a Brand Style Guide which will aid the MNDMF, their partners, and the Forestry industry in applying their new brand.