GRAPHIC DESIGN
- Laurel Tree Computing: Logo Design and Business Cards
- Design under The Soda Shop, Savannah GA
Scott’s previous logo was, well let’s face it, lacking. He did have a very specific direction that he wanted to go though, and his previous logo gave me an idea of where he wanted to take the new design. Scott’s business focused on setting up and networking computers for corporations, also known as ‘tree computing’. He wanted to have a tree within the logo because of its significance in his business and also because of his family history. The Lorerbaum family were laurel tree farmers.
I gathered inspiration from images of the technology developed in the industrial revolution and botanical images of laurel tree leaves. I wanted to bring the technology and natural element of the tree leaves together, to make an icon for the logo. My first variations were really fun to do. Using the two opposing elements of soft organic lines and hard edges of technology made for a nice contrast. I had this idea to make a “computer tree.”
I used laurel tree leaves to make the branches of the computing tree. After several variations, Scott decided on the laurel tree’s silhouette centered on a computer gear.
Gabrielle Van Dyne 
Thank you for your ‘real’ ‘live’ show-and-tell on PROCESS. I’m in a bit of a stuck phase and have been scouring blogs that suggest the topic is ‘process,’ but too often I find a generalized list that I have begun rattling off in my sleep. I very much appreciate the specificity and precision with which you have communicated YOUR process about one particular design problem–solved–in exacting detail. I am grateful and maybe even a little less ‘stuck’ just from seeing and ‘hearing’ about your gloriously ragged creative process, which yielded great results that seems to have ultimately ‘clicked’. Like the Lion in Oz on a search for c-c-c-courage, your willingness to simply let it all hang out, whether or not, you found any steps along the way, “cringe”-worthy. Much appreciation. Much gratitude for your simplicity and detail in one fell swoop. – LP