(Est. 2016) “Keeping Forests was created as a broad regional initiative with a focus on maintaining the long-term economic and ecological viability of southern forests. KFAF is supported by a diverse coalition of both private and public stakeholders ranging from human health professionals to traditional forest product manufactures and conservationists. This uniquely diverse partnership has coalesced around a common appreciation for the ecological, economic and social importance of our southern forests - and the need to develop new and innovative approaches to its long-term stewardship.”
Matchstic (Atlanta, GA)
An abstract pinecone brandmark symbolizes growth and regeneration, representing Keeping Forests’ mission to ensure Southern woods thrive for generations to come.
Drawing inspiration from the land, the color palette is rich in earth tones sourced straight from the region’s forests. For a more progressive graphic look, we created a stylistic blur from images of nature.
The brand boldly uses photography that showcases the full benefit of forests in action. Images go beyond hiking trails and animal habitats to show timber harvesting, clean drinking water, hunting, household furniture, and sustainable paper products.
Images (opinion after)
The old logo was naive and amateur, from icon to typography. I know it meant well but it was just not good. The first major change for the organization is dropping “as forests” from the name, which I do agree it makes for a more concise name but it feels like an unfinished sentence: Keeping Forests doing what? Still, the change seems beneficial as a way to have a more manageable brand name. The logo introduces a lovely pinecone icon in a thick-line style that is very nicely executed and looks as if it came from a 1960s farming brochure or something. The simple wordmark in an extended sans serif is a solid complement. The nature blur element is excellent, creating really cool gradients that avoid looking like the typical Instagram gradient. Beyond that, things are fairly simple and straightforward with plenty of centered type and lots of white space all around. The one thing I don’t like is the combination of the light serif and light sans serif in the postcard image, where it almost looks like the fonts didn’t load in half of the sentence — a more evident contrast (easily done using the same typeface from the logo) would have been better. That bandana, tho’. Overall, a great update that makes it look like an organization to be taken seriously, whereas the old logo (and I assume its accompanying identity as well) simply didn’t have any gravitas.