This small organic medical cannabis producer asked me to create their brand identity and packaging. The design brief insisted I include a star tetrahedron and a san-serif font but not much else. During the discovery process, I learned the client is interested in symbolism and sacred geometry, which became the basis for my design.
Luckily the name Stagwell instantly conjured images in my mind, and I knew what direction I wanted to go. So, taking the client's constraints and interests into consideration, I set about designing the logo.
This important symbol is constructed of two interconnected tetrahedrons. These two tetrahedrons represent the equilibrium and unity of the two poles of nature - spirit, and matter, masculine and feminine, heaven and earth.
The stag is the king of the forest, the protector of all other creatures. For the native tribes of North America, the deer was a messenger, an animal of power, and a totem representing sensitivity, intuition, and gentleness.
A circle is another simple form found in sacred geometry. The circle is two-dimensional and symbolizes the notion of totality, wholeness, the self, eternity, and well-being.
In sacred geometry, all straight lines are male energy, and all curved lines are female energy. The line in this case symbolizes the earth.
For the wordmark I used the KIONA font by Ellen Luff. KIONA is simple but significant, and defined by its crisp edges and modern touches. It is designed for optimal legibility. An all caps sans-serif, KIONA makes a statement without making a scene.
Branded merchandise like t-shirts, hats, and coffee mugs should all follow a center or right-aligned logo placement if possible.