The mark designed has two main goals: the first is to create a synthetic, recognizable logo (having as well all the other characteristics required for a good mark — to be flexible, scalable, memorable) which could be initial sparkle of a whole coordinated image system; the second one is to create a powerful acronym, a word which would be part of everyday slang:
"hey, let's meet at the MOB!"
The logo mark is based on the evergreen Garamond 3, playing with the "O" of "Orto" (orto means garden): I filled the circular shape with a Light Green 500 (borrowed from the gorgeous Google's Material Palette) and then went for a simple negative space design of a oak leaf — you know, the oak tree is in every culture the symbol of wisdom: this to recall that the Garden is a University of Pisa property and also a laboratory for some three-year and master degrees.
As good fellow of the Garamond comes Brandon Grotesque, playful, modern, clean. It matches the serif in all the brand collaterals, such as flyers, posters, booklet, brochures, business cards and so on.
Besides the black-green standard logo, I developed also a black-only version and an outline one: this one to be used when overlayed over an image, as in the orchid poster in the slideshow above.
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