Entomological Society of America Brand Refresh & Logo Redesign

To start the project, we worked to transform the logo into a more modern and versatile logo. With strong brand recognition and an affinity for the butterfly within the association’s audience, we knew that the general integrity of the mark needed to stay in tact. I worked with the team to simplify the mark itself and explored new lockups and color solutions that would be easier to use across all platforms while also appearing more modern.

Through mood board exercises and interviews with staff and members, we determined the branding should emphasize the beautiful macro and micro photography found in nature. In addition, we created custom vectorized patterns inspired by insects. A bright color palette with guidance on gradients and color combinations was also created so that the brand would be modern and engaging. A comprehensive brand guide was created detailing usage so that internal staff could easily apply and extend the brand for years to come without it feeling tired and old.