A new proposed branding identity for the Johnson County Heritage Trust. The JCHT is a local non-profit organization committed to the preservation and enjoyment of natural areas in Johnson County and nearby areas in Iowa. These include prairies, woodlands, wetlands, and sites of historic, archeological or scenic interest.

The original logo

Inspiration: natural earthy hues pulled directly from native Iowa wildlife. 

Original brainstorm sketches based on simple geometric shapes.
First logo iteration. Abstracted landscape illustration paired with complementary geometric sans serif typeface Neutra- a graceful, contemporary, and highly legible font that is structured and playful at the same time.​​​​​​​ Design solution had to be flexible enough to accommodate a likely name change down the road.
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