In the Old Testament, Genesis 1:29 reads, “Then God said, ‘I give you every seed-bearing plant on the face of the whole earth and every tree that has fruit with seed in it. They will be yours for food.’” From this, Dr. Russell Elleven was motivated to create The Genesis 1:29 Project, which is dedicated to educate and inspire a more plant-based diet.

Dr. Elleven had a pretty clear idea for the logo when we first started discussing it. Sometimes, when a client has a specific idea in mind when they bring the project to a designer, this can pose a problem, especially if the idea resembles a competitor’s, or doesn't scale, or just isn't especially good. Fortunately, Dr. Elleven’s idea for the logo works well, and we were able to quickly sketch, refine, and finalize.

I created a suite of several variations that work in a variety of sizes and layouts. The logo captures a colorful arch of fruits and vegetables springing from the open pages of a book. This clearly references the Biblical passage the organization is named after, but can also bring to mind the gifts of knowledge that education can bring us.







Case Studies