Responses by Marina Willer, partner, Pentagram.
Background: Pentagram was asked to rebrand the community initiative Grow to Know, a nonprofit born out of the devastating Grenfell Tower fire that killed 72 people. The brand needed to elevate its identity in line with its expanding influence and growing prominence within the garden design sector. We sought to help it strike balance between being approachable and inclusive for the community it serves and exuding an air of elegance to align with prestigious events like the RHS Chelsea Flower Show.
Design thinking: Inspired by the language of blueprints and master plans, Grow to Know’s new visual language reflects its vision of enlivening derelict spaces. It images a new blueprint where nature can help build the connection between people and their communities. Central to the identity is the cyanotype process, a camera-less photographic technique that creates striking blue-and-white images by laying objects on paper coated with a solution of iron salts before exposing them to UV light.
These visuals reflect the organization’s deep connection to nature and its central role in its work. The flexible logo features four cyanotype images that appear across all of Grow to Know’s communications, including its new website which we also designed.
Challenges: While we were quite keen to find a name that was easier to use, the client had already decided on the name, and we had to work from there. To be honest, it was such an easy, lovely process that we didn’t feel we had to overcome any barriers.
Visual influences: We always use unusual methods that are relevant to the unique brief and nature of the project. That is a way my team explores lateral thinking and fresh ideas.
The idea of cyanotype came from that spirit, and the client began using the term new blueprint as a way to describe the organization’s purpose. So, that inspired the way we created the graphic language.
Browse Projects
