A contemporary, minimalist brand identity design for a technical & marketing writer that focuses on the technology segment. The client wanted a timeless, sophisticated look that incorporated a literal, yet subtle reference to the company name.
Although the tree is a powerful metaphor for knowledge and growth, we resisted the temptation to render more realistic looking trees, and instead opted for a very stylized representation that integrates well with the letterforms.
Woods Communications specializes in storytelling and the idea of circles seemed like a very natural and meaningful visual metaphor for "bringing a story to a close".
The intersection of the circles that form the tree symbol represents bringing separate ideas together to become one.
The type is a custom letterform based on Century Gothic.
We chose orange as the primary color for the identity because orange is the color of social communication and optimism.