Openlands

Openlands is the largest conservation organization in the midwest.

Scope of Work:

Rebrand

Web Design

Interactive Map Design

Print Materials

Staff Uniform Design

Design Logic

Openlands has rebranded a handful of times over their 60 years in operation. The logo began as an illustration of an oak leaf, and over time transformed into different versions of the same leaf, and eventually into an oak tree. Oak trees are native to the region, and are necessary staples for ecological diversity to take place. Because of this, the logo's past was an important element to pay homage to, while finding its fresh new form.
Openlands' work has expanded from humble beginnings of planting trees, and they now lead crucial conservation work, including the management of a vast network of land and water trails, tree-lined streets, and intimate public gardens within easy reach of every city dweller. This also includes parks and preserves large enough to provide natural habitat and to give visitors a sense of the vast prairies, woodlands, and wetlands that were here before the cities.

The branding needed to reflect the breath of the conservation's current work while paying homage to its journey. The logo can be seen as a tree, a bird's-eye view of a trail, the veins of a leaf, or even waterway systems. This image reminds us that conservation requires us to appreciate nature as an integrated and interdependent system.