To create a logo and branding identity for a sustainability conference with 6 keynote speakers.
The word “lab” was used in the logo to connote the chef as a “scientist” who runs their kitchen like a “laboratory” by picking and choosing the different ingredients from their urban garden to create delicious recipes. The definition of “laboratory” is “any place, situation, set of conditions, or the like, conducive to experimentation, investigation, observation, etc.” (dictionary.com).
I designed a visual identity for a conference called Lab. This is a conference for Chefs and restaurant owners who would like to use urban gardening in their businesses. Lab is primarily for those that live in winter cities such as Edmonton, as it focuses on creating urban gardens indoors that will provide seasonal, local and fresh ingredients to their restaurants. I used the word “lab” in the logo to connote the chef as a “scientist” who runs their kitchen like a “laboratory” by picking and choosing the different ingredients from their urban garden to create delicious recipes.
The logo was created with a chef hat to reflect the chefs and restaurateurs who will attend this conference and the carrot is representative of the urban gardens themselves. The type underneath the chef hat was done with a hand written font to keep the brand very organic, down to earth and fun. With these two forms combined, the logo is successful in taking the personality of the food industry innovators, entrepreneurs and future-thinkers who make up the sustainable food industry and urban farming.
I chose a very bright and energetic colour palette for this conference because I wanted to reflect the fun, vibrancy and boldness of the conference. The colours encourage action and confidence as well as shows the customers the passion and determination that the brand has for a sustainable food industry. All the colours have been taken from the fresh palettes of winter vegetables and fruits. Watercolour painting illustrations have been used throughout the conference branding to create a very organic and down-to-earth feel. These illustrations add to the fresh, fun and vibrant vibe that the Lab conference brand strives to show to it’s customers. These watercolour paintings were scanned and used to create patterns as well as on the broadsheet poster.