The Hawaii Floriculture and Nursery Association, or HFNA, is an organization that supports the flower and plant industry. They do this by helping to pass laws that are beneficial to plant life and their practices, and supporting their members businesses. HFNA wanted an updated logo that had the same look and feel of natural life, and a website to go along with it.
We decided to take an abstract approach, by taking the H from HFNA and shaping it into leaves to represent Hawaii’s floriculture. The colors we chose were inspired by the tropical plants HFNA works with. Color psychology suggests the color orange is associated with feelings of happiness, and the tropics, green suggests stability and endurance.
The identity is used in full color and for maximum legibility, white when needed. The colors for the HFNA identity were inspired by the organic tones in plants. The graphic was paired with a Grotesk font as well as a serif that can easily be read in small sizes.
Hawaii is synonymous with its beautiful natural life. Taking organic shapes and being inspired by them when designing, made this project one of our favorites of 2019.