City of
Lemon Grove

BRANDING
ART DIRECTION
UI DESIGN

Creating a contemporary brand through historical storytelling

Built in the 1950s, Lemon Grove is a small city within San Diego and was originally as a farming community. Today, the city has seen a growth in residency and initiated this project with the purpose of rebranding Lemon Grove to better reflect the developing community.

THE PROJECT

The project is to developed an identity that represents the diversity and culture of the City of Lemon Grove by incorporating historical elements in a contemporary aesthetic. To achieve that, the new branding needed a large overhaul from their current visual identity. The logo also was required to incorporate a lemon.

LOGO DESIGN

I decided to focus on a tree as a major part of the logo because it associated with the history of Lemon Grove, and the leaves represent the individual and community.

The lemon surrounding the tree is a modern take on a fruit sticker. The heavy use of white space and thinner linework gives the logo creates a stronger contemporary feel.

The geometric slab serif gives a rural, yet current personality. This helps tie into the modern farming identity.

BRAND SYSTEMS

The leaf, which represents the individual, can be used to create infinite patterns. The idea is that the individuals help shape the brand identity of Lemon Grove. By making the pattern system so flexible, it can be used for any event or situation while staying cohesive.

WEBSITE

Lemon Grove needed their website updated, and implementing the new branding was the ideal time to revisit.

Credits

Art Director — Gary Benzel
Lead Designer — Joe Repucci

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Email

(805) 464-1100