I was beyond excited when Academy Florist asked me to redesign their logo to celebrate the launch of their new store. They are one of my favourite florist shops in the city and I’ve admired their work for years. Their lead designer Heather’s Instagram account is one of my favourites to follow because of all of the beautiful flower shots that she posts daily – so inspiring! The shop’s aesthetic and talents have grown plenty in the last 33 years that they have been in business and they were in need of a change. My goal was to create a sophisticated and established logo for Academy Florist that reflected their design aesthetic and high standards. I accomplished this through the use of classic typography, a palette of black, white and gold to match their new store interior, and a delicate greenery-inspired linework crest that can be adapted to suite a variety of needs. Their beautiful business cards are printed with a spot gloss over rich black to give them a luxe feel and texture.
“Academy Florist has been in business for over 30 years, and we were still working with the same logo. It got the job done and we had great brand recognition, but in the past 5 years we’ve undergone some major changes and we wanted the Academy Florist branding to reflect that. For one, we sold off all of our franchises, and so we really wanted to move away from the “big box” chain feel. On another side, we were about to move into a new store and wanted it to be a much more elegant alternative to the typical cheesy florist shop. The Academy Florist team knew we wanted something that felt elegant and sophisticated but nothing too stuff or pretentious. We wanted it to be clean and easy to read, but adding in a touch of a feminine feel. We decided on a simple serif font for our type face, and then asked Ashley to take it away. After a few mock ups and options, we were heading in the right direction – the gold, white, and black palette brought a crisp, modern feel that we also brought into our new store (at 925 Corydon). We loved the ideas Ashley gave us for our new business cards – the spot gloss is stunning but not over the top, and it feels a bit different than the standard business card. We couldn’t be happier!” Academy Florist