Client: Haven Aviary is a fictional celestial sanctuary nestled on the Moon, where endangered and extraordinary bird species find refuge, safety, and the freedom to soar. This fictional zoo serves as a rare and poetic space: part conservation center, part immersive destination, and part love letter to avian life across worlds. The motto is "a sanctuary where wings remember the sky."
TOOLS USED: Adobe Illustrator, Adobe Photoshop, Procreate
Logo Sketches
Lots of planning went into the identity of Haven Aviary, as early concepts of the logo date back to 2022. My explorations took note of the celestial and safe atmosphere I initially created when building the concept of the brand, with many having a small bird often featured with the moon.
Logo Rasters & Typography
The final decision includes a simple but stylized letter "h" which features the silhouette of a bird's beak and eye. Nailing down the typography was important to convey a sense of simplicity, professionalism, and safety.
Final Logo System
The final logo system consists of a primary and type logo, a combination mark, and a logo mark. The elegant and flowing High-Spirited font captured the poetic soul of the brand while paired with Cormorant Garamond, which contrasts with the former in its timelessness and softness. The color palette features a soft lilac (#CBCBEFF) and midnight perch (#2b2b56), two colors that complement each other with flexibility that one can be used as a primary color with the other supporting. The final system captures a gentle harmony between the elements that is free-spirited, refined, and safe, ensuring a perfect reflection of what Haven Aviary is - "a sanctuary where wings remember the sky."
Logo Mark on Drawstring Bag
Primary Logo Display
Stationery Suite
The stationery suite was designed with a focus on cohesion and consistency, carrying the brand’s elegance and safety across each piece. Elements like variant stars, a full moon, and wings reinforce the identity of Haven Aviary, while a gentle emboss effect was applied throughout to give the designs a tactile, elevated finish.
Front of Business Card Design
Back of Business Card Design
Identification Card Design
Full Moon & Wings Motif
Letterhead
Full Stationery Suite
