Saucier + Flynn Landscape Architects
West Lebanon, New Hampshire
Logo and Stationery Program
Saucier + Flynn Landscape Architects asked CGD for an evolutionary redesign of its logo and stationery. Responding to the Client’s desire for a more contemporary look, CGD replaced the traditional, serif font, previously used in their stationery, with Helvetica Condensed. To complete the new identity, CGD replaced the ampersand, previously linking the principals’ names, with the generic four-square motif already in use as an ornament on the Client‘s existing stationery. Once in this new context, the negative spaces of the generic mark instantly took on the role of a “plus” sign, restoring the graphic link between the Client’s principals.