Graphic Design That Works

New Leaf Paper

DW)

ge:14

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:15

Text (DS)

Client

New Leaf Paper manufactures and distributes paper

made from recycled material.

ART DIRECTOR

Jennifer Jerde

DESIGNER

Nathan Durrant

FIRM

Elixir Design, Inc.

Process

To reflect its intention of becoming a big player in the paper industry, New Leaf

Paper wanted a logo that felt corporate. And yet, to distinguish itself as being more

environmentally responsible than its competitors, the client also hoped for a logo

that had a natural feel. With these parameters in mind, designer Nathan Durrant

created sketches based on the double meaning of the ...