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LogoLounge 6 by Bill Gardner, Catharine Fishel

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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:84
082-093_21373.indd 84 9/23/10 11:41 AM
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A grand event in a grand setting deserves a grand identity. Ellen
Shapiro of Visual Language LLC had the event, the setting, and
the opportunity to create an identity and logo to match.
In April 2010, the Garden Club of Irvington-on-Hudson held a
Garden Club of America flower show, its first in more than a
decade. That meant it was organized and judged according to
rigorous standards set by GCA, a national organization dedicated
to artistic and horticultural excellence, conservation, and civic
improvement. The show was held in the carriage house of Lynd-
hurst, a National Trust Historic Site, whose Gothic-style mansion
overlooking the Hudson River in Tarrytown, New York, was home
to railroad tycoon Jay Gould and his family.
In 1881, the Goulds built a magnificent glass greenhouse on
Lyndhurst’s grounds, where a staff of gardeners raised plants
and flowers for the family’s lavish entertaining. The Irvington
Club’s show was called “The Gilded Cage” (a play on a common
reference to the Victorian or “gilded age”). The show celebrated
Lyndhurst through displays of Victorian-style flower arrange-
ments and horticultural specimens including orchids, ferns, and
branches of local trees in bloom. But it was definitely a modern
event, visited over three days by hundreds of local citizens and
gardening aficionados.
The show needed a logo that would inspire people to attend by
communicating the show’s theme and the architectural style of
Lyndhurst. “I usually explore a number of different concepts when
designing a logo,” says Shapiro, “but I had a specific idea in mind
for this, which was to capture the spirit and shape of the green-
house, as if its Gothic arches were rendered in one continuous
fine line, like Spencerian calligraphy.”
The resultant logo’s intricate patterning intrigues the brain and
directs the eye upward. Although it may look like calligraphy, the
logo is actually a repeat pattern of an arch drawn in Adobe Illustrator
by Shapiro’s assistant, designer Emily Shields, following a sketch
Shapiro did from photographs they took at the greenhouse.
The logo typeface, Charlemagne Standard Bold, says Shapiro, is
one of those fonts that come with the Mac OS or Adobe Creative
Suite. “I usually eschew them in favor of typefaces purchased
specifically for client projects, but the rounded letterforms and
pointy serifs just seemed right for this.”
Because it was a pro bono project, Shapiro’s team was challenged
to produce the signage, program, invitations, fliers, and other
collateral at very low cost. The visuals are a combination of stock
images of roses, historic photographs from Lyndhurst’s collection,
engravings of flowers from Dover CDs, and photographs shot by
Shapiro and Shields. For the invitation and other key applications,
the logo was rendered in gold (“CMYK, not gold foil stamping”) on
an iStock photo background of red roses. The success of these
efforts was proven out by the enthusiastic response by Garden
Club members and visitors to the show, as well as the awarding of
a special commendation by the Garden Club of America.
The Gilded Cage logo, created by Visual Language LLC, appears
delicate, but holds up well even on a complicated background.
Garden Club of Irvington-on-Hudson
Identity Design
Visual Language LLC, Irvington, New York
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D
= Design Firm
C
= Client
D
Nadim Twal
C
Mass Awarness
D
H2 Design of Texas
C
Las Vegas
D
Josh Berta
C
prttyshtty.com
D
AkinsParker Creative
C
Ignite Creative Solutions
D
Zieldesign
C
Creativ English
D
El Paso, Galeria de Comunicacion
C
Berta Medina
D
VINNA KARTIKA design
C
Cigaru Gold Mining
D
CF Napa Brand Design
C
Canopy Management
D
see+co
C
St. Maur Estate Wines
D
concussion, llc
C
Matador
D
Flight Deck Creative
C
David Beck
D
Dallas Duncan Design
C
Dallas Duncan Franklin
D
Ehlinger
C
Chad Ehlinger
D
Tom Hughes
C
Tickets.com / Idealab
D
MP Design
C
Law Offices of Jaroslaw Ursyn-Szantyr and Julita Ursyn-Szantyr
D
ChapmanCreative
C
Dallas Cattle Baron’s Ball
D
Chen Design Associates
C
Verve Coffee Roasters
D
Logoholik
C
Bojan Stefanovic
Typography
Keywords
Type:
Symbol Typographic
Combo
All
LOGO SEARCH
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Job:08-20331/20788/21373 Title:RP-Logo Lounge 6
#175 Dtp:223 Page:85
082-093_21373.indd 85 9/23/10 11:41 AM

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