First of all the new tree icon is very adaptable and nails the mark in simplicity and minimalism. In addition, although being obvious it gets to the point and conveys the message straight away.
“The previous incarnation of the logo was based in the brand’s founding story. We started with an open mind and explored both tree and non-tree solutions. It became clear through consumer research that a tree was not just expected, but wanted as part of the brand. We created a new simpler tree to make it more own-able. Keeping all the positive natural connotations of growth, stability and diversity whilst making an instantly recognisable icon.” – Koto
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