These ideas had come from three different quotes / sayings I found about tree surgery:
'We care for your trees'
'With age comes experience'
'A cut above the rest'
The three quotes were going to be the basis of the design ideas and each one will create a different aesthetic that I can take to present and hopefully get a good idea from.
General Research
An arborist, or (less commonly) arboriculturist, is a professional in the practice of arboriculture, which is the cultivation, management, and study of individual trees, shrubs, vines, and other perennial woody plants. An informal term is 'tree surgeon'. Arborists generally focus on the health and safety of individual plants and trees, rather than managing forests (the domains of Forestry and Silviculture) or harvesting wood. An arborist's scope of work is therefore distinct from that of either a forester or a logger, though the professions share much in common.
Scope of work
To work near power wires either additional training is required for arborists or they need to be Certified Line Clearance trimmers or Utility Arborists (there may be different terminology for various countries). There is a variety of minimum distances that must be kept from power wires depending on voltage, however the common distance for low voltage lines in urban settings is 10 feet (about 3 metres).
Arborists who climb (as not all do) can use a variety of techniques to ascend into the tree. The least invasive, and most popular technique used is to ascend on rope. When personal safety is an issue, or the tree is being removed, arborists may use 'spikes', (also known as 'gaffs' or 'spurs') attached to their chainsaw boots with straps to ascend and work. Spikes wound the tree, leaving small holes where each step has been.
An arborist's work may involve very large and complex trees, or ecological communities and their abiotic components in the context of the landscape ecosystem. These may require monitoring and treatment to ensure they are healthy, safe, and suitable to property owners or community standards. This work may include some or all of the following: planting; transplanting; pruning; structural support; preventing, or diagnosing and treating phytopathology or parasitism; preventing or interrupting grazing or predation; installing lightning protection; and removing vegetation deemed as hazardous, an invasive species, a disease vector, or a weed.
Arborists may also plan, consult, write reports and give legal testimony. While some aspects of this work are done on the ground or in an office, much of it is done by arborists who climb the trees with ropes, harnesses and other equipment. Lifts and cranes may be used too. The work of all arborists is not the same. Some may just provide a consulting service; others may perform climbing, pruning and planting: whilst others may provide a combination of all of these services.
Idea 1
The first idea uses the quote : 'A cut above the rest'
For this idea I looked into the people that actually do a the job, this lead me down many different route from looking back at the original tree surgeons, known then as lumberjacks to to modern day surgeons as shown above.
These were images of the olden lumberjacks / tree fellers as it was known before it started to become more technology based and needing to have qualifications within the job role.
Different equipment was used for lumberjacks, they used axes, saws and was much more a manual labour type of job.
Taking these aesthetics and inspiration from the photographs I have created some rough design ideas based on this which could work for this aesthetic.
This branding would communicate how tree surgery is a masculine, manual labour, tools driven, dirty and hard working job.
insert design sheets.
Idea 2
The second idea takes the idea of the job role and the environment it is set within. This idea is based around photography to communicate to the audience what the job entails and how the professionals do it.
This idea is based around the quote of: 'with age comes experience'
With the basis of the idea being around photography, a logo would be designed that would sit over the photographs to create a mark within it. This would also be the main design for the branding.
This idea came from photographs I found online which shows the tree surgeons at work and in the environment.
insert design sheets
This idea isn't as developed because as I was working on it and thinking how it would be implemented to the branding, the photographs above would be hard to use within the actual branding, which is mainly business cards, letterhead, compliment slip. These are more of an application than the branding itself. So out of the three this is my least favourite, but I will still take it to the crit for feedback.
Idea 3
The last idea works on the idea of surgery and tree surgery. The idea of mixing the two aesthetics together could create an interesting branding for a tree surgery company. As tree surgery has a precise job role and needs lots of knowledge about the subject the added aesthetics of surgery can communicate this to the audience.
By looking at the equipment that the two professions use, this gave me some design ideas which I could work around to create a logo which could possibly be used.
insert design sheet.
My favourite design and the one which I think is the strongest idea for the branding, comes from this idea. It is the idea that uses Heartwood has the name.
This name is given to a certain type of wood - Heartwood is wood that as a result of a naturally occurring chemical transformation has become more resistant to decay. Heartwood formation occurs spontaneously (it is a genetically programmed process). Once heartwood formation is complete, the heartwood is dead. Some uncertainty still exists as to whether heartwood is truly dead, as it can still chemically react to decay organisms, but only once.
Usually heartwood looks different; in that case it can be seen on a cross-section, usually following the growth rings in shape. Heartwood may (or may not) be much darker than living wood. It may (or may not) be sharply distinct from the sapwood. However, other processes, such as decay, can discolor wood, even in woody plants that do not form heartwood, with a similar color difference, which may lead to confusion.
But also the name can be split down to represent each side of the job title - Heart = Surgery, Wood = trees together it is tree surgery. Except to work with the quote and to be more in keeping with the aesthetics that I have design for it I will call it Heartwood Tree Care.
No comments:
Post a Comment