The importance of forestry can be traced to the late 1800s. Following two decades of debate about public land policy and unethical logging, the Forest Reserve Act was developed to protect wooded areas as “forest reserves.” These reserves eventually became the nearly 200 million acres of national forests we know today.
As SAF nears its 125th anniversary, the organization recognizes that moments of change and improvement are crucial to longevity. The organization set the standard in forest management, bringing science, best practices, and the best people together to shape the future of forestry. This was about taking stock of past successes while working to position the organization for decades to come.
SAF needed a refreshed identity to clarify its purpose. The outcome of our efforts is a new, energized visual identity firmly rooted in the history of SAF. The new visual identity is expanded with individual chapter logos, with trees appropriate to the locale, while abiding by the overall logo system. The palette is familiar with appropriate contrast, allowing flexibility to cultivate new chapters and changing needs. Forestry is a passionate profession, and the expanding tree ring shield points to both the organization's historical significance and the heartbeat of the forest.
AOR: Bullhorn
Role: Creative Director, Design Lead
Brand guidelines
Brand identity
Brand language
Brand strategy
Marketing materials
