LA TIMES PLANTS

Visual Identity

Promoting nature through a playful rebrand of the newspaper’s Plants section.

Overview

With LA Times Plants division growing and its goal to expand their online store products, they wanted to use this as an opportunity to refresh the visual identity for the Plants subsection.

The Assignment

Art Director, Martina Ibáñez, brought us on with a vision for a logo, color palette, and iconography inspired from the psychedelic art movement in the 1960s.

The Idea

The movement, similar to the Art Nouveau movement that happened nearly a century earlier, started as a form of protest against the industrial and technological age.

In the late 1800s, it was an attempt to keep real art–one that intricately reflected life’s vibrancy–alive.As artists began to use flat, decorative patterns, earthy color palettes, organic and plant motifs, the movement’s style was defined. Resonating with artists in the 1900s, the style was built on through vibrant colors and wavy lines to capture the energy of the times.

Keeping this history in mind, we created an identity that pulled from these organic, curvilinear and vibrant art styles of the past – something that felt very fitting for the newspaper’s Plants section.