Musteread wanted a logo design to reflect their modern approach to landscape design. The company name was well chosen for the Estonian market, meaning both “pattern” and “perfect”.
In discussion with the client, we agreed that a literal ethnographic solution of twee flower patterns was not the way to go. It must be modern, conceptual, architectural and neutral.
I based the logo design solution on a golden spiral: that is, a golden spiral which gets wider (or further from its origin) by a factor of φ for every quarter turn it makes. By turning these a few degrees, I was able to find various natural patterns and shapes. These were overlaid on related Fibonacci tiling squares, coloured to imply earth colours of vegetation, soil and water. The resulting rigid grid and curved nature shapes suggest the consideration needed when planning a landscape for a site of interacting spaces and materials.