Leelanau Conservancy unveils new logo

From staff reports

The Leelanau Conservancy has unveiled its new logo, which offers a peek through trees and toward a grassy hill with sand dunes, open Lake Michigan, and an island or peninsula in the background. The new logo retains its oval—a nod to the shape of the old logo, which served the Conservancy for 36 years. The old logo featured a ship sailing by sand dune cliffs.

“Like many organizations, we have continued to grow and adapt through the years to meet the needs of our region,” the Conservancy stated in a press release. “With that evolution, we recognized an opportunity to refresh our brand to better tell our story and reflect who we are today, while honoring our valued history.

The Conservancy worked with consultant Brand Tonic on the redesign, which, the Conservancy stated, “will represent our organization for years to come.”

“The new refreshed logo feels familiar for our audiences, keeping an alignment with the current logo, but removing elements that do not represent our services. The refresh also captures the scenic character of Leelanau—the ‘peek’ through the trees makes you feel like you are here, in Leelanau. This illustrative mark highlights the land, farm areas, natural areas and water, a direct connection to our services and focus areas. The oval shape calls to the history of our current logo, feeling connected to our past. The logo has been crafted with research, place based and artistic qualities in mind, highlighting our evolution as an organization, our growth and our continued work.”