Garden Güell

Visual Identity

    To refine a design language from artworks

This project attempts to explore how to define a design grammar from artworks and therefore to interpret it into practical designs based on the Garden Güell.

This project departs from people’s conventional understanding of traditional flower shops. It does not simply start from the natural shape of “flower”, but conducts a series of divergent thinking by combining the naming of the flower shop and architect Antoni Gaudí i Cornet s work “Park Güell”. The reason I chose Park Güell is that this fantastic building perfectly presents Gaudi’s dream world, while the essence of the flower shops is also to convert dreams into reality. Therefore, I regard “the lizard”, the most outstanding icon, as the basic element and endowed it with the meaning of “The Flower’s Guardian”.

By extracting the “lizard” shape and performing a series of repetitions and superpositions, this project draws the basic grammar to create a “flower” pattern. These ‘flower patterns’, which are consisted of lizards as the basic element, are capable to represent the idea of lizards as flower’s guardians. Meanwhile, these repetitive lizards create an interesting icon that endows the logo itself more meaningful.

Art comes from nature. Creatures are assigned a unique shape when God creates them. Regarding the choice of color, this design returns to the product itself and uses natural colors from plants in logo design. Thus, the logo is bound closely with the product to convey the emotions and attitudes of flowers. Meanwhile, the logo appears the potential of viability, which can fully reflect the unique charming of plants given by nature.

>>>