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Description: Logo comp for a very upscale garden center chain (USA, NE). Piper Aspen is the name of the owner's daughter. The centers include a botanic garden style nursery, landscape architecture services, high-end landscape consulting, a store with branded items, and a café bakery. This logo represents a shovel breaking ground and life springing forth. The shovel is also a shield and the overall shape of the icon implies a heart. The arts & crafts feel of the typeface is appropriate for the Northeastern location and clientele. I like how the characters reflect toward the center.
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