The client on this project had an initial logo made that included a bicycle, an electric car, a leaf, and both “ZED” and “Zero Emission Delivery,” all in light green and sky blue. I proposed the following in its place.
In my view, a logo should only do one thing, or include one main concept. I focused on the leaf, making it vertical to appear as growing from Earth. I dispensed with “ZED” to focus on the full name concept, which is the essence of the distinctiveness of this business startup. As I also wanted the mark to be bold and clear, I put the name in a strong square, in deep green, that I could imagine working well on delivery vehicles and packaging.
I wanted the concept of the business to be the clearest aspect, so picked a sans serif font for maximum legibility at a distance.
In the end, there are only really two things to look at: the business name, which encapsulates the core business concept, and the leaf. In my view, it is enough: efficient, elegant, and adaptable for multiple uses.