September

9, 2013




Barbara Hoffnagle, President
Desert Botanical Garden
1201 N. Galvin Parkway
Phoenix, AZ 85008



Dear Barbara,

First, I wanted to let you know how appreciative I am to have the opportunity to
design the new logo and other promotional materials for the Desert Botanical
Garden. Some of my fondest memories have been spent here with family and
friends. When I was approached to update the current logo for the Desert Botanical
Garden, I analyzed what changes could be made and came up with a new theme for
the organization. The draft of the logo I have produced (in both color and black-and-
white) can be found on page three of this letter.

For this proposed logo I have added elements of symbolism. The petal shapes to the
left of the text symbolize what unique flowers and plants can be found inside the
botanical garden. These shapes are not from a well-known or popular flower, like a
sunflower or tulip, so this gives visitors an idea of what different plants they can
discover.

The colors within the entire logo can easily be found in the desert landscape during
various seasons. Surprisingly, green is an abundant color in a desert. It represents
the various cacti, trees, plants and flowers, which may have green leaves, trunks or
blooms. The purple I chose reminded me of the flowering plant, Texas Sage, which is
a staple in the Arizona landscape. The tan/taupe color of the text is one of the many
shades of brown that visitors will experience inside the botanical garden.

The typeface I chose for this logo is called Habana. I decided to use this because it
appeared more native and indigenous to the Southwestern culture. It is also a subtle
way to appeal to a younger audience, since it is more playful than the text of the
previous logo. I have tested this logo on other promotional materials (posters,
brochures, newsletters, etc.) for the Desert Botanical Garden and it comes across as
professional and is easy to read at many different sizes.

My goals in updating the logo were to have it appeal to a younger audience, and to
have the typeface convey the native and indigenous Southwestern culture. I hope
you can share this logo proposal to the rest of the board members. Any feedback

you, or the members, have for me is appreciated immensely. Thank you for your
time and I hope to hear back from you soon!

I can be reached anytime at haley.lamb@asu.edu or (555) 555-1234.






Sincerely,

Haley Lamb

Haley Lamb
Design Studies Student
Arizona State University