The Jefferson County Council on Aging (JCCoA) desired a modern rebrand to better reflect its desire to meet the diverse needs of the older adults in Jefferson County. This project was done in collaboration with the designer Jaxynn Simons.
Jefferson County requested aspen tree icons for its branding, so we explored the many forms of aspen trees and their leaves, searching for a unified, knot-like logo to convey how JCCoA connects older adults with the care and support they need.
We refined and submitted a refined “triad” aspen leaf form, which exemplifies a united and connected brand that connects older adults to the support and care they need. The aspen leaf is a local and enduring form, and the Triad is recognizable and can be broken-out into versatile applications. Even one leaf of the triad maintains the feeling and unity of the brand, enabling a wide range of merchandise and signage possibilities.