Logo design for L’Espigall Housing Cooperative

The housing cooperative L’Espigall is an intergenerational group of residents of Vilanova i la Geltrú, who participate in the cultural and social life of the city and defend the right to decent, accessible and community housing. I feel honoured to personally be a member of L’Espigall, and am enthusiastic about using my design skills for the benefit of this project.

Currently the cooperative is in the process of planning and preparing to build a six-storey apartment building, but we need to ensure all the apartments are filled before construction can begin.

THE BRIEF

Aside from being dedicated to building an intentional community and removing housing from the speculative market, L’Espigall values environmentalism, feminism and anti-fascism — so there was a desire to reflect this in the logo too.

The logo needs to be friendly, approachable and caring, while referencing the story of the espigall — a wild vegetable local to the region, that is currently undergoing a process of regeneration and recovery. The logo symbol did not need to be a realistic depiction of what an espigall looks like, rather it should be a simplifed and iconic design, legible at small sizes.

THE PROCESS

Two main concepts emerged – one more of an abstract geometric representation of an espigall inside a house, and the other a more flowy, organic style. The iconic, geometric option was the winner, and we decided to use purple to represent feminism and green to represent environmentalism.

The friendly, curvaceous font Hoss Round was chosen for the logo and heading type, paired with the readable sans-serif, Manrope.

The result