This logo is for an affordable housing initiative in Sonoma County called Generation Housing (Gen H for short).
This is for a local initiative. The vibe of Sonoma is wine country, nature, and the ocean. The demographic for the website will skew older. Green, blue, and anything that evokes nature, friendliness, comfort is the overall vibe. I'm attaching a color palette I created - Palette #2 is their favorite and I would like to use those colors in any mock-ups.
Attached to this brief is what someone on the planning board mocked-up for internal purposes. Also attached is a logo someone designed that they DIDN'T like - they felt the fence was "cold" and the opposite of inviting and generative.
They like the idea of "Gen" and "H" being called out or having some special treatment, but this isn't necessary.
We would like there to be a design element along with the text that conveys the idea of "generative." Generation Housing means two things - it's about generating and building, but it's also about generations of people. In Sonoma County, housing is expensive and scarce, and established residents are worried that their kids won't be able to continue their legacy of living in and enjoying Sonoma, since some people are leaving because it's cost-prohibitive. The things we have to play with here are housing, people, and the idea of "generating/creating/building."
It was mentioned that they don't want something that feels "harsh" or "cold," as this is about people - the photos on their website will be families (in front of homes, holding keys), nature, etc.