We recently had the opportunity to design the branding and logo for the Southern Rivers Roundtable, an initiative under the Crater Planning District Commission. The goal was to create a professional yet approachable look that represented both the environmental and regional focus of the organization. The Roundtable serves underfunded watersheds outside of the Chesapeake Bay area, promoting projects related to flood resilience, water quality, and outdoor recreation.

The Design Prompt

The client wanted the logo to convey geographic, ecological themes while feeling bold and professional. It had to look great on everything from t-shirts to signage, with a design that stakeholders would want to show off, while also standing out from the typical government or nonprofit logos that often feel too corporate.

Look and Feel

We aimed to capture the natural beauty of the watershed areas, using flowing lines and organic shapes that mirror the movement of rivers. The Southern Rivers Roundtable’s mission to advocate for underserved regions led us to create something that felt grounded in the landscape and proud in its strength.

Font and Color Choices

The typography needed to be bold yet approachable, so we chose a modern sans-serif font with clean lines. This maintains a professional appearance without feeling too rigid or cold. The color palette consists of deep blues and greens, symbolizing water and land, paired with earthy tones to reflect the organization’s environmental focus. These colors provide strong contrast, making the logo versatile across different applications—whether on screen or in print.

Variations and Evolution

Throughout the process, we provided several iterations of the design, ranging from minimalist to more illustrative concepts. One variation emphasized the rivers with abstract waves, while another played up the geographical map-like design of the watershed areas. The final choice balanced these two ideas, keeping the logo streamlined enough for easy reproduction, yet full of meaning.

Ultimately, this branding project reflects the Southern Rivers Roundtable's commitment to regional advocacy and ecological well-being, with a look that encourages collaboration and action within the community. The new branding will help them stand out as they grow their presence and reach.