Proud to Present: A bold new brand identity for Kent tree surgeons, Down to Earth
Down to Earth is a well-established and highly respected firm of tree surgeons, widely recognised as providing the gold standard of tree care in the Kent area. A highly specialist, highly skilled team of expert arborists, Down to Earth are able to tackle challenging and technically demanding projects which smaller competing companies shy away from, thanks to their wealth of experience and sheer scale.
Due to a change of management, Down To Earth approached Ditto to create a fresh visual identity to breathe new life into the brand, and reflect the aspirations of the new management team. Down to Earth required a brand identity which celebrates the heritage and strength of the company, whilst bringing it up to date and signalling a change of guard. The new look needed to be one which rises above the competition and sets Down to Earth on a trajectory for serious growth.
The season personality
Down to Earth is a spirited brand which celebrates heritage. They are warm and friendly but also respectful. and are passionate about providing a knock-out service to their customer. They are fiercely proud of their work and wanted to create a brand which customers (and potential team members) aspire to associate with. The brand is both exclusive and obtainable, traditional yet current, enthusiastic yet refined. The seasons that best represent these values are a combination of Autumn and WInter, creating a feel which is warm and approachable but also highly expert.
The shapes on the brand board are strong, confident and full of character with just a hint of exclusivity and heritage. The typography styles are bold, minimal and confident yet quirky enough to possess character. We love the uber-minimal modern san serif and the vintage script which provides a burst of energy.
We’ve looked to nature for the inspiration behind this brand, and we love the natural shape and character of the tree rings – they feel like nature’s fingerprint. And although there’s a rambling, organic sense to their shape, they somehow feel geometric too which is perfect to represent the strength of the brand.
The colour palette is a rich blend of vintage-inspired hues, with a modern twist to keep things contemporary. Each colour has been selected for the properties it brings to the table, as much as its ability to harmonise within the overall palette. We wanted to represent the calm and dependable personality that Down To Earth has become known for, but wake it back up with a shoot of energy. And we’ve certainly done that!
Cornus red is fiery, passionate and energetic. A rich stratos blue is, efficient, trustworthy, strong and intelligent. Ebony is grounded, dependable and solid. Eucalyptus green lends a sense of nature, balance and restorative order– ideal for a heritage brand. And a pale silver birch grey is a perfect accent shade to bring a sense of exclusivity to the overall brand.
We love the D element with the leaf veins! This creates a really strong, distinctive brand element that is so incredibly versatile. Strong enough to stand on its own in pretty much any of the brand colours, it could also be used as a watermark for images, a monogram for stationery and a recognisable brand icon for workwear. There’s tonnes of scope to it. We also love the ‘rooted 1979’ giving a hint towards the heritage of the company, and providing an original twist on the ‘established xxxx’ which is so overused now. It also gives a gentle nod towards the industry, which works really well.
This brand is packed with character (enhanced by Derek's thoughtful illustrations), yet feels serious, strong and refined. Hand lettered typography creates a unique and distinctive silhouette, and the mood of the overall brand is one of considered balance which feels confident, trustworthy and reassuring.