Greenleaf Marketing & Distribution, one of the clients we had while I was working at an agency, was a fresh produce wholesaler that distributed fruit and vegetables to various stores in South Africa.
While we weren’t actually affiliated with them, SPAR – one of the largest retailers across Southern Africa – was one of the stores on their distribution roster. With this in mind, my goal with Greenleaf’s logo was for the typeface to reflect SPAR’s typeface, and to incorporate their shade of green.
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