Fleuroselect launches a revised visual identity. The new logo aims to visualize current and future objectives while paying tribute to 52 years of success within the organization. Alongside the new logo, a core component of the brand is the new slogan which was creatively coined by a Board Member.
Democratically chosen by the Board, the logo and slogan underline Fleuroselect’s values. They bring to life the organization’s unique international positioning in the core of the pot and bedding plant world for breeders, producers, and distributors. Ann Jennen, Secretary General at Fleuroselect, is pleased with the outcome, “Our new visual identity symbolizes the notion that breeding is one of the driving forces of our industry. The logo uses our trusted color palette and brings together two elements that are at the very core of our organization: plants and our international scope. The slogan underlines that Fleuroselect members play an essential role in the pot and bedding industry.”
Throughout the development phase, Media Concept – the agency that conceptualized and created the new visual identity – was mindful of the importance of honoring the heritage of the existing logo while introducing a modern approach aligned with the organizational goals. Robert Wacker, Managing Director at Media Concept, comments, “As an Extraordinary Member of Fleuroselect, we were delighted to have the opportunity of designing the new Fleuroselect logo. It is deeply connected to the roots of this unique organization and clearly depicts the Fleuroselect commitment of being an international partner to the entire breeding world, now and in the future.”
Along with the logo, the Gold Medal and Approved Novelty brand logos have also been updated to reflect the new logo.