The conifer cone is a physical representation of the Pacific Northwest and an abstract symbol of generational stewardship. Its hard outer shell protects the seeds of future trees, opening to release them when conditions are right. The stripe pattern suggests woodgrain (the conifer, the natural world), the pages of a book (the academic backgrounds of the co-founders) and a UPC symbol or barcode (business).
Pete Woychick, design & production
Eric Knudson, creative direction
Basecamp Communications, agency
Pacific Family Business Institute, client