About agape
In 2019, Ashley had the idea to design angel wings made of all white, dried and preserved florals.She knew once she created this piece she wanted to utilize her background in wedding floral design combined with a love for dried florals to create something new. This led to the creation of a new bridal line and creating unique, one of a kind pieces that are everlasting. Agape is the highest form of unconditional love that transcends and persists regardless of circumstance. The mission is to spread this love through creating timeless pieces that people can wear, gift, and pass on. (see website)
Brand Essence
We use love and as a common word in our everyday language because of the varying meanings it can hold. For passion, family, romance, and spirituality. In Greek there are specific words for these different types of love, storage, philia, eros, and agape. Because there are many different meanings the word agape, the design of the letter forms was created to be flipped so you can read it both right-side up and upside-down. No matter which way you hold materials: business card or open a box, the word mark will always appear legible. Each letter is carefully crafted for a clear and timeless design. Ambigrams have little hidden secrets to help refine letter forms, as you look to understand those secrets you discover new meaning; a similar experience to how we use the word love in our everyday language.
Creative Considerations
After discovery of the brand and initial sketches the ambigram concept was meant to be, but the visual understanding and execution became the challenge and main focus.
Behind the logo
Agape is and always should be the focal point. This is framed around a simple clean type with the details of the brand. It is both directions to continue the ambigram process in a new modern and simplistic style mixed with unique and classic ambigram letter forms. As the new AM Floral Design studio launches it helps reinforce the rebrand of the umbrella business.
