Fog City Gardener is San Francisco non-profit that believes in individual and community empowerment through gardening. Their mission is to educate Bay Area residents on how to grow native food, flowers, and other beneficial plants within an urban environment to encourage self-sufficiency, confidence and environmental stewardship.

Fog City Gardener wanted their visual identity to feel both urban and organic, while conveying a similar strength and firm political stance to a WWII victory garden poster.

The final design features a dahlia, the official flower of San Francisco, which doubles as art deco city architecture. The inner petals transition nicely into the fog that holds a slightly modified mid-century style typeface (Gotham).

This logo has a can-do attitude and a style that is both modern and timeless.