When an Albuquerque-based developer wants to market its new concept of 1,000 green homes surrounding and organic farm that delivers fresh vegetables to its residents each week, what is the logo supposed to look like? Simple. You make it look, well, simple. For this concept, I went for a definite "see-say" approach. Realizing that it takes a while to fully grasp all of the details behind what this company was setting out to accomplish, I felt that the logo should give them a simple introduction, highlighting the two "root" selling points – green housing and sustainable gardens.