Consulting | Winter 2012
La Veritá (LV) is a mentoring program designed to prepare teenagers to young adults for their future. When my client and I began concepting the LV identity we knew we wanted to create something somewhat serious to give it an authoritative feel but yet still maintain a young appeal. La Veritá is Italian for The Truth, from the tagline “Growth Starts With The Truth” we developed the idea of the deep rooted tree. I wanted more of the emphasis to be on the intricate roots than the top portion so I rendered them within a half circle in negative space to give the foundation more weight, representative of the human need to create a solid foundation to realize self-growth. The final logo embodies what this program represents – just as a tree began with a single seed, the path to deep rooted growth begins with the first step of seeking support to maximize one’s potential.