O’Donnell is the agency-of-record for this 2,000-home master planned community west of Wellington, FL. With its unexpected location, the branding becomes more important. In addition to theming and naming the community and its streets, parks and amenities, we developed this logo that reflects the spectacular centerpiece and selling point of the property — magnificent lakes totaling 176 acres over a mile in length, with 20 miles of walking trails. The logo evokes both a leaf floating gently on the water and a beautiful sunrise peeking over the horizon, both underscoring the dominate nature theme of the property and creating an impression of calm and peacefulness. The client is a strong proponent of clean, simple logo marks for their communities around the country, so they loved the fluidity and grace of this one for their new Florida community called Arden.