Leaves is an upcoming content-management system. The identity needed to be simple, elegant, yet able to hold up strong next to the "web 2.0" aesthetic of the existing offerings. Presented roughly in order of conception below are the four design iteration rounds that I went through in order to arrive at what I and the client both felt was the best fit.

The three leaves that make up the logo are intended to be flexible. They can be arranged in an infinite number of ways. By randomizing this central identity element, the customizable, flexible nature of the CMS itself is reflected.

Round 1. The initial iterations had focus, but were (intentionally) varied enough that I would have a clear plan for what to pursue.

Round 2

Some more web-2.0y iterations from round 2

Round 4 ... honing in on it here

Identity sheet