After reading the novel The Language of Flowers by Vanessa Diffenbaugh, I became caught up with the meaning and symbols of flowers and started gathering flowers to create floral typography.
Follow along on my Instagram account, @beccaclason, where I periodically add to the project with the hashtag #LetteringLanguageOfFlowers.
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I first created the word Love on the grass in my backyard in Los Angeles using flowers from my yard. Shortly after this, my husband and I moved to back to Salt Lake City, where I continued the project, referencing Victoria's Flower Dictionary from the book.
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Sunflowers symbolize false riches.
I collected these prairie sunflowers alongside the highway while on a road trip just outside Escalante, Utah. I photographed them on the ground and then afterward sketched and scanned the word "Riches" to add to the photo.
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Zinnias mean I mourn your absence.
I gathered a bunch of zinnias from a park in Provo, Utah, and arranged them there on the grass to say "mourn" while morning commuters looked on from the road. I sketched and scanned the remaining words and added them on top of the photo.
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Impatiens mean impatience.
I gathered impatiens from my grandmother's garden to arrange them on her porch, but I was to impatient to write out the full word.
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The dahlia symbolizes dignity.
I created this D for dignity on the grass in my mom's front yard using her dahlias, leaves, and wild plums.
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Black-eyed susans mean justice.
I found these flowers in front of a strip mall and arranged them on the cement in my dad's backyard.
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Lavender symbolizes mistrust.
I arranged these flowers on the grass in Farmington, Utah.
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One meaning of Indian paintbrush is success.
I picked bunches of these desert flowers along a beautiful hike to Lower Calf Creek Falls near Escalante, Utah.
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Marigolds mean grief.
I picked several marigolds before they died for the season and arranged them with my sketchbook.
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Honesty, annual honesty, money plant, silver dollar plant--whatever you call this plant--its flower means honesty. I gathered the dried seed pods from my grandmother's backyard and made an H on my chalkboard along with some chalk lettering.
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Petrunias mean "your presence soothes me," which seems quite pleasant. I created the script lettering using petunias from my mom's front yard and gathered leaves for the remaining words and accents.
• • •I've worked together with Samantha Gowing on a few projects, and it's always been an enjoyable experience, so when she emailed me about a logo she wanted, I was totally on board.
Whole Happiness is an wellness initiative of both body and spirit that is driven by an attitude of gratitude, joy, harmony, abundance, and the pursuit of inner peace, so Sam wanted something circular and balanced, since this shape encompasses the energy of the ideology.
After sketching a bunch of different directions and revisions, the three sketches were my three concept sketches that I sent to Sam.
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• • •Chose to go with the direction on the right but wanted so see a different plant motif, an upward slant, more flourishes, and more of a circle. The sketch and image below were the revisions.
The final logo we settled on only has one beet along the bottom and is encompassed in a harmonious circle
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Follow me on Instagram @beccaclason.
• • •Cocoa Laney of Cocoa L. Photography came to me for a logo redesign. Since Cocoa's photography subjects are kids and families, she wanted a fresh and fun logo to fit with a younger audience without being cheesy or too cutesy, while also incorporating brighter versions of the red and teal she used on her previous logo.
Below are the three original sketches I sent to Cocoa as a few logo design directions. She loved the one on the left and we went from there.• • •
• • •Now and then I get really swept up in the sketching stage of a project, and this was one of those times. Below are a few of the extra logo design sketches that were a bit too fancy for the desired style of the new Cocoa L. Photography logo to pursue, but were no less fun to create.• • •
Follow me on Instagram @beccaclason.
I first created the word Love on the grass in my backyard in Los Angeles using flowers from my yard. Shortly after this, my husband and I moved to back to Salt Lake City, where I continued the project, referencing Victoria's Flower Dictionary from the book.
Sunflowers symbolize false riches.
I collected these prairie sunflowers alongside the highway while on a road trip just outside Escalante, Utah. I photographed them on the ground and then afterward sketched and scanned the word "Riches" to add to the photo.
Zinnias mean I mourn your absence.
I gathered a bunch of zinnias from a park in Provo, Utah, and arranged them there on the grass to say "mourn" while morning commuters looked on from the road. I sketched and scanned the remaining words and added them on top of the photo.
Impatiens mean impatience.
I gathered impatiens from my grandmother's garden to arrange them on her porch, but I was to impatient to write out the full word.
The dahlia symbolizes dignity.
I created this D for dignity on the grass in my mom's front yard using her dahlias, leaves, and wild plums.
Black-eyed susans mean justice.
I found these flowers in front of a strip mall and arranged them on the cement in my dad's backyard.
Lavender symbolizes mistrust.
I arranged these flowers on the grass in Farmington, Utah.
One meaning of Indian paintbrush is success.
I picked bunches of these desert flowers along a beautiful hike to Lower Calf Creek Falls near Escalante, Utah.
Marigolds mean grief.
I picked several marigolds before they died for the season and arranged them with my sketchbook.
Honesty, annual honesty, money plant, silver dollar plant--whatever you call this plant--its flower means honesty. I gathered the dried seed pods from my grandmother's backyard and made an H on my chalkboard along with some chalk lettering.
Petrunias mean "your presence soothes me," which seems quite pleasant. I created the script lettering using petunias from my mom's front yard and gathered leaves for the remaining words and accents.
Original sketch below
Sprinkles and candles set up nicely for a hand-crafted birthday message.
Candy corn is plentiful around Halloween, so there was more than enough to create some spooky, knocked-out letters with them.
I make a lot of fresh, homemade salsa and had a great salsa garden in my backyard while living in Los Angeles. To celebrate all the fresh produce I was so excited about, I created something with it before getting out the blender.
• • •Kristina Takahashi was looking to grown her LA-based wedding photography business when she approached me about creating a logo. She wanted some clean and flowing script hand-lettering with her name on two lines—not anything too loopy or extravagant. Since she photographs wedding and love, she wanted an arrow illustration in gold, representing a cupid's arrow.
The rough sketches below are what I showed Kristina in the first round to show a few different logo directions. Kristina connected the most with the logo on the right but wanted to see it straight across like the option on the left and with one single arrow below it. • • •
Strawberry love carvings
Whipped up a little love message out of cream
Words carved with an X-acto knife out of Red Velvet Oreo filling
You are my favorite person made from frosting
A sprinkle of love
Secret messages imprinted on cinnamon gum
I'm nuts for you
Role: Lettering artist for all Princess names and "I Am A Princess"
Art Direction: Deborah Ava and Semira Chadorchi, Mattel, Inc. and Frac Fox of Disney Consumer Products
All packaging design and illustration other than the lettering of the princess names and "I Am A Princess" was created by Mattel, Inc. and Disney