Minus is centered around creating organic, quality products without contributing harmful waste to the environment. During my last 2 years at ASU, I became very interested in sustainability and more importantly, how it can be applied to graphic design. This was a personal project that I pursued during my last semester where I created a sustainable product brand. The logo incorporates natural green colors and a subtle leaf in the letter “m” to portray the environmental values of the brand. Minus also utilizes sustainable packaging options such as organic fabrics and materials that can be recycled or reused. The brand is very simple and minimalistic to communicate the importance of a waste-free lifestyle to its consumers.