Valentine Florists was a small, neighbourhood florist based in Vancouver, British Columbia. In 1971 the owners of the shop approached local designer Ted Cooper to help with their logo. At this time Ted and Michael Pacey (Supergraphics) had a mutual arrangement where they would pass work to one another where a project called for the strengths of one of the designer’s skillset. Because Ted was primarily a typographic designer, he passed this particular project onto Pacey.

This resulting symbol is a very smart solution, combining a heart (Valentine) within a flower head, with two lower leaves producing a ‘V’ (further reinforced in the negative space) and a vase. Unfortunately the client never selected this particular concept, but Pacey remained attached to it, feeling it was a really strong idea. He went on to enter it in several awards – in fact it was a winner in the 1971/72  Graphica Awards, jointly hosted by the Art Directors Club of Toronto and Art Directors Club of Montréal.