We kicked off this project with an internal meeting to review the client’s needs. Prior to starting concept development or the design process, we have our clients complete a creative questionnaire that allows them to communicate key information to us in writing. Through this phase, we were able to learn that the most important aspect for our client was to have clean lines and symmetry and that her core target audience is anyone who enjoys fresh produce and meats. Her goal for the project was to come away with a more professional image for her farm.
With this information in mind, our design team sat down together to come up with concepts for the farm logo design. We determined that we would utilize the rose from the name Rosewood, but in a manner that also conveyed the nature of the business — farming. Additionally, we would look to create options utilizing bold, clean fonts, as well as beautiful scripts to give our client some variety in options shown.
After the design direction meeting, our branding design team brought the concepts to our Director of Design and Creative Director for review. Our directors agreed with the concepts presented, and provided some feedback that could be incorporated during the implementation of these concepts into digital versions. Since both our Director of Design and our Creative Director are designers themselves, they are able to really guide the design process to ensure that not only do we achieve the clients’ goals strategically, but that we also come away with designs that are original and perfected.
When the concepts were finalized, we moved into the design phase. Here, our designers created digital versions of the concepts. We selected and paired fonts, assessed color psychology and selected colors, and created custom icons to pair with the type. We considered everything from target audience to key applications in an effort to develop several farm logo design options that would work for our client for the next 10 years.
In the first logo option, we utilized the shape of a rose to convey the nature of the business, as well as the local landscape. The petals are comprised of crop rows, or corn rows, perched atop the rolling hills of Kentucky, while the rosebud at the center doubles as a sunrise over the farm. This icon was flanked by a casual script font, noting the buzz terms “fresh” and “local.” The script typeface offsets the bolder one, used for the words “Rosewood” and “Farms,” and provided an opportunity for us to balance the logo and ground the icon.
The second option presented also included a symbolic rose, however, we introduced a more modern, minimalistic take on the flower’s design that lends itself to an evolving and growing family business. The farm’s location took a featured spot at the top of the mark, and the name of the farm was set in a bold, strong and on-trend typeface.
For our final option, we again incorporated a rolling hills illustration and a rising sun. This logo, which would also serve as the icon for the brand, brought all elements into a round shape that signifies the circle of life on a farm. This logo is much more modern and mainstream than the previously presented versions, and would provide the brand with a mark that resonates commercially.
Upon presentation of the logo options via screenshare, our client felt that option one resonated with her the best. She loved the modern, yet rustic style of the logo, and felt that the icon was perfect for her use. There were no required changes to the logo, and we were able to finalize it and provide the files to the client in time for her busy season.
Upon selection, the chosen logo went back to our Director of Design. At this point, she inspected the design to ensure that all elements were perfectly aligned and spaced. She then selected final exact colors for the logo and brand, and these were noted in PMS, CMYK, RGB, and hex codes.
When the logo is finalized and colors are selected, our design team creates logo files. These are provided to our client in PDF, EPS, JPEG, and PNG. We also provide all white files, all black files, and full color files. From there, we shared the files with our clients at Rosewood Farms and began to work on a custom trailer wrap, labels, and attire for the farm.
If you’re digging this logo and our process, give us a call. We love cultivating brands that resonate with people and provide meaning to the work you do.