We kicked off this branding project with an internal meeting to review the client’s needs. Prior to starting concept development or the logo design process, we have our clients complete a creative questionnaire that allows them to communicate key information to us in writing. Through this phase of the logo design project, we were able to learn that the most important aspect for our client was to have clean lines and symmetry, and that their core target audience is anyone who enjoys fresh produce and meats. The client’s goal for the project was to come away with a more professional image for their farm.
We set off with this information to create two brand options that we would present via a mood board, logo, brand colors, and brand fonts.
DESIGN DIRECTION BRAINSTORM
We started by strategically selecting two visual direction options for the project.
The first direction would be based on a vintage, yet updated farm style that incorporated elements from the earth in a graphic style. This direction would be bold and rich, with warm hues of earthy colors. Imagery would be indicative of life on the farm, and the products of the business would take center stage.
The second direction we would create would take on a markedly more modern aesthetic. This would be unlike the typical farmer’s market brand, and would instead take on a more iconic style. Light and bright colors would be utilized to bring in the freshness of the farm’s produce. Imagery would take on a more abstract vibe, playing on the people that bring the farm to life every season.
When the logo concepts were finalized, we moved into the logo design phase. Here, our graphic designers created digital versions of the logo concepts. We selected and paired fonts, assessed color psychology and selected logo colors, and created custom logo icons to pair with the logo type. We considered everything from target audience to key applications in an effort to develop several farm logo options that would work for our clients.
In the first farm logo option, we utilized the shape of a rose to mirror the name, and paired that with lines that were indicative of farm land. The rose petals are comprised of crop rows, which also form the shape of the rolling hills of Kentucky, while the rosebud at the center doubles as a sunrise over the farm. This logo icon was flanked by a vintage script font, noting the buzz terms “fresh” and “local.” The script typeface offsets the bolder typeface, used for the words “Rosewood” and “Farms,” and provided an opportunity for us to balance the logo and ground the icon, all within a vintage, seal logo design.
For our second logo option, we again incorporated a rolling hills illustration and a rising sun. This farm 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 design is much more modern and mainstream than the other logo versions, and would provide the company with a new logo mark that resonates commercially.
Upon presentation of the two concepts, our client selected option one. They were taken with the manner in which the visual direction effortlessly combined the farmhouse feel with a bold, modern aesthetic. They also loved the way the concept showcased their farm and the products it produces.
FARM LOGO FINALIZATION, FILES, AND GUIDELINES
With the concept selected, the farm 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 logo colors, and these were identified in PMS, CMYK, RGB, and hex codes.
Additionally, color codes were selected for the supporting brand colors, and the font names were noted to send for client download.
To closeout the project our graphic design team created new logo files. Logo files were provided to our client in PDF, EPS, JPEG, and PNG. In line with our process, we provided the logo in all white files, all black files, and full color files.
Additionally, we shared the mood board, color palette, and font names for the new brand. When the brand elements were final, we moved into a secondary project that included the design of a custom trailer wrap, labels, and attire for the farm.
READY TO START YOUR BRAND?
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.