The task set was to design a logo along with other brand identity materials that would represent the core values and services offered by the start-up, farmcentric. The client specifically requested that the logo contained 'a tree' as a symbol. Also, the branding needed to be new, fresh, as well as, stylish, while communicating the major brand value which is, an all-round agricultural service-based business providing fresh and organic farm products to its customers.
The logo development had in focus the core requirement of the client i.e. A tree. However, I had freedom to play around with ideas surrounding this. A quick observation of similar brands showed the idea of a tree to represent an agricultural based brand was over-used. However, it was needful to follow client requirements.
Using Word mapping approach, I broke the word farmcentic into: FARM + CENTRIC = TREE elements + all-round/circle/concentric. After several iterations, I came up with the idea of a Spiral with a leaf-stalk.
Hence, the Orange Spiral denotes a brand starting out small, yet, having a global focus to be the number 1 fresh organic food suppliers to its customers.
The Leaf stalk symbolizes fresh and vitality (still keeping in focus the tree symbol requirement of the client).
6.0. Branding materials