Farm Link connects California farmers to training, resources and other farmers in order to sustain family farming and conserve farmland. They were unhappy with their current logo and asked me to design them a new look that emphasized their professionalism and experience dealing with financial and business matters that affect small farmers. They also wanted to keep much of the existing imagery and the friendly feel of the logo.

below are a selection of some initial draft concepts that played with the existing imagery and new type treatments etc:

Once the decision was made that the handshake was not essential and should be cut, I was able to focus in more on the farmscape imagery and refine that. The other major decision was that a more vertical orientation seemed to be working better. With this feedback in mind, I distilled this final one color version of the logo:

The logo can be set in the one color version seen above or the full color version seen at the top of this post. I am also very happy with how the full color reverse version turned out:

For more information of California Farm Link visit their website.