In 2022 I worked with Star Route Farms for a Design Activism class at the University of San Francisco. We were tasked with helping the farm with any design needs that they may have throughout the semester, as well as helping them with a rebrand. Through the course of the semester, I was in charge with the research and creation of a new logo, as well how the logos would be used.
In the first round of ideation, we were given a lot of freedom from the farm in terms of what they wanted in a logo. They hadn't put a lot of thought toward what a rebrand would look like prior to this project, and trusted us to present them with ideas that were engaging. I began this project with a modern, minimalistic style that would be easily transferrable to any deliverable they needed. On top of the primary logo ideas, I also presented them with a couple of ideas on how we could transfer the brand onto deliverables.
After the first round of revisions, the farm emphasized that they wanted to look into more of a handmade, rustic style for the branding to reflect what visitors experience at the farm. After this feedback, I looked into designing a couple styles of logos including more traditional farm or agricultural logos, as well as a softer more approachable word mark. I also played with both positive and negative space to see how it altered the logos and legibility.
After the second round of revisions, the farm decided that they liked some aspects of the handmade style, but felt it was best if we went back to a modern minimal style. They made it clear that they wanted to include things that are specific to their farm, most importantly the farm's classroom named "Druid Hall." With that in mind, I really pushed to come up with a collection of logos that felt specific to Star Route Farms, while still feeling concise and minimal.
At the end of the project, Star Route Farms decided to choose the following logo for their rebranding. The logo represents their classroom named Druid hall, the rows of agriculture present on the farm, and Pine Gulch Creek which runs through the farm and extends into the Bolinas Lagoon. Here is the new Star Route Farms logo against backgrounds from the new color pallete. To see the rest of the group project, check it out on the "Star Route Farms Field Station" Behance page!
