Being tasked with creating a new logo is a daunting task. There’s so much that goes into visually capturing what a person or company “does” in an easy-to-understand graphic. Thankfully, there’s a process and strategy that helps inform the thinking.

Initially, we at FoodMix “dig in.” Read. Poke around. Perhaps even prod. All in the name of better understanding the bigger story behind what a company does … and what a new piece of visual identity will do for them. Every nugget of information is valuable fodder for thinking.

Before we get too far, though, something important to remember: A logo is just the start of a smart, strategic branding story. People often confuse a logo with a brand. A logo is merely a small piece of what really constitutes a brand, and your brand is what people think of you when you’re not advertising to them. It’s a feeling. A reaction. And if you have a strong brand — an actionable emotion. A logo can be an important element of the visual storytelling for a brand, but it can’t work alone. More on that later.

An exercise like this can be very simple and straightforward, with quick agreement on a branding mark. A couple rounds, snazzy font, one color tweak. Boom, logo! This almost never happens. Most often, it’s more of a journey. One that requires months of rounds and back-and-forth, buy-in from multiple stakeholders, and a variety of opinions about the desired result. It can be messy, yes, but it’s usually exciting.

In the case of Ocean Mist Farms — a family-owned produce company headquartered in Castroville, California — it was a journey. It was also a labor of love. These are nice people. Good people, that work hard. They grow everything, from romaine, leaf lettuce, Brussels sprouts and broccoli to their pride, joy and mascot … the artichoke. There’s a sense of enthusiasm and pride in the work they do that’s abundantly obvious in the folks we’ve met. They wanted their work — and their storied history — to be represented appropriately.

Sidebar: We also learned that artichokes are very hard to grow. The folks at Ocean Mist Farms have mastered it, though, and humbly tout their artichokes as the “Gold Standard.”

An agreed-upon brand positioning is essential to have in place before work begins, and this was no exception. Beyond a point of reference, it acts as a guide to check concepts against. If ideas don’t align with the positioning, they’re not strategically sound. The FoodMix creative process started with divergent thinking. Our due diligence keeps that thinking informed. We brainstormed, sketched, wrote and created unique ideas that took Ocean Mist Farms in a variety of new directions. As interesting as that was, we discovered — together with our client — that what they really needed was more evolution than revolution. New, modern and different, but not such a departure as to cause confusion.

Cleaner and more refined, the new logo utilizes a dark blue as an homage and connection to the company’s storied past and elevates the “Farms” to be an element less subdued. A bright green accent hints at their work. Finished with an elegant leaf that dots the “i” in “Mist,” it’s an adaptable graphic that will grow as they do, into innovative new thinking and a future of opportunities. It is ownable for Ocean Mist Farms, and aligns with their vision, mission and values.

So … what’s next now that the logo is out in the world? We need to provide guidance on how it is to be used to limit confusion and establish continuity. Brand standards are in the works. Beyond the technical “do this and, please, don’t do that” logo advice, we desire to help the marketing team develop campaign elements that deliver on the “voice” of this new brand as a long-term strategy. What will Ocean Mist Farms say to start their next 100 years? Exciting indeed.

We’re humbled to be part of the story and thankful for Ocean Mist Farms’ partnership.

Mark Munger of Ocean Mist Farms was instrumental in shepherding this project and navigating the ebbs and flows of rounds, changes and disparate opinions. He was a calming voice and advocate on behalf of the process. Many thanks for his thoughtful guidance.

Interested in learning more about how we can support your food or food-related brand? Contact Us today.