We can all appreciate a great logo, but we may not agree on what makes that logo great. For some, it may be the technical craftsmanship; for others, it may lie in the beauty, balance, and symmetry. It’s often, if not always, a subjective process, and personal bias can play a big role. These biases are rooted in an individual’s life experience, impacting how they view the world.
I grew up in a rural farming community in Montana, so I naturally gravitate towards simple, bold, or even clunky-looking logos. To me, they are nostalgic, reminding me of the farm equipment my father used and the clothing he loved. They feel trustworthy, honest, and hardworking. These ingrained memories strongly influence how I perceive a mark, and—by extension—the company or its product. If you tend to gravitate towards a logo style or creative approach, remember there is no singular correct answer; it’s just what feels right for you.
This same principle applies to developing a logo for a client and, more importantly, their customers. That’s why we always start with deep strategic dives with our clients, as they unveil interesting pathways that help us identify what resonates with them, and brings clarity to their audience.
We recently went through this journey with the sunglasses company, Otavi, and its founder. Through our conversations, we learned more about his origin story, growing up in a remote region in Namibia, Africa. He had a strong emotional connection to the land, the people, and the way of life. We sought to capture a visual representation of his homeland that also articulated the characteristics he had built with his brand—one of bold stature and unwavering confidence. We found what we were looking for in the kudu, an antelope indigenous to the region known for its long, spiral horns and unique under-eye markings. These indelible features of the animal were reflected in the qualities of the sunglasses themselves—crisp, bold lines, and a strong sense of adventure.
No two projects look the same because no two clients are the same. At Farm, we lean into the details of each client’s story to craft something beautiful and distinctly brand ownable. By embracing our own unique lenses as well as those of our client collaborators, we create designs that resonate authentically and leave a lasting impact.
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