Fwd: Logo/Design Help

[Kerem Alper]

see attached designs. i like where he's going with the tractor/pie chart. the tractor also has the rough edge which i like. 

---------- Forwarded message ----------
From: Beau Warren <bwa...@tentcraft.com>
Date: Wed, Jul 11, 2012 at 10:30 AM
Subject: Re: Logo/Design Help
To: "Alper...@GSB.Stanford.Edu" <Alper...@gsb.stanford.edu>

Ok, so these are just roughs, but I wanted to give you a couple more directions, that are more graphs and analytical based.

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>

Date: Wed, 11 Jul 2012 12:36:05 -0400

To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Beau, 

all possible ideas; the only problem is: our vision is much more data/analytics driven vs. simply bringing "technology" to farmers' operations. the computer monitor+leafy plant idea sounds interesting, but somehow we have to convey the message of "data, graphs, analytics". We also really like the tractor as an image.

We will all get together tonight and go over all these ideas. If anything new comes to your mind in the meantime, send it along and we'll add to the agenda. Brendan, anything to add?

Thanks!

Kerem

On Wed, Jul 11, 2012 at 6:14 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Good morning Team,

I had a few other "visions" this morning about cool Tech/Farm combos:

-Tractor tire tracks that become pixelated as they move from left to right

-A tractor made up of html text(href=, etc).

-A leafy plant emerging out of a computer monitor.

Just some food for thought.  Also, please let me know if I am right in assuming you would like to keep the font for "Farmulate" in the same style as it currently is.  We could go with a more rugged, farmlike font, but it seems the existing logos that you sent me from other companies all share that clean sleek look. 

B

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@gsb.stanford.edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>

Date: Tue, 10 Jul 2012 19:33:29 -0400

To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Beau, 

First of all: you rock! Thanks so much for all the effort thus far.

We all had our views on it, but before we start with suggestions/comments, we wanted to get together, reach a concensus for how we'd like to adjust this; what elements we should keep and others we should replace. One of our team members is coming back from Europe tomorrow afternoon, so we will sit together tomorrow night, review in detail and get back to you with a set of suggestions. We're trying to avoid the back and forth to minimize the amount of work for you. 

Thanks again!

kerem

On Tue, Jul 10, 2012 at 2:13 PM, Beau Warren <bwa...@tentcraft.com> wrote:

Ok, first stab at this…lets think of this as a jumping off point.

I think they both are pretty self-explanatory.   Power symbol with a corn cob incorporated, and  astalk of corn with a usb cord attached.  Corn in this country is synonymous with farming, so I thought it would be a good element to begin with.

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>

Date: Tue, 10 Jul 2012 14:13:01 -0400

To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Thank you Beau; your assessment is pretty dead on. Precision agriculture is a trend we'd like to take advantage of where gps systems, sensors render tractors more effective and the data collected can make an impact on the growers' decisions. 

Please please do not prioritize over other stuff. It's not very time sensitive; can wait a day or two; no problem. 

kerem

On Tue, Jul 10, 2012 at 11:12 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Let me tell you my thoughts on this.  Your company is merging high and low tech.  Its bringing the urban(internet) to the rural.  And from your site, farmulate is taking a very apple-y approach, clean lines, non-cluttered design, so I would like to continue with that, and go with something very simple and elegant, but tying in an element of the farm.  My initial images that pop into my head are things like a Tractor with a usb plug coming out of it, or making the "L" in farmulate a stalk of corn, with a usb cable coming out of it…..you know, something that shows a merging of two very different worlds. I want to find those universal symbols of the internet/computers, that everyone recognizes, and combine/incorporate it with symbols of agriculture that everyone knows.  I am pretty slammed at work right now, but will sketch some rough ideas up for you before the end of the day.

B

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>

Date: Tue, 10 Jul 2012 13:59:09 -0400

To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Thank you Beau.

Another good design that we like is the logo of Nest.

the simple way "nest" is written but but the "n" is used in all their home graphics (as you can see on home page). They also have the leaf that they put in certain places. What we'd like to ideally have is something similar. A nice way to write "farmulate" and also a mini logo that we can put in places that people can associate with farmulate. 

Best,

kerem

On Tue, Jul 10, 2012 at 5:51 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Great, thanks Kerem.  I have a few priorities that I need to finish up before I jump into this, but if I have any questions, I will email you this afternoon.

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@gsb.stanford.edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>
Date: Tue, 10 Jul 2012 02:13:42 -0400

To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Beau, 

Here are the answers to your questions:

1) We are developing online tools for small to medium scale farmers. Essentially an online platform where farmers can aggregate their data and make better operational decisions. Our flagship product will be a combination of Quickbooks and Mint.com for farmers. We will complement this product with a mapping tool and a crop planner that we are in the process of building. The closest websites that could inspire you are (in terms of relevancy): 

www.agsquared.com (we actually like their logo a lot)

www.quickbooks.com

www.mint.com

www.farmeron.com

www.climate.com

2) small to medium scale farmers. The trend we have identified is that internet is penetrating the lives of farmers at a pretty rapid pace and hence, we are targeting the younger farmer generation who will be open to using our tools for their farming operations. 

3) analytics. agriculture. efficiency. data.

4) we have a few; none of them final, but would give you an idea. 

simple tools. powerful insights. 

farming decision. simplified. 

empowering farmers. lending a hand. 

you can get a better idea about our website through this beta version:

http://farmulate.herokuapp.com/

5) we are fond of a combination of earth colors as you might imagine; especially brown and green (they go really well together); blue sky, yellow for sun, gold for wheat etc. we are also a big fan of leaves (our first thought was to make a leaf out of the "F" but realized it's not legible that way (it reads armulate instead of farmulate).

6) we like www.agsquared.com's logo because it has a graph and a plant so summarizes the concept well. we still haven't decided what's the best way to go is: create a logo out of "farmulate" or create a font for farmulate (similar to farmeron.com) and then a separate logo. We are open to any suggestions you have. 

7) this logo will be used primarily for the website. I'd say 99% website; we might get tshirts or mugs made down the road, but most probably nothing that will reflect the companies operations and is a hardware. 

We can give you more clarity around our idea/product on the phone if you like. It's your call.. If you have any other questions, let us know; we'll respond quite quickly. Or at all times feel free to give me (860 834 0943) or Brendan (650 804 6847) a call. 

Overall, we'd like this product to be serios and useful but also very friendly. in fact we played with the idea of making it farmulate! to give it some more energy; open to your ideas. When a farmer enters all the data they have, they will have a button that will say "farmulate!" and it will turn their farm data into the analytics, so we're trying to great something catchy. Also attached are a few things we played with, but didn't think you could read the name well. the "l" could be a good candidate for a plant, but again not sure if it will convey the message across.  

Thank you so much already Beau. We are incredibly grateful!

Kerem

On Mon, Jul 9, 2012 at 7:54 AM, Kerem Alper <Alper...@gsb.stanford.edu> wrote:

Beau!

This is super exciting. We will get together tonight with the team and get you the answers to all these questions. You should have them in your inbox tomorrow morning. 

Best,

kerem

On Mon, Jul 9, 2012 at 7:55 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Good morning everyone,

So let's get the ball rolling on this:

1.) What is the purpose of your startup?

2.) Who is your market?

3.) In 3 words or less, what best describes your company?

4.) Do you have any taglines?

5.) Are there any colors schemes you are fond of?  I am thinking if this is an agricultural thing, we keep it in a vegetable palette(vibrant reds, yellows, greens, gold, etc).

6.) Are there any logos related or unrelated that really strike a chord with you?

7.) where will this logo be used on? Website, apparel, paper marketing, etc.?  This is good to know because it tells me whether this should be a logo we can translate to different mediums, and more specifically, a logo that can translate to single color and multi color easily.

Hit me back as soon as you can, so I can get cracking on this.

Thanks!

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>
Date: Wed, 4 Jul 2012 15:30:25 -0400
To: Beau Warren <bwa...@tentcraft.com>
Cc: "bul...@GSB.Stanford.Edu" <bul...@gsb.stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>
Subject: Re: Logo/Design Help

Beau,

Thank you so much! We really appreciate it. We are hopeful that our idea will gain traction and make a significant impact on a massive industry, agriculture, and we are excited that your logo can be part it! 

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

[Kerem Alper]

FYI - 

---------- Forwarded message ----------
From: Beau Warren <bwa...@tentcraft.com>
Date: Fri, Jul 13, 2012 at 7:02 AM
Subject: Re: Logo/Design Help
To: "Alper...@GSB.Stanford.Edu" <Alper...@gsb.stanford.edu>

Good morning Kerem,

Ok, round 3, here we go!  I really like the imagery of an old tractor, but done up analytically.  I am torn though, so I gave you some options.  Personally, I like the subtlety of the bottom tractor, because adding the graph gives it a sort of Lightning Bolt look, which may or may not convey the concept.  The pie chart is still obvious with or without the line graph, but giving the tractor some classic design on the actual tractor, and keeping the analytic aspect limited to the wheels balances it out better.

-I also wanted to think of this logo as a standalone image.  So look at the tractor separate from the logo as well. 

-There are two options in the wheel….a single color, and a multicolor.  I am always a fan of single color, because it translates to a lot of applications well.

-And lastly…..The font….its not set in stone, but I am trying to find a friendly, yet clean font, but than, like I said, I wanted to dirty it up a bit….These are just rough concepts, but let me know if any of these stick out to you.

Thanks,

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>

Date: Thu, 12 Jul 2012 15:24:50 -0400
To: Beau Warren <bwa...@tentcraft.com>
Cc: Brendan Speechley <bren...@stanford.edu>, Mark Wittman <Wittma...@gsb.stanford.edu>, Alberto Lalama <ala...@stanford.edu>, Matt Bulloch <bul...@gsb.stanford.edu>
Subject: Re: Logo/Design Help

Beau, 

these are all great ideas. I agree with you on the bee front; beefarmers are not part of our market; we just thought it could present productivity but probably too indirect. 

i like the idea of emphasizing "farm" in farmulate. if we were to go that route, it's crucial that our logo describes what we do relatively well; otherwise it might get too distracting. also, super slick "ulate" may not go great with a very dirty "farm" but maybe it would; we'd just have to see. just emphasizing the "a" may make it a bit cheezy or confusing; we shouldn't assume everyone will make the connection between the word "formulate" and farmulate; but again, i think we just have to take a look at what it would look like and see. 

a combination of a tractor made out of bar graphs going into the opposite direction from "farmulate" where "farm" is written in a dirty, farm-like manner could be interesting; it might tie the drawing with the name well. 

another idea that came from looking at a friend's startup (doing something completely unrelated) logo consideration is below. A bull's face with a line graph going through it; perhaps we could do something with a leaf? the graph is not very obvious in this logo; our's would have to be more pronounced; perhaps a green leaf with a dark brown line graph going through it. or red; but i'm always told red is not a great color to have in presentations. again, just throwing ideas out there. 

thanks for your efforts again, and again. 

kerem

On Thu, Jul 12, 2012 at 12:01 PM, Beau Warren <bwa...@tentcraft.com> wrote:

Good afternoon….This is great! The more feedback I get, the better the end results.  

The overlying theme seems to be "Friendly."  This is good to know because it means you are not 100% stuck on that super sleek font type.  We can have a little more fun, get a little dirtier, a little more rural with the whole design.  I love the tractor, and have been sketching several variations of it, trying to get a great design that you immediately recognize both aspects of.

I really like the suggestion of the fruit cross section/pie chart….its simple.  However, if pie charts are not the best way to explain what Farmulate does, I will keep that on the backburner for now.  The bees is interesting, but I don’t think it would read to me farm, or analytics.  Are beefarmers a big aspect of your market?  If not, I would steer you into a direction that targets more of your intended market.

With the text itself, I have a couple ideas:

• An italicised "a"
• The "a" being a different color
• My personal favorite, we keep the font for the rest of farmulate clean and sleek, but than we dirty up just the "a".  And when I say dirty up, I mean just that….a smudge of dirt….a little dust…..maybe some leaves or straw coming off of it.  Something textural.
• We could differentiate the entire word farm….so it read more like farmulate.  This may convey the concept better, and it gives me the ability to have some fun with the "F", as that is potentially an icon you will use in other applications.

Let me throw some sketches together, and I will try and get back to you tonight.

Thanks again,

Beau

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

[Mark Wittman]

I don't really like the font, it reminds me of one of the other farm websites I've seen, I forget which one, but he said he would probably change that.  The tractor's ok.  I think it's right on with what we envisioned, but doesn't work exactly that well.

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Mark Wittman | Stanford Graduate School of Business | Class of 2013 | mwit...@stanford.edu | 203.645.9866

[Brendan Speechley]

Agree with mark:

-on the font

-tractor ok, but not great.

 

I also don’t like the coloring, and I prefer a “clean” “smooth” logo.

 

I just drew this up in paint, though not sure if it looks like we are focusing on corn though… What do you think? I left the axis (from excel J) in but can be removed….

 

[Mark Wittman]

I actually really like the corn bar graph.  Unfortunately does exclude other crops, but that might not be a problem.

For whatever reason I still like the corn power button.

[Brendan Speechley]

If we had three logos:

-corn bar chart

-citrus pie chart

-carrot USB stick?

 

Maybe that would be better?

[Brendan Speechley]

I actually like the symbolism of a carrot.

It’s a reward for doing something.

 

“More Insight, More reward”

 

OK, this turned out crapier than I though but:

[Brendan Speechley]

2^nd Try:

[Kerem Alper]

if we're going to do multiple logos, we should definitely have the tractor as one of them. 

i agree on font; doesn't work. 

this is probably not the best use of our time right now.

[Kerem Alper]

guys, we might have a winner?

the writing and colors need to change but i like the logo as it is. 

kerem

---------- Forwarded message ----------
From: Beau Warren <bwa...@tentcraft.com>
Date: Wed, Jul 18, 2012 at 8:22 AM
Subject: Re: Logo/Design Help
To: "Alper...@GSB.Stanford.Edu" <Alper...@gsb.stanford.edu>

Cc: "Wittma...@gsb.stanford.edu" <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>, Alberto Lalama <ala...@stanford.edu>

Now seeing it in a logo, I think this actually works….It reads as a wifi symbol, and the plant is obvious.  I really liked the burlap texture in that wallpaper you sent me for a color reference, so I kept it in there to "dirty" up the logo further.

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Exclusive suppliers of MASTERTENT

From: Kerem Alper <Alper...@GSB.Stanford.Edu>
Reply-To: "Alper...@GSB.Stanford.Edu" <Alper...@GSB.Stanford.Edu>
Date: Tue, 17 Jul 2012 14:55:26 -0400
To: Beau Warren <bwa...@tentcraft.com>
Cc: "Wittma...@gsb.stanford.edu" <Wittma...@gsb.stanford.edu>, Brendan Speechley <bren...@stanford.edu>, Alberto Lalama <ala...@stanford.edu>
Subject: Re: Logo/Design Help

Beau, the attachment didn't go through. 

The pie chart doesn't convey the message well unfortunately, so let's put that on the backburner for now. 

What do you think about the wireless+plant idea (what Mark sent out the other night)? It's simple and communicates the message. We could make the wireless signal a different color to signify soil (as if soil is giving signals to the plan) and the plant can be a funky drawing; doesn't even have to be any specific plant. or we could even put the wireless at the bottom of the plant and then have a cloud above it (baby blue, green, brown are nice combinations). 

Below it is again. 

On Tue, Jul 17, 2012 at 11:46 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Hey guys,

First off NO WAY have we exhausted all of the possibilities!  Logo design is all about trial and error….every idea inspires another, and will get us to the finished product.  You guys have been a pleasure to work with, the ideas are compiled and organized well, so keep em coming.  If we all like the font, than we are one step closer!

I had an idea of a tractor made up of different internet/computer related images(See attached for a similar example made up of silverware and plate).  Let's all just keep throwing ideas out….I could do a pie chart made entirely of produce, different colored vegetables make up different pieces of the pie?  Or maybe a kernal of corn could work into the equation better.

Its all about brainstorming,

B

Beau Warren

TentCraft | Traverse City, MI

231.995.8537 (O) | 773.656.6652 (M) bwa...@tentcraft.com

 

Thank you so much for these! 

The first font we like actually. any chance we could make the white dots brown (kind of like mud) or get rid of the dots all together? here is a nice brown-green color combination i found online. pastel colors are the best for what we are trying to do.

http://www.macwallpapers.eu/wallpaper/Abstract-Mac-Wallpapers-Brown-Green-Color-Combinations/

on the logo: we like the idea, but unfortunately it might look like a radioactive corn:) do you think we have exhausted the possibilities at this point? it would be nice to get the tractor idea back in the works, but i understand taht we can only do so many things with the tractor. 

The logo Mark sent out yesterday... would it be possible to create something along those lines but perhaps making the wireless signals brown and the plant green, so it looks like earth and the plant? That could be an interesting way to combine the two?

Also, we don't want to keep throwing ideas at you. How would you like us to form our thoughts and communicate them with you? You can coach us on what type of feedback/direction is most useful to you. 

Thanks a lot again!

Kerem

On Mon, Jul 16, 2012 at 10:25 AM, Beau Warren <bwa...@tentcraft.com> wrote:

Good afternoon everyone.

Mark- I think you and I are on the same page…I am big on simple and clean, and I envision the logo being standalone, like an iphone app would have. So when the time comes to take a logo to the next step, I would add some gloss and shading to it, to give it that apple app look.

This corn wifi logo was actually an idea I sketched up at the very beginning of this process, and for some reason or another, I put it on the backburner.  I am not sure if it screams "analytics", but it definitely says Farm Meets The Internet well.  Going back to Mark, I think the Corn/Wifi logo would make a pretty sweet standalone logo!

Kerem, I agree that the font could use some energy, but I am not sure if yahoo is a good model.  This is geared towards a market of people who are not into cutesy, or something too immature looking.  So the challenge is to bring fun and excitement to the logo, while keeping it a little bit techy, a little bit country, and clean enough to fit it within the style of your website.  I think I found a  couple cool fonts, that when italicized, breath some new life into the text.  I took an extra step and modified the "F" to have some roots and plants "growing" off of it, which would allow the "F" to be a standalone logo as well.

Let me know if I am moving in or away from the right direction.  Thanks!

B

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

--

Kerem Alper | Stanford Graduate School of Business

MBA / MS in Environment & Resources | Class of 2013

m: 860.834.0943

[Mark Wittman]

I really like it.  Could use some refining for sure, I'm still not crazy about this font or the shade of green, but generally i like it.  We could even toy around with ways to get analytics baked into the plant somehow.

We could start getting some reactions from other folks now possibly.

--

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