It was requested to keep the script and text portions of the logo the same. The diamond mark was the primary focus of the refresh. In text portions, I smoothed the script and adjusted height/width of all elements of the logo to create balance.
The diamond logo mark was simplified. The logo represents a tree in a field, and to make the visual more easily understood, I combined the two separate halves into a single diamond shape, with the silhouette of the tree on a hill in the center. The stroke width of the outer diamond was increased for legibility at a smaller scale.
Part of the brand refresh process was defining the brand colors, as there had been inconsistencies in past renditions. The primary blue and green colors were selected and given specific Pantone assignments, and secondary colors based on the company trucks were also added.
Brand fonts were also updated as a part of this refresh. Fonts with a handmade, textured appearance were selected to reflect the company's reputation in the agricultural and blue-collar trades.
