Agro-Productions is a seed company based in Africa (Burkina Faso) which produces and sells high-quality seed to African farmers for crops such as corn, soybeans, and sorghum. Most farmers are smallholder farmers, and many are illiterate. The logo will be an important visual reference for these farmers, and the challenge was that the logo must also include the company name in a fun way.
The client wanted the logo to include agricultural elements of a plant growing, ideally a leaf or leaves or a small shoot. We discovered that the plant must be corn or a bean such as a soybean. It could not be something like a vine or a flower or grass or a generic tree since that would not relate to the geographic elements where this company operates. Finally, it was important to keep the design relatively straightforward, as printing capabilities in Burkina Faso are not too advanced, so we decided to use solid versus shaded colors and just a few colors.
Another challenge was that this logo would be used on seed bag packaging and also on items such as hats and field signs, so the design needed to be simple and crisp and yet have the “punch” to gain some recognizability. Furthermore, the client did not want any design elements that are “African-looking”. This was an exciting project since we had to create a logo for an African target market but should not use any of the established visuals and yet communicate effectively to that audience and make the logo relatable and recognizable.
So, after some research into the market sector in Burkina Faso and Africa in general, we realized that an emblem like the logo would work well. We felt that epic farm hills and sweeping background would work well with some kind of seeds in the foreground. We also felt that a touch of magic or excitement to the design since the driving sentiment in Burkina Faso has been the saving of seeds. Progress was directly related to that sentiment. For this, we felt that the seeds should be shown in some sort of highlight or halo to signify the importance of seeds to that country.
So, after some doodles, we came up with some sketches with all these food related attributes. You can see some of the early concepts we came up with below including the final design. You would notice we tried to incorporate a lot of maize and corn kernels in the designs because of the client’s initial request. We also create a couple of leaf-based designs which the client was initially excited about but later decided not to go that direction since the brand could be perceived to be related to the eco-movement or trend.