JK Harvest and Tillage

Logo Redesign

Project Overview

JK Harvest and Tillage required a refreshed logo after losing their original design files. This created an opportunity to develop a clearer, more versatile identity that better reflects their role in the agricultural sector.

The company supports farmers by repairing and maintaining agricultural equipment and machinery, so the logo needed to communicate both practical capability and professional service.

The Challenge

Their previous logo no longer met modern standards for:
 

  • Scalability
  • Reproduction across formats
  • Everyday usability


It needed to perform consistently across both physical and digital applications.

Required Applications

The new identity had to function clearly across:
 

  • Official documentation
  • Signage
  • Uniforms
  • Equipment labelling
  • Digital platforms

 

Consistency and legibility at different sizes were critical.

Core Brand Attributes

The new logo needed to communicate three key qualities:
 

  • Reliability and mechanical expertise
  • Strong agricultural roots
  • Professionalism suited to an established service provider

Design Approach

The new logo needed to communicate three key qualities:
 

Reliability and mechanical expertise

Strong agricultural roots

Professionalism suited to an established service provider

Mood Board

Before beginning the design process. I created a mood board to explore the visuals of the agriculture industry. Through this research, it became clear that yellow and green are colours that are consistently associated with agriculture as symbols of growth, harvest, and the natural environment. These colours evoke trust and familiarity, so incorporating them into the logo became an essential part of the design direction.

Final Logo Design

Reflection

During the process, I learned how colour can be used to represent different aspects of agriculture. In the final design, yellow symbolises harvest, green represents growth, and brown reflects the earth and the sense of stability that the brand needed to convey. I enjoyed exploring the agricultural industry and gaining a better understanding of the visual language that's commonly associated with it. The final logo successfully captures the company's agricultural roots and its mechanical expertise, achieving the goals set out at the start of the project.