JK Harvest and Tillage
Logo Redesign
Project Overview
JK Harvest and Tillage required a refreshed logo after losing their original design files, creating the perfect opportunity to develop a clearer and more versatile identity that better reflected their work within the agricultural sector. As a company dedicated to supporting farmers through the repair and maintenance of agricultural equipment and machinery, it was essential that their new logo represent both the practical and professional nature of their services.
Although they had an existing logo, it no longer met modern standards for scalability or usability. The new design needed to function seamlessly across official documentation, signage, uniforms, equipment labeling, and digital platforms. Most importantly, it needed to convey three key qualities:
- Reliability and mechanical expertise
- Strong agricultural roots
- Professionalism befitting an established service provider
Capturing these attributes became the foundation of the design direction for the logo I went on to create.
Final Logo
Mockups
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.
Reflection
During the process of designing this logo, 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 as well as their mechanical expertise, achieving the goals set out at the start of the project.