Harmony Homestead Farms This is an identity project in progress, for my Topics course. Harmony Homestead is a property that is not yet developed, but is scheduled to start growing as soon as this summer. My neighbor Paul, the owner, came to me, and expressed that he needed an identity and eventually a web site. Giving me his ideas he already had for the identity, he asked me to run with the ideas and make something that reflected artistic simplicity.
Harmony Homestead Farms Strategy Statement An adventurous group of people hand building a friendly Green Mountain property to share calming Vermont ways with busy modern visitors
Key Words Hand built Calming Traditional Creative Green
The Property
Competition Research Vermont Studio Center Johnson, Vermont
Salem Art Works Salem, New York
Corporate Quest Cabot, Vermont
Awakening Sanctuary Inc. Monkton,Vermont
Idea Table
using like words to brainstorm ideas
Logo Research After the idea brainstorming, and competition research was done, next was the logo research. This is to gather information about logo trends with like company names. This process helps because you want to create a logo that keeps these common trends in mind while standing out. So I broke the company name up and researched each word in the three word name. This is so that I can marry the trends into a logo that communicates the name with out having to read it.
Harmony Homestead Farm
Harmony Logo Research
Homestead Logo Research
Farm Logo Research
Initial Sketches Sketching is my favorite part of refining my ideas. It’s that time when I can really let loose and just spill my brain on sketch pad. Even if I know it’s a bad idea, I still draw it just to make sure.
Lots of sketches
Type Sketches From the initial sketches I launched into two different ideas. Creating a logo completely out of type is the first idea that I went with. Through a lot of thought and more sketching I came up this fence idea
Etching Sketches The second idea was an etching of the property.
Etching is an art, Often associated with New England and it’s older traditional culture This proved hard to create due to the fact that the house isn’t developed yet.
Final Logo Small version-
Normal version-
Harmony Homestead Farm
Harmony Homestead Farm
Final Progression I decided that the type was the way to go and pushed the idea of type made from a fence This idea progressed from a simple combination of letters with slight accents, then moved on to marring type with etching. So I got out a scratch board and etch the logo to create a complete hand made feel.
Print Elements Harmony Homestead Farm
Harmony Homestead Farm
Harmony Homestead Farm
Work Shirt The shirt is an example of merchandise that customers can buy, or it might come free with sign up. If it is given free with sign up though, it has to be dirty by the time they leave.
Harmony Homestead Farm
Tool Marking Tool marking is very important, especially if customers bring their own. A simplified stencil of the logo will make it easy to mark tools and other property.
For the Future Now that the logo and print elements are finished there are plans to make a website. A website is crutial because thereis a plan to make a merchandise shop at sometime. A website will come once the property is developed and signage is in place. Alex Sawyer Raymond Designer