• US$160

• 47 designs

• 15 designers

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Logo Design Brief

This logo will be used for branding of the Maui Agriculture Business Succession Planning Project which is a project of the University of Hawaii Manoa, College of Tropical Agriculture and Human Resources. Project tasks include administering a needs assessment and developing resources to help local agriculture businesses (mostly family farms) plan for the succession of their business. The two most common succession plans are to sell the business to another ag business or to pass the ag business/farm to the child(ren).

Maui has unique agriculture such as taro, strawberries, onions, cut flowers (anthirium, protea, and red ginger), and some mangoes. The following are either phasing out or are produced by large companies and not family farms (target audience for this project): sugar cane, pineapple, coconut, and macadamia nuts. Crops such as corn, soybeans, apple, peach or citrus orchards, and wheat do not represent Maui agriculture nor to barns, dairy cows, or silos.

The project tagline/logo wording is “Tradition to Transition.” The font should be easily readable from a distance, without a lot of curlies, cursive, or fancy lines. However we do not want it to look like a university report (times new roman, etc).

Potential concepts that may work well are passing a Hawaiian agriculture product(s) from an older individual to younger (though this would be challenging to keep the design simple), something that shows transfer or movement (perhaps hands passing an ag product), simple crop lines or blocks of land. Creativity is not my specialty, so the ideas just provided may offer a starting point. Please be creative, keep it really simple so it can easily be seen from a distance, and include a “Hawaii feel.”

Graphics should appeal to the target audience (ag business owners/family farmers), so cutesy graphics that appeal to children would not be appropriate. The topic of business succession is a very serious one and possibly sad for some who want to business to stay in the family but choose to sell it to a non-family entity.

This logo should reproduce well in color and transfer cleanly to black and white and/or grey scale – reproduction through the 3rd or 4th generation would be especially nice. The standard University and the College color is green. This logo doesnʻt have to have green but it should blend with the University green. To see the green used for the University seal, go to https://www.hawaii.edu/offices/eaur/campusgraphics.php?campus=manoa.

Examples of logos we use within our college are:
Go Gap which stands for Good Agriculture Practices and is found on the top right at http://manoa.hawaii.edu/ctahr/farmfoodsafety/,
New/Nutrition Education for Wellness found on the top left side at http://www.ctahr.hawaii.edu/new/,
Master Gardener program found on the center section at http://www.ctahr.hawaii.edu/uhmg/,
Sustainable and Organic Agriculture program found on the top right side at http://www.ctahr.hawaii.edu/sustainag/,
ʻOhana Caregivers program on the top right side at http://www.ctahr.hawaii.edu/ohanacaregivers/downloads/CaringforCaregivers2011.pdf.

Target Market(s)

Agriculture producers in Maui (as well as the whole state of Hawaii). This includes family farms, nurseries, ranchers, and flower growers.

Industry/Entity Type

Agriculture

Logo Text

Traditions to Transitions

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Logo styles of interest

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Font styles to use

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• Much of this is included in the project description.
• Bold wording (but not boring - we get enough boring/stuffy from the University)
• Simple design that catches the eye
• Hawaii feel (described in great detail in the project description)
• Easily produced in color and black/white (even to the 3rd or 4th copy generation)

Nice to have

• Included in the project description. Concepts denoting
• Movement/transfer

Should not have

• Included in the project description.
• - No cows, corn, wheat, barns, silos
• - No mention of Maui as this project covers Maui County which includes multiple islands. We hope this project will expand to the whole state so a logo with the Hawaii feel will work for Maui County as well as all counties in the state.

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Files

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