Smith Farm Store

Smith Farm Stores wanted to pursue a strong ecommerce presence for workwear, outerwear, and footwear. In addition to this product focus, they still wanted to be able to sell other products online such as toys, animal health supply products, Holland Grills, United States Stove Company products, and Koenders Windmills. We determined that in addition to their primary logo (used throughout their physical store, signage, and trucks), they would have a related derivative logo that demonstrated their commitment and focus to the workwear, outerwear, and footwear products.

The client's target market includes people who work outside, who have pets and who live on farms. They wanted something that was friendly. They wanted to broaden their image beyond farm-related products while letting people know that their products were built to last. The company identity was described as: professionalism with respect to business management but informal and friendly with respect to customer service. They have an emphasis on relationship and satisfaction. Evidently in Indiana, diamond-plate steel is a common surface associated with ruggedness. So "Smith" is punched out like "Ford-tough" and the diamond-plate steel echoes the ruggedness.

In the second logo, we clothe the arms with a Carhartt jacket. The green accents in the gloves infer the green of outdoors.

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