I was elated to help Katie at Moon Chaser Acres with a logo for her very new farm endeavor. Moon Chaser Acres was founded in January 2019 and is located next to the Kettle Moraine Northern Unit. Katie was looking for a logo that truly reflected her personality, as well as her endeavor.
Katie and I had a few conversations throughout the logo design process and I made careful notes, striving to capture the essence of Moon Chaser Acres and what would make this particular farm stand out among the competition. In our conversations, among many other key pieces of information, Katie shared that she’s a night owl (a unique trait in a farmer).
I set out to design three logo concepts that were each strong in their own way that I could present to Moon Chaser Acres. I began with lots and lots of sketches, and from there I moved onto three refined concepts. It was important to Katie that I include the moon somehow, along with a farming aspect. These are the three concepts that I presented:
Katie was really drawn to the homemade feel of the first concept. The hand-lettered look and the drawing of the plant were elements that called out to her. At this point, she mentioned that she really likes the dill plant and the way the plant looks almost like fireworks. Katie said that she has a thing for fireworks. As a designer, learning these pieces of information are so important. Having a window into my client’s inner-workings is how I can personalize the work I am doing for them.
I replaced the abstract plant in the first concept with a dill plant illustration and tweaked the type a bit for legibility. We then set out to work on the colors. Green is the color everyone thinks of first when they think of farming, so I tried to stay away from that. I went back to our first conversation when Katie revealed that she’s a night owl. I played around with a dark blue, night color and worked with Katie to get that exactly to the desired shade. We also made the moon a golden yellow in the color version of the logo.
I just love how this logo holds a special uniqueness with a really great backstory. My client’s personality really shines in this design. I wish this new venture so much success!