Branding for a new name in the digital feeding industry

Challenge

When Cargill acquired a British company specializing in data management and connected digital solutions for feed mills and animal producers, they merged it with an existing property and created Format Solutions. The client asked for an original, evergreen brand that stands out in the competitive market and communicates their digital technological expertise in precision nutrition that enhances sustainability.

Solution

After thorough research about the competition and picking the brains of the team at Cargill’s headquarters, it was clear they expected a brand that stood out on all levels, touchpoints, and applications. From a small screen with a technical interface in a large factory to an engaging trade show booth.

The logo achieved this task through its simple, yet dynamic look. The three shapes are offset to communicate the function of an iris closure, representing both the technological precision in designing feeds and the constant motion in technological development. Additionally, the logo has a floral appearance to connect to the natural aspect of the industry. The customized logotype was slightly softened to round off the look of the logo icon.

The primary brand color, turquoise, is the intersection of blue and green, water and grass, earth and sky. It is the cross-section of nature, technology, and accessibility, breaking out of the industry standard colors consisting of blue, red, and orange.