United Dairymen of Arizona
Revitalizing Arizona's Largest Co-op
Partner
Resound Creative
Client
United Dairymen of Arizona
Industry
Agriculture
Scope
Brand Identity
Logo Design
Challenge
Founded in 1960, United Dairymen of Arizona has a rich historical root based in the Grand Canyon State. Employees were heavily connected with its original logo as they felt it more accurately reflected the brand's strong state ties as well as communicating the gold standard of quality.
When Resound Creative initiated their rebrand with UDA those ties were something that I wanted to include in my brand identity concepts.
Ultimately, Resound decided to move forward in a different direction but I still wanted to explore how my concept could be brought to life.
Approach
Upon reading the creative brief I felt a key bit of information stand out. Co-op members felt the value of “quality” stood out as the best word to describe their product. The UDA seal of approval was something they stood behind and gave me some direction on where to take the drafting process.
Moodboard
Early mood boards are based on negative space, past logos, and circular form.
Initial Sketches
Typography
This Bauhaus-inspired typeface was chosen because of its ultra legibility at any scale.
A robust geometric structure maintains an element of unwavering dependability that UDA is known for.
URW Form Expand matches similar cues from Alfarn such as the geometric base and diagonal straight "R" arm.
Logo Development
Arizona is abbreviated to "A" and serves as the foundation for "UD" in place of United Dairymen.
An added star brings a recognizable connection to Arizona.
Light rays create a resemblance to the state's iconic flag.
"United Dairymen of Arizona" is set around the mark in a circle to support the center point as well as being a subtle nod to UDA's original logo.
Color Palette
Colors were picked from an Arizona landscape to reinforce its state ties.
Slight adjustments in value and saturation brought the palette to life.
Generative Pattern
Primary, secondary, and neutral colors were brought into TouchDesigner and transformed into generative patterns.
Once combined, the visual asset is available for any application a static graphic element would be used.
The pattern effectively lives within a set of parameters that can be altered depending on the user's desired output or dimensions.
Concept Mockups
