In the seed business, your logo and seed cap are your calling card. Midwest Seed Genetics knows this as well as anyone. After an eleven year absence from the market, Midwest Seed was back. And what started as a simple logo refresh from HenkinSchultz, not only became a certified seed hat hit – but a company wide rallying cry.
The logo in its new form is a nod to their history, pulling four diamond shapes from the original design. The diamonds represent plots of American farmland and the yellow symbolizes “the home 40.” Assembled together, they also resemble a horizontal ear of corn. HenkinSchultz built the new logo, but Midwest Seed really built the story.
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The hats were bold in design as they introduced the new logo mark on the front without the company name. The Midwest name is, however, featured on the back band.
”We wanted people to be curious about what it was and start a conversation.Chad Vander LugtExecutive Creative Director
It worked. The new logo and hats are extremely popular and have customers abuzz about the return of Midwest Seed. The logo mark itself has even become a presentation tool for the sales and ownership team. In it, they use the four diamond plot elements to describe The Midwest Way – each representing one of four core values that make up their mission. The story concludes with a simple customer promise “It’s All About You.”