details in the design: darigold

You'd need a thousand words, at least, to explain who you are. Same with a brand. And it's probably TL;DR anyway. That's why in branding, we use the shorthand of graphic design instead. 

Welcome to our Details in the Design series, where we explore how our graphic design work brings a brand identity to life.  

The brand Darigold brings pride to communities in the US Northwest. Established in 1918, it encompasses the legacy of a family-owned dairy farm co-operative. When they asked us to evolve their brand identity, we knew we were working with history and culture, anchored in the values of authenticity, quality, and transparency.

We approached the task with reverence. We carefully considered the heritage, the consumers, and the people and culture of the Northwest, aware of the trust and pride invested in this brand for over 100 years.

Here are the Details in the Design of the new Darigold logo.

Continuity is essential for brand recognition, especially for such a venerable brand. We transformed the logo to make each element, unique to Darigold. In the brand identity, the mountains represent the Northwest, speaking to the landscape's fresh, and pure beauty. This nourishing environment also suggests the superior and nutritious quality of its products. The unique, quirky 'daisy' shape, which has been in the logo since 1950, has been updated for a more modern feel. By adding the phrase Since 1918, the daisy and the date combine as markers of brand goodness. The new look was extended to tie into Darigold's co-operative and commodities lines of businesses, improving equity across business lines and overall brand.