Identity Suite
Tallgrass Beef had been using their logo for several years and had developed equity in it. Thus our goal was not to develop a whole new look, but to evolve and contemporize what existed. We did this by updating the typeface for readability and re-organizing and re-prioritizing the various elements to add emphasis where needed. For example, in the previous version the word "Beef" was a secondary element, whereas now it is a major element. This new look also adds a degree of flexibility needed for application of the logo, which is used in many varied materials (website, brochures, packaging, etc.).
Overall we feel the new logo creates consistency in branding and imagery that will enhance consumer recognition and add visual sizzle that supports the essential aspects of the brand—all-natural, grass-fed, sustainable, heartland, and more. In order to create a more direct link between the brand and founder Bill Kurtis, we also introduced a "signature" version of the new logo for strategic application in specific situations.
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