I had the privilege to lead the charge for our agency rebrand. For the past 25+ years, Osborn Barr has focused only on Agriculture. We made the decision to start the diversification process and believed it was time to rebrand. Shifting away from being "Agricultures Greatest Advocates", we decided to just focus on the rural spirit which transcends all industries, while still acknowledging our roots. 
We made minor adjustments to our mark, moved away from the overused orange, created a flex color system, modern type and lots of lines. We applied the simple idea that less design is good design. I hope you appreciate the work!
Additional Credit: JP Burcks, Art Director 

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