I recently had the pleasure of working with Marci & Ben Bidelspach of Soggy Fleece Farm. They’re producing everything from produce to fine meats on there Central Pennsylvania farm and have quite a story as to how they came to own the farm. The short story resembles a guy named Gideon in the Bible who asks God for an exact unnatural occurrence to happen so to confirm that Gideon could trust God. The occurrence a wet fleece when everything else was dry.

You can hear the full story from them but this is where the we started when discussing the farm name and branding. For me, it’s a fun day when you’re set free to draw wet goats.

Marci & Ben were great to work with, when it was all over she sent me the following

Hi Andy~
I can’t thank you enough for making this process effortless, painless and unexpectedly fun!  To be honest, I was dreading the logo process because I didn’t think my family could agree on anything, but surprisingly we did!  I appreciate you sharing your extreme talent with us and creating what we needed so quickly.  Thank you, thank you!  The girls are already asking when we’re getting t-shirts made!!
Thanks again!

Below I thought I’d give an overview of the steps I take when creating a logo, take a look.

Let’s begin.

1. I start with pencils. It enables me to work quickly and freely without having to focus closely on specific details like the exact font to be used. Marci & Ben chose the bottom right illustration to begin with.


2. Digital revisions. Once we have a focus for the brand I revise the art digitally in black and white. This keeps the client focused on how well the image communicates what they’re trying to achieve instead of getting hung up on their favorite color.


3 & 4 Revisions and color. We go back and forth here fine tuning fonts and elements. In this case zoomed in on the goat and in the end went back to the full body of the original sketch. Once we’re close it’s time to introduce color and the fun really begins.


5. Final tweaks. Combining a few of the elements from above, adding some texture and brightening up the clouds we land on a final logo for the Soggy Fleece Farm brand.Soggy-Fleece-Concepts-v61
At this stage I like to apply the logo to some possible products since in reality we rarely use our logos on a white background but they’re often applied to a variety of real world elements. Below we see the possibilities of a website, shirt and sweet farm truck.