I like simplicity.  If the illustration is done really well, then a bit more complexity is ok.  Simplicity generally wins.&lt;br&gt;&lt;br&gt;I&#39;d like the emotional response to be humility/grass roots, but also competence and a swagger to it.  Like it&#39;s cool to be farmly.  How farmly are you?  Kind of thing.&lt;br&gt;&lt;br&gt;I&#39;d like to see two colours, and green be one of them.  If you&#39;re going to add a third as a different shade, that&#39;s fine too.&lt;br&gt;&lt;br&gt;I definitely like sprouts, or a sprouted leaf (leaves).  I feel that it gives a sense of renewal - a brand new beginning.  Though, I do not want to infer agriculture - we are grains free.  Most of our food content is meat, so we think we&#39;d like a barn or something that infers &#39;mostly meat.&#39;  I want this to be original, something I&#39;ve never seen before.  You can even invent a symbol if it provides the feel of renewal and swagger.  If you use a cow, which isn&#39;t necessary but totally reasonable, please don&#39;t allow confusion with dairy.  &lt;br&gt;&lt;br&gt;Wild idea:  I feel like I&#39;d like to see a hand giving a thumbs-up.  Every time I think of an image, it doesn&#39;t work out.  &lt;br&gt;&lt;br&gt;The difficult balance is in not compromising swagger.  I feel that too much sproutting moves into the cute category.  It can also give the feel of a spa, which I want to completely avoid.  Please no hearts.  Try to find the delicate balance of renewal and swagger.&lt;br&gt;&lt;br&gt;The last piece is that while, yes, we do want to see Farmly, and possibly Farmly Canine, in the design, the lettering is not actually part of the logo.  The logo is the original design that sits either on top of or beside the lettering.  The lettering is simply part of the brand experience.  We&#39;ll be looking for great logos, even though you&#39;ll need to put them beside or on top of Farmly.  I hope this makes sense.&lt;br&gt;&lt;br&gt;&lt;br&gt;&lt;br&gt;&lt;br&gt;&lt;br&gt;

Very responsive and professional artist.  Brilliant design, and offered multiple variations to each suggestion.  Fully recommended.

Farmly Canine (maybe just Farmly)