We are a well-established organization in California working in the Capitol and on the ground throughout the state for the past nine years. It is important to convey that we are a serious, established, mature, and credible organization. Our logo will go on letters sent to state legislators and government officials, on fact sheets and reports that we produce for policymakers, and in the normal places as far as business cards, website, social media, etc.
The main concepts that we are hoping to convey in our design are:
Agriculture: This could be depicted by a plant and the image of growth, but we would not just want a food crop image --it's important that it's connected to the farming/ranching reality. The agriculture we advocate for is ecologically aware, conservation oriented, sustainable, regenerative, holistic, etc.
Climate/ecological natural resource conservation: It would be ideal to convey connection to the atmosphere, perhaps with a light blue arc about an image depicting ecological agriculture.
Network/coalition: Central to our work is our large, robust network throughout the state and our capacity to organize. We don't know how literal to go with this, but imagery that conjures ideas of networks and interconnectivity, such as roots, webs, etc., could be powerful for our logo.
What emerged for our team when looking over the logo samples provided by 99Designs in this questionnaire were that we prefer simple imagery, clearly readable text, and a white or translucent background. We would also like to be able to have versions with our full name for comment letters/official publications and one that is scalable with just 'CalCAN' to have in a small size.