The rebrand I hated for a year finally made sense at a gas station | Branding Breakdowns

Keith Henderson · 2026-09-08T04:15:06.506787+00:00

I spent a full 14 months mocking the new logo for a local farm supply chain near Boise. The old one had this hand drawn tractor that felt warm, and the new one was just a flat green circle with a white swoosh, looked like a generic vitamin company to me. But last Friday I stopped at their store on Gowen Road and saw the swoosh on a mud covered truck, on the receipt, on the seed bag display, even stitched into the employees' jacket cuffs. It clicked in that moment: the old tractor never scaled to a phone wallpaper or a tiny favicon, it turned into a blob at 16 pixels. The circle shape fills any space, and the color matches their corn sacks exactly, so it reads as "local" through consistency instead of a drawing. What convinced me was seeing their new billboard from the freeway at 70 mph, the old art was unreadable, the new one hits in half a second. I still think it's boring close up, but I get that boring is the point when you sell to farmers in a truck. Anyone else flip on a rebrand after seeing it in the wild, or do you hold the line on the old look forever?

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The rebrand I hated for a year finally made sense at a gas station | Branding Breakdowns - The Design Community Hub