Liberty Foods Trading Company, LLC is a company that is a joint venture of Liberty Gold and Pacific Coast Producers (two food companies). Initially they wanted to combine elements of the two companies existing logos. I came up with the solution of repurposing the leaf from the Pacific Coast Producers logo as the flame on the liberty torch to show the union of the two companies.
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/4f7936084900c2f9a240d639_rw_600.jpg?h=49a4df727d1fa8144d77fa0dad07f97d)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/90d5bbaebf4fffb155a31ecc_rw_1920.jpg?h=92bf9a22a966d43906297bd1465152f8)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/60ffd671b79fb41da889464a_rw_1920.jpg?h=f7d7f61523b0cea01b85b0c62d173b7e)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/443ba29ada5d702ce094053e_rw_1920.jpg?h=e0bf657824af0d08e597b4589464bf38)
The company decided they would like to head in a different direction and wished to illustrate the word "Liberty" in a more specific way so I presented some designs using the iconic Liberty Bell.
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/64a51f5969868493513bc924_rw_1920.jpg?h=95176be958527afe4ec70c40c59f44ee)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/9ba127f4ff982cc634ea5d7d_rw_1920.jpg?h=19141919c71c050be36775a5e0494302)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/9c8fb24edac6fef6f15b399b_rw_1920.jpg?h=86ab7f5fb4db6c513dcbf6be7ed2f9e4)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/49fc94cbda87dfb7c5198fbc_rw_1920.jpg?h=c0f6801cf2e17d5d5085fbe49fc17e90)
I also offered a straight typographic solution that incorporated the location.
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/0fbdd93c15f7daeabe4ebcc6_rw_1920.jpg?h=69b14294cd7cc1f68e1a0dbf608fa28b)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/f378acc6690b54264a92da58_rw_1920.jpg?h=5acc3f5905f5805ea557518e5bd73cd1)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/40b393d563279a8230c18c2b_rw_1920.jpg?h=5b7ff103893d5365ed8153b3a8c6287d)
My final concept for them was to base the logo on historic fruit crate label design since that is the historic nature of the businesses involved. I presented the following which was ultimately the direction they chose to go,
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/67f2e44217aaa7c918dedfba_rw_1920.jpg?h=3467a9e29230589d9a39f383e20d2288)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/66e005eed3a842b814e92b88_rw_1920.jpg?h=89ec37d306c9ba0c4cde017894de9550)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/be1295c1855483f6d22daf11_rw_1920.jpg?h=29fb24b7e875549c3c3559ef7f3b585e)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/945a128fd73b96943d76cea5_rw_1920.jpg?h=5e4e9efcd39f6eb9008c319660af9e27)
![](https://cdn.myportfolio.com/3dd41b77296c2a96d00a8153c8e6a0f0/51bb63348028b08e880ed109_rw_1920.jpg?h=97596ab858a6e80943e930095b1dbdc9)