CBH International is a US & Ecuador based company that provides comprehensive services in the areas of animal nutrition, production, processing, feed storage and environmental control in Latin America with a concentration in the poultry industry.
Just before their 25th anniversary, CBH engaged UP-Ideas to update their brand identity in the form of an updated logo, annual brochure, and updated trade show booth design.
Their corporate logo consisted of a crown over a type treatment. As one of the founders was of Dutch descent, the original crown was used as a link to the country’s royal heritage. For the new logo, they wanted to give a modern, clean update to the brand while retaining the crown and the company’s dark blue color. The design process for this project was fast-tracked, with only 60 days to design the logo, brochure and booth graphics before the annual industry trade show in Atlanta.
After extensive question & answer sessions with the CEO, UP-Ideas went to work on logo concepts. Foregoing our usual process of feeling out the customer’s needs/desires with several preliminary rounds of ideas, UP-Ideas shotgunned the presentations with as many as 2 dozen designs presented at a single meeting for the CEO to quickly weed through. Luckily, the CEO was the sole decision maker or we might not have been able to complete the work in such a tight timeframe.
Through this process, we presented ideas that were, at different times, abstract, modern, and traditional. Many of the designs incorporated a red tulip, since this was a trademark visual for CBH over the past 25 years. In the end, CBH chose a design that was close in spirit to their original logo.