We will be helping to connect farmers and consumer. We want to help people get the healthiest food (organic is a starting point). People that identify with us are considered "granola" : http://www.urbandictionary.com/defi…rm=granola
however this will grow to mass market, so it should appeal to anyone who wants their food to be:
a) the highest quality
b) the healthiest for their body
c) the healthiest for the environment
d) any / all of the above
It would be great to have the logo have subtle ties back to food/farming/growth/natural/organic/green. The USDA logo (http://www.ams.usda.gov/AMSv1.0/nop) is a great example as it has a subtle tie back to farmers' fields. The color green may be the right choice, however it is also overdone. Don't be afraid to try creative use of uncommon colors for the "green" market.
We do like the concept provided, however it isn't quite right. We like how the font seems to disappear (ties back to the word Lost). The tree leaves comprised of hands is also a nice concept. Feel free to try some variation of that, or do something completely different.
A few things that we'd like from a winning design:
1) versions for both color and black and white. also a look for light backgrounds and dark backgrounds.
2) Logo works well as an icon, favicon, etc.
3) .AI / Vector Illustration
4) Related icons from istock or other stock website would be nice, if available.