AgResource Connects Logo and Branding

I was tasked with designing a logo for an educational initiative being launched by Canadian agricultural company AgResource.

We felt using a spark would be a powerful image, such as when a spark bridges a charged gap. I came up with a wordmark with a unifying central spark.

I wrote design rationale that goes into further detail about the brand imagery:

AgResource Connects™ builds bridges and connections through partnerships and education. Knowledge is communicated; insights are created; common vision is shared.
A flash of insight, a spark of inspiration, the energy to succeed: these are the essence of AgResource Connects™. Creating new connections where previously there were none, educating dealers about innovative new products in the agriculture industry: this is the mission of AgResource Connects™.