Rebranding an American Company for the Canadian Market

The Challenge

Legend Seeds is a corn and soybean seed company originating out of De Smet, South Dakota. In partnership with Delmar Commodities, Legend Seeds’ products are now distributed throughout Manitoba and Saskatchewan with the goal of eventually expanding their dealer reach further west.

Delmar turned to Metric to help them reposition their newly acquired company for the local market. The challenge we faced was to strategically update the Legend Seeds identity to better reflect an advanced, technology-focused seed company, while still speaking to the values of the Canadian farmer. 

The Approach

In order to expand Legend’s dealer reach, and position them against the big players within the agribusiness industry, we needed to create an identity that gave local farmers a sense of trust in the brand. We decided that in order to succeed at this, we should create a new company entirely: Legend Seeds Canada. 


  • Agriculture


  • Web Design
  • Brand Identity
  • Brand Strategy
  • Brand Collateral

Creating an Authentic Mark

The Legend Seeds Canada logo needed to resonate as bold, sturdy, and friendly. It also needed to feel mature, experienced and speak to tradition within the industry. We incorporated the cursive “L” from the previous identity and gave it a professional and modern feel.




A New Colour Palette

The primary bright orange we chose is complemented with earthy tones in the secondary colour palette, creating an ideal contrast. The bright orange colour can be seen on crop signs across an entire field filled with green soybeans.


The Legend Seeds Canada Product Guide

Another important aspect of the Legend Seeds Canada brand project was creating a detailed seed guide for the 2015 crop season. We created a 20-page product guide giving farmers the proper knowledge and confidence in the seeds they are planting. 


The Results

This project was particularly exciting for us because it was the first brand identity that we created for an entirely new company. With a new logo, colour palette, product guide, and stationary, Legend Seeds Canada has an identity that they can call their own and use to differentiate themselves from their American partner. We look forward to helping Legend Seeds Canada implement future marketing strategies including a brand new website and future product guides.