Crafting a Good Logo is not an Easy Thing


My daughter is raising market rabbits for 4H. Market rabbits? you ask. Yes, rabbits that will go to market to be weighed for their size, their fullness of body, and for their ability to provide good meat. Or, in our case, good looking rabbits that look like they’ll breed plenty of little ones.

To sell the rabbits after the county fair, my wife and I wandered back and forth over a landscape of names for our little rabbit raising empire: Reinhart Ranch? Reinhart Barnes Rabbitry? Barnes Bunnery? Like all good compromises, no one is ecstatic with the final choice, but all agree it has potential: Reinhart Hollow.

My wife is exploring the depths of producing a line of “delicious jams and jellies”, to quote Despicable Me 2. So, where else would you find these delightful comestibles other than the happy farms in Reinhart Hollow. See? It works.

For our logo, pictured above, we worked with what a hollow actually is…I had envisioned a gap between hills, but Suzanne saw it as a tiny place, perhaps a knock in an oak tree. Working with an older version of Adobe Illustrator, we pieced together the oak tree concept in the logo. The font is Juice ITC. Instead of the usual solid line, I tried using one of Illustrator’s artistic brushes for the font. I think the the final version is a chalk line.

We debated back and forth over centered text, right or left justified, box, no box, leaves, no leaves…days of making something so simple come out right.

In the end, a logo says a lot – it just has to be good.

Author: John D Reinhart

Author, technical writer, videographer, actor, and naval historian John D Reinhart is a very busy guy. You can find his novels as

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