Sullivan AuctioneersLogo Design Contest

Headquartered in Hamilton, Illinois, Sullivan Auctioneers, LLC is one of the largest Real Estate and Farm Machinery Auctioneers in the nation. For more than 40 years we have been conducting professional, fast-paced, live auctions. We connect our sellers with thousands of interested buyers around the world. Our auctions combine live-onsite bidding with live-online bidding – the best of both worlds.

The target audience is two fold, we promote our brand to potential sellers of farm land and farm machinery. We also market to potential buyers of farm land and farm machinery. most of our audience is male with a variety of ages from 25+.

The core of our logo for the last 40 years has been the image of the man with a cowboy hat and a microphone. We have had variations of the text font, size, location, color scheme, etc. but the icon has stayed the same. I chose internet as our industry as we are currently focused on building our digital presence, but our customers are mostly "old school" farmers.

Red has been our primary color for some time. our trucks are all red, buildings are red accented, etc. There is also a consistent presence of Blue which leads to a common red, white, blue feel. depending on the auction we are working on there is some ability to match colors to equipment we are selling, green and yellow being a common theme.

We see the need to maintain the icon of the "auctioneer" with the hat and microphone, but also recognize that limits the realm of possibilities so we are open to ideas as well. We would like to maintain the "family owned and operated" "your partner" "the good guys" feel while implementing a modern touch for our new digital presence.