Branding Iron Mountain Organics

Danny Ryan

Co-Host – Danny Ryan

Bio – LinkedIn – Twitter

Sam Marshall

Co-Host – Tommy Ryan

Bio – LinkedIn – Twitter

V1 Iron Mountain Organics Logo Presentation

Danny Ryan:Hello and welcome to the Two Bald Brothers and a Microphone podcast. This is your host, Danny Ryan. I’m here with my other host, Tommy Ryan. How are you doing, Tommy Ryan?


Tommy Ryan:I’m doing well. Nice little shave there. You’re looking bald today.


Danny Ryan:Thank you. I did shave yesterday. It’s clean. It feels good. I love it. Connor likes it when I have a clean shave, he just rubs his hand.


Tommy Ryan:Yeah, he does.


Danny Ryan:Yeah, it feels good. I wanted to talk to you today, maybe … I know we still need to do a follow-up to finish up the Hit Refresh book but we had a great conversation yesterday and I do think it pertains to some of the stuff we do for clients under the theme of work together better and under the theme of creating a branded intranet or digital workplace and that has to do with the logo and has also the tagline and I know your second career is looking at something you’ve wanted to do for a long time which was to go down the route.


Let me just start that off with what do you … Tell me about Iron Mountain Organics.


Tommy Ryan:Okay. For me, it’s my interest in doing a CSA long term.


Danny Ryan:For folks who don’t know what’s a CSA-


Tommy Ryan:CSA is community supported agriculture.


Danny Ryan:Okay.


Tommy Ryan:It’s a way to get vegetables or produce from a local farmer and it’s usually done at a small scale. Most of the time, it’s in someone’s yard, in their backyard where it’s a garden that you give shares and people will contribute to getting shares. They’ll buy their shares upfront.


Danny Ryan:Okay.


Tommy Ryan:And for say, a 10-week period, they can get a set of vegetables each week and they are paid say, $30 or they’re paid $300 upfront. In 10 weeks, they go and get their vegetables each week.


Danny Ryan:Each week of it, they’re picking from other people’s vegetables or how does that work?


Tommy Ryan:It’s from one location and you will typically give a menu of items that you will plan to grow.


Danny Ryan:Okay.


Tommy Ryan:Whatever is in season, what is ready to pick, is what you get each week. It might be over the period of 10 weeks, you get cucumbers three or four out of those weeks and then tomatoes towards the end of those weeks, peppers maybe somewhere in the middle. Then [inaudible 00:02:46] things like herbs where you can have some things that you can pick yourself and add to your vegetables at no additional cost. You know what those vegetables will be. They’ll give you a list of those and give you enough to be a significant amount of vegetables for two or three servings of vegetables throughout the week.


Danny Ryan:This really goes along with the theme of the Tesla and the theme of sort of getting back to real things and getting back to taking care of mother earth and really focusing in on renewable resources, focusing in on real food. I think some of the things that you’re really passionate about.


Tommy Ryan:Right.


Danny Ryan:So I think it definitely is something that you’ve had a lot of passion for and even … Something I think over the last couple of years, I’ve seen you even with your move to being vegetarian I think is a part of I just see these things are important to you and you’re incorporating the decisions that you’re making daily into your value system.


Tommy Ryan:Right. Right.


Danny Ryan:So one of the things we were talking about yesterday is we’ve got, and I’ll put these up on the blog, but it’s you’re going through the process right now. Alex had done a GoFundMe and had raised some funds for you to go get a logo for Iron Mountain Organics.


Tommy Ryan:That’s cool.


Danny Ryan:You’re in the first review of version one of the logo and so I think for some of the … I’ve gone through this process with ThreeWill a couple of times and we even have a logo for the ThreeWill café that we’ve worked up that has a little coffee cup. It turns our crest into a coffee cup and those sorts of things but I really think it’s important when people think of a brand because part of the conversation yesterday was thinking about, why are you doing this? People are joining, they’re joining you in this returning back to growing your own food and returning back to … Also, I want to talk to you in a little bit about the no-dig piece about this. Don’t let me forget that.


You’re creating something that is a part of your community that people want to come and join and do so a part of that is the pride around, like I see this logo as being on people’s t-shirts where they’re talking to other people about organic food, they’re talking to other people about growing your own food and how that’s a part of this, a part of what you’re trying to do and it’s a part of that being healthy. It’s part of not all these processed foods and getting back to … It’s a miracle, when you put a seed in the ground and now comes this plant.


Tommy Ryan:It’s crazy, yeah.


Danny Ryan:Yeah, it’s an amazing thing. I think we were talking yesterday about sort of the, why are you doing this and what is it that you’re creating here, because that should be incorporated into the logo.


Tommy Ryan:Yeah. It’s interesting. It really is a confluence of many things that have come together over the years. I started gardening back when I was first married and moved to Maryland. I had like a 10 by 50-foot area.


Danny Ryan:I remember that. Yeah.


Tommy Ryan:I remember going out there with Alex and going and picking vegetables.


Danny Ryan:Did you create that or was that already there when you moved to-


Tommy Ryan:I created that.


Danny Ryan:Okay.


Tommy Ryan:Yeah, yeah. I built that out and really enjoyed it then. Then when we moved down to Atlanta, moved to a house, we really love that house but it was heavily wooded and it was on a slant all the way from the beginning of the yard to the end and it really wasn’t set up for gardening.


Danny Ryan:You didn’t stop? It didn’t let that stop you.


Tommy Ryan:I tried. I tried. I cut down maybe 5,000 … 6,000 [inaudible 00:06:55] worth of trees to try to open it up to get some sun and all that did is gave more sun to more trees to grow and fill that spot so kind of put it on … It put it on pause but I really wasn’t that serious about gardening. Most recently and we probably have brought up in the podcast but I’ve gone through cancer twice and in that process of it reoccurring, I got pretty serious about how I eat and looked at, okay, how can I make sure I’m doing everything possible with the inputs that I put into my body to be a healthy person, to not give cancer any opportunity to come back? At least try to be a part of that not occurring.


In doing that, organic food wasn’t a known thing at that point and so we started looking at, what should we buy organic. You look at the environmental working group has a dirty dozen where they say, “These vegetables, if you’re going to spend the money with organic, you should get these vegetables because of the types of pesticides that are used, the residuals that are typically on those vegetables.” You start digging into that and you open your mind to there’s a lot of experimentation going on and we’re a part of that to try to create produce on a larger scale, in an industrial scale.


It’s amazing what nature has designed in order to make food healthy and good for you. A lot of things that we do just to try to engineer, I’m an engineer, I appreciate that, to try to do this monocropping at a large scale, it creates a lot of challenges that chemistry comes in. I’m a chemical engineer, I understand that too that looking at ways to predict and control getting food year after year at a large scale. What’s been very interesting to me is doing this at a smaller scale and doing it in a way that tries to participate with nature versus try to control nature and try to force it down a certain path.


Learn about nature’s way of doing things and participate in that and organics is a way to look at it in that way to say let’s not try to artificially put certain things in to make this produce grow. Let’s think about how does produce grow? It gets nutrients from the soil. How does soil get nutrients? There’s decomposition that takes place and in that whole process, allows for those nutrients to become available. There’s a whole network within the soil, a soil food web that participates in exchanging information and minerals and nutrients that we can easily disturb and get in the way and the no-dig gets into that.


Danny Ryan:Yeah. I was going to ask you. One of the logos that we’re looking at had a trowel I think in it. You’re like, “That’s not going to work because we’re a no-dig.” Tell me more about no-dig.


Tommy Ryan:Yeah, so as I was getting more into gardening and trying to get YouTube videos on how to for certain things as I was trying to grow things, I came across … I got into UK, Charles Dowding, and he has been a very long-term farmer/gardener and he does no-dig trials where he will show aerating the soil with a tiller or double digging with a fork and then just doing no-dig which is just putting compost on top of the soil.


The reason he has done that is because looking at nature, nature has … Trees have leaves, in the forest, they drop their leaves, they drop limbs, those things decompose. Part of that process is earthworms and other things come up from the soil to come up to eat that and bring it back down so they’re naturally tilling and creating channels within the soil. There is a system there that you don’t have to aerate if you think about what are the inputs that the soil needs. A big part of no-dig is creating compost and using that compost and putting like a two-edge layer on top at least once a year.


That keeps you from having to buy fertilizers, it buffers the soil for pH so you can have a wider variety of vegetables based on pH versus trying to control pH in different zones in your garden and it just naturally does some good things that allows you to clean up the waste in the yard where you have a tree that falls down, chip it, put it in the compost pile, leaves that fall on the ground, grass clippings, food waste, waste from the garden. There’s a nice natural way to be able to have almost a closed loop system that allows these vegetables to thrive year after year.


What people find is when they do a method of no-dig in organics is the second year or the third year, the fourth year, it gets better and better because of that systems getting stronger and stronger. When you till it, you end up resetting some of that food network. There’s micro-rhizomes that are in the soil that basically are carrying water and nutrients to the roots in your plants and if you till up that soil, then you’re bringing that to the surface and killing it and then it has to grow over again. Yes, you’ve aerated the soil which is good for the roots to get around in the soil but that system that’s feeding your roots has been destroyed.


It’s fun to get into that because I’m an engineer so I like getting into the science side of it and as a part of that, you always have a tagline, or you don’t always have a tagline. Sometimes, you have a tagline with a company. For us, it’s been choose to succeed. We’ve also had work together better to get more into the business of what we’re doing but as an organization, people, we think of choose to succeed. For us, it was, know thy food. Know thy food comes from know where your food is coming from. It’s easy to disconnect yourself and just eat things that you have no idea what it is or where it came from or what’s in it, what are all the chemicals that are in it.


For me, to try to do the best in terms of inputs in terms of how much of that can I grow myself and put up in the freezer or can and I know the food that I’m eating. I’m more confident of what I’m putting into my body is good for me versus just blindly trusting whatever a company is going to do in terms of putting food out there. They’re doing it for economic reasons. They’re also trying to feed the world in that sense but there’s more pressure towards making sure you can find faster, cheaper ways to create that food that the balance of making sure that’s healthy, I don’t think if you go through a grocery store and you look at the shelves that you see that much of emphasis on being healthy.


You see that with organics. You see that with some food companies that try to emphasize the health side but the majority of it is not for bad reason, flavor, how long it sits on the shelf, those are all just … The length on the shelf is good so you don’t waste things and so money is not lost in that process of bringing food to the market but all those preservatives are not necessarily things that you want to eat but it’s just the nature of the system. That’s what’s got me into that. As we were talking the other day, the whole thing about coming up with a logo, it’s amazing you think about the fonts, you think about the colors, you think about how it’s structured.


As you were saying, you’re trying to give an emotional connection that when you see that logo, you want to be a part of it. You want to join that revolution of knowing thy food and what Iron Mountain Organics stands for. The same with us, we look at ThreeWill, the people, process, technology, our freewill and bringing that together in ThreeWill and coming up with a crest that has the T and the W in there and the people in there. It’s all things that emotionally you get connected to and you want to be a part of.


Danny Ryan:Yup.


Tommy Ryan:And we were saying internets were like that. We’re working with a large company here in Atlanta and they want to do the connected revolution and they’re producing a video where they’ve got people that are sitting in an elevator and playing some music and getting excited about what they’re doing at work. That’s what you’re trying to do, you’re trying to bring an element of joy, excitement and something you want to be a part of, something that gets you up in the morning and that’s the fun part about doing this logo for Iron Mountain Organics is looking at what does that represent? What are people going to be clued in to when they see that?


Danny Ryan:Listening to you talk about this, the last bit of this that I think is incorporated into know thy food which I’ve been starting to do recently is mindfulness around eating, so I’ve been doing some of the headspace-


Tommy Ryan:I’m doing that same one right now.


Danny Ryan:What that does is it brings you … I could even see you were saying like people can come and pick up recipes and pick up the cucumbers. You could also put a little mediation in there about like when you’re slowing down and eating that food and how can you do a meditation to slow down and actually enjoy the experience.


Tommy Ryan:Right. That’s a challenge that we both have. We’re known for eating food quickly.


Danny Ryan:Yes. Yes.


Tommy Ryan:Yes, it’s stopping to be a part of that and be mindful to what you’re doing and really enjoy it. We take a lot of the joy out of eating sometimes. When we look at it, it’s just I’m hungry, I’ve got to eat before I go do the next thing.


Danny Ryan:When we were there the other week with the family, I just had the experience of eating raw green bean. I had flashbacks of my childhood-wise. I don’t know if you remember but the side of the house, I have my little garden over there-


Tommy Ryan:Right. Yeah.


Danny Ryan:I had [crosstalk 00:18:26].


Tommy Ryan:You did gardening before I did?


Danny Ryan:Yes. I did before school.


Tommy Ryan:You always are the catalyst for things that I do.


Danny Ryan:You actually finished it though.


Tommy Ryan:Yeah.


Danny Ryan:The hard things, you finish them but the world needs us both. That’s [crosstalk 00:18:42] of the world.


Tommy Ryan:That’s right.


Danny Ryan:Just eating that green bean’s just like flashbacks of childhood and just slowing down to enjoy that. Then I like the whole experience of having those Thai peppers and like … It’s almost like you have the pain of eating it at first and then your body kicks in.


Tommy Ryan:Yeah, the endorphins, yeah.


Danny Ryan:The endorphins kick in, you get that feeling that’s like, that’s so great. I think-


Tommy Ryan:It’s living, right? All those experiences.


Danny Ryan:Yeah.


Tommy Ryan:You can get that from processed food. I’m not saying processed food [inaudible 00:19:15] but to actually get to the origin of that, to get to I know where … That was a seed that came up here. I knew what went in the soil to get to that and I ate that and nature produced an amazing thing. As I’ve got into eating vegetarian food is that I find that there’s a lot of flavor and that there tends to be less flavor when I see food that is not vegetarian, that there’s just so much out there. Nature has created such a variety and it’s just knowing that it’s out there. It’s exploring and saying, okay, I want more than rice and beans. What does that look like? That’s been a fun process for us.


Lyn and I have done Purple Carrot which is one of those food services like Blue Apron and wow.


Danny Ryan:Yeah.


Tommy Ryan:Austin cooked one of those the other day and had a friend over and they cooked it together. It gives an easy way to make something that tastes really good. The guy said, “I think I’m vegetarian now.”


Danny Ryan:You have a converter.


Tommy Ryan:He works at Chick-fil-A.


Danny Ryan:Good gracious. He’s going to have to find a new career. No, he can [inaudible 00:20:32].


Tommy Ryan:Yeah, he can.


Danny Ryan:Amy had a good friend, Lisa, who her father was a distributor for, what’s the big meat company?


Tommy Ryan:Tyson?


Danny Ryan:No, no, no. When you go and … What a mind blank. What’s the … Boar’s Head.


Tommy Ryan:Okay, Boar’s Head. Yeah.


Danny Ryan:He’s a big Boar’s Head distributor and so she was … She’s growing up and of course, dad is thinking she’s going to take over the distribution. She worked there for a while but she was a vegetarian. The best laid plans of mice and men. This is part of the … I know we’ve got a hard stop here in a couple of minutes but the reason why I have these conversations is this is part of the creative process.


Tommy Ryan:Yeah.


Danny Ryan:You have to because once out of these conversations, out of these, like why are we doing these, should be I think the know thy food … Let’s lock on. That’s great. I think that’s the essence of what you’re trying to do here so I think you run with that. The first couple of things that when we talk about this that come up is first, you’re going to have questions about what is Iron Mountain and so that’s the area that you’re in which I think that’s good because what you’re saying is where the food comes from is important.


Tommy Ryan:Right. Yeah.


Danny Ryan:I also like this idea. I could see you doing things like where you were helping other people starting their own CSA and you were sharing what you were doing like that crazy spreadsheet you made.


Tommy Ryan:Yeah.


Danny Ryan:You don’t need to say you’re an engineer, you just need to share that spreadsheet. Tommy went through a very intricate detail on what he was planning out and what he had done there but what I like about Iron Mountain is that you’re saying where you’re planting this matters.


Tommy Ryan:Right. Yeah.


Danny Ryan:So like understanding the area that you’re from and then the organic pieces again, the back to let’s do this naturally. Let’s get back to healthy, real, whole food so I think the name is great. It just jumps out. I think when I looked at this right away, I’m used to people typing, I am HO in my humble opinion. The IMO sort of jumped out was like in my opinion so it’s just there was something about that where I was thinking that … and we can throw that idea away but I thought there might be a way for I like the idea of this coming in multiple forms.


One is you can see it definitely one that goes well on like a front of a t-shirt and then like a more smaller like crest thing that you’re creating.


Tommy Ryan:Right. Right.


Danny Ryan:It also would be a brand. I can see you going out like, I’ve got stamps up there of the ThreeWill logo and crest. I could see you creating an actual brand that you go around and heat up and brand things with the IMO and really taking that and using it around the garden and for different … Putting it on to bags and things like that and so I think that is exactly strong. Again, when looking at this, the name is Iron, it reminds me of like the Iron Age, the return … like it’s a return to the past.


Tommy Ryan:Return to nature, yeah. Right.


Danny Ryan:The iron age was using something that was in nature to do something more and it also reminds you of the past or reminds you of strength. Mountain, when you talk about a mountain, you do a mountain to get away from, you get away from the [inaudible 00:24:14], you get away from things, you’re doing something different, you’re trying to get … A lot of people go up to the top of a mountain to return to themselves.


Tommy Ryan:Get an experience, yeah.


Danny Ryan:Return to God, to a different type of experience so a mountain is … I think this is just, you got a great name. I love the name. I’ll put this up on the blog post, the different options that are out there. I think you and I both came to, I think 2A was what we were leaning towards for the full logo.


Tommy Ryan:Yeah.


Danny Ryan:Then I think creating something with an IMO is probably as a crested brand would be something as far as a good direction to go in to. I love the colors of this, very organic colors. The caps, I think what you’re using, they’re strong but as far as the font that’s used for Iron Mountain, it just seems like it’s a strong font. The rolling mountains, again, you’re not on a mountain. Iron Mountain is not-


Tommy Ryan:Right. Right, but it’s very hilly.


Danny Ryan:But it’s very hilly and it is the location you are. It is where you are. You’re off of Iron Mountain road so I think that’s great and I think that having the mountain as far as like, this is a place that you’re going to because imagine, people on their Saturdays wanting to go to Iron Mountain to go do this thing where they’re returning back to them.


Tommy Ryan:Yeah, it’s a destination. Yeah.


Danny Ryan:Returning back to growing their own food, understanding and appreciating their own food so I think this is great. Some of the things I think we talked about yesterday was maybe with the … was maybe doing something with the M in Mountain since it looks like it’s a mountain so sometimes, like I opted for ThreeWill, I kept with a … NEO Tech is what we used for the font but for something like this where it’s going to be on this and where you wouldn’t be using a font for this on presentations and things like that, you could see about potentially making some small modifications with him-


Tommy Ryan:Right. Right, that [crosstalk 00:26:29].


Danny Ryan:Where it made it yours, where it made it … Again, the mountains aren’t big so maybe you did something where it looked more like a rolling hills and just did something and then when you created that crest or the brand itself, the image is just a little different or something different.


Tommy Ryan:Right.


Danny Ryan:The I, you could stick with. The O, you could stick with but the mountains [crosstalk 00:26:51].


Tommy Ryan:Yeah, yeah. From a symmetry standpoint, you’ve got the I and the O that are of the same font and you just change the one in the middle.


Danny Ryan:Yes. Yup.


Tommy Ryan:Draws your attention to the middle.


Danny Ryan:Yeah. Yup.


Tommy Ryan:Yeah, I like that.


Danny Ryan:I could see you going with the crest being a round crest. Something about … something like this but that was … you could see it being, or something that’s round with I and you got the three in there.


Tommy Ryan:Right. Yeah, that’s right.


Danny Ryan:The balance of the three of those so it’s funny because you have like iron which is more about hard and then the organics which seems a little soft and the mountain.


Tommy Ryan:Right.


Danny Ryan:It’s really … It’s nice.


Tommy Ryan:Yeah. I wonder if you could take that one that’s the organic label play off and put IMO in there where the I and the M and the O are partially in the green, actually in the ground and then some of it is above the ground so it gives that association to organic and association to being planted in the ground and simple where it could be a brand.


Danny Ryan:What I would recommend as a first pass is a great job.


Tommy Ryan:Yeah. Craig did an awesome job, yeah.


Danny Ryan:Really strong job. I would say almost from here, the direction I would go is say, let’s run with 2A, let’s talk about doing maybe a custom font for the M and then incorporating that custom font of an M into a crest that you could use for creating a-


Tommy Ryan:That’s some great feedback because I had folks look at this and younger folks like the first … the last one.


Danny Ryan:Okay.


Tommy Ryan:Then older people like the first one.


Danny Ryan:Okay.


Tommy Ryan:But I did get some comments on the first one being a little bit cartoon-ish potentially or a little bit busier but a lot of people are drawn to it because of the font. They said it was more … it had a more unique … uniqueness to it and the other ones were a little bit more plain like 2A and 2B look like just plain fonts and didn’t have any character to it so I think if you change the M, then you’re bringing some character to it.


Danny Ryan:Yup. Yeah. Maybe when you see this M right here, brings … incorporating more like that type of M in here.


Tommy Ryan:Yeah, the M from the first one. Yeah.


Danny Ryan:Yup. Maybe you could have him play around with using that font in here and then make a small modification to the M.


Tommy Ryan:Yeah. Yeah, right.


Danny Ryan:They’re both san serif, they’re both strong.


Tommy Ryan:Yes.


Danny Ryan:This iron just looks … that looks-


Tommy Ryan:Looks, yeah.


Danny Ryan:It looks great.


Tommy Ryan:Yeah. Lander really like that one.


Danny Ryan:Then this whole … This organic where you have the … Instead of the formalized N and you have a lower case larger N-


Tommy Ryan:Right.


Danny Ryan:It makes it feel organic. Make it feel it’s like … it’s almost like it’s not what you would … it’s not formal. It’s like back to life. You didn’t have-


Tommy Ryan:Natural chaos.


Danny Ryan:Natural way of doing things and a kid will … a small child might do an upper case A and a lower case N next to it and it’s just like back to organic. The original way we did this or before we got this really complicated-


Tommy Ryan:Before we were putting straight lines in it.


Danny Ryan:Good. It will be interesting to see how this … You can take or leave my feedback-


Tommy Ryan:No. Some good feedback, yeah.


Danny Ryan:[crosstalk 00:30:29] and just run with … I think you’re going in a great direction with this and with that, we’re five minutes late for our meeting so we’ll wrap it up. Thanks for doing this.


Tommy Ryan:Yeah, yeah. This is fun.


Danny Ryan:Then we’ll put links to … We’re excited. I love to do some follow-ups on Iron Mountain Organics-


Tommy Ryan:Yeah. Maybe we can talk about the next round and jump into that.


Danny Ryan:Any new Tesla tips before we jump off?


Tommy Ryan:Did I tell you I got the summons feature? Did we talk about that?


Danny Ryan:Yeah.


Tommy Ryan:Did I tell you about that last time?


Danny Ryan:[crosstalk 00:30:54] first time you got that update, you’re showing me that it would do that. That’s great.


Tommy Ryan:Yeah.


Danny Ryan:For people who don’t know what that is, tell them what that is.


Tommy Ryan:The summons is one, you can pass by a parking spot and it notices there’s a spot and you can hit the button and it parks you. It backs you in and straightens you out and that’s really nice and neat feature. Then if it’s in a tight spot, you can actually summon the car. You can stand outside of the parking spot and then move the car forward or backward with a button essentially without anybody in it and that’s kind of a neat feature.


Danny Ryan:Remote-controlled [crosstalk 00:31:34].


Tommy Ryan:I showed that to Jan this morning. He got a kick out of that, yeah. What I heard yesterday on a podcast is they’re going to take some of the old Atari games like Space Invaders and-


Danny Ryan:Yeah. That’s great. You can play [crosstalk 00:31:51].


Tommy Ryan:No. I think you have to be parked to do that but you might see me in the car as I park spending a couple of extra minutes so watch out [inaudible 00:32:00].


Danny Ryan:Wait. I want a high score here. Just a minute.


Tommy Ryan:Yeah. I hope they got Galaga because I’m a big Galaga fan.


Danny Ryan:That’s awesome. Thank you for doing this, Tommy, and thanks for sharing your passion. I love it.


Tommy Ryan:Sure. Yeah.


Danny Ryan:I really love what you’re doing here. I’m excited for you and this is great stuff. Thank you everybody for listening and have a wonderful day. Take care. Bye-bye.


Tommy Ryan:Bye-bye.


Additional Credits

Intro/Outro Music – Daniel Bassett

empty.authorBranding Iron Mountain Organics

Join the conversation

This site uses Akismet to reduce spam. Learn how your comment data is processed.