Our primary target audience is consumers of upscale grocery products, specifically meat. We are serious about customer service and like a strong affinity with the Cimarron river valley. A little playfulness is ok, but not essential.
One of our partners sketched a couple of rough ideas that we all like, and they are attached to this project. The Cimarron river valley is part of the company's background, so the river coming down from the mountains seems appropriate to have in the logo. The steer that is incorporated is an area where we feel that design is particularly weak, but are not sure how to fix it. We like the steer, but are just not sure how to integrate it into the rest of the logo.
We are not necessarily looking for something exactly like the drafts, and are open to completely different concepts; they are just suggestions. We had another draft where the word “Cimarron” was in all caps in the background, and the M and A of that word formed the mountains. We thought that had some potential, but never got to flesh it out.
We are from the midwest, but prefer no cowboys on horses or similar imagery. That is done to death around here.