Farm Is the Foundation for Growth
We created a comprehensive identity that takes the quilt as its inspiration and its framework. Pulling together disparate visual cues drawn from the farm, the city, the life of the organization – this is a patchwork. And it changes across its extensions, per audience, and over time. It grows.
Where did you draw your inspiration from for this mark and its extensions?
The idea of a quilt was powerful. A collection of different pieces, old stories, past knowledge – all brought together to make something beautiful yet functional. We were really drawn to those patterns and geometric shapes. Then common shapes started appearing everywhere. The vertical rows of crops, circular hay bales, barn squares.
What hooked you about the Community Farm Alliance?
“It’s easy to use clichés, but really difficult to represent something that means many different things to many different people. We wanted to create something real, to add value to the conversation about food and where it comes from and why you should care and what it means to us.”