Farm to Table Logo Design

Alberta University of the Arts

Instructor: Susan Casement

October 2024

This logo design project was created during my second year Visual Communication Design class. The objective of the assignment was to create a logo/ visual identifier for a social justice movement, I was assigned the Farm to Table movement. Farm to Table is a movement that encourages restaurants and businesses to source their food from local farms, providing communities with fresh, high-quality ingredients that have not been through a store or distributor before reaching consumers. It is aimed towards a western audience of upper middle class, and people who are passionate about health foods.

When creating this logo I wanted to focus on these western audiences this movement is targeted at. I wanted to highlight the freshness and health aspect of the movement. I liked the idea of organic shapes and flowing lines to represent the organic advantages of the movement. For the colours I went with slightly toned down versions of red and green to clearly represent the foods but also to provide contrast and cohesiveness and give a more natural sense. This symbol is paired with a billowy and illustrative word mark to match the symbol’s visual language. In addition to the logo, I created a simple pattern to easily be applied to various applications.