The Downtown Farm Stand
The Downtown Farm Stand’s refresh in its visual identity serves a dual purpose: to enhance communication of its mission to bring organic and local produce to the Muncie community and to establish a consistent and recognizable brand image.
Through careful consideration and creative symbolism, the new logo was crafted to convey the multifaceted nature of The Downtown Farm Stand’s offerings.
Identity | Guidelines
The choice of an onion as the logo mark holds deeper significance. With it’s multiple layers, the onion symbolizes the diverse range of products and services provided by The Downtown Farm Stand, encompassing not only their deli but also their second-story lounge. Additionally, the inclusion of a hand within the logo mark embodies their commitment to supporting anf assisting the community, while the leaf represents their unwavering passion for natural and sustainable practices.
To ensure consistency and coherence across all brand touchpoints, The Downtown Farm Stand has also developed comprehensive identity guidelines. These guidelines serve as a framework for maintaining unified visuals. They provide instructions on logo usage, color palettes, typography, and other visual elements. To see the whole identity guidelines, click here.
In order to capture the essence of their organic produce and products, the visual identity incorporates curvilinear and imperfect shapes. This deliberate design choice effectively mirrors the authentic and unprocessed nature of the offerings at The Downtown Farm Stand. Additionally, the decision was made to retain the orange color from their previous identity. By carrying this over, they maintain a sense of continuity.