GrowFood Carolina
Coastal Conservation League // Summer 2021
GrowFood Carolina is the food and agriculture program of the Coastal Conservation League. Being a food hub, GrowFood has it’s own branding that until recently coincided with the Conservation League’s branding. After the Conservation League updated their branding in 2019, GrowFood needed to be updated to continue to go together.
Originally the Coastal Conservation League logo (left) and the GrowFood Carolina logo (right) shared the same color palette which helped keep GrowFood grounded in the Conservation League’s brand.
In 2019, the Coastal Conservation League updated their brand. GrowFood’s brand no longer fit under the Conservation League umbrella.
The Challenge:
GrowFood’s logo has 4 shades of green in use. With the Conservation League’s new color palette, the contrast needed for this mark to be successful isn’t there.
Also, the Conservation League’s new branding is tailored to emphasize the Conservation League’s reliability, expertise, and determination. These attributes describe GrowFood as well, but their outward appearance is more playful. The team was worried that by adjusting to the new Conservation League brand, they would lose that side of their work.
I decided that the GrowFood mark should become a single color to compliment the Conservation League logo. I modified the shape of the mark to keep the personality that the colors helped highlight before.
The lines have been simplified by merging the line of the outer left leaf and the inner right leaf, making sure the line connects at the bottom in the center.
By cutting out the “v” shape in the bottom, the logo is more rounded and friendly.
The lines that make the leaves now curve a little more and have more bounce to make them more happy.
The extra bump on the top right side of the lettuce is now a defined leaf.
The stem of the fork is longer and the base of the fork is smaller and more rounded which makes it more approachable.
Overall the new mark is meant to be more open, friendly, and joyful.
The wordmark now mimics the League’s wordmark both in lock up and scale.
One of the main concerns for the GrowFood team was the colors changing. The above colors are the Conservation League’s new palette.
Since GrowFood works with produce, I added more colors (above) specifically for GrowFood to round out the food spectrum (below).
