Like a teenager trying on new clothes to go back to school, we at Just Roots have been grappling with our identity. After countless changes, we have focused three key elements—logo, tagline and mission statement—for a new website and promotional materials.
Increasing access to healthy, local food
For the logo, we re-enlisted Lindsey French, who was with Just Roots at its formation and now attends the Art Institute of Chicago where she is pursuing the Master of Fine Arts degree. She created the original logo design for Just Roots (left) and the new one (right).
About the design process, Lindsey writes,
“When I initially began working on the logo design, Just Roots was at a point of beginning to define its mission and vision. After attending many of these meetings, I was struck by the phrase, ‘The garden grows the community,’ which in many ways expresses some key ideas about connection to land, fair access, and community spirit. The first logo featured an ambiguous root vegetable with two shoots of green vegetation growing from it; looking like people, they were reaching out to one another and growing together.
The logo redesign draws on the initial design, but approaches it with more clarity. Reducing the color palette, strengthening the text, and transitioning the text into roots highlights the ideas of community and growth rooted in the land.
When Jay’s email appeared in my inbox, I was so excited about the possibility of working with Just Roots again. From afar, I have enjoyed following the progress of Just Roots and the Greenfield Community Farm through the website, newsletters, and social media. My time with Just Roots was personally both pivotal and inspiring, and I appreciated the opportunity to be involved again.”
So our identity package is complete, for now! Thanks to Lindsey French and all who shared their ideas during the process.