New Visual Identity for Foodtree
What I like about the identity is that it is anchored in the past, as you mentioned with reference to the homesteading movement, but also the logo’s own reference to the tractor badges of yore. It is important to note that our food system hasn’t necessarily had more sustainable methods in the “past.” The opportunity lies in the merger of an understanding of historical lessons, great advancements in soil and natural science, and a fundamental desire to work in harmony with nature. Our food system is certainly complex and Foodtree wants to use technology (mobile and internet communication) to make the complex information easily digestible so we can all eat better.
I also love it’s basis and reference to vintage tractor badges. Like this one of a Fordson Dexta.
But one of my favorites has to be of the tractor I grew up driving with my grandfather. The classic Farmall Tractor from International Harvester.
And it’s distinctive badge:
