Center for Good Food Purchasing
The CFGFP was a new nonprofit organization charged with taking the success of the Los Angeles Food Policy Council’s Good Food Purchasing Program to a national level. CFGFP required an identity that accurately reflects the serious task of promoting positive social change through the implementation of purchasing standards in five key value categories: (1) local economies, (2) environmental sustainability, (3) valued workforce, (4) animal welfare, and (5) nutrition.
Their identity needed to fit within the spectrum of regional and national food policy organizations but also appear distinct. Because CFGFP was based on an existing model with a well-defined mission, developing the logo signature was a matter of combining the appropriate tone, look and feel. Included in the signature is the orange “C” which can be isolated as a brandmark for use in various applications, such as social media icons.
We also revised the existing five values icons to have a bolder and more consistent appearance. The icons are integral to visually representing the mission of the organization so it was important to make the iconography quickly and easily identifiable.
Fonts, a color palette and a curated image library were also created and packaged into a Brand Book which explains all of the usage rules for the brand elements. These rules were applied creating the website and printed collateral pieces. Finally, the organization was provided with multiple versions and formats of the artwork for various uses such as media distribution and events signage.