The Brussels Urban Agriculture federation - the association that represents, lobbies and organises events for the growing community of urban farmers in Brussels. The FedeAU hired AMJane to design a mini brand book: a versatile logo meant to evolve with the input of their members, 3 main colors and two typographies. Through the logo process, we wanted to keep a semi-illustrative route, using modern and simple symbols that represented the spirit of FedeAU. We looked at key components of their advocacy: the members, the agriculture, the urban world.
The key components of FedeAU's mission were used to create three logos, of which two were explored further. One with a symbolic and specific look, and one that was more versatile and easier to evolve in the long run. In the end, the FedeAU decided to take the more versatile logo, as it would serve their purpose more on the longer term. The result is a striking logo, that will be the base of their branding online - another project they trusted me with.
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Very available and willing to listen. Does not hesitate to reframe when necessary thanks to her expertise. Creative and clean design!
