In my Design Studio class, I was tasked with creating a logo and name for a campaign which seeks to eliminate produce beauty standards. The name of the campaign, “Equally Seeded,” was coined to say while not all produce may look beautiful on the outside, it is what’s inside that matters.
The logo (center) was designed as a tribute to the name. It at once invokes “=”, a pair of seeds, and the letter S, for “Seeded”!
The “ugly fruits” which flank the logo were designed to be appealing visual markers which further the playfulness of the identity.
I used cut paper throughout the project to give an organic feel. The texture of the “supporting fruits” was achieved by cutting their shapes from a catalog of carpet samples.