Fair trade coffee growers Agri Evolve set the highest of ethical standards for their farmers and for the environment. Abell Design created an elegant logo which displays its values beautifully.
The creation of ACE (Agriculture, Community and Environment) was a framework to enable this. ACE required branding which would communicate both to farmers in rural Uganda and coffee roasters in the UK.
Designing for a Ugandan audience required different considerations to a British one. Firstly, any logos which are to be used in a rural setting must be easily hand painted on wooden signage. While English is spoken by some Ugandans, the word ace isn't a familiar term, so the emphasis had to be an acronym, rather than a word.
This logo design incorporates an ear of wheat (agriculture) with a hand (community). The environmental ethos is represented by use of the colour green.
This logo relies heavily on geometry, delicate use of line and negative space to create a beautiful logo which delivers a complex message instantly.
Abell Design is a brand and digital design studio in York. Creating beautiful brands for ambitious organisations. Say hello at firstname.lastname@example.org