I chose to rebrand a company called
Equal Exchange.This company partners with organic farmers all over the world.
They are also fair trade certified and
really believe in fairness to farmers and
creating closer connections between
people and farmers we rely on for
our food. Their three main ideas they
believe in are partnerships, globalization,
and equality. The concept I then
drew from that is ‘connecting cultures
through fair trade.’ I used those three
words and concept as a point of
guidance when designing the new
symbol, stationary, and
other applications.
The symbol is an abstract form. It is a
perfect square, and within it are two
lowercase e’s; these can also be seen
as an equal sign. The fact that there
are two e’s represents partnerships.
The perfect square connects it back
to equality but is also encompassing
everything within, representing globalization.
I carried this symbol throughout
their applications, from their
stationary to their actual products.