Everdale (branding)

Everdale is a difficult organization to describe in a single word; it’s a farm, a host and facilitator of educational programs, a CSA, and has most recently even branched out into subsidiary educational farms such as the Black Creek Project in North-end of Toronto. With over 20 years of history, and a logo that was outdated, it was time for an overhaul. There was a few key components that we considered going forward: the history/longevity of the organization, the Black Creek Project, and agricultural iconography. The main logo was developed looking at the letters in “Everdale”, as well as the way the name broke down conceptually: one aspect being almost ephemeral (ever), and the second being grounded and representative of the earth (dale). In effect the name itself was a perfect balance. To convey the ephemeral quality, I developed a logo mark featuring an ‘infinity’ symbol made out of the main letter “e” and “d”. To further ground it as a farming organization, I added a plant aspect to the main logo which led us to our secondary icons and how this ‘everdale infinity’ could be represented in so many illustrations, as if to say, “Everdale is everywhere.”