Client: Broad Arrow Farm
Art Direction: Dan & Maggy Sullivan
Broad Arrow Farm is a new farm in midcoast Maine that is visioned and being built around a vision of perennial systems. We set out to design an identity for the farm and build out a roster of marketing tools and collateral with which they could start marketing their pork in the early spring of 2016.
We came around and around again to hogs as agents of change. Thus, the logo choice became clear. It would be a pig.
Hogs are rooters. They eat roots. It’s what they’re designed to do. One could say it is with universal, absolute knowledge that they survive by eating the roots of plants. It is their natural state. The way we strive to raise pigs – by providing them the most natural conditions to flourish. Allow them to express their greatest pigness.
Yet, there is a very common image – a pig in profile with it’s head raised and chest puffed. Almost as if it was just plucked off the fair podium, the epitome of anti-pigness. Their genetics altered so they will look better and perform worse, so they can stand in rooms amidst oggling eyes and clipboards. This is an adulterous notion, yet it is how we so often see the pig represented.
The Broad Arrow Farm logo is a pig rooting on pasture. It is an emblem of a greater system that takes into account natural processes and sensible cycles. It is a nod to the tradition and success of the visual archetype of proud pig, but gives it a nice hard twist by putting the hog’s head where it is supposed to be – eating roots. As a logo, it is a strong indicator of the practices with which you raise your pigs, roaming in the woods, but more than that, an indication of how you approach your farming system. To allow your metaphorical pigs to root in the woods is to respect the sensibility of all endemic genetics and strive to optimize your farming system for the greatest familial, ecological and social return.