The National Young Farmers Coalition needed a brand identity, distinct from it’s parent identity, but correlated, for it’s second Nationaly Young Farmer Survey . This survey is a followup to the first, very successful survey conducted in 2011, in which over 1000 farmers responded. The goal for this survey is to hear from 2000+ farmers across the nation, and use their responses and information garnered to inform NYFC’s policy work around the forthcoming Farm Bill.
Drawing from the goals around informing the work on national policy issues, and the inspiration of Get Out The Vote campaigns, our design process was directed by themes and ideas prominently displayed throughout history in political campaigns. The connection to a voting campaign was compelling, as we could take advantage of the intrinsic message around certain assets and symbols, while customizing them to suit the vibe and goals of NYFC’s campaign.
Beyond the check mark, the word VOTE and the ballot entering a box, the raised hand, either in fist or high-five orientation, is one of the more recognizable symbols of participation. This design is our participating hand – “I’ve just surveyed!” or “Yes! I’d like to survey!” or “Yes! I believe in a future where small farmers are valued and supported by the federal government and I’d like to contribute my voice to steering the future of my industry!”
The viewer is looking at their own hand, reflecting back on them the understanding that they are a part, or the desire to be a part. The hand is married with the NYFC shovel shield, simplified and slightly stylized, to elevate the mark beyond a simple hand, and to seamlessly connect the individual participating hand to the national network of support and contemporaries that the NYFC symbolizes and embodies.