Foodbank Branding Freshens Mission

Second Harvest Partners With Planet Propaganda For New Logo

Second Harvest Foodbank of Southern Wisconsin has a new logo, branding and tagline thanks to Planet Propaganda. In a segment that has seen minimal evolution in operations and identities, the design agency developed a look that underscores the client’s commitment to fresh, nutritious foods and to making ambitious investments in the infrastructure needed to distribute it. The logo is inspired by a visual language around the story of nutrition, growth, and approachability – made up of a bold custom type that uses the “O” to represent a sun and the “V” to represent foliage – stacked upon each other to form the visual of a flower. A vibrant color palette helps bring the brand illustrations to life across signage, delivery trucks, apparel, takeaway bags, and printed materials. The identity and Nourish First tag combine, says the agency, “to convey the importance of access to truly nutritious food, to communicate stature and leadership, feel approachable to the community, and convey optimism.”