#100 Food Tank

Country: United States

Industry: advocacy

About: Food Tank is a non-profit organization founded in 2013 by Danielle Nierenberg, Bernard Pollack, and Ellen Gustafson to reform the food system. Its goal is to highlight environmentally, socially, and economically sustainable ways of alleviating hunger, obesity, and poverty.

Vision: “We’re building a global community for safe, healthy, nourished eaters. We aim to educate, inspire, advocate, and create change. We spotlight and support environmentally, socially, and economically sustainable ways of alleviating hunger, obesity, and poverty and create networks of people, organizations, and content to push for food system change.”

Words: educate; sustainability; change

Strategy: the new logo for FoodTank incorporates stylized images of vegetables, still growing in soil, and a hand holding a carrot, to symbolize the organization’s focus on nutrition and its commitment to a better food system. The logo use natural colors, such as green and orange and the brand’s original blue, to reflect the freshness and vitality of healthy food. The font is consistent with the logo and incorporates the same simple elements used in the illustrations, such as circles and squares. The overall effect is simple and modern, with a clean and uncluttered design to convey a sense of simplicity and sustainability.