Delhi Organic Farmers Market (DOFM) - Identity in Crisis!! :o)

It takes time to realize oneself and even longer to create an identity of the Delhi Organic Farmers Market!! Farmers across the world are always finding themselves in Crisis and we at DOFM are no different.

It took our organization - Delhi Organic Farmers Market time to understand itself, but now the time has arrived to create an appropriate identity. This is the new logo, tagline and banner of Delhi Organic Farmers Market. Almost 7 years into running the market, it took a long process to rediscover this identity.

Designed by the skills and imagination of a (moonlighting) Graphics designer - Natasha Menezes - it reflects the mood and mode of DOFM well.

Here is what the designer has to say about the process of Design Buildup, multiple iteration (all of which were equally good BTW) - about the selection of the logo, the meaning behind the process and eventually the "Punny" side up!

DOFM Logo Story

When I first saw the pictures showcasing the variety of produce DOFM was bringing to the people, the very first word that came to mind was: Wholesome. And the very next word that followed it was: Love.

I could see it everywhere; in the way the farmers presented their culinary treasures and handicrafts, the awareness about their dedicated work, the delicious-looking food brought forth through events, the meaningful activities that reminded people of their ‘roots’, the engaging culture of it all….

For me, the perfect vegetable to represent the ‘heart’ of all of this was the humble beetroot (which also looks like a heart, by the way). Its beautiful colour notwithstanding, it embodies so many qualities that DOFM stands for: deep-rooted values, love, passion, a wholesomeness to the work. I could think of no other vegetable that stood as a fitting emblem for DOFM (which is partly why I was pushing for it :)) And of course, the curved white lines within its form (modified by DOFM!!) speak for the farm lands that produce all the wholesome nourishment that we benefit from.

The curved orange shapes at the sides of the beetroot symbolize other fine qualities of DOFM: bringing the people together. Turning a crowd into a community. One can also visualize the curves to signify DOFM embracing a diversity of farmers from different backgrounds (hence the different shades of crimson within), including them in this vital venture, protecting their interests and, hence, forming a united front in the combined values of organic farming – which make up the beetroot logo.

The crimson colour expresses passion, love, courage and empowerment. Its intense shade has a high visibility so it can really stand out in a crowd. The yellow represents the sunshine and so promotes an underlying warmth; it is also associated with joy and vibrant positive energy. Orange denotes enthusiasm (combining the fiery energy of the crimson and the happy energy of the yellow); since it’s a citrus colour, it is associated with healthy food. Needless to say, it also draws meaning from the saffron colour of our national flag indicating strength and courage (virtues of a farmer, in my humble opinion). Along those lines, the white stands for peace, truth and purity (all those virtues mirrored in the organic method of farming). Then, of course, the green is recognized nationally for fertility and prosperity (a relevant connection to farming); green is also the colour of nature so it ties in growth, harmony and freshness. It has a strong emotional correlation with hope, safety, stability and healing. Brown – the colour of soil – stands for the wholesomeness that I keep talking about. It gives out the feeling of reliability, security and a sense of grounding. It’s the colour of foundation. Hence, I put it on top. :)

And since it is placed near the green colour, it automatically implies concepts of all-natural, organic and eco-friendly.

When DOFM puts so much of their heart into their work, I feel like the beetroot is the ideal vegetable to send that message to everyone.

If you look back on the tagline it’s the very thing that will come to mind when people see our logo.

At the end of the day, DOFM is unbeetable. :)

It is a tough road ahead (as it has been for so many years now!) but with friends of the past and new ones visible at the horizon, we continue to toil and parry on! Would you not join in too?

Leave a comment or two here! It encourages us no end to carry forward the good work that others would like to see done from us. :o}