Root Project is a Boulder, CO web startup focused on farm to table interactions for normal people.

 

It's easy these days to find a restaurant where the food is locally and sustainablly sourced; it's in vogue. However, it is much more challenging for the regular joe to get ahold of, say, eggs from a nearby farmer. This website will aim to make these kinds of interactions more easy, and in turn, more commonplace.

 

They wanted the logo to be a wordmark that incorporated bold imagery. It had to be very neutral as well. Keep in mind, this mark needs to appeal to farmers and city-folk alike. I wanted the mark to look just as at-home on the side of a grain silo as it does on an Instagram post.

 

I achieved this by using a soft, bold serif typeface that is both hip and agrarian. The second "O" in "root" is replaced by a beet which is a huge crop in America and is also a root vegetable. 

Some early mockups of possible directions to take.