The Center for Produce Safety has a bold new brand identity to visually depict its mission to fuel produce safety change.
The new logo and related visual branding were unveiled at CPS’s Annual Research Symposium on June 19 in Denver by CPS Board Chair Joe Pezzini of Taylor Farms and CPS Executive Director Bonnie Fernandez-Fenaroli, according to a news release. The branding debuted in a new CPS annual report distributed to symposium attendees, outlining CPS community accomplishments in 2023. The new brand identity will be implemented in the coming months across all CPS communications vehicles, digital and traditional.
“Our visual transformation will energize CPS’s work to achieve the third part of our produce safety mission: fund science, find solutions, fuel change,” Pezzini said in the release. “Watch for the new branding across all of our knowledge transfer work, from our website and its extensive research database, to next year’s Research Symposium.”
The new brand depicts the letters C, P and S enveloped in intertwining arcs, presented in tones of green. The brand’s design and earthy color palette are modern, inviting and befitting the industry CPS serves, Pezzini told symposium attendees.
“Our new visual identity simultaneously conveys two CPS core principles: continuous improvement and collaboration — which are keys to fueling change,” Pezzini said in the release. “Some people see the infinity symbol, some see outstretched hands. I see both.”
“Our annual report is the perfect first exhibit for our new brand,” Pezzini said. “It beautifully spotlights our generous contributors and volunteer leaders, and showcases key CPS accomplishments in 2023.”
An electronic version of the annual report is posted to CPS’s website.
The new brand identity is the product of a months-long design process, with first CPS’s Executive Committee providing input to staff and then later the whole Board of Directors, the release said. The rebranding project was managed for CPS by Julia Stewart of Clarity Communications LLC, New Orleans. A brand style guide and branded collateral — from letterhead to email templates – were developed by Karyn Baskette with Yondee Designs, Leesburg, Va. The logo art itself was created by AS Creative Services, Kensington, Md.
