Our New Logo
From day one, our mission has been to work with fresh food-insecure communities to create sustainable systems for accessing farm-fresh foods. As our organization and the local food justice movement has grown and developed over the years, it only makes sense that our look should evolve along with it. So after much brainstorming and tinkering, we are excited to unveil our new logo and to share with our followers what we believe this vibrant new mark says about New Roots.
The Beet Goes On
While the beet has been a part of our identity since 2011, the vegetable represented in our new logo is more authentic and more beautifully illustrates many of the qualities that define us. The beet is hard and has fortitude, much like New Roots leaders who are igniting a movement by positively disrupting the existing food systems. Once roasted over slow heat, the beet softens and becomes delicious. This is similar to New Roots, as we have grown slowly and deliberately over the years, earning some bruises, accolades and now sweet success from leaders all over the country. Beet juice is stubborn, with stains that are difficult to remove, much like New Roots. We are persistent. No matter how big the obstacle, or how many times we’re told it can’t be done, we find a way to deliver on our promise of food justice for all.
Fresh Food is a Basic Human Right
The new logo is fresh, modern, positive and has a justice-minded tagline. It says to the world that we’re serious about uniting communities and ending food injustice. Just like air and water, everyone has a right to fresh food. It allows New Roots to use food as an entry point to a broader conversation about changes in political and social institutions that can lead to happy and healthier lives for everyone. No matter what zip code we live in or how much money we bring in, we will come together as ONE community celebrating our differences
About the Designer
Kendrick Rashad Jones is a 26 year old graphic designer based out of Louisville, Ky who has recently become “veggie obsessed.” Kendrick is a proud graduate of Central State University and member of Alpha Phi Alpha Fraternity Inc. It was at Central that he discovered his love for design and has been freelancing ever since. Kendrick moved back to the Derby City in 2013 and was quickly sucked into the New Roots Vortex by his (now) wife, Amber Burns. Kendrick spent much of his childhood in West Louisville, and loves that his work with New Roots makes a positive impact on his community. Kendrick is happy to announce he is now the Social Media Coordinator for the Kentucky Science Center, one of the top five children's museums in the country. In his free time he loves to draw, eat at local restaurants and practice Jiu-Jitsu.