Our Logo Story
2019 year marks our 5th anniversary. Take a trip back in time with us and let’s visit the very first logo and branding so that you can understand the growth we have made as a brand and organization.
The beginning: 2014
FEI had just been born and named. We knew the logo had to do something with food. We chose the apple. It's one of the easiest food items to recognize. It is also a symbol of health and the medical industry, which we have close ties to. The next word we thought about representing in a visual form was “equality,” so we looked at ways to use the scales. We finally landed on just a cutout of the scales. For colors a red was chosen as the main color along with white and a charcoal grey.
2015
We ran a campaign for Celiac Awareness which forced us to reevaluate our logo. The original logo was not helping us express our mission and goals as an organization. Since a lot of our work is in advocacy and bringing awareness of the importance of access to healthy and “free from” foods. The ribbon is a symbol of both advocacy and awareness. At this point it made more sense to use the ribbon as part of our mark.
2017
The subject of colors came up. We were once again working on a campaign and realized that the red was just too abrasive and wasn’t speaking to our audiences. Since we work with individuals who have celiac disease and/or food allergies, we decided we needed to incorporate both the teal color (for food allergies) and the green (for celiac disease). We also simplified the typography of the logo and finalized the font families.
2019
We began really looking at the brand as a whole. From our mission statement, to the about us, to our elevator pitch. We decided that we wanted to include more illustrations and the current color palette wasn’t enough. We also felt that the colors on the logo were too dark and not modern enough. We choose a brighter green that spruced everything up (pun intended). With the new words, colors, and visuals we put our new face all together and we are so excited to share it with you.
We look forward to our next 5 years and hope you will join us for the adventure!