TOW #25 - Visual Text: Green Field Farms Logo

For most of this year, many of the visual texts that we’ve rhetorically analyzed have been individual advertisements, but I’ve decided to widen the horizon and look at a particular kind of visual rhetoric that we see far more often than the commercials brands produce: logos. Specifically the Green Field Farms logo, pictured above. In their logo, Green Field Farms uses eye-catching color, depth of field, and careful arrangement to advertise their brand.

Before honing in on any specific part or piece of content within the overall logo, the first thing one notices upon viewing it is the use of color. All of the colors used are very bright, recognizable, and relatively simple. The brightness creates the effect of making any food they sell with this logo seem fresher, as fresh foods tend to be brighter in color, which begins to dull and fade as the food rots. Additionally, the colors are familiar and simple such as blue, white, green, and red, which makes the logo easy to look at, rather than if it had colors like neon yellow or hot pink. The depth of field also allows the brand to display what it considers to be most important. All of the fruit and livestock are in the very front of the logo, while the farm buildings and silo appear tiny all the way in the background. This makes it seem as if the produce and livestock come first and are more important than any other part of their business. Lastly, the careful arrangement of elements within the logo helps its audience quickly take away the brand’s main selling point: the fact that it’s organic. Located in the dead center of the logo are the words “Certified Organic” which are in a font size as big as the company’s name. This allows the logo’s audience to immediately recognize the brand’s primary selling point before considering any other factors such as price, taste, etc. Overall, I would consider this logo to be extremely effective in representing and selling the Green Field Farms brand through its use of eye-catching color, depth of field, and careful arrangement.