ComCrop is an urban farming organisation based in Singapore. The pesticide and herbicide-free business utilises marginalised spaces by turning them into high-quality rooftop farms. The company uses hydroponic technology for planting, reducing water waste by 90%, and using sunlight instead of artificial lights indoors, making it a highly sustainable business. Around 90% of food in Singapore is imported, forcing them to become reliant on other countries, making them highly vulnerable to supply distribution. The use of urban farms minimises the risk and provides fresh, healthy food with a longer shelf life, resulting in less waste and increasing the responsibility behind sustainability.
The Comcrop logo is striking, with a significant colour variation that sparks excitement and curiosity. The use of primary and secondary colours throughout the logo makes it vibrant and fun, catching the readers’ eyes. The colours used are green, yellow, blue, purple and orange, with the use of black and white shades to frame the logo through typography. The yellow representing the sun suggests happiness and creativity, reflected through the creative concept of urban farming. The colour green used for the typography and plants is associated with health and fertility, representing the extraordinary growth of plants. The calming blue used to describe the reduced water waste suggests intelligence and responsibility, portraying the business as trustworthy and honest. The accent colours used for the buildings are subtle enough not to take away from the true reasoning behind the main colour choices. The logo is displayed on a white background which really makes the colours pop and stand out. Finally, black is used to add depth and outline the imagery whilst also making the typography highly legible, pulling the whole logo together.
Harvest London is an urban farm based in Layton, London. They grow herbs and vegetables through vertical hydroponic farming. Hydroponic farming is growing plants and food without the use of soil and using recycled materials instead. Utilising this method of farming is more sustainable. Using recycled materials reduces carbon emissions and stop the degradation of soil. The growth of food is controlled at every step of the process, ensuring that the right amount of sunlight, water, nutrients, and humidity is used to reduce waste.
The logo is clear and well designed. The environmental green colour used throughout the logo represents growth and sustainability, while the white background is clean and tranquil. However, the colours used do not convey the urban message behind the organisation.
The new colour scheme for the ‘Harvest London’ logo is simple but makes a powerful impact on the reader. The colours used signify a clear contrast between urban and rural climates. The healthy green colour has been reused for ‘Harvest’ and the tree emblem of the logo. The colour green symbolises nature, fertility and health, already making a clear suggestion that fits the organisation’s farming ethos. However, industrial grey has been used for ‘London’, characterised by the complex and elegant structures of the crowded city. The colour also signifies the thick smoggy polluted climate in which the innovative farm is located. The tranquil white background suggests that farming can work well within a city climate and attract more interest in green locations amongst other cities, bringing more nature, clean air and sustainability to modern living.
In conclusion, the new colour scheme better represents the organisation to the audience, bringing all aspects of the brand and its goals into a simple, clean and polished colour scheme.
References
Comcrop. 2021. ComCrop – Singapore’s first and only commercial rooftop farming company – Comcrop. [online] Available at: <http://comcrop.com/> [Accessed 21 October 2021].
Harvest London. 2021. Harvest London – Fresh, sustainable ingredients through vertical farming. [online] Available at: <https://www.harvest.london/> [Accessed 21 October 2021].