As we’re planning each year’s festival, we think carefully about the story of Farm Aid and how to tell that story in the overall design. Since this is our 40th anniversary, we knew the logo had to be something special! We were very happy to collaborate with skilled illustrator Matt Fleming, and now are happy to share some behind-the-scenes insight into our process with him.
What inspired the design behind this year’s Farm Aid logo for the 40th anniversary?
This year is unique as Farm Aid reaches its 40th milestone, and my first instinct was to do something interesting with the number 40 within the logo and to possibly create something that could be a stand-alone graphic that pays homage to the event’s mission.
The goal was also to combine ethical farming and music, so the challenge is to find easily identifiable symbols for those and then see how they can interact in a meaningful way.
As we developed the logo, the Farm Aid team suggested leaning into Minnesota’s official flag colors to touch on the event’s location this year. That gave us a nice palette of blues and greens in the landscape, with the ability to use yellows and whites for highlights.
Matt Fleming and his dog Peggy Sue
What is your process of going from a blank canvas to the first design drafts?
For most projects I start with a list of subjects that I pull from a provided creative brief and some I come up with on my own that I feel are relevant to the art. That could be farm or music-related words, or sometimes adjectives that I then try to pair with an object that encompasses each one.
Then I do really loose sketches of logo ideas combining that word imagery, leaving no stone unturned, even trying out the bad ideas because sometimes they evolve into something good or help spark another idea. The sketches are pretty indecipherable to anyone else but in my head I know their potential.
Lastly, I’ll pick my favorite concepts and try out color versions in digital format to see how different palettes can change the mood of the idea.
You’ve worked with Farm Aid for many years now — what draws you to the mission and the festival?
I currently live in western Washington, surrounded by nature and smaller family-owned farms. We feel very fortunate to have fresh, local produce grown by awesome people so I just appreciate that it exists and I’m grateful for the opportunity to be involved with something that celebrates and advocates for that.
I always enjoy the creative process with the Farm Aid team. They’re always so easy and fun to collaborate with, and respectful of the artistic process.
Also, my first job ever was on a small dairy farm in rural Wisconsin, and while it didn’t last too long I still appreciate the hard work of farmers and have an affinity for those places, especially the peacefulness of grazing cows on a summer evening.
Past Farm Aid Festival Designs by Matt Fleming:
