A lot is expressed in our festival logo: The general sentiment we want the public to feel, a sense of place and an awareness of the diversity of people and agriculture in the region. Luckily, we’ve had the opportunity for the past few years to collaborate with Matt Fleming, illustrator and graphic designer from the Pacific Northwest. We caught up with him to learn about this year’s logo design.
What was the inspiration behind this year’s Farm Aid festival logo?
The inspiration for the 2026 Farm Aid logo was Virginia Beach’s diverse agriculture and food offerings, as well as the local wildlife. Aesthetically, the aim was to combine elements with a folk art or Americana feel to pay homage to the state’s rich history of agriculture and traditional craft.
Are there any interesting pieces in the logo, or tidbits of information that went into the design, that the public may not pick up?
It’s worth pointing out the inclusion of coastal elements, which might not be the first thing you think about when considering agriculture. I like that we could show some oysters and expand on what farming can mean.
How do you make your logos memorable?
A lot of the logos I make are for events, which means you can draw inspiration from both the location, as well as the vibe of the entertainment. When you can uniquely tailor something like that, the logo, poster, t-shirt etc., can hold a sentimental value for locals and event attendees. As a designer you’re speaking to a specific audience and hopefully it resonates.
Looking at your website, your designs incorporate a lot of color. Tell us about your use of color.
I’ve been designing t-shirts for most of my career and typically that requires you to limit the number of colors you use. So I establish what colors will help set the mood and then just have fun with them. Maybe I’ll try out some unconventional or unpredictable approaches to what I use for the highlights or shadows. I take a lot of inspiration from nature to find color palettes, as well as vintage posters.
Because this is Farm Aid, I have to ask: What’s your favorite type of food and tell us about your top music picks.
Two of the best things life has to offer! I live in western Washington on the Olympic Peninsula, so we are very fortunate to have fresh, local produce year round. There’s a shop in my town that makes a roasted beet sandwich with sauerkraut and cheddar mustard that I think about often. Musically, I’ve become a big fan of Jesse Welles. He’s an incredible lyricist and it’s awesome that a younger generation has an artist like him who creates music for the moments we’re living through.
