Alexander Isley Refreshes Farm Center Identity

Alexander Isley Inc. (Redding, Conn.) refreshed the visual identity it originally created for Stone Barns Center for Food & Agriculture when it was founded in Pocantico Hills, N.Y., in 2004.

Located about 25 miles from New York City, the 80-acre center was founded with a mission to create a healthy and sustainable food system that benefits us all. It operates  a highly diversified, four-season farm and an education center that hosts more than 100,000 visitors each year. It's also home to Blue Hill at Stone Barns, a groundbreaking restaurant featuring dishes that incorporate harvest from the farm and provisions from local growers.

In 2004, Alexander Isley worked with the center's architects, planners, farmers, cooks, and educators to create a comprehensive identity, communication, signage, education, and outreach program that has served as the foundation for all their ongoing communication efforts. Over the years, the designers have continued to work with the farm and restaurant on selected projects. During this time, the center has assumed a national leadership role in establishing policy for sustainable food initiatives and, on its 10th anniversary, Alexander Isley was asked to refresh the brand identity--maintaining the overall spirit of the original but adjusting the look to reflect the leadership role.

The updated visual program includes an expanded set of typographic standards, a new color palette, modified visual  formats, and an updated logo system that built on Isley's previous work. One of the first initiatives incorporating the new visual system was Stone Barns' 2014 annual report. In keeping with the center's sustainability mission, it was developed as a web-based document, and features an engaging overview of the year's activities, programs, and accomplishments. You can see the full case studyon Alexander Isley's website and the new annual report here.

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