Primarily Rye Field

The rebranding of Tennessee Buy Local was one of those projects that just all came together and made sense.

TBL is building a living local economy that ensures economic power resides locally to the greatest extent possible. They do this with what’s called a triple bottom line; balancing environmental, financial & social performance.

Giving the typeface a farmers market treatment and keeping in mind the triple bottom line, the first thing we noticed was that all three words correspond:

TENNESSEE = environment
BUY = financial
LOCAL = social

By adding an exclamation point, the “buy local” movement that’s rising in population, becomes embedded into the companies name as a “positive, enthusastic call to action.”

The mark has instant recognition from the universal geo-location pinpoint icon that Google has made so popular. The position, angle and patriotic colors of the 3 icons also represent the Tennessee state flag.

The “location” icons also appear as talking bubbles in a conversation form. The talking bubble was an important factor to include in the mark and speaks of the viral and contagious movement to eat healthier, buy local and stick to seasonal ingredients.

The collected imagery works together to form the complete logo for Tennessee Buy Local, but each part works independently as well when isolated from the logo. The pinpoint icon will be used in signage and posters for local businesses to hang in their storefronts to signal that they are locally owned and operated. A series of badges are in the works to categorize those businesses’ offerings further.

Up next for TBL is a redesign of their current website and a robust email marketing strategy as well. Look out for these updates in the coming months and make sure and support TBL by following them on facebook and twitter.