A nation full of environmental justice initiatives. All under one canopy.
Client: United States Forest Service
Identity Design
Graphic Design
Web Design
After a billion-dollar grant from the Biden administration, the United States Forest Service (USFS) tapped the University of Virginia (UVA) to lead a nation-wide urban and community forestry initiative. Spreading Roots was designed to empower local organizations to execute the outreach they need to boost engagement and achieve their goals.
Cooler temps. Hot logo.
A seedling with roots in the shape of a city skyline conveys the project's goals cleanly and clearly. The logotype is set in Public Sans, an open source font commissioned by the U.S. government. While green is a clear choice as a main color, it is backed up with varying tints of yellows, reds, purples, and blues to reflect not only the variety of benefits of urban forestry, but also the diversity in experiences and stories lived by all those involved.
The Spreading Roots initiative continues its collaboration with community leaders across the United States and its surrounding territories.
The Spreading Roots Community Action toolkit is full of templates, best practices, considerations and more, supplying organizations with the know-how they need to engage their communities and legislators alike. The increased urban canopies will contribute to lower temperatures, healthier minds and bodies, and safer communities.