New symbols help tell Farm Bureau’s story
main California FarmBureau brand—a way to tie the brands together andgivepeople abetter appreciation for all theways Farm Bureau works for them, while allowing the brands to retain their strong individual images. Of course,we’vealsotakencare tocreatebrandsymbols that workwell inall thedifferentplatformswhere theymayappear:
For thoseof us inagriculture, “branding”has avery specific meaning: away for ranchers to identify their livestock. For an organization such as Farm Bureau, branding also refers to the way we present ourselves to our members, pro- spectivemembers and the other, many and varied audiences we reacheachday. It’smore thana logo—it’s anapproach that
showspeoplewhat we stand for in the most straightfor- wardway possible. As theCalifornia Farm Bureau en- ters its 102nd year, we have modern- ized and unified our brands to re- flect all the differ- ent ways our or- ganization serves its members and commun i ca t e s with people both inside and outside agriculture. It’s a big change, but a change Farm Bureau has made
on webs i tes, in print publications, on business cards, on social media profiles. Updating the brands will be a long-term pro- cess that will take several months to accomplish, in order to assure ev- ery use of the new brands promotes our mission and core values. One thing you may have noticed: We have shor t- ened our public brand toCalifornia FarmBureau, from
CFBF president’s message
To demonstrate the different ways Farm Bureau serves its members and communicates with people inside and outside agriculture, the California Farm Bureau has unified and modernized brands associated with the organization.
Jamie Johansson President California Farm Bureau
California Farm Bureau Federation. “Federation” remains part of the organization’s official name, but we’ve found through the years that the word tended to confuse people rather than informthem. Inaddition, we surveyedourmem- bers, and they overwhelmingly preferred California Farm Bureau to California FarmBureau Federation. Tobesure,ourorganizationremainsafederationof53coun- tyFarmBureaus, but shorteningourpublicbrandtoCalifornia FarmBureauwhenappropriatewill simplifyour communica- tion in particular with people outside of agriculture. Whenour BoardofDirectors reviewed thenewbrand, they gave a lot of thought to the barn in the symbol. We use a cen- ter-aisle barn to appeal to farmers and ranchers alike. Importantly, the light in the barn is on. InCalifornia, where there’s always something being harvested, there’s always a light on ina barn—andFarmBureauwill always be at work to standup for farmers and ranchers. It is trulywhatmakesFarm Bureau an organization like no other.
several times during its history. In recent times, we have changedbrandswhenwe’vechanged locations: In1979,when FarmBureaumovedfromBerkeleytoSacramento,weadopted a brand that featured the intertwined, lower-case letters fb, surrounded by a circle. In 1997, when we moved to our sec- ond Sacramento location, we switched the logo to a bolder, upper-case FB in a rectangular frame. Now, followingourmove toour thirdSacramentobuilding, we have introduced the new symbol you see on this page, re- taining theupper-caseFBbut addingnewelements—spelling out California Farm Bureau and incorporating a barn and foreground imagery to evoke crop rows andwater. Just as importantly, asyou’ll see,wehavealsoupdatedother brands associatedwith the California FarmBureau: Ag Alert, CaliforniaBountiful, FELS, FARMPAC, FARMTEAM. Eachof these services and products has its own proud history. All of themhave established their own identities. The new brands retain that, while forging a link with the
VOL. 47, NO. 45
December 16, 2020
AG ALERT ® weekly newspaper is an official publication of the CALIFORNIA FARM BUREAU
www.agalert.com www.cfbf.com
@cafarmbureau @cafarmbureau @cafarmbureau
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Karen Olson- Director, Marketing and Communications Division Dave Kranz- Editor/Director, Publications and Media Relations Christine Souza- Assistant Editor Ching Lee- Assistant Editor Kevin Hecteman- Assistant Editor Karin Bakotich- Design Services Supervisor Jessica Cook- Graphic Artist Paula Erath- Graphic Artist Margaret Rodriguez- Operations/Production Manager Darla Quidachay- Production Assistant Chico Ochi- Administrative Supervisor GENERAL INFORMATION: (916) 561-5570 agalert@cfbf.com
ADVERTISING: Chris Tedesco- Manager, Marketing and Business Development (916) 561-5656 Robert Foiles- Advertising Sales (916) 561‑5585 Classifieds: (916) 561-5576 2600 River Plaza Dr., Sacramento, CA 95833. Represented in the East and Midwest by J.L. Farmakis, Inc. Eastern office: Bill Farmakis 48 Topfield Rd., Wilton, CT 06897 (203) 834-8832; Fax: (203) 834-8825. Midwest office: Russ Parker , P.O. Box 7, Albia, IA 52531 (641) 946‑7646, Bob Brunker , 8209 NW 81st Ct., Kansas City, MO 64152 (816) 746-8814, Jennifer Saylor , 8426 N. Winfield Ave., Kansas City, MO 64153 (816) 912-2804, Laura Rustmann , 901 Lands End Cir, St. Charles MO 63304, (636) 238-8548. AG ALERT ( i s sn 0161 - 5408 ) i s pub l i shed weekly except weeks of Memor ial Day, July 4,
Board of Directors (District 1) Al Stehly; (2) Andy Wilson; (3) Terry Munz; (4) KevinMerrill; (5) Jenny Holtermann; (6) Joey Airoso; (7) Donny Rollin; (8) Richard Bianchi; (9) Tom Rogers; (10) JanGarrod; (11) JoeMartinez; (12) Paul Sanguinetti; (13) Ron Peterson; (14) Ken Mitchell ; (15) David Barhydt; (16) Garrett Driver; (17) Domenic Carinalli; (18) David Rosenthal; (19) TomStewart; (20) JimMorris; (21) Blake Alexandre; (Young Farmers & Ranchers Committee Chair) Lindsey Mebane. Advisory Members Ronnie Leimgruber, Chair, CFB Rural Health Department; Glenda Humiston, University of California Cooperative Extension. Letters to the editor: Send to agalert@cfbf.com or Ag Alert, Attn: Editor, 2600 River Plaza Drive, Sacramento, CA 95833. Include name, address, phone number, email address; 250-word limit.
Thanksgiving, Christmas; and with exceptions, by the Cal i fornia Farm Bureau, 2600 River Plaza Dr. , Sacramento CA 95833 (telephone: (916) 561-5570) . Periodicals postage paid at Sacramento, California. POSTMASTER: Send address changes to AG ALERT, 2600 River Plaza Dr., Sacramento, CA 95833. The California Farm Bureau does not assume responsibility for statements by advertisers or for products adver t ised in AG ALERT nor does the Federation assume responsibility for statements or expressions of opinion other than in editorials or in articles showing authorship by an officer, director, or employee of the California Farm Bureau Federation or its affiliates. No alcohol, tobacco or political ad-
vertising will be accepted. Jamie Johansson , President
Shannon Douglass , First Vice President Shaun Crook , Second Vice President
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