Brand OS / Identity
Identity
The visual DNA of Fresh Earth.
The Logo
The figure-8 lemniscate — three concentric loops (green outer · gold middle · brown inner) with ‘fresh’ and ‘earth’ in Comfortaa. It expresses the infinite regenerative cycle.
Full color · light backgrounds
Dark backgrounds · geometry + separate text
Light backgrounds · full color
Monochrome · black on gold
Single color · embossing · 1-colour print
Logo variant inventory
120624 Series (Current Standard)
Fresh Earth Logo 120624_MAIN.svg
Fresh Earth Logo 120624_MAIN BLACK.svg
Fresh Earth Logo 120624_Horizontal.svg
Fresh Earth Logo 120624_Horizontal BLACK.svg
Fresh Earth Logo 120624_Single Loop Green.svg
Fresh Earth Logo 120624_Single Loop Yellow.svg
Fresh Earth Logo 120624_Single Loop Brown.svg
Fresh Earth Logo 120624_Horizontal Single Loop Green.svg
Fresh Earth Logo 120624_Horizontal Single Loop Yellow.svg
Fresh Earth Logo 120624_Horizontal Single Loop Brown.svg
Special Purpose
2025_Agriculture_Logo_no-text.png
Fresh Earth Logo - symbol only - square.png
Fresh Earth Logo - Text Only - Square 40x40.png
Legacy (pre-2024)
Fresh Earth Logo MAIN.svg
Fresh Earth Logo MAIN BLACK.svg
Fresh Earth Logo MAIN WHITE.svg
Fresh Earth Logo MAIN WHITE.png
Fresh Earth Logo Horizontal.svg
Fresh Earth Logo Horizontal BLACK.svg
Fresh Earth Logo Horizontal Single Loop Green.svg
Fresh Earth Logo Horizontal Single Loop Yellow.svg
Fresh Earth Logo Horizontal Single Loop Brown.svg
Fresh Earth Logo Single Loop Green.svg
Fresh Earth Logo Single Loop Yellow.svg
Fresh Earth Logo Single Loop Brown.svg
2025_Ag Logo_Picture1.png
Fresh Earth Logo Mar 2023.png
Fresh Earth Logo.png
fresh earth white logo no text solid.png
Colour
Supporting
Typography
Display
Comfortaa
Headlines · Display · Brand voice
Body
Open Sans
Fresh Earth is not a farm. It’s the operating system underneath one. The infrastructure that makes regeneration investable.
Body copy · Descriptions · Legal
Mono
JetBrains Mono
6,673 ha · NSW
On-chain verified
Numbers · Data · Technical specs
Geometry
The lemniscate (∞) is the canonical form. Three-stripe motif echoes the loop’s color order. All geometry uses Bézier curves — no polygon shapes, no sharp corners.
Three-stripe motif
Green outer · Gold middle · Brown inner
Rules
- Minimum radius — no hairline corners
- Bézier curves only (no polygon paths)
- Three-stripe color order is invariant: green → gold → brown
- The lemniscate never appears in isolation without brand lock-up or explicit art-direction
What is locked
✓ Locked
- Comfortaa display · Open Sans body · JetBrains Mono mono
- Gold · Green · Brown · Cream · Ink palette
- The figure-8 lemniscate logo (exact file, no derivatives)
- Three-stripe geometry (green outer · gold middle · brown inner)
- Australian-only, no-humans photography
✗ Forbidden
- Fraunces, Inter Tight, Source Serif, Newsreader, DM Mono
- Generating a new logo or AI-derived logo
- Inverting the logo colours
- Sharp corners / polygon shapes in geometry
- Human faces in photography
- Non-Australian landscape imagery