Falls Church, Va. (Aug. 27, 2019)—The U.S. Apple Association today unveiled its new logo. The visual identity embodies USApple’s mission to be the unifying voice of the apple industry, while giving a fresh, appealing new look to the association.

The new logo direction is inspired by the next generation of leaders in the apple industry and embraces a fresh, organic feel with a minimalist design approach, according to USApple. The shape of the logo mark is an abstract representation of an apple, but it also evokes the idea of seasonality, cycles and new growth. The direction of the leaf and stem points forward, representing USApple’s commitment to advancing the industry through advocacy and leadership.

To guide USApple through the process, the association turned to Mekanic, its agency partner of two years. “Mekanic’s vision for USApple’s brand is informed by other projects and discovery work they have conducted over the last two years, including interviews with growers, supplier members, leadership and Young Apple Leaders,” said USApple Director of Communications Tracy Grondine.  “All of this brand knowledge has influenced the design, tone and overall brand positioning. Together, we have decided on an exciting new visual direction that will help elevate USApple’s efforts.”

In tandem with the new logo and visual identity, USApple is currently updating its web experience to improve functionality, follow current best practices and ensure the most informative user experience. The new USApple web site will be unveiled in the coming month.