The Simpson Centre is a UCalgary-affiliated thinktank that mobilizes research for better policymaking and decision-making in support of a more sustainable agricultural industry. Strengthening the sustainability of agri-food production and agribusiness will lead to increased crop yields, which is essential to feeding a growing global population, attending to social-health impacts, and limiting damage to the natural environment. The Simpson Centre connects researchers, farmers, industry stakeholders and government actors to scientific information critical to the future of Canada’s agricultural and food system.

We were tasked with developing an all-new brand architecture for The Simpson Centre. To do this, we took the complex and made it strong and simple by creating a logo that builds iconic shapes from a mathematically derived pattern.