The development and design of the corporate image of the Association for the promotion of the Sevillian olives has been a challenge since the beginning. Two priori opposite realities had to be unified. We should continue to transmit the values of a traditional sector such as ours, that of table olives, which can not ignore its history. On the other hand, it was important in the current aesthetic context where raw material the direct language, make an image of simplicity. We should therefore associate efficiently and balanced tradition and modernity.

The beginning was put on the table all the ideas and values that we wanted to convey through our image from APAS. In the different meetings that kept the team (management and company Cactus-with its designers and anthropologists) – large amount of information was managed and worked from different perspectives. We consider the values that characterize APAS, questions were made to key people (especially interesting by the amount of information they handle) and were carried out several proposals, handling varying degrees of customization, depending on the value that it would project.

Many elements were identified as essential. A logo you can not show everything, but if he’s hit with a good choice that is able to communicate efficiently. The final decision was that two elements should be present: the natural part, and the human part. The olive and the Earth (through their shapes and colors), and the Association, through its acronym (APAS).

To represent the olive worked two ways: the circle and the ellipse. The circle represents unity – a basic value in the field of the cooperative-, and holism – the reality is composed of many interrelated elements. The ellipse is the shape of the olive. Both forms were related and crossed to get the final result. To top it off, was considered particularly important the use of color in the logo. Different palettes stylistic, were tested until they were finally chosen shades of green different, trying to link the different tones with the Queen and manzanilla olives. The typeface was also specially chosen, being central to the predominance of round shapes, simulating the contours of olive and one’s own logo.

The structure and design of the logo allow that its negative can be used when communication conditions dictate. In general, is a logo which gives sense of strength and solidity. Represents the traditional sector that focuses on innovation and reinvention to defend the social and ecological values of the olive and to position itself in the market, both nationally and internationally.