Fruit

When is an Apple not an apple? When is a Blackberry not a blackberry? When they are symbolic of the world's leading brands in technology, innovation, and communication. So the leap to viewing a piece of fruit as an iconic representative for something other than an orchard or a jelly manufacturer is not unfathomable. Over the last year, this sweet nugget of nature's perfection has been everywhere in the field of identity.

Every type of fruit is a vestige of stories and memories consumers can relate to. It is a tactile, familiar, and generally sweet spokesperson for nature and sustainability. They represent the result of our labors and proof of work performed, and are a symbol of purity and procreation all in one.

These self-contained reproduction vehicles are packed with the symbolism we love to evoke for so many clients. Ask anyone to draw a specific piece of fruit, and they will resort to a visual shorthand of shapes, leaves, and stems which are recognized universally. The trend may reach saturation, but as a rule, you won't hear too many folks suggesting too much fruit is bad for you.

Strange Ideas,
Hunger Free Heartland Foundation

Iconologic, MS&L Worldwide

RJ Thompson, H.J. Heinz Company

Denis Aristov, KS-Stroy