Nonechka is an initiative by the NGO Polaris, formerly known as Project Polaris, that provides guidance, builds partnerships, and advocates for the rights of agricultural workers (mainly immigrant, internal, and external) facing labor exploitation and forced labor in the United States and Mexico.
Polaris required a logo that helps identify Nonechka’s efforts on behalf of agricultural workers. The design had to be evident, clear, and direct. It had to communicate the Nonechka’s main target population: agricultural workers, and the main mission of the initiative: to inform and educate workers in an effort to protect them from external factors that take advantage of their immigrant status.
The logo depicts the silhouette of a quetzal, a bird endemic to Mesoamerica. It also uses the color emerald green to differentiate itself from other NGOs in the region. The long quetzal’s tail encloses an agricultural field and, at the same time, represents the nature of Nonechka, with three messaging waves on its back, giving the appearance of movement that describes the initiative’s informative character.
Finally, the type is a non-serif font designed to convey closeness and a protective vibrance. The font has the same color code as its creator: Polaris.