The Fair Trade Federation strengthens and promotes fair trade in the U.S., Canada, and abroad. With recently introduced brand messaging there was a need for a new identity — one that would convey the organization’s current values to members and to the public. The logo needed to visually communicate their 360° message and commitment to alleviating poverty and creating change through partnerships with small-scale farmers and artisans who create products by hand.

The mark represents a worldwide, organic movement — reflecting interdependent relationships and multi-cultural membership. The interlocking hands epitomize the caring, holistic, and cooperative nature of the organization, with patterns in each moving from abstract (north hand), to Indian block prints (west hand), African mask-like lines (south hand), and oriental fan and koi scale patterns (east hand).

The logo was unveiled at the FTF's Annual Conference in various forms, including temporary tattoos. It was met with strong enthusiasm and a renewed feeling of belonging to an important, vibrant worldwide community.