BRAND HISTORY
The logo of the Cultivar initiative symbolizes the unity and diversity of the Americas. Each element has been carefully produced to reflect the unique essence of the regions participating in this endeavor.
Original Design
Unveiled in 2023, the original logo served as an abstract depiction of the Americas, with each of the five leaves within it representing one of the five regions participating in Cultivar: St. Louis, Mexico, Central America, Andean Region, and Southern Cone. The selection of Blue and Green highlighted the significance of land and water in agriculture.
New Design
In the year 2024, the Cultivar logo was modernized to reflect the evolution of the initiative. The updated design exudes innovation and dynamism. The five leaves are now linked by a single line, symbolizing collaboration and unity among the participating regions. While each region now boasts a distinct color scheme, the shared color Blue symbolizes the rivers and oceans that connect the Americas and emphasizes the vital role of water in agriculture.
St. Louis
St. Louis, where the Cultivar initiative was launched, retained the original Blue and Green colors, now in more vibrant tones. The Green serves as a symbol of the agricultural heartland of the Midwest.
México
For Mexico, the logo took on a blend of Blue and Orange. The Orange hue pays homage to the Mexican marigold, known as "cempasúchil" or the “flower of the twenty petals.” Legend has it that these flowers were a divine gift from Tonatiuh, the sun god, allowing the Nahua people to honor their departed loved ones.
Centro América
Comprising Belize, Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and Panama, Central America's logo now features a fusion of Blue and Pink. This color choice draws inspiration from the vibrant colors of fabrics handwoven by Mayan women, paying tribute to the rich cultural heritage and artistic traditions of the region.
Región Andina
The logo for the Andean region, including Bolivia, Colombia, Ecuador, Peru, and Venezuela, is now Blue and Yellow. The Yellow symbolizes Inca gold and represents the sun.
Cono Sur
The logo for the southern cone of South America—Argentina, Chile, Uruguay, Paraguay, and Brazil—now features a blend of Blue and Light Blue. This color combination evokes the open skies and far-reaching horizons, offering a symbol of hope and endless possibilities.