Santa Clara Valley
Regional Agriculture Brand and Sign Program
Gateway, Identity, and Field Signs
Based on a tour of the region, and sign opportunity locations identified by a county agriculture planning task force, Covive developed a family of sign types to showcase the Santa Clara Valley brand at major gateways, high-traffic corridors, and for fields and agricultural roads. The tagline “Our Lands at Work” reinforces the idea that agriculture contributes to the well-being, resilience, and sustainability of the county and region as a whole. Through partnerships with local farms, a family of sign types placed at active fields identifies crops being grown and encourages vehicles to "Mind the Ag" by driving carefully on roads where tractors, farm equipment, and workers are present. Major gateway signs along Highway 101 identify the region; one concept reimagines three existing silos as a colorful visual landmark.
Custom Produce Illustrations
As a key visual element in the sign program, Chad Upham designed fifteen custom illustrations for crops typically grown in the region. A limited color palette, and simple flat illustration style, lends itself to a wide variety of uses in signs of different sizes and production methods. The illustrations help build a common identity for the region in a way that is friendly and playful.
