The logo was designed for a competition organised by the Government of India for their new initiative: HORTINET – A single sign-in traceability system for all horticulture produce.
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Hortinet is an integrated web-enabled certification and traceability system for agricultural produces to assure the importing countries that the quality requirements are being maintained at every level of the supply chain.
The system starts with the registration of farmers and acts as a surveillance system to ensure that fruits and vegetables exported from India adhere to the International Standards for human consumption. Currently, the Hortinet system consists of the following stakeholders:
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Farmers.
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State Horticulture Departments for farm/farmer registration.
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Laboratories for testing of pesticides and other contaminants.
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Exporters for consignment creation.
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Agmark for grading certificate for some of the horticulture produce.
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PSC Authorities for the issuance of Phyto Sanitary Certificate.
CONCEPT
The logo has been created keeping in mind the integrated spirit of Hortinet Traceability. It includes essence of each stakeholder involved in the supply chain and also the various agricultural produces that it includes. Each step from farm to fork is highlighted through various elements of the logo.
The Outer Circle
The shape is inspired by a magnifying glass
that depicts traceability at each level.
The Bottom
Resembles land and also leaves that capture
a farms essence.
The Inner Lens
The shape is of a microscopes lens
which ensures that the produces go under careful analysis to match the standards.
The Multi-coloured Arcs
Represents various land grown produce.
Also, represents export as the arc emerges
from land to curve out.
