Categories: News

The activism of the United Farm Workers runs deep. So does the history of how legendary organizers designed its iconic posters and look.

Last month, Colorado Gov. Jared Polis signed a bill enacting some of the strongest farmworker protections in the nation. As The Counter reported, it was the first of its kind to go beyond pay increases to address historically racist labor policies. Soon after, the U.S. Supreme Court upended a nearly 50-year-old California law put into motion by storied labor organizers César Chávez and Dolores Huerta, which allowed union organizers to enter farms to speak to workers during non-working hours for a set number of days each year. In a history for the online and print magazine MOLD, Holly Eliza Temple explores how Chávez and Huerta were able to literally design the United Farm Workers’ (UFW) look and imbue it with a “powerful identity.” They borrowed ideas from Aztec iconography and corporate marketing to design its black eagle logo. As Chávez recalls the ideas behind the logo, “We didn’t want a tractor or a crossed shovel or a hoe or a guy with a hoe or pruning shears.” And it was important that it be bold but simple enough for anyone to draw. The union even had its own printshop that produced colorful, suasive posters and illustrations. As news of labor strikes and protests now spread like wildfire across social media, Temple also delves into how the UFW organized and publicized historic farmworker strikes without these modern-day tools. 

Related Post
The Counter
Share
Published by
The Counter

Recent Posts

Grist acquires The Counter and launches food and agriculture vertical

Grist, an award-winning, nonprofit media organization dedicated to highlighting climate solutions and uncovering environmental injustices,…

6 months ago

Is California giving its methane digesters too much credit?

Every year, California dairy farms emit hundreds of thousands of tons of the potent greenhouse…

3 years ago

Your car is killing coho salmon

Highway 7 runs north-south through western Washington, carving its way through a landscape sparsely dotted…

3 years ago

The pandemic has transformed America’s dining landscape into an oligopoly dominated by chains 

One of the greatest pleasures I had as a child growing up in the Chicago…

3 years ago

California is moving toward food assistance for all populations—including undocumented immigrants

Undocumented immigrants experience food insecurity at much higher rates than other populations, yet they are…

3 years ago

Babka, borscht … and pumpkin spice? Two writers talk about Jewish identity through contemporary cookbooks.

Writer Charlotte Druckman and editor Rebecca Flint Marx are both Jewish journalists living in New…

3 years ago