The logo shape itself resembles an arched window. We are, in effect, looking through this window to rural America—over the shoulders of those who live and work in this place—and sharing their view of what is important to them.
The logo image combines people, community, and natural resources. The raw materials that form the very substance of rural America. There is an interdependent relationship between these components that must be recognized and nurtured to maintain the viability and sustainability of rural areas.
The Center for Rural Affairs is concerned not only with what happens in rural areas today, but in the future. The intergenerational image (father and daughter) speaks to this concern and underscores the fact that decisions we make today will be the heritage we pass along to future generations.
The logo is by no means an idealized view of rural America—nor is it a "hearkening back" to the way things were. Instead, the father and daughter in the image are looking ahead and beyond—envisioning a future in the place they call "home." The road to the horizon also communicates a "looking ahead" and a path to be taken.