Leadership from the Palm Collective approached Noah Friedman Studio the morning that a major demonstration was to take place in Washington, D.C. in protest of police brutality and racial injustice. They had an hour to get a design to the printer to make shirts and signs so that fellow demonstrators could easily identify members of the collective, who would station themselves along the marching route to provide resources, supplies, and places to sign up for future involvement.

The Palm Collective arrived at the image of a palm tree as a sign of victory. With this in mind, Noah Friedman Studio sketched a graphic that would be easily replicable on a piece of poster board for a picket sign, legible as a stencil, and easy to draw by hand. The resulting logo features a double-entendre of the palm tree and a lit fuse, or spark, to symbolize both the ignition of a new era of justice and equity for America’s most marginalized communities.