La Unió Llauradora i Ramadera (“The Agriculture and Livestock Union”) is the largest professional farming organization in the Valencian countryside. The graphic identity had to reflect the renewed character and values of the organization and try to connect with the new generations. We propose a typographic logo that joints the two words. The typeface, Original Sanslinks it formally to the trade union imagery. Seeking to enrich the identity and also as a functional element, we added a variant that has the full denomination and associates it to the food quality seals. The main typeface is Zoom Pro which with its imperfect geometric shapes provides freshness and spontaneity and, thanks to the variety of weights and widths, it allows the message to be modulated from some more formal to others more demanding.