The pictogram of eathical's logo has undergone a semiotic change. The original version represented a plant of amaranth​​​​​​​ but had no particular connection to the brand's purpose. Keeping the symbolism of a threadlike natural element, it only needed to be rotated 180 degrees to change its meaning from plant to root. This semiotically speaking has a much stronger connection to the brand's mission of connecting people and farms.