Branding for the eco-conscious generation

The importance of logo design for a company cannot be neglected. A logo is literally the most recognizable asset a company possesses in the minds of consumers. That being said, have we ever stopped to think about the environmental impact that ensues from printing a logo on absolutely everything? One man has and he’s ready to reduce the negative impact that notoriety can bring.

Corporate logos harm the environment

Corporate logos are prevalent in all aspects of a company’s business. It is their personal brand, and how people recognize them in today’s modern world of business. Companies reproduce their logo billions of times, on letterheads, stationery, business cards, billboards, just to name a few. With brand logos that are colour-heavy — meaning the logo has more than the four basic colours — the amount of ink being used every year has a damaging impact on the environment.

Ecobranding — Interbrand ; Logo design collection

The idea came in 2013

French designer, Sylvain Boyer, has come up with a unique idea to set up a service to help redesign brand logos, including everything from the logo to the whole brand-deployment process, to make them more eco-friendly. The process is simple, and one which he first dreamed up back in 2013 when he was designing a birth announcement card for his daughter.

Designs used were expensive to print

Now a creative designer at Interbrand Paris, Boyer said that the card looked great on the computer, but to have it printed using the silkscreen process was hugely expensive. This was due to the number of colours he had used in the design. He says he suddenly became aware that every choice he made in the design stages had an impact on the environment. When he thought more about this idea, he also realized that when a designer mocks up a logo for a brand, the logo would be reproduced billions and billions of times over the years, having a huge environmental and ecological impact.

Dozens of mockups prove the idea works

Since then, Boyer has done dozens of mock-ups of brand logos to show how just a small change in the number of colours can realistically affect the company’s profits, and significantly reduce their carbon footprint. Logos with fewer colours use less ink, and this is only part of the Boyer vision for brands. According to his plans, a full campaign using eco-branding could reduce a brand’s impact on the environment even more, with plans to use typefaces that use less ink in all printing (Boyer’s own personal favorite for this is Gill Sans) and smaller business cards that use less ink and less paper.

Interbrand steps in to help with the brand logo plan

Boyer’s original idea was to create the world’s first “brand design agency dedicated to the ecological transformation of the brands.” However, after Interbrand heard of the idea he had, they committed to take on Boyer’s cause as their own. Now, together with Interbrand, Boyer will be able to provide a brand new service to the company market, one that is dedicated to the “economical transformation of brands for sustainable growth.”

Ecobranding — Interbrand ; Sustainable change with Apple

And this has already been put to the test, with Interbrand using Boyer’s guidelines to their newest client, Citeo — an environmental waste recycling company — to design their new brand logo using the ecobranding scheme.

h/t: AdWeek
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