Sustainability is a pressing issue in any aspect of modern life, and small changes can make a big impact. The design company EcoBranding encourages companies to make small changes to their logos, so they would use less ink in the printing process and become environmentally friendlier, and in addition cut printing costs. It is a win-win situation for the companies.
One of the most important things for brands is visibility, and that means that their logos are everywhere. H&M logo is printed on every clothing label, Starbucks logo is printed on every cup they serve, Apple logo is printed on every box of their products, it might not seem like much, but take for example, if Starbucks sells a million take away coffee cups per day, it means their logo has been printed million times; it all adds up. The French designer Sylvain Boyer started working on the idea of EcoBranding back in 2013, while designing a multicoloured birth announcement for his daughter, as he tells Adweek:
“On the computer it [the card] looked great, but when I submitted the design to the printer for silkscreen printing the bill was … expensive […] When a designer designs a logo for a major brand, this logo will be reproduced millions or billions of times, and all this has an ecological and economical impact.”
In order to cut costs, Boyer reduced the number of colours used, and as there was less ink used it made the card a lot more environmentally friendly. The same system applies for any brands, if you reduce the amount of ink used in printing process, it becomes environmentally friendlier and it cuts printing costs. See below some of the examples that Boyer offers for some of the biggest brands on the market.
As shown in the above image, on some brand logos the EcoBranding approach could save up to as much as 38.57% of ink for Starbucks and 34.11% of ink for McDonalds. These savings were reached by just slightly hollowing out the logo, keeping the essence of the brand’s image unchanged.
Boyer writes on EcoBranding homepage:
“Naturally, one logo isn’t too expensive to print because it doesn’t need much ink but printing a single logo on a billion bottles? That’s huge! With EcoBranding we rethink the design of brand ingredients to be more ecological, with the added benefit of also being more economical.”
Boyer’s makeovers are not endorsed by any of the respective companies, however, they are superbly simple, and most importantly these logos are still easily recognisable.
In addition, EcoBranding applies not only to the changing of logos; they work on all aspects of print and digital branding, including such aspects as eco-typo, eco-colours and eco-imagery. All aspects aiming at reducing companies ink usage, to make it environmentally friendlier. Adweek writes Boyer hopes to create “the first brand design agency dedicated to the ecological transformation of the brands”. In mid-September Interbrand made commitment to take on Boyer’s EcoBranding, thus offering to the design market a more sustainable approach for branding. Interbrand already proposed this environmentally friendlier approach to Citeo, one of their clients, a company that sorts, collects and recycles waste; and designed it entirely under the EcoBranding scheme. See image below.
Head over to the EcoBranding homepage and give your brand logo a new shine by using less ink and becoming environmentally friendlier. It is a win-win, really.