Ecobranding: Why and how to have an ecological logo?
This is a recent trend and one that is not lacking in interest: theeco-branding. In a nutshell, it's about making a company's logo greener. We explain how it works.
An approach based on the appearance of the logo
As you surely know, the logo is very important for a company. This is what allows it to be recognized at first glance and it is therefore intended to be displayed everywhere: advertisements, business cards, goodies or even packaging.
Necessarily, each print requires the use of ink. Imagine how much it takes for a fast food restaurant to display its brand logo on hundreds of thousands of food packages distributed every day?
The same is true for a food manufacturer that distributes its products worldwide.
If printing a logo has an impact on the environment, a communication agency decided to make logos more ecological. The solution ? Adapt the design to reducing the amount of ink needed while maintaining a recognizable appearance and essential to the brand.
You can find more telling examples directly on the site of theEcobranding agency : Coca-Cola, McDonalds, H&M, Starbucks, UPS, Nike…
The results are really impressive, because you always recognize the brand at first glance.
An ecological and economic effect
Like the Ecofont typeface, which allows printing by reducing the quantity of ink, the ecobrand offers a significant economic and ecological impact.
Indeed, on the logo concepts created by the agency mentioned above, that of McDonald's, for example, can reduce ink consumption by 34,11%. It even goes up to 38,57% for Starbucks.
If you want to keep the essence of the logo, it is not always possible to achieve such significant savings. It is only 10,26% for the UPS logo or 18,19% for the FedEx logo.
The ideal therefore remains take an interest in this process before creating the logo. It is thus possible to create a strong and recognizable brand image that uses little ink. This is all the more important if it is a company that will have to print it in large quantities.
