Sunday, 18 November 2007 | Levent OZLER
New Brand for Recycling Code
November 2007 sees the promotion of a new logo for the Mayor of London's Green Procurement Code which aims to raise the profile of recycling in the capital. It has been designed by Epitype, the London based branding group.
Epitype was commissioned by London Remade following a credentials pitch to design the ident that will also be used as an accreditation mark awarded to companies who demonstrate environmentally sustainable, purchasing policies.
The scheme has been reorganised this year to award companies bronze, silver or gold standards.
"We were considering commissioning three different logos, to indicate the varying standards of award, but realised that this was not sustainable, since companies would have to change their stationery if they went up or down a level at the annual awards," says Claire Appleby, marketing director at London Remade, the company charged with administrating the awards.
Martin Roach (Epitype creative director) said: "The code's signatories cover a wide range, from large corporates such as Barclays and Shell to every London Borough, so our challenge was to create an aspirational and memorable symbol that companies will be proud to display on their own stationery and signage."
Epitype's design team drew inspiration from Newton's third law of motion: that for every action, there is an equal and opposite reaction.
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