Logo | Bilingual Version
Challenge: To create a program logo that would fit within the brand family of reThink Green while also remaining distinct and dynamic. To create a series of covers for the program’s annual reports.
Solution: This logo symbol is based upon the model of sustainability that sees it as an intersection of 3 key areas of life: environmental (green), economic (blue) and social (orange). These areas also reflect the intention of the program to bring these sectors together to set targets, and achieve sustainable action. While there is no literal ‘target’ shown – the negative space at the centre gives the feeling of a potential target or portal we are aiming for collectively. The colours integrate the green of the existing reThink Green logo and orange in the Forge logo (another reThink Green project), while adding the blue to represent finance, investment, stability, economy. The base shape echoes that of the leaf of the reThink Green logo without being a direct repetition or copy of it. A well-known symbol in Ontario, the trillium, is Ontario’s provincial flower.
The annual reports are in a graphic series that echoes the growth and development of this new environmental initiative. The 2016 – ‘Growing Together’ cover depicts trembling aspen that are known to propagate through root sprouts and colonies of trees. The 2017 – ‘Branching Out’ represents the organization reaching out a spreading out broadly – growing from 4 to 40 members in one year. The 2018 report cover will also be part of this series. Stay tuned!