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CURRENT ISSUE
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IN THIS ISSUE
Publisher’s Note: New Wal-Mart/Walmart Logo
Thinking Green: Burger King, Top 10 Design Cities More Thinking Green: Billboards Into Housing, Blame It On Canada If You Missed It: Specifying Recycled Papers Companies: Green Ideas, Developments, Promotions Special Note: Name Your Price PUBLISHER’S MAKE THE LOGO GREENERSatiric/sophomoric humor newspaper, The Onion, had an amusing faux story the other day. In “The Obligatory Green Issue” a headline blared “Companies: How To Make Millions By Switching To A Green-Colored Logo.” It’s funny because it’s often true and, even when it’s not, it plays to the cynicism of 21st century America. Interestingly, The Onion salute to the environment came out within a few days of Wal-Mart’s announcement that it has redesigned its logo. (See story below.) Though the company has been silent about the rationale, branding experts agree that the new look projects an organic, environmentally friendly, and generally more welcoming message. Given the company’s past difficulties, I am sure the cynics will be out in force. My own sense — based on researching this enewsletter month-after-month — is that the retailer is morphing into a green innovator as well as into a more socially responsible corporate citizen. As for motivation, I cannot attest and I do not care. Even if driven purely by financial considerations, as is likely, we are still all better off. This strikes me as a happy example of where making the logo greener reflects a true evolution rather than a coverup. — Gordon Kaye THINKING GREENOrganic Look For Walmart Logo The Ratings Game Kids Meals Redefined The Handbook
MORE THINKING GREENSEPTA On Track Progress Report Cradle To Cradle The D8 Canada Cracks Down Two If By Land... COMPANIESCast-Coated Certification Great Chain Of Being The Nature of Nurture Mohawk Is Hot Pick Neenah Green Naturally Creative Eco-Friendly Bonus Finch Fine Even Better Admore Presents Certificate New Member Of Royal Family SPECIAL NOTE: NAME YOUR PRICEMoodboard is a new alternative in stock photography where you can buy or sell images
at a range of prices to suit your needs. You can even set your own price with the launch of
the latest collection, moodboard unlimited. |
Top 10 Design CitiesArchitectural firm RMJM Hillier has developed a list of “America’s Best Cities for Design,” produced in conjunction with the American Institute of Architecture and Zogby International. Big American cities were judged according to various criteria including commitment to sustainability, quality of public transit, how many work within creative industries, etc. As reported in BusinessWeek: 1. Chicago 2. New York 3. Boston 4. Los Angeles 5. Portland (OR) 6. San Francisco 7. Seattle 8. Denver 9. Philadelphia 10. Washington DC You can view the article here. 
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Walmart has revamped its logo as part of an “ongoing evolution” of
the company. An official announcement states: “This update to the logo is
simply a reflection of the refresh taking place inside our stores and our renewed sense
of purpose to help people save money so they can live better.” The new logo
— made up of rounded, lowercase characters, and without the hypen —
won’t begin to appear on storefronts until the fall though it is showing up this
month online and in marketing materials. The logo’s debut coincides with CEO
H. Lee Scott’s goal of transforming the retailing giant into a more consumer and
environmentally friendly corporation. In a recent BusinessWeek article, branding expert
Marty Neumeier commented that “The new sunburst ‘looks organic’.
My sense is they are trying to say, ‘we’re an eco-aware company.’
” Comments Tobias Frere-Jones, professor of typography at Yale University and
a principal at the Hoefler & Frere-Jones type design firm: “They seem to
be going for something friendlier.” The visual shift, says Frere-Jones, can be
seen as an attempt to recast itself as a kinder, gentler company since lowercase letters
tend to be interpreted as more casual and approachable.
“Nutritionally Balanced Kids Meal” are now being introduced as part of the
permanent menu at Burger King, with contents such as Fresh Apple Fries and low fat milk.
In the same spirit, the new meal, as well old favorites, will henceforth come in bags and
cups made from 100% recycled materials. The new packaging will feature information on
recycling and other steps kids can take to make a positive impact on the environment.
“We’re taking advantage of our ability to move quickly to introduce 100%
recycled bags and improve the profile of our cups,” said Brian Gies, Vice President
of Marketing Impact. “Burger King is always looking for ways to reduce waste and
promote sustainability. Our recycling efforts will be one part of our corporate social
responsibility program that is currently under development.”
SEPTA, Philadelphia’s public transit authority, has launched an eco-friendly campaign
urging residents to ride public transportation and thus make a positive impact on the environment.
With gas prices at record highs, the message also includes the notion of adding green to the wallet.
Moss is a running graphic themes — moss on the logo, in posters, in advertising and posters
— encouraging people to “live green by riding public transportation.” Reads
one station ad which depicts a train and the tracks made from moss: “Riding SEPTA helps
reduce smog-forming pollutants by 90%. Now that’s a breath of fresh air.” Red
Tettemer created the campaign, and Brooklyn-based street artists Edina Tokodi and
József Vályi-Tóth helped implement the moss into station
elements.
The 2008 Society of Environmental Graphic Design (SEGD) awards program included a
special jurors award for the The Billboard Earthbag project. Earthbag construction generally
uses conventional sandbags or sandbag tubes filled with local dirt and stacked to create
barrel-vaulted or domed roof structures; it enables temporary or emergency shelters to be
rapidly and inexpensively constructed following natural disasters. The new project,
conceived and designed by Norman Lee and Charles Houser, envisions using billboard
vinyl as an alternative material for earthbags. Polyvinylchloride (PVC) cannot be incinerated
because of the toxic gases it would emit and thus goes into landfills. On the other hand,
because of its durability and imperviousness to the sun and other elements, vinyl is an
ideal material for reuse. Declared the jury: “Jurors were intrigued by this project as
an example of ‘cradle-to-cradle’ design pertinent to the signage industry...
The idea takes the recycling of billboards, street banners, and print graphics —
already employed by art museums in the creation of second-use products — to
another level. Truly inventive!“
At least in Canada, more detail is better when it comes to the advertising or marketing of
environmental claims. This according to new guidelines issued by the Competition Bureau
and the Canadian Standards Association. The central message: avoid vague, general terms
and focus on specifics. The guide discourages the use of “green,”
“environmentally friendly,” “all natural” and “eco”
arguing that, when used alone, they have no specific meaning. Claims should only be made
when they can be substantiated and verified with supporting information. For example, when
indicating a product is recyclable or contains recycled content, marketing should not only
have a symbol for recycling, but also information on the percentage of recycled content and
if only certain parts of it are recyclable. The Competition Bureau, which enforces violations
of environmental claims, is allowing a one-year transition period to change claims on
advertising and packaging.
SMART Papers has become the first North American papermaker to produce FSC-certified
premium cast-coated papers. Kromekote, a legendary triple cast-coated paper, is now
FSC-certified in Kromekote Recycled. The move underscores the mill’s longstanding
commitment to sustainability in its premium branded papers and manufacturing operations.
Recently the company broke ground on a $30 million energy production facility to be powered
by 100% cellulosic biomass fuel, primarily yard waste. By late 2009, all products will be fully
carbon neutral and produced fossil fuel free. “We’re always striving to exceed
customer expectations when it comes to environmental stewardship,” said Doug
Gruber, Vice President, Sales and Marketing.
Domtar’s new Cougar promotion is entitled “Orchidaceae,” meaning
the study of orchids. Featuring dramatic four-color natural imagery, a variety of orchids
flood the printed pages, providing an elegant subject to demonstrate the beauty and
benefits of Cougar. The message: With a little creativity and a lot of care, the beautiful
gifts of nature become even more extraordinary. The same can be said for Cougar.
Continuing the nature theme, the promotion explains that Cougar contains 10%
postconsumer fiber, and is FSC-certified, SFI-certified and endorsed by the
Rainforest Alliance.
Neenah’s new web site combines all of the mill’s brands for graphic
designers into one easy-to-navigate ecommerce solution. Environment matters are
very much an issue on the site. This is embodied in a Neenah Green icon, featured
front and center on the home page, which details the company’s commitment
to “earth, sky and future generations” and provides “everything
that you need to know about Neenah’s commitment to third party
certifications.” According to Meredith Grant, Product Manager for Neenah
Paper, “We extensively revised the Neenah Green page based on feedback
collected directly from meetings with customers.”
Every sheet of Finch Fine is now made with 10% postconsumer recycled content, as
well as being certified to the standards of the FSC and SFI. The new recycled content
— along with the dual forestry certifications are standard across the Fine line
— in offset and digital sizes; in shades of 98-bright Bright White, Soft White and
Vanilla; in Ultra Smooth and Antique finishes; and in every basis weight from 40 lb. text
to 200 lb. double-thick cover. “Finch Fine offers a potent combination of
outstanding printability, postconsumer content, and the world’s two
most-respected responsible forestry certifications,” said Michael Bean,
national sales manager for Finch Paper. A new swatchbook, designed by Bart
Crosby of Crosby Associates, is available.
Wausau Paper has rebranded its Royal SilkPlus paper to Royal Resource™, an
environmentally-preferred addition to the popular Royal brand of premium writing, text
and cover papers. “As part of Wausau Paper’s Royal Redefined campaign,
the introduction of Royal Resource is a change for the better that goes beyond cosmetic to
expand and strengthen the total product offerings under the Royal brand,” said Jeff
Fox, Director of Marketing for Wausau Paper’s Printing & Writing sector.
“Royal Resource™ is where environmental responsibility and high-quality
combine with trendy colors, weights and finishes to provide customers with unique paper
solutions.” The papers are FSC Certified, and nearly all Royal Resource™
grades are also Green Seal Certified and contain at least 30 percent recycled
post-consumer fiber. A new Bark Finish and several new earthy colors freshen the offering.