Category: Open Brief Initiators: Two°Creative & The Brand Identity Typeface:Söhne Services: Creative Concept, Brand Design, Logomark, Motion Design
For 30 years we have regularly seen The Green Dot symbol, however very few of us know its true meaning. Rather than indicating that the product or material it is on is recyclable, it, in fact, means something else entirely. Created in 1990, The Green Dot symbol merely means the company or brand has joined The Green Dot Scheme – indicating a financial contribution made towards a recycling system or causes, but does not mean their product is recyclable or recycled.
Despite the good intentions of the symbol, which appears on more than 450 billion packages every year, it plays a significant role in the contamination of recycling on a global scale. An unclear symbol that contributes greatly to the greenwashing and misinformation spread by financially-led corporations, The Green Dot truly shows the power a symbol can have – in this case for the worse. In simplest terms, it is a brand pay-off for producing products that cannot be recycled.