The Logo – Love Your Forests

Published:  July 28, 2011
The Logo – Love Your Forests

UP&UP Creative –

Monique McNamara
Taryn Atkinson

UP&UP Creative was founded in 1999 on the mantra that, ‘sustainability and creativity equals good business’. The studio offers eco graphic design and strategic branding solutions to its clients. According to McNamara, “We help our clients identify where they could strengthen their offering in the marketplace and collaborate to leverage this potential.”

UP&UP was recently successful in winning the World Wildlife Fund (WWF) and Forest Stewardship Council (FSC) ‘Love Your Forests’ identity. The studio had a distinct advantage in attaining the work in being the first and only Australian consultancy to sign to the Australian Forest and Trade Network (AFTN).

This year the United Nations (UN) is focusing on raising awareness of sustainable forest management and has declared 2011 the International Year of Forests. I must admit, I’m guilty that I did not know this year was the UN International Year of Forests. It is not surprising to know that even in today’s climate, Australians are perceived as having a low public awareness of forests. I admit I’m personally guilty of this too. The last time I thought of forests was during the scenes on Endor in Return of the Jedi

To support the International Year of Forests, the WWF wanted to create a campaign to further support its Global Forest and Trade Network (GFTN) participants, in recognition of their leadership on sustainable, environmental best practice, and to increase awareness of the FSC logo as an eco-label. Currently, the WWF considers the FSC as the most credible certification system to ensure environmentally responsible, socially beneficial and economically viable management of forests.

The campaign logo had many branding parameters, according to McNamara. “We needed to ensure the integrity and value of the WWF brand as a credible environmental adviser, while meeting the FSC style guide requirements.” In addition to the look and feel of the identity collaboration, UP&UP was asked to work with the slogan ‘Love Your Forests’. Environmental information can get a bit heavy and full of jargon. Concepts often focus on the negative rather than the positive. “The ‘Love Your Forests’ slogan was a natural fit to inspire a positive and proactive response,” McNamara says.

The campaign is intended to stand on its own as a catchment brand to educate, engage and empower general consumers on the reality of our forests. Ultimately, McNamara insist that the premise of the solution is to “create an appealing, clear proposition to help consumers easily understand the issues based on any or no knowledge of forestry issues.”

With a collaborative approach between more than one client and by building the critical success factors of each partner, UP&UP has created a design solution that has been accepted by all parties. That solution hopes to reduce our forest footprint and encourage more people to love and appreciate our forests. The identity roll-out will be apparent through the WWF website, online partner websites and on selected consumer products.

Like every business, and every person, we are all imperfect, as we all live in an imperfect world. We are on the same journey of identifying our impact, planning the next best actions to reduce our impact and acting to progressively reduce our impact. It is refreshing to learn that in a world of cynicism (yep, guilty of that too), designers like McNamara are leading with the green flag.

All images copyright UP&UP Creative.

One Response

  1. UP&UP focusing on the right messages to get people engaged with important issues. Any interest in helping the government sell their carbon reduction scheme… here I am confusing myself mentioning it.

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