Business has changed dramatically in the past twenty years. While a company’s core brand my have remained the same, the way they communicate the brand should evolve to reflect the changing enterprise and the current standards and methods of communication.

Every year, thousands of companies embark on changing their corporate logo. Generally there are two models for updating a corporate mark.

The first is a series of subtle changes. Coca Cola is a prime example of subtle logo evolution. They update their logo frequently and subtly. The average person may not notice each evolution but if you look back over time, the changes become clear.

On the other hand, some firms see the need for a drastic change. Keeping with cola, Pepsi is a good example. Pepsi recently changed the look of each of their brands—departing from the traditional look and adopting a more contemporary appearance.

Which is the better model? It all depends on the organization, its evolution, and its market. Success starts with an accurate representation of the brand through the logo. If the logo is no longer applicable, changing it may strengthen the brand, making the visual and verbal messages cohesive.

Holding on to an outdated logo leads to the following issues;

• An impression that the company doesn’t care—Like architectural styles, fonts and colors reference decades. An audience may not be able to pinpoint a font, but they recognize it looks old. Colors of decades past may eventually come back around but for now are discernibly outdated.
• A perception that the company has not adopted modern business methods—an outdated logo looks like it lives in the past. Unless being old school is the cornerstone of the brand, an old looking logo makes a company look stogy.
• A disconnect between the visual and verbal brands—A company with a logo portraying the early days of the computer industry that offers cutting-edge technology has a huge gap in messaging.
• A lack of importance—Unless an organization has a monopoly, an outdated logo communicates that the company no longer matters in the marketplace. Another player, but certainly not the leader.

Though all elements of a brand—written, verbal, and visual—are equally important when communicating with an audience, the logo is what leaves a lasting impression. Ensuring the logo adheres to the same standards as the rest of the brand—important, tangible, immutable, relevant, and superlative—will help an organization and its brand rise above its competition.

Lately, the paper and printing industries have been using so much new “green” lingo that simply using recycled paper is not that easy. There are recycled, post-consumer recycled, and virgin sheets of paper. What does each mean and how do you distinguish which is which? How do you determine which is the best to show your commitment to the environment? And what about those inks? What is a soy-based ink and are there any other alternatives that are environmentally conscious?

Types of paper
The two most popular types of paper, coated and uncoated, have varying degrees of recycled content. Uncoated paper—which has a more natural texture—may appear to be more environmentally sound, however, the process of making coated paper—more polished and smooth than uncoated—uses less wood, but it is easier to recycle uncoated paper, so there is a trade-off no matter which paper you choose.
Recycled paper, as defined by EPA guidelines, is uncoated paper with at least 30% post consumer waste (PCW) and coated paper with at least 10% PCW. Post-consumer waste is recycled material that has been collected after it has been used and disposed of. Office and household recycling programs are the main sources of post-consumer paper waste. Recyclable paper is unused paper that is reclaimed and made into new sheets. It’s main source is often  waste that has been trimmed or discarded during the papermaking process.

Virgin paper contains no recycled content.

Certified Sources
Several organizations are qualified to give paper certifications. A few include:

• The Sustainable Forestry Initiative (SFI) is a series of applied standards for sustainable forestry overseen by an independent body.
• The Canadian Standards Association (CSA). The purpose of the CSA Sustainable Forestry Management system is to provide a credible and recognized process for certifying sustainable forestry in Canada.
• The Forest Stewardship Council (FSC) is a global organization promoting responsible forestry since 1993. Since 1995, The United States chapter (FSC-US) has been providing public information and promoting certification.

There are other certified sources such as other forest management organizations and sustainable power plants. For more information on sustainable sources visit www.fscus.org (Forest Stewardship Council) and www.epa.gov/greenpower (Environmental Protection Agency).

Inks
There are also many variations on the types of inks that can be used to print. There are soy and vegetable-based inks, which contain far fewer chemicals than their unnatural counterparts. On the whole, the entire printing industry has been shifting to more environmentally conscious materials. When printing, ask your printer about the availability of environmentally considerate inks—most printers already use them.

Printing and paper use has expanded as our computers’ capabilities have grown. Understanding environmentally mindful products and techniques allows us to make the best use of our resources and a significant statement to our market.

© 2007 ADAMS