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The Solid Waste Association of North America (SWANA) desired to re-brand with a greater emphasis on “waste to resource.” The original business logo, however, presented some symbolic and practical problems.
The new business logo design must capture movement. It should evoke the sense of evolution and energy transfer to highlight the theme of “waste to resource.”
Furthermore, the client stressed that the new logo must be uniquely designed and avoid the generic appearance of clip art. The client previously pursued a business logo re-design with another agency. However, they came to CSG Creative for more sophisticated execution and originality.
Logo Designer
Megan Hall
CSG Creative
Courtney Lopes
Graphic Design USA
SWANA’s brand requires a visual identity that clearly identifies who they are. However, depicting literal trash may not be the best impression from a business logo.
First, I researched their website, events, and competitors to find key points in the industry. Then, I learned that waste commonly converts into gas/heat and energy/electricity.
Therefore in my logo design strategy for SWANA’s new brand, I explored the concepts of “waste to resource” by illustrating changing forms. My concepts illustrate this transformation with several concepts:
For more Golden Proportions in my logo designs, check out my Case Study on the Open Heart Parrot Rescue Logo & Identity Concepts.
Megan Hall, VP, Creative, CSG Creative, took over the SWANA logo to add the finishing colors.
