Are you part of the effort to Keep Britain Tidy? If so, many people in the UK may soon be joining you thanks to a more attractive and modern brand and logo design for the anti-littering campaign.
The old logo design featured a pointy, black and white man tossing a piece of rubbish into the waste bin. This logo certainly drove the point across, but it was unfriendly and almost institutional. The black and white did little to catch the eyes or the hearts of people who viewed it. Further, the shape edges created a rather unfriendly feeling. However, this image has been a part of the UK organisation “Keep Britain Tidy” since 1972.
The new logo design features a crisp, modern green in a bright hue that will certainly capture attention. The colour green is associated heavily with environmental causes, making it an excellent choice for this logo. Further, the ‘Tidyman’ figure is more rounded and more human than its predecessor. This combined with the heart on the Tidyman’s chest is sure to create a friendlier and more approachable image for people in the UK. In addition, the new waste bin looks less like a cage and is thus more friendly as well.
In addition, the Keep Britain Tidy organisation also has a new strapline that is featured in the new logo design: Love Where You Live. This gets down to the very essence of the brand’s goals: to inspire community pride in people all over the UK. Do you love where you live? If so, do your part to keep it tidy.
This new logo comes at a time when many are interested in environmental causes. The logo represents collaboration between the Government and the Litter Challenge Group, which is a consortium of several different council organisations. Clearly many people are interested in keeping Britain tidy. However, this organisation has caught the eye of several major corporate brands as well. McDonald’s and Coca-Cola are both corporate partners in the Love Where You Live campaign.
The logo will be used to remind people in the UK not to litter. In addition, companies that dispose of waste responsibly and encourage their customers to do the same will also be allowed to use the image. One key difference is that corporate partners will now need to pay for use of the Tidyman logo in advertising, signage, and packaging, where it was previously free.
Kirstie Allsopp, the ambassador for Keep Britain Tidy, says that being a part of this campaign is an opportunity for large businesses and brands to “become the heroes instead of the villains in the fight against litter.” Look for this logo design the next time you go shopping to see if your favourite companies are part of the effort.
Branding and rebranding are essential for every type of organisation, but especially those that are trying to build public support. The old Tidyman image was dated and even frightening, but the new one is a good representative of the green cause that it represents.