via: www.underconsideration.com

A Logo that’s Bad for the Environment

Since 1967, when a small group of scientists came together to fight the use of the harmful DDT pesticide, the Environmental Defense Fund (EDF) has been researching, advocating and enabling solutions to, well, make the world a better place to live. From animal conservation guidance to gas emissions restrictions, the EDF has played a significant role. Unfortunately, the one thing they weren’t able to save was their previous logo.

This bold new design represents the planet we protect and the methods we use to protect it, including science, law, economics and partnerships.
— A cached version of the web site

This is quite sad actually. The old logo was amazingly simple and strong: e. End of story. A round letter that looks like a globe and, when seen in the realm of non-profits and advocacy groups, unequivocally stands for environment. Using lowercase “e”s within the rest of uppercase letters was pretty dopey but the overall effect was of a sophisticated logo for a confident organization. The new logo, however, is a harmful spill of demi-swooshes and gradients in a dumbing literal translation of their brand positioning. Look! Here come waves of science, law and economics! All grasping the blue world we love! It really is pitiful. Plus, it’s a CMYK logo and for an organization concerned with waste I would say this is a big deal; they could have easily strived for a 1-color logo (hey, like the one they had!) and create a frugal identity system that uses the least possible resources. And the typography around it does not do the icon any favors either, uninspired and weak.

If you ask me, it’s time to start the Identity Defense Fund, to prevent emissions like this.