Circular economy initiative rebrands to galvanise Londoners to make change

ReLondon, which works with the London’s businesses, boroughs and citizens to accelerates the capital’s transition to a circular economy, worked with brand agency RBL to develop a new brand identity with the aim of galvanising people to respond.

The previous brand, known as London Waste and Recycling board, wasn’t cutting through or connection with the city’s inhabitants. RBL began with changing the name, with the Re in ReLondon hinting at the actions every citizen can take to play a part in making the important steps to reduce, reuse and recycle.  

“RBL understood the complexities of the problem, and the need for a powerful message with clear and meaningful actions to enable everyone to play their part. Our new name, identity and message deliver all of that, and have filled our team with new hope and vigour – together, we really will save the world,” says Ali Moore, head of communications and behaviour change at ReLondon

The brand positioning takes a complex and at times overwhelming subject and makes it simple: ‘ReLondon- revolutionising our relationship with stuff.’  The dynamic and flexible identity system validates the organisation’s positioning as an agent of transformational change. These include nature’s warning colours of black and yellow to demonstrate the urgency of their mission, a typeface rooted in the history of the city, and communicating the breadth of ‘stuff’ in our lives with accessible iconography.

“We immediately knew that we needed to create an identity with both purpose and passion, one that would cut-through and connect in a way that would motivate people into action, rather than be paralysed by the enormity of the challenge. The logo is made up of all that ‘stuff’- from electronics to food, from packaging to home ware, and can be tailored to target specific sectors, like fashion,” says Adam Concar, head of creative at RBL.