French designer Sylvain Boyer has reimagined famous brand logos to use less ink, to reduce the impact of printing on the environment.
Ecobranding design
Boyer says his redesigned logos would use between 13 and 39 percent percent less ink. Because ink is a very expensive substance that can cost more than Champagne or perfume, a tiny amount saved can lead to a big difference at scale.
Ecobranding Design
Sylvain's Starbucks logo redesign is 38 percent less ink-intensive, which he calculates could save up to 4,000 gallons of ink a year.
Ecobranding Design
This reimagined FedEx logo would consume 18 percent less ink.
Ecobranding Design
For H&M, the savings would be close to 24 percent.
Ecobranding Design
How would brands react to the idea of changing their logos? "It's a debate about branding in general. Some people think we should not touch the ingredients of the brand because it's a sacred temple, others think that we can evolve the brand without changing its DNA to better meet the expectations and aspirations of our time." said Boyer.
Ecobranding Design
A hollow Nike swoosh could consume 26 percent less ink.
Ecobranding Design
Adding more white to the UPS logo could save over 10 percent ink.
Ecobranding Design
Taking a bigger bite out of the Apple logo could save nearly a quarter of the ink.
Ecobranding Design
"When we follow the evolution of brands, and more specifically the evolution of logos, we realize that many of them evolve every decade. If we look at Apple logo we can see that it has evolved a lot over the past 20 years: from 'skeuomorphism' in the 2000s to flat design in the 2010s. Perhaps it will evolve into 'ecobranding' by 2020," said Boyer.
