Designing Identities for "Green" Industries

There has been resurgence in the social significance of sustainability with the recent concerns of global warming, although sustainability is not a new idea. Environmental concerns began on a national level in 1970, but it is again a ¿hot¿ topic, and businesses want the appearance of being ecologically friendly. It has become fashionable to be ¿green¿ or to give the appearance of being ¿green.¿ A visual identity does more than represent a company, product, or service; they trigger emotions, create desires and forge communities. Logos communicate a corporation¿s visual identity on a qualitative level in order to improve the image of the company. This study utilizes Psychology, branding, and explorations of logos¿both style and classification¿to create a proposal for a standard process when designing ¿green¿ corporate identities.