The Forest Stewardship Council (FSC) has announced the launch of its new global brand, Forests For All Forever.
The new branding is the result of research conducted in 11 countries in 2013, and an online toolkit containing new branding assets has been created by the responsible forestry organisation. Its new strapline reaffirms FSC’s vision of preserving the world’s forests for future generations, and a new visual identity reinforces the all-encompassing approach that FSC takes to sustainable forest management, it said.
FSC director general Kim Carstensen said: “The success of FSC has always depended on consumer awareness and demand for FSC-certified products, and we have relied on our partners and certificate holders to spread the message of FSC on our behalf. However, it became clear that we needed to provide our partners with tools that could inspire their customers to choose FSC – an identity that would connect with consumers and be memorable in the retail space.
“Forests are so much more than trees and timber – they are reservoirs for clean drinking water, protection for animals and endangered wildlife, and home to indigenous peoples and communities. Our principles and criteria have always reflected our determination to protect forests and their inhabitants. Now, our commitment will also be expressed in our visual identity, and provide a clearer message to consumers of what it means when they buy an FSC-certified product.
“In addition, with markets opening up in Asia, Latin America and Africa, it was time go beyond outreach to producers and retailers. Supply grows in response to demand, and those at the end of the supply chain – consumers – are vital to ensuring companies seek out sustainable solutions and engage in responsible businesses practices.”
© FoodBev Media Ltd 2019