THE GREEN DOT
Symbolising a Sustainable Future
Symbolising a Sustainable Future
Only 9% of plastic ever produced has been recycled, yet packaging symbols continue to mislead people. Between 58% and 72% of people perceive plastic as environmentally positivbe when it includes recycling claims on its label, regardless of whether it can actually be recycled.
Only 9% of plastic ever produced has been recycled, yet packaging symbols continue to mislead people. Between 58% and 72% of people perceive plastic as environmentally positivbe when it includes recycling claims on its label, regardless of whether it can actually be recycled.
CONTEXT
CONTEXT
The Green Dot appears on 460 billion packages annually across 130,000 European companies as a financing symbol for packaging recovery programs. However, its similarity to the universal recycling symbol has created widespread miscommunication, leading people to believe it signifies recyclability. MEK was approached by climate initiative TwoºCreative to redesign the symbol and raise awareness of this systemic issue.
The Green Dot appears on 460 billion packages annually across 130,000 European companies as a financing symbol for packaging recovery programs. However, its similarity to the universal recycling symbol has created widespread miscommunication, leading people to believe it signifies recyclability. MEK was approached by climate initiative TwoºCreative to redesign the symbol and raise awareness of this systemic issue.
Revival is an award-winning building
and design practice transforming construction waste destined for landfill into reusable materials. As the company began disrupting its sector,
it needed to clearly communicate its mission and environmental impact beyond traditional construction industry norms and messaging.
APPROACH
APPROACH
The strategy centred on eliminating public confusion and enabling more responsible behaviour at scale. By disconnecting the symbol from misleading recycling cues, we laid the foundation for clearer
communication around waste management. The design features two distinct circles: green representing Earth, and a white circle mapping Europe where the symbol is primarily used. This approach created an intuitive, scalable icon that works across all materials and all sizes, from packaging to OOH advertising. Demonstrating that strategic design can change behaviours to reduce environmental harm.
The strategy centred on eliminating public confusion and enabling more responsible behaviour at scale. By disconnecting the symbol from misleading recycling cues, we laid the foundation for clearer
communication around waste management. The design features two distinct circles: green representing Earth, and a white circle mapping Europe where the symbol is primarily used. This approach created an intuitive, scalable icon that works across all materials and all sizes, from packaging to OOH advertising. Demonstrating that strategic design can change behaviours to reduce environmental harm.
The strategy centred on eliminating public confusion and enabling more
more responsible behaviour at scale.
By disconnecting the symbol from misleading recycling cues, we laid the foundation for clearer communication
around waste management. The design features two distinct circles: green representing Earth, and a white circle mapping Europe where the symbol is primarily used. This approach created
an intuitive, scalable icon that works across all materials and all sizes, from packaging to OOH advertising.
Demonstrating that strategic design
can change behaviours to reduce
environmental harm.
IMPACT
IMPACT
The redesign is now poised to reach millions of people and help reduce recycling contamination caused by decades of misinformation. By replacing a misleading icon with one grounded in accountability, the project sets a new standard for environmental labelling. It has started conversations in industry and policy circles, reinforcing the crucial role of design in supporting more effective and transparent circular economies.
The redesign is now poised to reach millions of people and help reduce recycling contamination caused by decades of misinformation. By replacing a misleading icon with one grounded in accountability, the project sets a new standard for environmental labelling. It has started conversations in industry and policy circles, reinforcing the crucial role of design in supporting more effective and transparent circular economies.
Scope
Brand Identity
Print Design
Packaging
Campaign
Creative Direction
Sector
Environment
• Circular Economy
• Waste Management
Project
UNSDGs
