Zero Waste France

New identity concept for an organisation of zero waste activities in France.

Created in 1997, originally named “Cniid”, Zero Waste France is an independent association consisted by citizens, which acts towards all publics to contribute three missions:

Informing and explaining the issues
The association analyses and explains the challenges of waste management such as overconsumption of resources, pollution, economic and social implications. They also informs citizens and other stakeholders about the solutions and means that can enable them to act on this situation.
Advancing public policy
ZeroWaste France also calls on the public authorities to advance regulations in the direction of zero waste approach and to make the voice of citizens heard in the development of public policies.
Supporting the actors on the field
They also advises, trains and creates tools to help local authorities, entrepreneurs and local associations to implement the zero waste approach.

Why I started this project? Because I also do zero waste!

To be honest, I don’t do 100% zero waste. I still have some waste but I always try to reduce it since 3 years ago, when I came here in France.

So, I’m a specialist of making of visual identity and do zero waste, why not?

Observation1: the current identities

These are their current logo and the ones of their local groups. What do you see from them? The logo system works well because all the logos have its identity of the region on a green circle, so we can see that they are same brands at first glance. However, When I saw the logo at first time, I thought it looked too corporate, specially for an independent association consisted by citizens. And also, I found some of the local groups has “Zéro Déchet” (Zero Waste in French language) for the names. I really understand it because they are based in France and they use “zéro déchet” in their activities, so I questioned to myself: Can “ZW” be really the identity of the association?

Observation 2: The vision and How to do zero waste

*Source:* *https://www.zerowastefrance.org/en/the-association/vision/*

The association has a vision in the frame of ecological transition: from the linear economy to the circular economy. And to accomplish it, they suggest the 5R’s concept:
1. Refuse — 2. Reduce — 3. Reuse — 4. Recycle — 5. Rot

The solution

Not hexagon?

As you can see the image below, it is true that sometimes it is said France has a form of hexagon, not pentagon. In that case, this logo might be unreasonable. But if you see the inside part of the arrows, the shape of hexagon will be showed up!

Arrow of transition

Starting the zero waste is a transition. A transition of life style, community, countries, and the world. The arrows in the logo could be used to suggest these transitions.