Today, PSI launches its new logo as the next step in the evolution of our brand.
In 2000, PSI became the first national organization to systematically promote the concept of product stewardship in the U.S. The first thing we did, after forming our Board of Directors, was develop a name, tagline, and logo.
The name and tagline were easy. I chose Product Stewardship because it implies all stakeholders have a role to play in reducing product impacts, even if one of those actors – manufacturers – has the greatest responsibility. In 2000, and perhaps still today, the term “product stewardship” invited dialogue, more so than holding one stakeholder solely responsible. We used the word Institute to convey the academic rigor we would use to affect change. And we included a tagline for the times – Sustainable Solutions to Protect Our Environment.
But developing the logo took four long months. That logo lasted us 17 years. Although I must admit the original logo looks a bit like the planet Saturn, it also conveyed a sense of movement and the gathering of ever increasing layers of stakeholders around a central table, amidst a blue/green landscape. Movement, collaboration, action-the essential elements for introducing a new concept like product stewardship.
Alas, a reboot was long overdue. Luckily, we found a talented young designer, Anthony Howard, who led us quickly through a two-month process through which we retained all we liked about the original logo, but incorporated fresh, clean, and modern design elements. We kept our name, the circularity of the dialogue table (or should I say the circular economy table?), and the blue/green color scheme. But we simplified the logo, removing the tagline and multiple shades, and amplified the acronym by which most people now know us. The sharp angles of “PSI” in our new logo represent the continued cutting-edge nature of our work and convey forward progress, as well as the head-on approach needed for change.
As PSI enters its 18th year in business, I feel fortunate to have worked with so many talented staff, board members, advisory council members, industry and organizational partners, and government members – in the U.S. Canada, Europe, and globally. There are now thousands of people in the U.S. who discuss the concepts of product stewardship and EPR openly and actively. These people helped pass many of the nation’s 110 EPR laws on 13 product categories in 31 states, even as we work in equal measure on voluntary programs in states whose political compass is in a non-regulatory direction.
We will be gradually rolling out this logo into all of our materials over the next few months. The branding also sets the stage for our website redesign – one of PSI’s major priorities in 2018. Be on the lookout for great things to come!