How design can accelerate the Green Deal?
How design can play a role in accelerating the transformation of markets and organisations in view of The European Green Deal? We have asked our designer Kiki Hartmann seven questions about this.
Q. Who is Kiki?
A. I’m a designer on a mission to make the world a better and more beautiful place. I like to surround myself with great minds and amazing talent - that’s why I love working with BR-ND People ; ) I grew up in Sweden and have the love and respect for nature and the environment come naturally to me. In my ideal life, I would love to live on a self-sustained farm in a sunny country, surrounded by nature and animals. For now I have to make do with Amsterdam!
Q. If a brand wants to express that they pursue sustainable business, how can graphic design help make this happen?
A. I think there’s a fine line between brands genuinely wanting to change and do better vs. simply ‘greenwashing’. If there’s a sincere wish and drive to become more green and sustainable, product- and experience design has to go hand in hand with graphic and brand design. Just making the logo green or adding a vague environmental certification at the bottom of your website is not going to cut it.
Q. What do you think about brands that have gone ‘green’ in their branding? Think about BP or McDonalds?
A. Big commercial (and extremely polluting) brands will always have difficulties with the credibility of going green. I do think setting an intention (however far out it seems) can serve its purpose and create a momentum. In the case of BP it quickly backfired though; The Gulf of Mexico disaster and the revelation of the grim reality that they were never going to be anything else than a corporate polluting petrol company quickly tarnished their new green shiny logo with thick oil stains. McDonalds have been more successful in their commitment to going green, by making their packaging and restaurants more earth-friendly, committing to reduce their carbon footprint and greenhouse gas emissions. The cherry on the cake was the change of the colour of the corporate identity from red to green (in Europe).
Q. Large brands such as KLM, Shell and Philips have recently also expressed their commitment to pursuing sustainable routes in business. Can design play a role in this shift?
A. Yes definitely. Design plays a huge role in any transition and change of behaviour. I don’t think any of those brands will (or should) change their brand colours but the changes will be much more subtle and fundamental on a business level.
Q. When all brands go ‘green’ how to differentiate them through design?
A. ‘Going green’ doesn’t necessarily mean colouring your logo green, so I think there is always enough room to differentiate in design.
Q. What are examples of brands who have done it right in terms of going green?
A. Unilever - They re-branded and cleverly made sustainability part of the new corporate identity (without using the colour green). Patagonia - They have always been green and successfully so, due to the fact that their commitment lies in their products – not just their messaging and marketing. Google - They are one of the biggest advocates for green energy and have been so for many years. They just don’t communicate it, which seems like a missed opportunity since they have the biggest possible advertising billboard in the world!
Q. What is your favorite color?
A. Green!? Haha
