Why Not Associates produces Future Forests brand

Climate change advisory company Future Forests has replaced its three-year-old CarbonNeutral logo with a revamped marque created by Why Not Associates, in a bid to project a more positive profile for its carbon emissions reduction programme.

Future Forests aims to highlight carbon dioxide’s contribution to global warming. The logo is used by the companies it advises to demonstrate that best practice carbon offset projects have been undertaken.

A spokeswoman for Future Forests says the incumbent logo, which depicts the chemical CO2 symbol struck through with a red line, was too negative.

‘People want a positive, feel-good symbol that has something to do with the natural environment,’ says Future Forests founder and marketing director Sue Welland.

The revamped identity, which makes its debut next week, is an abstract design that conveys an array of ‘friendly’ images including a flower, a water wheel and a child’s toy windmill. The CarbonNeutral name remains the same.

Why Not Associates partner and project manager Andy Altmann adds, ‘It was quite a difficult task because the logo has to appeal to lots of different people.’

Work on the project commenced in October 2001. Why Not Associates was appointed on the strength of previous projects completed for Future Forests.