CDT designs logo for The Greenhouse

The Greenhouse, a nongovernmental organisation set up last year to promote sustainability and development, this week unveils its first identity devised by CDT Design.

The brand and visual style is expected to help bolster the profile of the organisation, which is aiming to raise £25m of funding to build premises and a centre in London’s King’s Cross.

CDT Design managing director Neil Walker explains that the consultancy won the project through a referral from an existing client.

The group created an identity based on the metaphor of a greenhouse, with a flower emerging from the ‘G’ to reflect the ecological function of the building, as well as the idea of cultivating connections ‘under the one roof’.

A vision brochure is the first in a range of marketing collateral that will be produced over the coming months. It will be complemented by a website also produced by CDT Design, due to launch later this year.

‘The organisation is reliant on [proceeds from] fundraising to create this amazing building where the various organisations will come together under one roof. It has taken more than 18 months to get to this point in time as most of the work The Greenhouse has done to date has been about raising funds and getting the right structures in place, including Al Gore as patron,’ says Walker.

Leadership for Environment and Development International, The International Institute for Environment and Development, Television Trust for the Environment, Panos, The Foundation for International Environmental Law and Development, The Institute for European Environmental Policy and Forum for the Future are among the organisations that make up The Greenhouse collaboration.