You want logos? They have logos

Published on March 24th, 2011 | by

Both marketers and consumers are asking to know more about the paper they use today — who made it, how it’s made, and where and how its raw materials are sourced. They want this information prominently displayed on their products. Knowing this, one paper company is doing the smart thing — offering a variety of downloadable logos to help communicate environmental responsibility to their audiences.

Finch Paper has created a new section on its website, Environmental Logos. Designers and printers seeking to display the environmental attributes of paper they use can download a number industry logos, as well as Finch-specific logos, to help communicate their environmental responsibility. The logos identify how and when each should be used.

To date, most environmental logos have required some kind of certification that is costly and time-consuming to obtain. Few companies make this kind of investment. By creating its own educational environmental logos that can be used on its own products, it opens the doors to more educational possibilities, not just for its own company but for the broader environmental message.

From this perspective, particularly interesting to me are the renewable energy logo and the “printed on Finch Paper” logos. The first because few people know how much renewable energy paper companies use. (No, the billowing “smoke” coming out of paper plants isn’t chemical smog. It’s steam.) The second  . . .

Use of this paper sustains natural American forests, supports independently certified fiber sourcing, and reduces fossil fuel emissions through the use of renewable biomass and hydroelectric power.

. . . . because it focuses on sustainable forestry, something very few people know much about.

Kudos to Finch Paper for taking environmental marketing and awareness the extra step.


About the Author

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.