is a project about waste sorting and making more people aware of the
importance of waste sorting by creating a brand. As the same time,
ecological environment is getting worse and worse, it is imperative that
the activities of waste sorting should not be delayed. Start with from
2019, China has started to gradually implement waste sorting activities,
but due to people's weak awareness and low understanding of waste
sorting, the effect of implementing waste sorting is have not
significant. With residents not know how to waste sorting, our brand is
helping people to better waste sorting and have a better understanding
of waste sorting, and hopefully to get people to pay attention to waste
sorting. The brand will use posters to tell people how to sort each type
of waste, products to help people sort their waste better, the website
to share more knowledge about waste sorting, from online and offline
publicity channels to let people know more about waste sorting.
Habits of waste sorting
Problems with waste sorting
the current situation in China, I want to explain the situation of
waste sorting through a questionnaire survey during the holidays. The
results of the questionnaire indicate that most residents do not
understand the way of waste sorting. In terms of waste sorting
facilities, most residential buildings still use traditional trash can
or no trash can. At this stage, most of China's waste collection mode is
mixed, and waste sorting activities have not really been implemented.
At the same time, in the waste sorting, there ar e still problems of
residents'awareness is not strong, government supervision is not strong
enough, and n in sufficient publicity. This shows that the domestic
waste sorting system needs to be improved.
Brand Vision & Mission
China's waste sorting system mature, unify the standards of waste
sorting in each city of the country, and establish a country where
everyone can consciously classify waste.
Brand mision:Guide everyone to better implement waste sorting and raise national people awareness of waste sorting.
Brand Steering Wheel
The Logo is a combination of a graphic and a name. First of all, the brand name was inspired
by the fact that waste sorting is an industry that promotes environmental protection, green
means that waste sorting makes our nature more and more vibrant and guard means that waste sorting defends and protects our nature, hence the brand name Green guard. Also, the
reason the brand logo has a dual Chinese and English version is because the people living in
China include people from different countries, so two version would be more appropriate. The second one is the brand's graphics, which designed as logo with Chinese characteristics, as the brand targets the population of China's mandatory waste sorting cities. The graphic is inspired by image of Wang Ben, people general of the Qin Dynasty in ancient China, who was god of war in the Qin Dynasty.
In order to make more people aware of waste sorting and to be able to do it better, the GREEN GUARD brand has designed a uniform waste sorting standard. There are four types of waste in total, recyclables, food waste, harmful waste and other waste. After investigating the domestic waste sorting standard, the classification standard was divided into four different colors with the characteristics of each waste sorting icon; the blue color is recyclable garbage, the icon is the same as the existing domestic recyclables icon, meaning that recyclables can be recycled, and the three triangular arrows form a recycling graphic. The green is food waste and the graphic is a fish bone, to convey to the target audience that most of the food waste is made up of the bones, peels and so on waste that we are usually will produce after eating. The red color is harmful waste, and the graphic of a skull is used to visually warn people that this kind of garbage needs to be handled with caution, with the meaning of a warning, and secondly, the skull is also used to remind people that this kind of waste is harmful and needs to handled careful. Grey is other waste, which is consistent with other waste graphics available in the country and it is major made of non-recyclable waste, so it is based on recyclable waste graphic, with the lower end arrow facing outward, meaning that this type of trash is not recyclable.
brand has designed four waste sorting criteria, and an icon for each of
them, unified into a simple white line graphic, which tells the target
audience clearly and simply which type of garbage to classify, making it
easier for the target audience to classify waste.
The major colors of the brand are green and white. Because the brand name is GREEN GUARD and it is also a project for waste sorting and protect nature, so the mian color is green, and then use white to match it, giving people a clean, bright visual effect. The auxiliary color is the color corresponding to the four types os waste sorting respectively. It is hoped that the domestic sorting of waste can be unified into the same sorting color and name.
The fonts in the brand are FZCuHeiSong in chinese and Gotham in English. FZCuHeiSong is solemn and has a gentle feeling, suitable for the brand to use in official propaganda. Gotham is a sans serif geometric font. The font is generous and simple, and the idea of protecting the natural environment through waste sorting coincides.
The GREEN GUARD slogan is"Green Guard born for waste sorting", the meaning of slogan is that the brand exists for waste sorting, it gives the brand the meaning of existence, the Green Guard brand can't be separated from waste sorting, only waste waste sorting can inject core power to the brand.
GREEN GUARD brand has four posters, which are designed and formed according to the standards for waste sorting. The poster is unified design series based on pictures of Chinese natural views. Since residents do not understand the way of sorting waste at this stage, the types of waste sorting and waste icons are placed on the posters, so that the target people can more easy to know the sorting of each waste. The brand will
display these posters in communities, subway stations and bus stations.
In the community, more potential target audiences can see these posters,
thus attracting their attention to waste sorting. In subway stations
and bus stations where people flow is high, it can also attract more
people's attention, and the publicity effect becomes better.
overall colour palette of the GREEN GUARD brand's web design is
predominantly green, in the hope of better conveying the GREEN GUARD
brand's desire to bring more greenery to the planet, while also being
more in tune with the brand as a whole. On the website, the knowledge
and information on waste sorting will be provided to visitors to the
website. The sorting criteria and characteristics of each of the four
types of sorted waste are described in video form. Secondly, clicking on
the corresponding sorted garbage will display the corresponding brand
poster, which can be give the reader a slow time understanding of the
time and process of sorting waste. At the bottom of the page, we have
left multiple contact details for the brand, so that when readers who
have seen the site and have some questions about the information on the
site can contact us, we will happy to give a professional and detailed
knowledge of waste sorting.
In terms of products, the brand mainly aims to help the target group and more people to sort waste more quickly and easily, so that more people are aware of the importance of sorting waste and also environmentally friendly. That's the reason we've designed waste sorting bags, eco bag, and sorting icon stickers. In terms of garbage bags, we have designed four types of sorted garbage bags based on the four types of sorted garbage designed by the brand, and users can use one corresponding bag for sorting garbage every day. Eco bags are used by users to buy and load items on a daily basis, and also allow many people to see the brand and then they can realize the importance of sorting the watse. The stickers are designed in the same way as the garbage bags with four waste classification standards. Users can put stickers on traditional waste cans, which makes it easy to identify the garbage in the bin when throwing it out and not have to spend money on a new bin, which is both environmentally friendly and convenient. The GREEN GUARD brand hopes that through the product, users will develop good habits of waste separation and environmentally friendly living behavior let the nature become more better.
School：Beijing Normal University，Zhuhai
Program：Visual Communication Design（Brand Design）