Strategy & Design

Economia Verde

Identity system for the green ministry

Oite-Valea-Oltului-retouched-small.jpg

Clarify and simplify

Design brings clarity where there is confusion. It goes without saying that there is a lot to be done in the public sector in Romania. Every little step matters. So we are happy to showcase our brief pro-bono work for the 2016 Ministry of Environment, Waters and Forests.

We set out to create an identity system that unites all the funding programmes under the overarching vision of green economy — in Romanian, Economia Verde. Think of green economy as the mother brand that has all kinds of funding children.

 
Identity for the Green Economy umbrella

Identity for the Green Economy umbrella

 

Pretty straightforward: trees

A family of trees or a forest. Universal, sustainable and ever-growing, trees are a simple way to express a complex subject like green economy. The logos give a direct hint to what each programme is about.

 
Identity system for the funding programmes

Identity system for the funding programmes

 
Rabla for less used cars. Rabla Plus for more electric cars.

Rabla for less used cars. Rabla Plus for more electric cars.

Rabla and its younger brother Rabla Plus get a special treatment in the family. The two logos use the popular nickname given by Romanians to Programul de stimulare a înnoirii parcului auto național. Rabla means 'the rattletrap', so we turned the word into exactly this: a used car about to breakdown. 

 
Rotkapchen.png
I appreciate the curiosity to understand our programmes, the simple wording, and the playful and familiar note of the graphics.
— Cristiana Pașca Palmer, Minister of Environment
 

The human touch

We aimed for maximum clarity in this project. The visual style is super clean with a lot of white space and a dose of green. But public stuff should also be about people, so we added a touch of colour and hand drawn illustration to make everything friendlier. Our friend Anna Florea is to thank for the innocent little drawings.

 
Green.png

 

The icons allow for fun applications, including the M creature we made for Environment Day.

 
 
Forest Inspector App 

Forest Inspector App 

 

A useful tool

Forest Inspector is a mobile app launched by the ministry to help people report on suspicious trucks carrying wood, an issue that matters to Romanians. We sketched a watchful tree for it and a few screens.

I strongly believe that a change in the way public institutions communicate would turn people into involved citizens, sensitive to what is happening on the governing side.
— Cristiana Pașca Palmer, Minister of Environment

Beyond the work itself, the biggest accomplishment of this project is the fact that some people realised the need for it. Many thanks to the amazing team who made it possible.