How big brands shape logos to address social responsibility issues


In the world of marketing and advertising, logos are often considered sacred, unalterable visual representations of a brand’s identity. However, recently, we have witnessed a revolutionary trend in which major brands such as Coca-Cola and McDonald’s have changed iconic logos to raise awareness of socially relevant issues such as sustainability and mental health. This change demonstrates a transformation in the way companies approach the public, emphasizing social responsibility as well as brand recognition.

The evolution of the Coca-Cola logo: a symbol of sustainability

Coca-Cola, one of the world’s most recognizable companies, recently launched an innovative campaign called “ Recycle Me “. In this initiative, the classic Coca-Cola logo is “squashed” on the sides of the cans to encourage consumers to recycle the packaging. This visual representation not only attracts attention, but also emphasizes the company’s commitment to greater sustainability. The goal is clear: to make recycling an obvious behavioral norm for everyone, using the power of branding to facilitate positive change.

Source: Ogilvy

McDonald’s and mental health: a Happy Meal without a smile

Another powerful example of this trend is McDonald’s campaign, which temporarily removed the famous smile from the Happy Meal packaging. This initiative, aimed at raising awareness about mental health, shows how such an iconic image can be used to shed light on serious issues. The absence of a smile is meant to be an invitation to reflect on the complexity of human emotions, emphasizing that not every day is happy and that it is normal to feel this way.

Source: Leo Burnett

Ichnusa: leaving no trace, only memories

Another example of a brand that is very sensitive to social issues is Ichnusa, the well-known beer brand, which has distinguished itself for its commitment to environmental conservation with an advertising campaign highlighting the consequences of abandoning glass bottles in natural places. Through images of its bottles “abandoned” in parks and beaches, Ichnusa not only promotes responsible consumption, but also the care of natural spaces vital to the culture and environment of the island from which the beer takes its name.

Source: LePub

A new paradigm for brands and the importance of consulting

These campaigns demonstrate that corporate logos and images are no longer static and inviolable elements as in the past. In fact, brands are taking a more dynamic and responsible approach, using their influence to promote positive changes on issues of great social importance. At Spada Media Group, we believe it is critical that these initiatives authentically reflect the company’s values and ethics, helping to promote positive and lasting social impact. This approach not only raises awareness, but also reinforces the image of brands as caring and responsible entities.

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