Opinion by Richard Baird
Supertrash is a family-run New Zealand-based refuse collection service that helps to divert waste from landfill by employing circular solutions; these are typically recycling, reusing or repurposing. Although small they have big ambitions and are innovative and disruptive in their approach and ideology. Since 2012 Supertrash has diverted almost 6m kg of waste away from landfill. It is a challenge posed to and question asked of the incentives corporate firms have to build revenue streams largely around burying rubbish.
Built around the strategic positioning statement (and visible strapline) “Turning trash around” design studio Seachange developed a visual identity around the youthful, innovative and energetic disruption of what they describe as a tired and disingenuous industry. This is achieved through a striking palette of white, fluorescent pink and black, the tall condensed letters of Commercial Type’s Druk, an explosive graphic device and spherical spinning logo. These are applied across and link tote bags, lorry livery, business cards, mailers and website.
The first issue of LogoArchive was conceived, designed and sent to the printers within a day. It was inspired by a panel discussion that took place the day before at Somerset House as part of the exhibition Print! Tearing It Up. Following a successful launches of the first, second, third and Extra Issue, LogoArchive returns with its fourth release. This is dedicated to the symbols of architecture and features a cover symbol by Tomoko Miho for Omniplan.
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Issue 4 is available from Counter-print (UK), MagCulture (UK), MagmaBooks (UK), Standards Manual (USA), Lorem not Ipsum (Switzerland), Athenaeum Nieuwscentrum (Netherlands), Draw Down Books (USA) and Import News (USA)
Following its third release, LogoArchive mixed things up with an Extra Issue in collaboration with Canada Modern. Designed and edited by Blair Thomson, and documenting the forms and colour of Canada’s modernist symbols, this issue was distinguished from the series by its Colorplan Bright Red and full-colour gatefold Chrolomux insert dedicated to the work of Gottschalk+Ash for outdoor advertising company Claude Neon. The ExtraIssue was limited to 600 copies, with 50 of these being an ExtraSpecial edition signed by the designers Stuart Ash, Glenn Fretz and Burton Kramer. This will be followed in August with LogoArchive Issue 4. Sign up here for release notifications.