ComCrop is an urban farming organisation based in Singapore. The pesticide and herbicide-free business utilises marginalised spaces by turning them into high-quality rooftop farms. The company uses hydroponic technology for planting, reducing water waste by 90%, and using sunlight instead of artificial lights indoors, making it a highly sustainable business. Around 90% of food in Singapore is imported, forcing them to become reliant on other countries, making them highly vulnerable to supply distribution. The use of urban farms minimises the risk and provides fresh, healthy food with a longer shelf life, resulting in less waste and increasing the responsibility behind sustainability. The Comcrop logo is striking, with a significant colour variation that sparks excitement and curiosity. The use of primary and secondary colours throughout the logo makes it vibrant and fun, catching the readers’ eyes. The colours used are green, yellow, blue, purple and orange, with the use of black and white shades to frame the logo through typography. The yellow representing the sun suggests happiness and creativity, reflected through the creative concept of urban farming. The colour green used for the typography and plants is associated with health and fertility, representing the extraordinary growth of plants. The calming blue used to describe the reduced water waste suggests intelligence and responsibility, portraying the business as trustworthy and honest. The accent colours used for the buildings are subtle enough not to take away from the true reasoning behind the main colour choices. The logo is displayed on a white background which really makes the colours pop and stand out. Finally, black is used to add depth and outline the imagery whilst also making the typography highly legible, pulling the whole logo together. Harvest London is an urban farm based in Layton, London. They grow herbs and vegetables through vertical hydroponic farming. Hydroponic farming is growing plants and food without the use of soil and using recycled materials instead. Utilising this method of farming is more sustainable. Using recycled materials reduces carbon emissions and stop the degradation of soil. The growth of food is controlled at every step of the process, ensuring that the right amount of sunlight, water, nutrients, and humidity is used to reduce waste. The logo is clear and well designed. The environmental green colour used throughout the logo represents growth and sustainability, while the white background is clean and tranquil. However, the colours used do not convey the urban message behind the organisation. The new colour scheme for the ‘Harvest London’ logo is simple but makes a powerful impact on the reader. The colours used signify a clear contrast between urban and rural climates. The healthy green colour has been reused for ‘Harvest’ and the tree emblem of the logo. The colour green symbolises nature, fertility and health, already making a clear suggestion that fits the organisation’s farming ethos. However, industrial grey has been used for ‘London’, characterised by the complex and elegant structures of the crowded city. The colour also signifies the thick smoggy polluted climate in which the innovative farm is located. The tranquil white background suggests that farming can work well within a city climate and attract more interest in green locations amongst other cities, bringing more nature, clean air and sustainability to modern living. In conclusion, the new colour scheme better represents the organisation to the audience, bringing all aspects of the brand and its goals into a simple, clean and polished colour scheme. References Comcrop. 2021. ComCrop – Singapore’s first and only commercial rooftop farming company – Comcrop. [online] Available at: <http://comcrop.com/> [Accessed 21 October 2021]. Harvest London. 2021. Harvest London – Fresh, sustainable ingredients through vertical farming. [online] Available at: <https://www.harvest.london/> [Accessed 21 October 2021].

‘HelloFresh’ is a sustainable food subscription service. They make mealtime hassle-free by providing produce already prepared and ready for cooking. The brand’s mission is to eliminate food waste and reduce carbon emissions by providing the correct quantities from the supply chain based on the customer’s requirements. The packaging is responsibly made to reduce plastic waste whilst maintaining the freshness and safety of the food; this can be recycled or composted after use. The boxes are shipped in batches on delivery routes planned for maximum efficiency and minimum fuel. The sustainable company is reducing the effects of climate change by only providing what is needed to live a healthy lifestyle with no unnecessary excesses. The typeface used in the ‘HelloFresh’ logo is bold, with a youthful play on letter blocking. In addition, the sans serif affair brings a clean and contemporary feel to the branding, reflected throughout the brand’s ethos of sustainability and innovative food processes. The kerning between the lettering is equally spaced with no overlapping, making it easy to read, and every individual letter stands out to the audience. Moreover, the slanted accents of the letter ‘H’ convey a playful message to the buyers, portraying the brand as new and exciting, reflected through the wide variety of creative recipes ‘HelloFresh’ deliver. Finally, the typography is simple enough to work across many platforms whilst still bold and compelling to draw in a large audience. This clear and concise lettering has a pleasingly modern look, drawing the younger audience into the brand’s sustainability ethos through food preparation. Therefore, providing education on sustainability and climate change and how the effects can be reduced by carefully planning mealtime. ‘Women’s Best’ is one of the fastest-growing female-orientated fitness brands. They sell nutritional products, including high protein foods and a wide range of healthy additives required to reach fitness goals effectively.They also sell activewear and sporting goods. The Women’s Best brand strives to help and encourage women to achieve their fitness goals by providing a creative, intelligent and open-minded community where women can learn to be the healthiest versions of themselves without judgement or criticism. ‘Without the right caloric intake, energy, and nutrients in your body, it is impossible to exercise effectively and achieve the weight loss that you desire.’ (Humphries, 2021). Ensuring the body receives the correct nutrition is critical for exercising, whatever the overall goal may be. Many people decide to cut nutritiously dense foods out of their diet on extreme calorie deficits for weight loss. However, slight calorie deficits are suitable for this specific goal; it is easy to start to lack vital nutrients the body needs, leading to deficiencies sometimes causing more harm than good. Food is fuel when exercising for any goal, so ensuring the body receives the proper nutrients is extremely important. The typeface used in the logo is highly readable and clear. The sans serif used gives a masculine and basic appearance to the brand. The typography is overpowered by the image above, almost sinking into the pink background. Moreover, the logo could be improved to make more of a lasting impact on the female-targeted audience. The redesigned script typeface incorporates femininity whilst conveying a bold and striking message to the target audience. The feminine typeface is delicate, curvy and has no harsh lines, flowing effortlessly between words making it easy on the eyes. In contrast, the uppercase typography represents strength and power, empowering women and forming a link to the brands products. Therefore, a better representation of the brand. References HelloFresh. 2021. Sustainability at HelloFresh. [online] Available at: <https://www.hellofresh.co.uk/about/sustainability> [Accessed 15 October 2021]. Hellofreshgroup.com. 2021. [online] Available at: <https://www.hellofreshgroup.com/en/sustainability/> [Accessed 15 October 2021]. Humphries, L., 2021. 6 Reasons Why Diet Is More Important Than Exercise. [online] Lifehack. Available at: <https://www.lifehack.org/363322/6-reasons-why-diet-more-important-than-exercising-for-weight-loss> [Accessed 15 October 2021]. Piper, D., 2021. HelloFresh rebrand is a triumph (but there’s one big problem). [online] Creative Bloq. Available at: <https://www.creativebloq.com/news/hello-fresh-rebrand> [Accessed 15 October 2021]. Uk.womensbest.com. 2021. Women’s Best. [online] Available at: <https://uk.womensbest.com/> [Accessed 15 October 2021].

Christopher Raeburn is a responsible fashion designer based in East London, Stratford. Raeburn’s ethos is to create sustainable fashion pieces using the innovative approach of ‘RÆMADE, RÆDUCED, RÆCYCLED, and RÆBURN’ (RÆBURN. 2021). The fashion industry is one of the largest polluters, and ‘less than 1% of used clothing is recycled into new garments’ (worldbank.org. 2021). This creates considerable increases in global carbon emissions, massively impacting the effects of climate change. Raeburn reworks old garments and uses leftover fabrics to create new, functional pieces inspired by military and utilitarian clothing. Raeburn launched a collaborative, community project to share the true meaning and integrity behind sustainable living and his innovative approach to fashion. As a brand, ‘Raeburn’ is striving to path the way for new responsible designers and encourage communities across the world to live more sustainably, choosing more ethical approaches to everyday life and educating people on the side effects of fast fashion. Therefore, creating a healthier environment and reducing the damaging effects of climate change. Raeburn’s abstract logo incorporates the main elements unified throughout his brand’s identity. The iconic logo is an interpretation of a universal air force parachute. The crest contains four neutral colour segments with a webbed overlay, a bold outline, and the RÆBURN branding. The colours used in the emblem include orange, sand, white, and olive, which all relate to camouflage seen in his original idea of reworking old military clothing. The colours combined with his sustainability ethos could link to World War 2, Make Do and Mend, and rationing. The earthy colours express a sense of safety, whilst the webbing of the parachute suggests stitching, repair, and forming alliances. The A and E in the bold typography are overlapping, which imply being reworked and sewn together to create something new out of the old. Therefore, portraying his brand as sustainable, responsible, and honest. BaySixty6 is a non-profit skate park organisation based in North Kensington, London. Although many articles suggest this is not the case, Skate parks are typically stereotyped as a beacon for anti-social behaviour and problematic youths. ‘Young people make a significant contribution to the economic and social vitality of city centres in the UK, yet others often frown upon their presence and activities.’ (Skateboarding: The City as a Playground, 2021). BaySixty6 have many objectives including, providing a safe space for people of all ages to enjoy the urban sport, offering support for parents and schools in the local area and providing classes for overall self-improvement, including mental and physical health. In addition, they provide excellent opportunities for people most at risk of social exclusion and prevent anti-social behaviour in the community, therefore creating a safer environment for the public and breaking the stereotype. The BaySixty6 logo could be improved conceptually, as the design does not convey its goals to its audience. The emblem encompasses an interpretation of an umbrella with bold typography layered over the top. The thought process behind the new logo was to incorporate skateboarding and the community whilst also keeping aspects of the original logo. The original composition and typeface of the logo work well with the new concept. Keeping the typeface but adjusting it slightly has created a new effect. For example, the letter ‘Y’ in Sixty has been replaced with a V-sign representing youth and harmony across different communities. The V-sign was used as an offensive gesture in the past, but ‘In the 1960s, however, it was annexed by American, and later British, youth as the ‘Peace sign’,’ (V-sign, 2021). In addition, the skateboard has been merged with the 6 to make it more compact and illustrative whilst including the sport, overall creating a more exciting logo that conveys the organisation’s goals using imagery and typography as one. References Baines, J., 2021.&nbsp;<em>Fashion studio Christopher Raeburn unveils new logo and rebrands as Raeburn</em>. [online] Itsnicethat.com. Available at: &lt;https://www.itsnicethat.com/news/christopher-raeburn-rebrand-new-logo-graphic-design-160119?fbclid=IwAR3n-wAzdCS7JRRpsWG7teDA-rSvrP1U4mdMGrgAiHADq-WLRcLWD4EqySw&gt; [Accessed 6 October 2021] BAYSIXTY6 Skate Park. 2021.&nbsp;<em>Charity – BAYSIXTY6 Skate Park</em>. [online] Available at: &lt;https://www.baysixty6.com/charity/&gt; [Accessed 6 October 2021. Oxford Reference. 2021.&nbsp;<em>V-sign</em>. [online] Available at: &lt;https://www.oxfordreference.com/view/10.1093/oi/authority.20110803120300620&gt; [Accessed 14 October 2021]. RÆBURN. 2021.&nbsp;<em>RÆBURN</em>. [online] Available at: &lt;https://www.raeburndesign.co.uk/pages/about&gt; [Accessed 6 October 2021]. Shearsmith, T., 2021.&nbsp;<em>Christopher Raeburn to launch East London community design lab | The Industry Fashion</em>. [online] The Industry Fashion. Available at: &lt;https://www.theindustry.fashion/christopher-raeburn-to-launch-east-london-community-design-lab/&gt; [Accessed 6 October 2021]. Taylor &amp; Francis. 2021.&nbsp;<em>Skateboarding: The City as a Playground</em>. [online] Available at: &lt;https://www.tandfonline.com/doi/abs/10.1080/13574800120057845&gt; [Accessed 6 October 2021]. Worldbank.org. 2021. <em>How Much Do Our Wardrobes Cost to the Environment?</em>. [online] Available at: &lt;https://www.worldbank.org/en/news/feature/2019/09/23/costo-moda-medio-ambiente> [Accessed 6 October 2021].