Logos for sustainable companies are rarely inspired and often predictable—leaves, yellow sunbeams, and green globes abound. Yet Spanish design studio Dosdecadatres have found a clever way to embody the idea of recycling in the shape of the logo they designed for the Institute for Sustainable Production (IPS).
In the spirit of “doing more with less,” they decided to find the smallest number of components that could make up the letters I, P, and S, arriving at the basic forms of a circle and a line. They then cut and pasted these two shapes together to create the logo, almost as if they were tying together recyclable, junkyard scraps.
“In our everyday life—as well as in corporate design—we need to try to do the same things but with less resources,” says Dosdecadatres creative director Quique Rodriguez. “That was the thinking behind our design.”
The IPS logo is renewable in the sense that the simple circle and line can be broken up and rearranged to create multiple new shapes. Dosdecadatres’ brand kit made from playful wooden blocks and vegetable ink extends their concept even further—the raw material can be combined to form an infinite number of new graphics and stop-motion animation sequences that allude to the sustainable production process. Shapes from the brand kit have also been used as the visual material for posters and stationery. The color palette is simple, yet bold enough to remain interesting; green represents ecology, black and white is used for legibility, and deep red makes for a lively counterpoint.
What stands out about the identity is the way that it doesn’t just communicate the idea of sustainability, but the way it suggests that recycling is conducive for the creative process. It’s common knowledge that designers thrive on limitation (“No restriction, no creativity,” says Rodrigquez), and a toolbox of simple shapes is perhaps one of the most restricting set-ups possible. Dosdecadatres’ “Less is Green” design is a testament to the fact that a sustainable future means a creative one, an idea they’ve communicated through their thoughtful logo and accompanying box of Lego-like blocks.