How do we design sustainability communications to fit our existing brand?

Build sustainability communications from visual elements audiences already associate with the brand, rather than introducing an unrelated green identity. For Yokogawa T&M, the campaign idea "Built on precision" rooted sustainability in the technical practicality of its tools, technology and people. A fresh mini-identity made more prominent use of the green already present in the brand guidelines. A grid established the idea of building blocks towards progress, while icons and illustrations drew on the digital displays and buttons of Yokogawa T&M's products. The practical approach is to give familiar elements a clear role in the sustainability story: colour maintains continuity, structure expresses progress, and product-inspired graphics make the link between technical capabilities and sustainable outcomes tangible.

Make the intended sustainability meaning visible through imagery and visual choices, not just accompanying copy. For Yokogawa T&M, warm, human photography foregrounded the people behind the technology, complementing the campaign's technical foundations. For Durrell, a new logo used a stylised letter D in the form of a dodo, turning a reminder of failed conservation into a message of hope. Both approaches give visual elements a specific storytelling role rather than relying on a general environmental appearance. Check the impression created by the complete design, including what is left unsaid. The Competition and Markets Authority's 2026 guidance on environmental claims in consumer-facing supply chains includes presentation, green logos, imagery and omissions, not just written assertions.