Background
A plea for zero-emission trucks
The European Union has set itself the goal of achieving climate neutrality by 2050. But did you know that transport is currently responsible for a significant proportion of the EU’s greenhouse gas emissions, and is a major contributor to climate change? While most other economic sectors, such as energy and industry, have reduced their emissions since 1990, transport emissions have increased in recent years, and now account for more than a quarter of the EU’s total greenhouse gas emissions…
In 2020, a number of road transport stakeholders – major companies, associations and civil society organisations – came together to form ECTA, or the European Clean Trucking Alliance, a coalition whose main aim is to support the EU in developing and implementing sustainable road haulage policies to significantly reduce CO2 emissions and atmospheric pollutants.
Challenge
Giving the coalition a modern, forward-looking image
The client gave us the task of designing the coalition’s new visual identity and creating its website.
Made up of a group of road transport players, the coalition wanted to convey the image of a coalition united around a common cause and determined to make a difference. It was also important to evoke the road transport sector, while remaining subtle and modern. With this in mind, we came up with a curved logo that refers to traffic and the road, to the notion of alliance and teamwork, and also to the shape of an hourglass, to underline the urgency of the fight against global warming. A logo with a stable, strong but flexible shape. A crossroads, like a meeting point. A logo that can also be broken down into several distinct shapes. These make up a modular graphic system, capable of adapting to multiple paper and digital media.
