Opinion of Richard Baird
Supertrash is a New Zealand-based, family-owned garbage pick-up service that uses circular solutions to extract waste from the landfill. These are typically recycling, reuse or reuse. Although they are small, they have great ambitions and are innovative and disruptive in their approach and ideology. Since 2012, Supertrash has diverted almost 6 million kg of waste away from the landfill. It is a challenge and a question that comes with the incentives that companies must use to create revenue streams that are mainly about burying garbage.
Building on the strategic positioning (and the visible line) of the design studio "Turning trash around" tide developed a visual identity around the youthful, innovative and energetic disruption of what they describe as a tired and disingenuous industry. This is achieved by a striking palette of white, fluorescent pink and black, the tall letters of Commercial Type's Druk, an explosive graphics device and a spherical rotating logo. These are applied and linked to carrier bags, truck liveries, business cards, mailers and websites.
The visual identity derives from the concept and ideal of a low-impact circular economy. Graphically, it's a simple combination of color, type and shape, but there are a lot of nice ideas in the game.
The bold and condensed forms of Druk, printed in a fluorescent pink and running from the edge of the printed communication to the edge of the screen, all support a position of bold action, disruption and change (think of the visual vernacular of the protest). and to a certain extent, they are alluding to reuse, as if the printed materials had been cut out of something else.
Copywriting, "Trash Talk" for their blog title and "Dirty Talk for Great Good" as well as the sound in the online language also support their purpose and recognize the often unpleasant idea of garbage collection and sorting. For most people, their thoughts go no further than household rubbish, so this way of playing is an invitation through playful double meaning. The visual language of a pink explosion that could be associated with a comic and closely linked to the superprefix functions as a useful secondary device, as a gesture of interruption. This works well in pink on the surface of a garbage truck.
The logo is very neat. It manages to reference a global problem and the term circular economy by form language, and is an intelligent visual element that results from the "turn over garbage" positioning instruction as it moves on the screen. In addition, the three-dimensional presentation allows one to differentiate from different communications and share similarities with the font style. Words and forms give it an effective design language that can be applied in a single color in a variety of contexts, including the limitations of bin. As an isolated graphics device, it looks neatly embroidered in a hat and adorned with T-shirts, capturing some of the environmental movements of the 70s. The color palette also has something of a '70s psychedelic but with a modern reducing attitude.
Supertrash is a small company trying to make a big impact, and the visual identity manages to capture that spirit in color, type and design language. Animated, the logo conveys the impression of continuous action just as the earth does not stop spinning. Freed from the green and blue of the environment, it leans much closer to the energy of youthful and modern upstarts, calls out on the street and demands attention. In the context of visual identity, beyond a garbage truck, it is a provocation to find out more.
Merchandise helps to turn the choice of waste disposal service into a kind of lifestyle choice and to make that choice open and proud. Visual identity serves as a unifying collective call connecting lavish people and employees. The bright pink is hard to reach, but if the message is clear and the ideology convincing, it can work. Seachange's approach also serves as a more comprehensive representation, as it is documented online as a graphic design project and then shared and re-published. That the message of the company migrates internationally and inspires others.
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