Create a logo for Affinion Group’s latest HR mindfulness program, LEAN GREEN – which targets employees, and promotes Earth-friendly behaviors in the workplace. LEAN GREEN is an extension of Affinion’s Journey to Well-Being (JTWB) wellness program. The concept should establish an eco-friendly look and feel which will be used to brand a campaign of print and digital promotional materials, with the objective to manifest a greener workplace.
The concept: Capitalizing on the name LEAN GREEN, this logo concept conveys a simple yet powerful combination of the planet and a leaf. The latitude and longitude lines create the planet, and the natural shape that forms in the center is highlighted in green to create the leaf shape which represents the environmentally-friendly aspect of the program. The tilt of Earth’s access worked seamlessly to tie in the “LEAN” aspect of the name, allowing the name LEAN GREEN to follow the tilt which emphasizes that the entire logo is leaning. The font used is intentionally quite crude – having a very natural, almost hand-made feel which emphasizes the raw, earthy nature of Affinion’s Journey to Well-Being (JTWB) mindfulness program.
Early response and participation is high as the campaign continues.