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We first learned to satisfy consumers’ needs. Then we realised more was needed so we strived to delight consumers. Now that too is not enough ... ... consumers need to love the brand. Saatchi & Saatchi researched “What makes some brands inspirational, while others struggle?” They came up with the answer: Lovemarks: the future beyond brands [READ MORE] |
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The recycling symbol was designed in 1970 by Gary Anderson, a graduate student at the University of Southern California in Los Angeles. He designed the symbol as an entry in a US contest, sponsored by the Container Corporation of America, a paperboard company, for environmentally-concerned high school and college students to create a design that would symbolize the paper recycling process
23 year Gary Anderson's prize for his winning entry was a $2,500 tuition grant for further study at any college or university in the world.
When Anderson began designing his three entries for the contest, he drew upon the concept of the Möbius strip as a combination of the finite and the infinite, "a finite object, but its one surface is infinite in a way." He also tried to incorporate the concept of ambiguity, since the symbol is "kind of round, but also kind of angular. It's flat, but it seems to enclose a space ... kind of hexagonal and kind of triangular, and kind of circular ... sort of static and sort of dynamic."
In his original design (left), which the Container Corporation of America modified slightly to make it appear more stable, the symbol rested on one of its short sides, implying a much more dynamic motion and instability than the versions we see today.
The Container Corporation of America tried to register a trademark on the design, but the application was challenged, and they gave up on the claim. That means anyone may use or modify the recycling symbol, royalty free.