Forest Positive
June 2021
Branding guidelines
Forest Positive branding guidelines
Hi there!
These Brand Guidelines have been designed to support your Forest Positive communications.
They demonstrate the Forest Positive identity and guide you to ensure consistency of use in your own communications.
We created these guidelines so that our brand is seen just the way it’s meant to and supporting your Forest Positive story.
Forest Positive branding guidelines
Contents
Position statement
The Forest Positive logo
Co-branding with our logo
Greenwashing, what to know
Language guide
We're here to help!
Forest Positive branding guidelines
PaperCut Grows transforms your everyday printing into a Forest Positive force for global reforestation and climate action.
For 20+ years, PaperCut’s industry-leading print management software has reduced paper waste and saved trees for 115 million users in over 196 countries. To date, our solutions have saved 2.3B pages from being printed. That's 280,451 trees still standing.
Forest Positive printing with PaperCut Grows is the second half of the sustainable print equation. Now print management is a tool for proactively investing in our environment, as well as reducing waste.
By planting more trees than your printing uses, you're helping grow a sustainable future for our planet. Thank you!
Forest Positive branding guidelines
The Forest Positive logo
Forest Positive branding guidelines
Forest Positive logo - introduction
Purpose
The Forest Positive logo is based on the brands aspirations and themes. It represents a tree for growth and replenishment. The internal green ‘tick’, which makes up the tree structure, implies endorsement and a positive future.
The full color vertical lockup shown here is the preferred version to use. Please apply this logo first where you can.
Please always treat it with care and consideration.
Word-mark
Icon
Logo
👌 Preferred option - Vertical / Portrait logo
Forest Positive branding guidelines
Forest Positive logo - logo suite
Alternative formats
The Forest Positive logo has alternate versions available when it isn’t possible, or doesn’t suit a specific application, to use the vertical primary logo.
Shown here is the suite of logo alternatives.
Vertical logo
Primary
White (reverse option)
Horizontal logo
Forest Positive branding guidelines
Forest Positive logo - logo suite
Tagline option
The ‘Our printing is’ tagline is the only approved additional copy option. This logo supports communication in that your Forest Positive effort is via your printing.��It must only be used in its current designed format and not be added to or changed.
Logo Standard
White (reverse option)
Vertical logo
Horizontal logo
Forest Positive branding guidelines
Forest Positive logo - logo suite
Logo badges
Our Forest Positive logo ‘badges’ are used for those instances when you require the logo to differentiate against other logos in a communication. For example, on email and website footers.
Otherwise, you should apply the primary logo, or one of the alternatives, as shown in the pages above.
Vertical badge
Horizontal badge
Standard
Our Printing
Forest Positive branding guidelines
Forest Positive logo - clear space
Logo clear space
To ensure legibility, clear space is used so no other elements obstruct the Forest Positive logo. This means nothing sits inside the clear space area.
The clear space (1x) has been defined by �the size of the F in FOREST.
We then apply a clear space of 2x on all sides of the logo. This is to provide ample breathing space against other elements and other logos it might locked up with.
Vertical logotype
Horizontal logotype
1x
2x
2x
2x
2x
1x
2x
2x
2x
2x
Forest Positive branding guidelines
Forest Positive logo - usage
Do
Don’t
Do use the approved full color logo whenever talking about Forest Positive.
Company Name
Forest Positive branding guidelines
Co-branding with our logo
Forest Positive branding guidelines
Co-branding with your logo
Promoting your �Forest Positive message
You may use the Forest Positive logos alongside your own. In fact, we’d love you too!
The use of the vertical line reflects our partnership and ensures both organisational logos are represented equally.
The vertical format is the preferred option, however a horizontal format is also acceptable to suit your own brands logo orientation.
Approach: Lead with your logo on communications and material that you are promoting and producing.
Vertical option
Horizontal option
Your logo
Your logo
Forest Positive branding guidelines
Co-branding with your logo
Do
Don’t
Your logo
Keeping to the clear space rules for the Forest Positive logo (more than 2x the size of the F), ensure your logo is in visual proportion to the Forest Positive logo so that each has an equal visual weight.
Choose images that do not interfere with the legibility of the logos.
Avoid images that are highly patterned, have intricate details, or have high contrasting content and bright backgrounds.
Don’t place the full-color lockup onto partner brand colours that may impede legibility.
Your logo
Your logo
Your logo
Forest Positive branding guidelines
Marketing Toolkit
Via the PaperCut Grows Dashboard there’s a range of co-branded and standalone resources ready for you to use in the Marketing Toolkit with minimal effort by you, such as:
Be sure to revisit the Marketing Toolkit regularly for updates and continue sharing your Forest Positive story using new resources.
!
However, after reading this brand guide, feel free to create and design your own brand message applying your brand assets with our Forest Positive branding.
Forest Positive branding guidelines
Greenwashing
Forest Positive branding guidelines
Introduction
Sustainability in business is more important now than ever before. Customers are demanding sustainable products and services from environmentally responsible suppliers.
In the rush to meet this demand, many organizations - either accidentally or unethically - have fallen into greenwashing.
Forest Positive branding guidelines
What is Greenwashing?
Greenwashing is unsubstantiated marketing spin, representing something as greener than it actually is in order to deceive customers or gain a benefit.
Greenwashing dishonestly manipulates sustainability messages for illegitimate gain, undermining the critically important work being done by people like you to keep our planet habitable.
It includes any inauthentic, tokenistic or outright deceptive practices trying to cover up unsustainable operations or make an organization or product appear more sustainable than it really is.
PaperCut's passion for sustainability was one of our founding principles, and remains integral to our values.
We've created PaperCut Grows to compliment existing sustainability efforts toward net zero, like renewable energy, recycling and carbon offsetting. Whether your organization is already leading the way or just getting started on your sustainability journey, honesty and authenticity are key to effective storytelling.
Before using the PaperCut Grows Marketing Toolkit to celebrate your Forest Positive printing story, it's important you understand the risks of greenwashing.
Forest Positive branding guidelines
Recommended reading
With great sustainability comes great responsibility.
We've collected some resources to help you avoid the pitfalls of greenwashing and tell your authentic, credible sustainability story�in ways that helps build your brand*.
Business News Daily (2022)
Investopedia (2022)
How phantom�forests are used for greenwashing
BBC News (2022)
The troubling�evolution of corporate greenwashing
The Guardian (2016)
* Every organization should conduct their own research and understand what greenwashing means in terms of their business.
Forest Positive branding guidelines
Language guide
Forest Positive branding guidelines
Words we use are loaded with meaning, and potential confusion. It’s vital we’re consistent and intentional with how we speak, write and design for Forest Positive.
Forest Positive branding guidelines
Forest Positive language
Use words and terms that are ‘positive’ in meaning, going above and beyond 1-for-1 offsetting
Any concept of doing just the bare minimum to balance the books. This is a ‘Forest Positive’ program, and not ‘forest neutral’.
If you preface any of these with a positive comparative like ‘more than’.
Do say
Try to avoid
Exceptions
!
Forest Positive branding guidelines
It’s critical we avoid any whiff of greenwashing
Public opinion and market perception are fickle, and organizations that appear to be making token investments in sustainability to distract from massive ecological devastation are increasingly pilloried.
Forest Positive branding guidelines
And to learn from the mistakes of others…
What happened
How it went
Forest Positive branding guidelines
Any questions or more information?
Forest Positive branding guidelines
When to get in touch with us
If you've diligently applied the principles in these guidelines and still aren't happy with the result - or you've got a great design idea that isn't covered here - we want to hear from you!
Reach out to grows@papercut.com and let us know what you're trying to achieve.
Together we can tell the best Forest Positive printing story possible.
Forest Positive branding guidelines
Level 1, 3 Prospect Hill Road
Camberwell, Victoria, 3124
Australia
Thank you!
PaperCut, the P symbol, and PaperCut products are trademarks of the PaperCut group of companies.
Forest Positive branding guidelines