With its new branding FSC plans to extend its reach by targeting consumers directly.
"The success of FSC has always depended on consumer awareness and demand for FSC-certified products, and we have relied on our partners and certificate holders to spread the message of FSC on our behalf," said Kim Carstensen, director general of FSC.
"However, it became clear that we needed to provide our partners with tools that could inspire their customers to choose FSC – an identity that would connect with consumers and be memorable in the retail space," added Mr Carstensen.
The new strapline reaffirms the FSC vision of saving the world’s forests for future generations, while the visual identity, which includes the animals and people who live and interact in forests, reinforces the all-encompassing approach FSC takes to sustainable forest management.
