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Industry leaders’ concerns over EU logo competition

Date Published: 07/01/2010

To say there have been ‘reservations’ regarding the EU competition to design a new Europe-wide, compulsory organic logo might be an understatement.

We’ve expressed our own disappointment with the candidates we’re being asked to vote on*, but now there’s even some criticism from one of the judges who were asked to pick the final contenders; none other than the widely respected Craig Sams, founder of Green & Black’s (among many other successful organic brands), in fact.

Natural Products magazine reports on a letter Mr Sams has written to a German magazine outlining his concerns over the process, which he describes as “aspirational in the extreme” for its approach of only opening the competition to design students.

Craig Sams know a thing or three about branding and spoke on the subject at our Selling Organics: What’s the Story? conference in London, in October. It really is a shame that this process has to be mired in controversy when the sector has enough challenges to face without yet more bureaucratic mishandling to contend with.

And on the subject of voting for a logo, we have some other misgivings about how it’s being done. But more on that soon…

* Reference to our ‘disappointment’ is made with due respect to the so far anonymous designers whose entries made it to the shortlist of three. They’ve done very well to make it this far and have demonstrated great creativity, but it’s not their fault that what was really needed was a researched, tested and professional identifier that has to sit alongside some very expensive and carefully considered branding.