Comment

The Environmental Choice / Choix Environnemental logo (also known as the Canadian EcoLogo) is a scheme initially developed through the Canadian Federal Government. Its driving mission is a way for consumers to identify products and services that have been independently certified to meet strict environmental standards that reflect their entire life cycle — from manufacturing to disposal. This ultimately represents only the top 20% of products available on the market who are capable of achieving certification. It is North America’s oldest environmental standard and certification organization (and the second oldest in the world).

The logo was designed by Toronto-based graphic designer Ted Larson. His elegant, clever solution melds 3 peace doves, each with their wings spanning outwards, in flight together. Through careful consideration, the bird’s wing shapes form a maple leaf through their unified interaction. This winning solution manages to evoke a connection to nature, Canada, recycling and a love for our planet in one simple, beautiful composition.

Commenting on the logo selection process, Larson says:
“I designed the three doves mark/logo for the Canadian Ministry for the Environment back in 1988 by way of a national newspaper contest across Canada. Canadians phoned in to vote for logos presented in newspaper advertisements. Most preferred and voted for my design. An unusual way to choose a design for a Government Project.”

Whilst this logo slightly falls outside of the natural timeline for Canada Modern, it was deemed a worthy inclusion — retaining much of the same rational thinking as all of the trademarks in the archive.

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