I was in Val d’Isère’ two weeks ago and a sign at the Olmpique Station caught my eye. The headline was ‘Save our Logo’ and then an image of the iconic eagle emblem. At first glance I thought it was a campaign to keep an existing logo the same. But this wasn’t the objective of the poster.
The existing logo dates back to 1934, when Charles Diebold, who is one of the founders of Val d’Isère chose the eagle as Val d’Isère’s emblem. It is everywhere and is an integral component of the town’s identity. The ‘Save our logo’ campaign wasn’t referring to the literal representation of the logo, it was highlighting the animal it represents. The Eagle, which is unfortunately an endangered species today.
The ‘save our logo’ concept has a very straightforward proposition. It stated: “A very large number of companies have chosen biodiversity symbols as logos or as part of their specific media campaigns” and it is “to involve these brands in the preservation of the species that have contributed so much to their success and thereby offer companies the opportunity of contributing to and of supporting actions of biodiversity.”
Val d’Isère’s support for the “Save Your Logo” foundation is a sign of its commitment to saving the eagle and preserving the biodiversity of the planet.
What a fantastic idea. As a designer, nature has been an inspiration in it’s many forms. Appropriating animal or plant attributes for a brand is a very well trodden route.
Michel Lacoste (there’s a clue in the name) was in South America to see one of the crocodiles that helped inspire the company’s famous logo. Lacoste has committed to helping preserve the Orinoco crocodile, native to the Colombia and Venezuela, which under threat of extinction.
“The crocodile was the nickname of my father when he played tennis, and if we can give this animal a bit of everything you gave us, it would be a shame not to take this opportunity,” Locoste told the AFP.
Save your logo is a French-based initiative, more information can be found here.
James Chantler is a creative thinker and Creative Director at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
