Better Cotton has introduced the BCI Cotton label for products containing certified cotton and restored the word Initiative to its organizational name. Better Cotton Initiative now identifies the organization, while BCI Cotton identifies the material in a product. The new identity, developed by British agency rbl, was unveiled on October 7, 2025, World Cotton Day.
The update accompanies a shift to independent certification and supply chains with verifiable sourcing. According to the project team, European requirements for substantiating environmental claims influenced the decision to revise the consumer label. The word “Better” implies a claim of superiority. The BCI abbreviation references the organization’s name, while accompanying information explains what the certification covers.
The organization has been operating since 2005, helping farmers, manufacturers, and brands improve cotton-growing practices. Its network includes more than 2,700 members and 2 million farmers. Cotton produced under the Better Cotton standard accounts for 22% of global production, totaling more than 5 million metric tons. The Restoring Initiative in the name reflects ongoing work to improve agricultural practices and cotton traceability.
The cotton boll remains in the logo, maintaining a connection to the previous identity. It was formerly enclosed by a large lowercase “b” with a tall stem. To the right, better cotton appeared on two lines in thin, rounded sans-serif letters. The emblem now centers on a nearly circular brown shape. The white cotton boll is larger, and its curved stem breaks through the bottom of the circle. A small brown calyx with pointed lobes remains inside.
According to RBL, the plant imagery was retained because audiences already knew the previous emblem. The lettering changed more substantially. A large lowercase “bci” now takes the lead, with better cotton initiative beneath it on two lines. The letters are heavier, and the dot over the “i” has become an elongated horizontal shape with rounded corners. The bold lettering is designed for small clothing tags, where it appears alongside product information. The logo’s typeface is also used for large headlines.
The primary color is a brown called Soil, specified as HEX #925C4A and Pantone 4635 C. Together with shades named Sand and Fibre, it connects the identity to the earth and raw cotton. The team developed black-and-white versions of the logo for different backgrounds and reproduction methods.
The agricultural focus emerged from RBL’s research. The team spoke with the organization’s staff, farmers, cotton gin representatives, trade partners, and consumers. The resulting idea, “It starts with farmers,” places farm work at the beginning of the story about the supply chain and the lives of local communities.
The BCI Cotton label states the percentage of certified cotton. It includes an identification number you can use to verify the brand. Under the launch requirements, physically traceable BCI Cotton must account for at least 30% of a product’s composition. The remainder may include other materials, but all cotton in the product must be BCI Cotton.
rbl developed the digital portion of the project with Salad Creative. The team updated the website’s navigation, homepage, and consumer section and adapted the identity for mobile devices. A dedicated BCI Cotton page explains the product label and certification requirements.