The Circular Economy Institute, an international platform for circular economy professionals, has unveiled a new brand identity created by FORM Brands Studio. The Institute brings together experts, provides training and resources, and offers a space for sharing experiences in circular production and resource use. After the CEI joined the Chartered Institution of Wastes Management in 2024, the previous brand identity was no longer sufficient for the new mission. It was necessary to highlight the connection between the two organizations while maintaining the CEI’s distinct identity.
The new logo is built on a concise concept. Several arcs come together to form a complete circle. Each arc carries its own meaning: circularity, collaboration, and a professional community. The project’s creators moved away from the imagery and natural color palettes typically associated with environmental themes. Instead, they developed a visual identity closer to an industrial setting and to the global scope of the circular economy.
The color palette features bright green, pink, and blue. Thanks to this color scheme, the identity works more effectively with diverse audiences and across various formats. The arcs serve as the modular foundation of the entire system. They can be connected to form different compositions for educational materials, business events, and major international platforms.
The primary typeface is the modernist sans-serif Satoshi, inspired by the industrial era. It adds a technological edge and a contemporary rhythm to the visual identity, effectively reinforcing the logo’s symbolism.
The institute’s previous style looked too soft and failed to convey the necessary professional tone. The hand-drawn monogram of intertwined C and E letters resembled a wedding agency’s logo more than an international expert association’s. The new system eliminates this issue and creates a more cohesive and business-like appearance.
The main strength of the new identity lies in its flexibility. It adapts to local needs, scales easily for international use, and helps convey the CEI’s core message more clearly. The circular economy, as interpreted by the institute, appears as a network of connections between people, technologies, and knowledge, rather than an abstract environmental slogan.