WRAP (Waste and Resources Action Programme), a UK-based global NGO focused on sustainable resource management, has launched a new logo and updated its identity to reflect its mission of promoting circular living. This rebrand, developed with the London-based design agency Among Equals, marks the organization’s first major update in over ten years and signals its dedication to tackling global environmental challenges.
The old logo featured an infinity symbol integrated into the letters “A” and “P,” representing the idea of a closed-loop system. While the concept was clear, the design had uneven curves, inconsistent spacing, and lacked overall cohesion. Its government-like aesthetic didn’t align with the image of a progressive, forward-looking NGO, which limited its adaptability and impact.
The new logo takes a bold and minimalist direction, replacing the infinity symbol with a streamlined wordmark. The updated typography features clean, geometric lines that create a strong, confident look. The “A” keeps a subtle connection to the previous design with its arched crossbar but now conveys a sense of stability and reliability. Using all capital letters enhances the logo’s professional and commanding presence, ensuring it stands out across various contexts and platforms.
In addition to the wordmark, the rebrand introduces a globe-inspired icon of intersecting curved lines. This abstract representation of the Earth symbolizes interconnectedness, restoration, and the organization’s global mission. The design suggests untangling complex systems, highlighting efforts to transform inefficient processes into sustainable practices. While the icon might resemble a ball of yarn or a fragmented ornament, it effectively conveys ideas of renewal and connection, aligning with the NGO’s goals.
A deep green color palette now anchors the design, representing nature, sustainability, and ecological harmony. This replaces the previous blue gradient with a modern, cohesive look that reinforces the environmental mission. The solid green tone enhances the logo’s versatility, making it suitable for digital and physical use while maintaining a professional appearance.
Beyond the logo, the rebrand includes a cohesive visual identity that reflects the organization’s focus on addressing environmental challenges. The clean, adaptable design ensures the branding works seamlessly across various materials, including reports, digital platforms, and other applications, without losing clarity or impact.
This updated logo and identity reflect WRAP’s commitment to sustainability, global collaboration, and innovative solutions. The new design represents the organization’s growth and evolution, balancing its established reputation with a vision for the future. By embracing a bold, minimalist approach, the NGO reinforces its position as a leader in the movement for circular living and environmental progress.
