Iconic 101

Just in case you forgot, this should jog your memory:

“An icon is an image, picture, or representation; it is a sign or likeness that stands for an object by signifying or representing it, or by analogy, as in semiotics; in computers an icon is a symbol on the monitor used to signify a command, file or record; by extension, icon is also used, particularly in modern popular culture, in the general sense of symbol — i.e. a name, face, picture, edifice or even a person readily recognized as having some well-known significance or embodying certain qualities." (Source: Wikipedia.)

In brand and design terms: the iPod, the Mini, Coca-Cola bottles and Havaianas flip-flops. Or, as StepInsideDesign puts it:

“Icons offer people idealization and identification. They are the ultimate manifestation of our collective desires. Modern icons are products of our culture, coming out of our desires and going on to pave the way for everyone else to follow -- becoming the benchmarks by which we judge all other brands.”

Now translate the above to the eco-sphere. According to Trendwatching, in order to create eco-icons, creating a eco-friendly version of an existing product and sticking a ‘hybrid’ or green label on it may work in some cases, but will most likely prove problematic, as it will either be (literally) invisible, or will still be associated with the polluting version. The Volkswagen Golf Hybrid—more on that later—is a good example. Instead, the solution is to make it new, bold and above all, to make it look very different from existing non-green offerings. Like, yes, wait for it: the Prius.

Want examples that aren't as overused? I'll start with cleaning products so keep an eye out for these in future blogs......