Use this brand...                                            Guidelines

     "We Conserve."   
say it.  use it.

 Over the past couple of years, we've been testing "we conserve" in different projects, partnerships and campaigns, all with tremendous results.

Now it's time to turn our practical experience and case studies into a set of guidelines that will allow all types of organizations, businesses and governments to use the expression and the wordmark to promote projects, programs, services and products that will help people become better conservers.

Key Principles

  1. Simple Messaging:  the wordmark is an indication that this organization / company / government is committed to conservation.
     

  2. Flexibility: the wordmark is applicable to all aspects of environmental solutions, and by all types of organizations, businesses and governments.
     

  3. A meaningful commitment:  The statement, "we conserve" will be backed up by action with respect to internal commitment to conservation, particular products and services, and support for conservation in the community
     

  4. transparency: Members of the public should have easy access to supporting information regarding the scope and depth of the use of the wordmark. 
     

  5. Ease of use: access to the wordmark and related artwork will be through a simple approval process for small and non-controversial uses, or for uses within a pre-approved category of use.
     

  6. Non-controversial: the wordmark should be used to promote projects, programs, products and services that support conservation 
     

  7. Peer and public monitoring: while the wordmark originated with the Conservation Council of Ontario, its use should primarily be supervised by senior level organizations (such as trade associations and umbrella groups) and by public scrutiny.  Since the wordmark is intended to be used for publicity purposes, bad publicity is, in essence, the best way of managing any abuse of the wordmark.
     

  8. Central coordination and review: the Conservation Council of Ontario will review all significant new uses of the wordmark, and will allow all users to review the uses of the wordmark.

Guidelines for Using We Conserve

Conditions of Use
 The We Conserve wordmark is shareware.  It is available free of charge to organizations, businesses and governments as an expression of their commitment and support for conservation.  Use of the wordmark is subject to the following conditions:
 

  1. You are committed to conservation and demonstrate this commitment:
    • in your own practices
    • in the products or services you provide to the public or clients
    • in your support of the conservation community
       
  2. You are committed to continuous improvement of such efforts through:
    • self assessment and investments of time and/or money
    • professional support and certification programs where applicable
       
  3. Your commitment is publicly proclaimed through:
    • a public statement of your commitment (in-store, online, or in a promotional publication)
    • an annual progress report, where appropriate, that may be reviewed by the Conservation Council and the public.
       
  4. Conservation solutions (either activities, services, programs or products) must maintain a high standard.
    • Where appropriate, products should be verified by an independent certification process
    • Where appropriate, services and programs should meet or exceed the standards set by relevant agencies or associations.
    • The wordmark should not be used to promote controversial solutions
    • Use of the wordmark in association with fundraising activities is permissible for acceptable conservation causes and a transparent

Application Procedure
Requests to use the wordmark can be made to the Conservation Council of Ontario.  They should include a description of how the wordmark will be used and address the above criteria

The Conservation Council will establish a committee of Board members, leading conservationists, and brand users to review and advise the Board of Directors on all applications involving precedent-setting, sectoral, or other major uses of the wordmark, including:

  • new and potentially controversial solutions
  • use of the wordmark by an association to engage its membership in conservation
  • major social marketing or promotional campaigns
  • promotion of individual products or companies

Once a major use or category of use has been approved, the wordmark can be freely used and adapted consistent with the original application.

The Conservation Council will include a regular review on the use of the wordmark in an annual report on We Conserve.

The Conservation Council retains the right to withdraw the right to use the logo at any time.

 

 

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