FSC rebrands with Forests For All Forever strapline

FSC is an independent non-governmental organization that promotes environmentally sound, socially beneficial, and economically prosperous management of the world’s forests. It was created in 1993 to help consumers and businesses identify products from well-managed forests.

FSC sets standards by which forests are certified, offering credible verification to people who are buying wood and wood products.

Currently more than 175 million hectares and 25,000 companies are certified to FSC standards worldwide.

The new branding was developed based on a marketing survey that reached 9,000 participants from 11 different countries in 2013. The online toolkit containing the new branding assets can be immediately accessed by certificate holders, and will be available to trademark service providers and key accounts later in the year.

A new strapline of Forests For All Forever is intended to reaffirm FSC’s vision of saving the world’s forests for future generations, while the visual identity, which includes the animals and people who live and interact in forests, reinforces the all-encompassing approach FSC takes to sustainable forest management.

FSC director general Kim Carstensen said: ‘The success of FSC has always depended on consumer awareness and demand for FSC-certified products, and we have relied on our partners and certificate holders to spread the message of FSC on our behalf. However, it became clear that we needed to provide our partners with tools that could inspire their customers to choose FSC and an identity that would connect with consumers and be memorable in the retail space.

‘Forests are so much more than trees and timber as they are reservoirs for clean drinking water, offer protection for animals and endangered wildlife, and are home to indigenous peoples and communities. Our principles and criteria have always reflected our determination to protect forests and their inhabitants.

‘Now, our commitment will also be expressed in our visual identity, and provide a clearer message to consumers of what it means when they buy an FSC-certified product.’

Carstensen added that the opening up of markets in Asia, Latin America and Africa meant ‘it was time go beyond outreach to producers and retailers’.

‘Supply grows in response to demand, and those at the end of the supply chain – consumers – are vital to ensuring companies seek out sustainable solutions and engage in responsible businesses practices.’