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--> To summarise our 'sustainability' series (our last five posts), we will leave you with this. With sustainability becoming a major factor in the 21 st century, so many brands are having their identities made ‘green’ or are going ‘green’ and because of this it is hard to tell the honest from the deceitful. From research gathered and case studies carried out, the conclusion seems to be that sustainable organisations, companies, services etc, only benefit to an extent from being ‘green’ and the only way to earn the respect associated with ‘green’ is to act upon it. Companies can fail to realise that it is not the colours or images within a logo that gives the brand their personality, it is what they do and ultimately what they stand for.  “ The most important thing to know is this: Sustainability will define our era ”  ( Dougherty, D . Green graphic design. New York: Allworth Press, 2008)

Our planet's ecological footprint shows that people are using the capacity of 1.5 earths, but how? Just like overdrawn bank accounts, Earth’s resources are being consumed faster then they can be generated. Fish are harvested before they can be replenished, forests are being chopped down before they can be reproduced and green house gasses are being emitted more quickly than the plant life can absorb them.  “ We are, without a doubt, in a state of “ecological overshoot ””. What is sustainability?  ‘…The one with the flipping wings and the guy peddling away to make the wings go… ’ is an opening by author Ray c. Anderson in ‘The Guide Book to Sustainable Design’. It explains that sustainability is related to the very first aeroplane created. As a metaphor it goes on to explain how the pilot flew off a cliff, and descends into a free-fall without realising as the ground is too far for him to see the extent of his situation.  Daniel Quinn describes the metaphor. Mender S a...