The Green Dot recap: Two°Creative’s Ryan McGill reflects on the campaign’s journey and response

Throughout 2021 and the early part of 2022, Two°Creative partnered with us at The Brand Identity in setting the conceptual brief to redesign the confusing Green Dot symbol. Taking the lessons from Two°Creative’s previous Recycle(d) campaign on board, we invited creatives to redesign the symbol to something that better represents its intended meaning. Through its numerous unique and innovative entries, the campaign has provided an engaging and educational platform to spark conversation on how design can make an impactful change. Reflecting on it all, Two°Creative Founder Ryan McGill talked us through the campaign, the entries, and what other current symbols are due for an update. PT: Hi Ryan, could you tell us about the origin of Two°Creative’s Green Dot campaign? Why did you select that symbol in particular? RM: This campaign came after digging into the recycling system during the first Two°Creative campaign, Recycle(d). It wasn’t necessarily something I had known for a long time before researching for the campaign. And as part of Recycle(d), we ran a survey on recycling symbols, which showed that people really didn’t understand what this symbol meant, with only 10% of participants knowing the true meaning.