The Name and Brand – our new Identity
One brand, one name….
The Better Sugar Cane Initiative was a body set up to reduce the environmental and social impacts of sugarcane, and design the best programme to transform the sugarcane industry.
Established as an industry initiative, it has worked to develop the platform to bring together all stakeholders and develop a way to help to transform the sugarcane business. The work has involved representatives from across all sectors, and membership continues to grow as we strive to transform the industry.
Now the Initiative has done its work we’re ready to launch the organisation that will deliver the certification programme to the market and be seen as the global industry standard.
Over the last year we’ve been working hard to create a name that carries true meaning. This name and logo will act as the face of our organisation and it will be used as the certification stamp on all member products.
For that, our organisation needs one brand name, clean, simple and unified..... And the name is Bonsucro!
Bonsucro we believe fits the purpose of the organisation and gives the right vision for this organisation.
The word itself originates from a combination of words.
The brand logo strap line ties-in with our original industry name (Better Sugar Cane Initiative) by providing a supporting message to the new identity.
The typeface, colour and design incorporate the elements of science and professionalism which are balanced with a human touch. The Sun symbol represents the fact that the sun is a vital force in sugarcane production, providing energy for the process.
It also symbolises the warmth and optimism of a new day.
The power of a made up name...
It does not come with the baggage of previous associations - It can be imbued with the meaning and connections that we give it.
It is completely unique and therefore is better able to be owned.
Its distinctiveness and intrigue makes it more memorable.
It is a word, rather than a descriptive sentence, that is shortened to a meaningless acronym.
It is easy to pronounce, and works globally (ie. is not Anglo-centric)
It is appropriate and conveys the personality as well as the intent of the organisation and its members.
