The Logo
Awareness of the Landcare and Coastcare brands makes them the most recognized Australian environmental brands within the general population. LAL raises awareness for the brands through media campaigns, community service announcements, newsletters and publications, and key events such as the National Landcare Awards and Landcare Week activities. Awareness is also raised through the commercial use of the brands by sponsors. The highest profile of these in recent years has been the use of the Junior Landcare logo on the Coles reusable bags.
LAL owns the trade marks to these brands but in effect is actually custodian for these communities brands. Thus LAL considers very carefully how these brands are used. LAL works with the community groups and individuals under the landcare banner to make sure that they are able to use the ‘caring hands’ logos to support the work of their groups. From a commercial perspective LAL controls the use of the logos to make sure that they are only used, in approved ways, by companies that have an agreed sponsorship relationship with the landcare and coastcare movements. As the ‘caring hands’ have a very high commercial value LAL works to make sure that companies who partner with LAL pay an appropriate license fee for the use of the logos.
A rebrand of the Landcare Australia, Coastcare and Junior Landcare logo was introduced in May 2010.
Read more about this topic: Landcare Australia