“Our values remain,” said Oeko-Tex General Secretary Georg Dieners. “In fact, they inspired our brand refresh.”
The most obvious change is the new logo for the organisation, which is based on a geometric square and an organic circle, which Oeko-Tex says reflects its scientific approach and the nature it aims to protect.
It added that new product logos, such as that for Oeko-Tex Green, are subordinate to the umbrella brand, creating a unified hierarchy, which aims to make communication easier for certified companies and foster end-consumer recognition.
“The new branding reflects the active, solution-oriented, and positive approach. With our independent test institutes, we certify to clear, globally uniform criteria, which we communicate openly,” said Inga Bleyer, Global Head of Marketing.
Customers are being told that they can start converting to the new branding now but may use any existing labels through to the end of 2024. They will have access to a label editor with new, more flexible layouts and an updated labelling guide on the Oeko-Tex website.