Trading for Good is a UK digital service that encourages small and medium-sized enterprises to do business in more socially responsible ways, offering advice, opportunities and free PR across five key areas of corporate responsibility.[1] The service was announced by Prime Minister David Cameron in February 2012 as a new online directory for SMEs to showcase their community work, and it launched in July 2012.[2][3]
Design and History
The visual identity for Trading for Good was created by Blast, an independent brand communications consultancy based in London, founded in 1996.[4] Blast developed a brand strategy, messaging and a visual language for print and digital applications for the service.[1]
Chris Attwood, who led the Trading for Good project, praised the work, stating that Blast found a way to convey the essence of Trading for Good and its benefits to all audiences in a succinct, powerful and genuine way.[1]
Meaning and Symbolism
The Trading for Good identity was designed to promote the benefits of the service to both consumers and businesses, encouraging companies to adopt more socially responsible practices.[1] The service itself was built around the five priority areas of the government’s Every Business Commits initiative: creating jobs and developing skills, supporting local communities, larger businesses supporting SMEs, improving employee well-being, and reducing carbon and protecting the environment.[2]
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