Switzerland’s OEKO-TEX refreshes brand identity on 30th anniversary


In its 30th year of dedication to safer textiles and leather, OEKO-TEX has created a new brand identity. The global certifier of textile and leather products and production worked with branding agency Schwitzke ID to build the clear and unified OEKO-TEX World.

OEKO-TEX aims to create trust within the textile and leather industry and for their customers. The new brand identity will not change that. “Our values remain,” said OEKO-TEX general secretary Georg Dieners. “In fact, they inspired our brand refresh.”

Based on scientific principles, OEKO-TEX has been promoting transparency in the textile and leather industry for three decades. Transparency is essential for enabling companies and consumers to make responsible decisions. “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. “Our new look is clear, consistent and transparent.”

In its 30th year of dedication to safer textiles and leather, OEKO-TEX has created a new brand identity. The global certifier of textile and leather products and production worked with branding agency Schwitzke ID to build the clear and unified OEKO-TEX World. OEKO-TEX aims to create trust within the textile and leather industry and for their customers.

The most visible change is the new OEKO-TEX logo, based on a geometric square and an organic circle, which reflect the scientific approach of OEKO-TEX and the nature it aims to protect. The logo typo is supported by a stylised, organic form reminiscent of natural structures, such as leaves, drops or textile loops. The reduced colour palette highlights the umbrella brand with a new OEKO-TEX Green plus black and white. A related colour palette supplements communication about OEKO-TEX products. The product logos are subordinate to the umbrella brand, creating a unified hierarchy. This will make communication easier for OEKO-TEX-certified companies and foster end consumer recognition.

Parallel to the rebranding, OEKO-TEX has launched a new Responsible Business tool and certification. The OEKO-TEX Responsible Business tool and the certification will support the textile and leather industry in addressing challenges. Participating brands, retailers and traders can choose between a self-assessment of their due diligence status and an additional certification to validate the assessment results. The certification can be used in public communication and reporting.

Fibre2Fashion News Desk (KD)




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