WRAP has revealed the successor to the Rethink Rubbish campaign. The new campaign, Recycle Now, will be launched late September and will see a £10M investment until March 2006. The campaign sees a new logo for recycling in England. Developed following market research carried out by pollsters NOP, the logo features a circular arrow with a heart-shaped head and the strap line "recycle". WRAP's introduction to the new campaign states: "The curved arrow represents the action and sustainability of recycling. The heart represents the feel-good nature of the recycling activity. The word "recycle" is a clear call to action." Tying awareness to action is a key aim, and one aspect of this is the colour-coding of symbols. "Each material stream will have its own colour logo, and these will appear on recyclable products, similar to the Mobius-loop symbol," says WRAP.
