This fall consumers will begin to see a new 'face' for the Bottle Depots, as a new logo is unveiled in consumer advertising and communications, and at depots across Alberta.

"There were a number of reasons behind the decision to develop a new logo", says Jeff Linton, Executive Director of the Alberta Bottle Depot Association (ABDA). "While the current "Bottle Depot" logo has served us well, it has been over five years since its introduction. During that time our industry has experienced significant change and growth, and our image needed to be updated to better communicate the expanded scope of our business."

"Consumer research conducted by the ABDA indicated that while not all our customers identified with the term "Bottle Depot", the term "Depot" was critical to our identification", adds Linton. "Introduction of a new logo focusing on the "Depot" term allows us to better reflect who we are and what we do for our customers. Another issue was the fact that the ABDA does not possess the legal trademark for use of the current logo in Alberta. Consequently, we felt there was considerable risk in continuing to invest in an identity that we could be required to relinquish in the future."

The ABDA, BCMB and ABCRC have collectively committed to investing in this new identity on behalf of the depots. "Over the next few years, considerable investment will be made in building this brand, and the depots aligned with the new brand will benefit most from this investment", says Linton. "All future consumer advertising and communications will feature the new logo. Additionally, a number of additional tools and infrastructure are being developed with the new logo to support the depots with their marketing and promotions."

"To effectively manage costs, we are planning a gradual transition to the new logo, rather than an immediate and complete change", assures Linton. Depots can continue to use their current inventory of materials with the old logo. Depots are encouraged to adopt the new brand when materials are reproduced.

The new logo will be officially launched this October during Waste Reduction Week and at the ABDA's Annual General Meeting and Conference. In preparation for the roll out, a starter kit has been provided to all depots containing logo stickers that can be used to update the existing logo on current depot posters and other materials as appropriate.

For further information please visit albertadepot.ca.