Republic Services - Rebrand - Graphic Language Gallery 2

Republic Services - Rebrand

Republic Services is a national leader in waste collection. The company services 13 million customers, operates a fleet of 16,000 vehicles in 41 states, and makes 5 million pickups a day. We updated the brand to signal innovation within the company's operations, and to express a new sustainability vision and mission.

A brand idea of "Sustainability in Action" was the inspiration for a new visual identity and a new set of design principles: "Clean, Focused, Optimistic, and Visionary" The new brand captures Republic Service's compassion and vision of a sustainable future.

In the color palette, striking updates to the primary red and navy show the company's passion and integrity. In the secondary palette, warm and rich characteristics of the land (water, air, forest, sky, and soil) communicate sustainability efforts. A graphic language is created from the "R" characters within the symbol. The elegance and forward motion in the R shapes reinforce the bold and dynamic vision of a sustainable future. The photography shows a love of land and environment, and the warmth and pride of the Republic Services team members.