TRUE Zero Waste is a program for businesses to define, pursue and achieve their zero waste goals, thereby reducing their impact on the natural environment and our collective health. With that in mind, the goal was to create a logo and brand that was innately simple and minimal, while at the same time flexible and adaptable. The final logo embodies a non-traditional, continuous cycle using bold, clean lines. Learn more about TRUE. This branding system won a 2018 AIGA 50 Design award.