Challenge: An Environmental Corp Logo w/out Green Cliches?

Belgrave Trust

We’re a NYC-based, venture-backed startup that’s working to help people and businesses take actions to help solve climate change. We are developing an online service that uses algorithms to quickly and efficiently calculate a carbon footprint, and enable users to offset their activities.

In addition to developing our core offset service, we’re also creating new initiatives focused on sustainability. We are small but growing rapidly, and have partnered with multiple notable firms and received substantial attention from the media and within both the technology and green/sustainability communities.

The company is backed by a highly experienced team and board, passionate about sustainable problem-solving, who have grown online businesses from idea to IPO; spearheaded advocacy, media, and marketing campaigns with global reach; and led tech development for destinations with millions of users.

Look at our current website and Logo here: belgravetrust.com
Overview of the company is here: http://bgt.st/9blTNh
Additional background in this video profile (NBC): http://bgt.st/77Kxr0

We are an environmental company, but we don't want the same old green tree style that's cliche for green businesses.

Versatility will be important - it needs to be credible as a high end corporate gift but intriguing for a more casual customer.

It needs to be attractive to these types, in no particular order: art museum donors, hip Brooklyn moms, Corporate Gift decisionmakers, gen X/Y casual, wall street executives with a conscience, baby boomers who might have been hippies in the 60s, Sierra Club types, and Policy Wonks.

We are redesigning our website to update the overall style... our current logo (and site design) was intended to convey the feeling of a bank or investment company, but we are moving away from that to get hipper and more modern. We still want to evoke trust and luxury - but not so literally (it's in our name after all).

Think Victorian Engraving meets the MOMA, or country farmhouse meets Corbusier couch. Luxury fashion brands often do this well.

We are requiring two uses of this logo - one with full name prominent for use as a title graphic on the website, and one that's more of an icon/badge - you could potentially use the letters B and T for this.

IMPORTANT: As mentioned above - please avoid cliche environment references like trees, green, wind turbines, etc. The point is that we are NOT just another green company, and we want our logo to convey that.