In
1997, when The City Bin Co. opened for business it had one truck, two
customers, four bins and a really eye catching logo. At that time, it was hard
to imagine why a waste collection provider needed branding. This type of business just
collected garbage. Waste collectors didn't have to advertise, they didn’t have
retail stores and their trucks were big, ugly and smelly. Nobody needed to know
who these firms were as they were passing by. People just wanted them to
collect their waste and move on. Gene Browne, CEO of The City Bin Co. had a different idea. He had a well thought out
plan to change the public perception and also the way that companies within the
sector were doing their job. He set out to shake up the image of the waste and recycling industry and
achieved this in a very short time. How? Through innovation, creative branding
and an understanding that the public could and should receive a higher level of
service with their rubbish collection. The best way to lead is by example.
The Logo was one of the first
important steps in Gene Browne’s plan to reinvent the industries way of
engaging with the customer. The City Bin Co.’s logo is instantly identifiable; a red bin with white wings and a
black outline. The logo is an animated image of a flying bin with the name of
the company in a red font to the left. It is simple and easy to spot. The logo,
through its simplicity, has a subtle meaning of a company that is always moving
forward. When
The City Bin Co. started in 1997 when it was unheard of to have a waste collector
who was image conscious. Gene Browne knew the benefits of branding and had a logo
that stood beside the best of the multinational companies. When Gene came up with the logo he pictured something that was dynamic, fun yet professional. The
brand has now become a household name and the image is immediately recognizable.
More and more customers and non-customers of The City Bin Co. associate the
logo with excellent customer service. The City Bin Co. re-branded the brands as
they made their sad final journey towards disposal! But
where did the name The City Bin Co. come from………Stay tuned!
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