The Circular Economy Institute has revealed a new brand identity designed by FORM Brands Studio.

The refreshed identity captures the CEI’s mission to inspire and empower professionals worldwide to turn circular economy principles into best practice through collaboration, training and accreditation. It follows on from the CEI’s acquisition by the Chartered Institution of Wastes Management in 2024 – both organisations needed refreshed identities that could move closer together while maintaining distinct focus, audiences and purpose.

One of the key challenges was finding the balance between professional credibility and creative energy. The CEI speaks to a highly professional audience, but one full of innovators and free thinkers. The brand identity needed to feel clear and authoritative without becoming corporate or cold.

The new system is built to inspire audiences while increasing recognition, consistency and impact, positioning the CEI as a contemporary global force for vital collaboration, training and accreditation in the circular economy.

Alex Andlaw, Creative Director and Co-Founder at FORM Brands Studio said: “The CEI’s identity needed distinct assets that would scale across digital and physical localised contexts, worldwide.
“We wanted to express circularity as an active system rather than a static symbol. By creating a central form that could flex and connect across the brand, we’ve built a system that feels modern, scalable and full of momentum – supported by a contemporary colour palette and a type system rooted in industry and progress.”

Although the circular economy is deeply linked to environmental benefits, rather than relying on overt eco cues or defaulting to natural greens and browns, the identity uses colours that feel vibrant, contemporary and forward-looking – presenting circularity as a systems-driven, people-powered movement.

Typography plays a central role in giving the CEI a distinctive and consistent voice. Satoshi, a modernist sans serif inspired by industrial-era typography, reflects the organisation’s connection to industry and progress.

The visual identity is built around a circular form derived from the letter C, referencing circularity, community, collaboration and the CEI itself. This form acts as a flexible building block that adapts, repeats and connects across layouts, content and communications.

The new brand voice is bold, engaging and pragmatic. Copy lines including ‘Powering a circular future’, ‘Real people. Real progress’ and ‘A global shift, driven by a global community’, anchor the CEI’s message as both ambitious and human.

Beth Andlaw, Co-founder and Communications Director at FORM Brands Studio, said: “The CEI has always been about activating people and ideas. Our role was to clarify that story, define a confident tone of voice and build a brand platform that feels ambitious but accessible.”

The result is a flexible design system that can scale globally, support localised applications and bring consistency to everything from training materials and accreditation certificates to digital platforms and event environments. The new identity is now live across the CEI’s website, education programmes, accreditation certificates and global communications.

Gemma Smith, Head of Marketing and Membership Growth at CIWM says: “We are delighted with the work Beth and Alex have delivered. This new brand identity provides the Circular Economy Institute with a clear, accessible and human-centric voice – helping us unite our global professional community to power a circular future.”