The logo needs to be instantly recognisable and something that people immediately associate it as being a good thing.
The logo also needs to convey the following emotions:
Integrity, A sense of Community, giving something back, feeling valued, responsible, responsibility.
To the suppliers displaying the logo in his/her shop window: I am part of this; I am proud to be part of this; I want my customers to know that I support the vision and values of this logo; I want people to associate my company with those vision and values. And people who have this logo on their loyalty card will get a discount from me because they support these values too.
To the card holder: I am part of this; this is my community; I am proud to belong and have this loyalty card. I believe in the vision and values of this logo and what it can do for the community if we all group together and give something back.
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