At that time, it was hard to imagine why a waste collection provider needed branding of any kind. 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.
However, Gene Browne, founder of The City Bin Co. had a different idea. He had a well thought out plan to change the public’s 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 goal in a very short time. He wanted people to think ‘service not waste’.
How? Through innovation, creative branding and an understanding that the public could, and should, receive a higher level of service with their rubbish collection. And the best way to lead is by example.
The ‘Flying Bin’ logo was one of the first important steps in Gene’s plan to reinvent the industry’s way of engaging with the customer. Gene knew the benefits of branding and had a logo that stood beside the best of the multinational companies. So, Gene commissioned a Galway design studio to come up with something…a bit different. The result was the ‘Flying Bin’.
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 simple 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.
Despite trends in design and marketing over the past twenty years, the ‘Flying Bin’ has remained unchanged, and The City Bin Co. brand has now become a household name. That ‘Flying Bin’ is immediately recognisable, whether on the side of a truck, on the front of the distinctive red bin, or simply drawn by a young fan! More and more customers and non-customers of The City Bin Co. associate the logo with excellent customer service.
Thinking ‘service’ not ‘waste’? #JobDone!