Ethical Branding

A Guide by Flying Duck studio lab


As a business owner or marketer, creating a brand is an essential part of establishing your presence in the market. However, it’s equally important to design your brand in an ethical way that aligns with your values and beliefs


Ethical branding involves considering the impact your brand has on society and the environment, and making conscious choices that promote sustainability, social responsibility, and transparency. In this blog post, we’ll explore some of the key principles of ethical branding and provide tips to help you design your brand in a responsible and sustainable way.


1. Define Your Values:

The first step in ethical branding is to define your values. What do you stand for? What causes are important to you? Once you have a clear understanding of your values, you can incorporate them into your brand messaging, visual identity, and marketing efforts.

For example, in Flying Duck Studio Lab we are passionate about efficiency, sustainability, and ethical practices such as diversity and inclusion, and we dedicate our efforts in the Lab section to these values.

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2. Consider Sustainability:

Sustainable branding involves considering the environmental impact of your brand. This includes everything from the materials you use in your products to the packaging and shipping methods you employ. Choose eco-friendly materials, reduce waste, and consider alternative energy sources to reduce your carbon footprint. It could be as simple as using recyclable materials for your packaging, bin bags, or stationery in your office. We bought all our printed business cards from a company that produces carbon balanced products.


3. Be Transparent:

Transparency is key to ethical branding. Be honest and open about your practices, processes, and products. This includes being transparent about your supply chain, sourcing materials from ethical and sustainable sources, and providing accurate and honest information to your customers.

At Flying Duck we ensure that we are open and transparent regarding all aspects of our business. From our environmental impact, to our financial goals and the suppliers that we use. This information is available for employees internally and the public via our website.

4. Support Social Responsibility:

Ethical branding also involves supporting social responsibility. Consider ways to give back to your community, support fair labour practices, and promote diversity and inclusion. This can include donating a portion of your profits to a charity, providing fair wages and working conditions for your employees, and using inclusive language in your marketing materials.

We dedicate 5% of our annual profits to providing pro and low-bono work to non-profit organisations or charities, the one we have supported this year is Verd de gris arts, which is a non-profit, award-winning creative arts company based in Hebden Bridge. Set up in 1997 by artists Sharon Marsden and Jeff Turner, they specialise in creating participatory arts projects with marginalised groups and individuals. You can see what else we do regarding our social responsibility in our impact report.

5. Design for Longevity:

Finally, designing your brand for longevity involves creating a timeless, versatile, and adaptable visual identity that can stand the test of time. Avoid trends and fads that may become outdated quickly, and instead focus on creating a brand that is authentic, unique, and memorable.

The Flying Duck brand achieves longevity by designing a timeless, versatile, and adaptable visual identity. It avoids trendy elements and focuses on authenticity, uniqueness, and memorability. 

We focused on our values of adaptability and modularity, which is why we used geometric shapes and a totem animal that encapsulates our company culture. We are friendly, we fly high, but we are also approachable on a ground level, and we also swim new territories. For the colours we paid attention to the colour theory, choosing colours that we liked, but also represented us as an approachable and playful brand.

By creating a visual identity that can stand the test of time, adapt to different platforms, and remain true to its core values, the Flying Duck brand ensures longevity and resonates with its audience for years to come.

And Finally….

By following these principles, you can design your brand in an ethical and responsible way that promotes sustainability, social responsibility, and transparency. 

At Flying Duck Studio Lab, we believe that ethical branding is not only good for the planet and society, but also for business. By demonstrating your commitment to ethical practices, you can build trust and loyalty among your customers, attract new audiences, and differentiate your brand from competitors.

In conclusion, ethical branding is not a one-time task, but an ongoing commitment to doing what’s right. By considering sustainability, transparency, social responsibility, and longevity in your brand design, you can create a brand that not only looks good, but also does good. 

At Flying Duck Studio Lab, we are committed to helping businesses create brands that are ethical, sustainable, and impactful. Contact us today to learn more about our services and how we can help you design an ethical brand.


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