LAUSR

Abstract This contribution looks into logos as a powerful designing tool which can promote the implementation of Renewable Energy Sources (RES) policy. Given the lack of universal logo which would communicate the RES-derived products and services effectively, we initially explored the public’s emotions, thoughts, perceptions, images, experiences, beliefs and attitudes towards RES and non-RES through their design illustration. Experts decoded a total of 769 RES and 737 non-RES designs of four different sample groups ranging from the less informed children to well-informed engineers, and defined the design variables of a RES logo. On the basis of these design guidelines, professional designers created 60 RES logos. Besides, 432 participants randomly selected evaluated the logos on a score scale from 1 to 6. Interdisciplinary, cross-cultural and semiotic analysis of the winner logo revealed that in order to promote the RES use, a logo should be of round shape; present a sense of movement; convey a clear positive message; embed natural elements in the composition of the image with various hues of green, white and yellow-orange colours; include visually acute, religious and cultural symbols, and carry connotations of personal and social responsibility. This is the first attempt of designing a RES logo with public participation.