New Global Symbol Introduced for Reuse Systems
A new global symbol designed to identify reusable packaging and reuse systems has been unveiled by PR3: The Global Alliance to Advance Reuse, marking what supporters describe as an important step toward making reuse more visible and accessible to consumers worldwide.
The symbol was officially launched on June 3 as part of Rebrand Reuse, an international design initiative led by PR3 and supported by businesses, governments, NGOs, designers, and reuse operators. The effort seeks to provide a consistent visual identifier for reusable packaging and the systems that support collection, washing, and redistribution.
Advocates argue that reuse systems will need greater consumer recognition if they are to expand beyond pilot programs and become a mainstream alternative to single-use packaging.
According to PR3, the symbol was developed in response to growing concerns about plastic waste and climate impacts. While recycling remains an important end-of-life strategy, reuse advocates contend that repeatedly circulating packaging can deliver greater reductions in material consumption and greenhouse gas emissions.
Global Design Competition Drew Entries from 29 Countries
The initiative attracted 236 design submissions from 29 countries. Following multiple rounds of evaluation, consumer testing, and legal review, the winning design was selected from a field that spanned every continent except Antarctica.
The symbol was created by Colombian designers Nicole Ascanio Rodriguez and Juan Navarrete, co-founders of Epigrama Studios.
Juan Navarrete, Co-Founder & Designer, Epigrama Studios, explained the thinking behind the design. “We wanted to create a symbol that communicates return, continuity and circulation – something simple enough to travel globally, but meaningful enough to represent a new relationship with materials and waste,” he said. “The symbol understands time not as a straight line, but as a spiral: returning, restoring and beginning again.”
PR3 said the design was evaluated for distinctiveness, memorability, actionability, cultural adaptability, and recognizability. Particular attention was paid to ensuring it could be clearly differentiated from the familiar recycling symbol and its chasing-arrows motif.
Intended for Verified Reuse Systems
The organization envisions the symbol appearing across a broad range of reusable packaging formats and supporting infrastructure, including beverage containers, reusable foodservice packaging, collection bins, transportation assets, signage, and digital platforms.
Several reuse operators and programs across North America, Europe, Asia, Australia, Africa, and the Middle East are already deploying or exploring integration of the symbol. Organizations cited by PR3 include Bold Reuse, r.World, Revino, Re-Dish, Muuse, Huskee, Cercle, and others.
Amy Larkin, co-founder and director of PR3, believes a common visual language could help distinguish true reuse systems from broader sustainability claims.
“Recycling does not solve the packaging and waste crises. Recycling is still single-use – it requires re-manufacturing of the package. Reuse systems keep a package in circulation, from 10 to up to 100 uses, before it is finally recycled and re-manufactured for another round of uses. This is our pathway to creating an un-throwaway world. The PR3 Global Standards for reuse and the new symbol give people a clear way to recognize reuse systems – and trust them.”
Unlike generic environmental claims, PR3 said use of the symbol will be tied to requirements within its Marking & Labeling Standard, which is expected to be published through the American National Standards Institute (ANSI). The symbol is intended for packaging and infrastructure operating within systems that include collection, transportation, sorting, washing, and reuse processes.
Industry Leaders Emphasize Consumer Recognition
Supporters from design, sustainability, and brand development communities argue that widespread adoption of a common symbol could help reduce consumer confusion and encourage participation in reuse programs.
“Disposability has become one of the defining habits of modern life – and one of the most damaging. Symbols shape behavior and culture. They help people understand what systems exist around them and how to participate in them. This iconic symbol has the potential to make reuse more visible, intuitive and mainstream around the world,” said Cameron Russell, author, activist, and Rebrand Reuse juror.
Leyla Acaroglu, Founder of The UnSchool of Disruptive Design and a member of the jury panel, emphasized the broader systems perspective behind reuse initiatives. “Reuse is about redesigning the systems of disposability so that materials and products can stay in circulation at their highest value for as long as possible,” she said. “This shift is essential if we’re serious about addressing both ecological breakdown and resource use at a global scale.”
Others involved in the review process highlighted the importance of consumer recognition and consistency.
“We don’t solve climate change without reuse. What’s powerful about this new universal symbol is that it helps make reuse systems visible, understandable and scalable across cultures, sectors and geographies,” said Karen Short, Former Global Executive Creative Director and Managing Director, Sustainability at Accenture Song.
Marco Cimatti, former Design Director for Design Innovation at PepsiCo, added: “For reuse to succeed, people need clear, consistent cues that make participation feel intuitive and convenient. The new mark creates a unifying visual language for reuse systems. Designed with bold simplicity in mind, it balances uniqueness with a strong visual signal to reuse.”
Michael Kraus, Executive Director of the Green Sports Alliance, pointed to growing adoption of reuse systems in sports venues and entertainment facilities. “Reuse is already working at scale in stadiums and arenas serving millions of fans every season,” he said. “What’s been missing is a mark that makes reuse instantly recognizable to fans, operators and venues alike. This global symbol finally makes reuse visible.”
Building a Common Language for Reuse
PR3, which was launched in 2019, develops standards intended to support the growth of reuse systems. The organization is accredited by ANSI as a standards developer and is currently working on standards covering areas such as container design, collection systems, digital infrastructure, labeling, incentives, and washing operations.
As reuse programs continue expanding in sectors ranging from foodservice and beverage packaging to transport packaging and consumer goods, supporters hope the new symbol can play a role similar to the recycling logo by providing a recognizable signal that helps people identify and participate in circular systems.
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Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
