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New identity for the organic products within the European Union
On February 8, 2010, the European Commission introduced the new logo that will bedeck European organic foodstuffs from July 1st, 2010 on.
In 2008, the Commission indeed initiated a project of creation and promotion of a new logo for organic products, asking art students all over Europe to send their drawings. Ten of them were selected, then an online public vote took place to choose out of the three « favorites », that which would be the official guarantee for packaged foodstuff products coming from the European Union and meeting the required standards.
After almost 130.000 people gave their advice on this question over the Internet, Dusan Milenkovic’s « euroleaf » gained support from the voters. The logo designed by the German graphic artist (who has Serbian origins) uses the stars depicted on the European Emblem in a stylized leaf shape and on a green background, referring to the nature of the goods on which it will be affixed.
In order to guarantee the enforcement of the standards imposed on European organic products, a figurative collective trademark has already been applied for by Office Freylinger in late 2009. The Regulation on Use attached to it will thus allow a better supervision for the use of the new logo within the European Union, notably as regards the goods to be covered and other distinctive signs to be put on packaging.
Beside the « fame » Dusan Milenkovic can now seek due to the association of his name to the new European organic logo, he won a 6.000,- EUR prize, awarded to congratulate him for his work and complete the assignment of his copyright over the « euroleaf », now managed by the European Union.