The Vegan Society is to refresh its classic Vegan Trademark design, as part of its ongoing commitment to clarity, credibility and consumer confidence
The Vegan Society is to refresh its classic Vegan Trademark design, as part of its ongoing commitment to clarity, credibility and consumer confidence.
The update comes ahead of the implementation of the European Union’s Empowering Consumers for the Green Transition Directive, or EmpCo, which introduces new requirements relating to consumer-facing environmental and sustainability claims, including the use of third-party certification schemes, for traders who sell in the EU.
With more than 70,000 certified products, the Vegan Trademark is the world’s largest third-party vegan certification scheme and has been a trusted stamp of consumer approval for more than three decades.
As regulatory expectations evolve under EmpCo with greater emphasis on the accuracy and transparency of consumer-facing claims, independent third-party certification is becoming increasingly important in maintaining trust and confidence.
The Vegan Trademark design update is a timely opportunity to modernise the mark while preserving the recognition and trust it has built since its introduction in 1990. The aim is to create a refreshed and contemporary identity, while reassuring consumers and supporting businesses that carry the Vegan Trademark.
The Vegan Society is working towards full compliance with all relevant EmpCo requirements by 27 September 2026, ensuring the Vegan Trademark continues to be underpinned by rigorous and trusted processes. The Society has also made its existing Trademark standards and non-conformity policy publicly available.
Phaedra Appleton, Head of Innovation and Development at The Vegan Society said:
“The Vegan Trademark has been trusted by consumers and businesses for more than 35 years and The Vegan Society believes the mark is now ready for the next stage of its evolution.
Our review of the Vegan Trademark design focuses on preserving the trust, recognition and authority of the mark and of The Vegan Society, which coined the term ‘vegan’ more than 80 years ago, while reflecting evolving consumer protection requirements – and, of course, being recognisable and contemporary.
Consumers are making more values-driven choices than ever before and each decision is shaped by a growing number of competing marks, labels and claims. As these claims proliferate, consumers need stronger, clearer signals to know which products they can truly trust.
The Vegan Trademark is the original and best-known international vegan certification standard and our team will continue to work closely with Trademark holders by providing clear guidance on the appropriate use of the mark.
The Vegan Society is excited about the next phase in the evolution of the Vegan Trademark. By building on more than three decades of trust and recognition, this work will ensure the Trademark remains a clear, credible and authoritative symbol for consumers and businesses alike in an increasingly complex regulatory and consumer landscape.”
