The Vegan Society has launched its striking new Vegan Trademark design, modernising the world’s first vegan certification scheme after more than three decades of market-leading innovation
The new Vegan Trademark identity is bold and contemporary, with a distinctive series of interconnected ‘V’ shapes, which also resemble ticks, creating a positive visual representation of vegan certification at every stage.
"The new design reflects the assurance, credibility and confidence provided by the Vegan Trademark, from the beginning of the certification process through to the final product," says Phaedra Appleton, Head of Innovation and Development at The Vegan Society.
"It's vegan from start to finish and the inclusion of The Vegan Society's name in the design provides the trust and assurance consumers want when buying vegan products," Ms Appleton adds.
The launch of the new Vegan Trademark comes ahead of the implementation of the European Union’s Empowering Consumers for the Green Transition Directive, or EmpCo.
The new EU legislation, which comes into effect on 27 September 2026, introduces new requirements around consumer-facing environmental and sustainability claims, including the use of third-party certification schemes, for products that are sold in the EU.
As regulatory expectations evolve under EmpCo, with greater emphasis on the accuracy and transparency of consumer-facing claims, self-declared labels that lack an independent certification system will no longer be permitted for any trader selling into the EU.
“This strengthens the position of established third-party certification schemes such as the Vegan Trademark, which, with more than 73,000 certified products, is the world’s largest independent vegan certification scheme,” Ms Appleton says.
“The refreshed Vegan Trademark will assure existing and new vegan consumers alike that products meet the rigorous certification requirements set by The Vegan Society, as we continue to help businesses who are innovating in the ever-evolving vegan sector.
“The original Vegan Trademark was launched by The Vegan Society in 1990. We are the oldest vegan charity in the world and we coined the term ‘vegan’ in 1944. We are confident the trust that has built up around that history will continue to grow as we look to a vegan future that’s better for animals, people and the world we inhabit.”
