The Vegan Society has unveiled its new Vegan Trademark logo design, aiming to modernise the widely used vegan certification ahead of upcoming European Union (EU) legislation regarding environmental and sustainability claims.

Described by the organisation as ‘bold and contemporary,’ the logo features a series of interconnected ‘V’ shapes, which also resemble ticks, aiming to create a positive visual representation of vegan certification at every stage.

The launch comes ahead of the implementation of the EU’s Empowering Consumers for the Green Transition Directive, which comes into effect on 27 September 2026.

The Directive introduces new requirements around consumer-facing environmental and sustainability claims, including the use of third-party certification schemes, for products sold in the EU.

Self-declared labels for consumer-facing claims that lack an independent certification system will no longer be permitted for any trader selling into the EU as regulation evolves under the new legislation, which seeks to improve accuracy and transparency of claims.

This will include generic, vague claims such as ‘eco-friendly’ and ‘carbon-neutral’ without substantial evidence or certification schemes to back them up, aiming to tackle greenwashing in the food and beverage – and wider CPG – industry. Companies selling products in EU member states could face significant fines for non-compliance.

“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,” said Phaedra Appleton, head of innovation and development at The Vegan Society.

“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. 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.”