Covalida Circularity
Covalida Circularity protects the product itself — its materials, its design and its packaging — as Europe moves from a linear "make, use, discard" model to a circular one. It is the pillar for the compliance that reaches into R&D and product management: the rules that decide whether a product can be sold in the EU at all, and what it must be able to prove about its own lifecycle.
Write the sub-brand as a soft lockup — Covalida Circularity — following the lockup rules. "Covalida" leads; "Circularity" is the descriptor.
At a glance
Keep this identity kit constant across all Circularity material — one icon, one audience, one standard family.
| Attribute | Value |
|---|---|
| Domain | Product and material compliance, circular economy |
| Icon | Circular arrows — the loop (circularity.svg) |
| Frameworks | ESPR, PPWR |
| Audit object | Products and packaging |
| Certification norm | ISO/IEC 17065 (product and process certification) |
| Primary audience | R&D, Product Management |
| Main driver | ESPR and PPWR |
The domain — compliance designed into the product
Circularity is where compliance stops being a document and becomes a property of the product. Two EU frameworks drive it, and both reach the drawing board, not just the warehouse.
- ESPR — Ecodesign for Sustainable Products Regulation. Sets ecodesign requirements — durability, reparability, recycled content, resource efficiency — and introduces the Digital Product Passport (DPP): machine-readable data that travels with a product across its lifecycle. Compliance has to be built in at design time; it cannot be bolted on at the end.
- PPWR — Packaging and Packaging Waste Regulation. Governs packaging: recyclability, recycled content, and reduction of excess packaging. It reshapes what a product can legally be wrapped in and shipped as.
The design consequence: Circularity speaks to people who make things. The visual language should feel generative and future-facing — the loop that closes, the passport that carries data forward — never the guilt of waste. This is sustainability and future, two of the five brand keywords, made concrete.
The Digital Product Passport is a design opportunity
The DPP is a data object with a public face — often a QR or data-carrier on the product. Where COVALIDA presents DPP concepts, keep them in the brand system: Montserrat, the teal palette, generous whitespace. The passport is proof made elegant, not a compliance sticker.
Audit object and norm
Circularity certifies products and packaging against defined requirements — a product-and-process discipline, so it works under ISO/IEC 17065.
It shares this norm with Covalida Traceability: both certify things rather than management systems, forming the "products and processes" group of the portfolio.
Audit object Norm Pillars
Products/process ISO/IEC 17065 Traceability · CircularityThe clean split to remember: Traceability looks upstream at where materials come from; Circularity looks at the product and its packaging and how they are designed to loop. Same norm, different object.
Audience
The buyer and daily user is R&D and Product Management — designers, engineers, product owners and packaging specialists. They think in requirements, tolerances and bills of materials. Design for precision and specificity: concrete criteria, clear pass/fail states, no vague sustainability gloss.
Designing for Circularity
Differentiate with the icon and the words, drawing on the shared brand system — never with new brand colors.
Icon
The circular-arrows symbol is a white loop on a Deep Petrol #155D5B circle. Pull it from Iconography and keep the shared grammar: fixed stroke, rounded caps, no recoloring.
Color
The loop metaphor pairs well with the signature gradient — a closed cycle rendered in flowing teal. Use the gradient for hero moments and lifecycle diagrams; keep flat teal for functional UI.
Keep the gradient for the whole brand, not the pillar mark
The signature gradient belongs to COVALIDA as a whole and to illustrative loop graphics. Never fill the pillar icon with the gradient to "promote" it — the icon stays white-on-Deep-Petrol. See the two roles explained on Iconography.
Standards chips
Set the two frameworks as compact chips using the .standards style.
<div class="standards">
<span>ESPR</span><span>PPWR</span>
</div>Do and Don't
Lead with a generative, future-facing loop. Use the gradient for lifecycle illustration and Deep Teal for labels. Keep "Covalida Circularity" as the lockup.
Don't moralize about waste, gradient-fill the pillar icon, or imply COVALIDA already certifies products or issues Digital Product Passports.
Do not overclaim
Concept phase
COVALIDA is in the concept and foundation phase — not accredited and running no live audits. Describe the regulations Circularity addresses (ESPR, PPWR) and the standard it will work under; never state or imply that COVALIDA is already certifying products, packaging or Digital Product Passports. Read the full honesty rules on Accreditation & Trust.
Related pages
- Brand Architecture — how all five pillars lock together.
- Covalida Traceability — the other ISO/IEC 17065 pillar.
- Covalida Training — competence that feeds R&D and product teams.
- Accreditation & Trust — the credibility chain, told honestly.
- Iconography · Color System · Downloads