Global Brother News 2010 Brother Formulated Logo and Slogan for Environmental Activities Roll out "Brother Earth" activity throughout the world


News Release 2010

Brother Formulated Logo and Slogan for Environmental Activities
Roll out "Brother Earth" activity throughout the world

May 20, 2010

Brother Industries, Ltd.

The Brother Group (president: Toshikazu Koike), which provides products worldwide from the group's bases located in forty-four countries and regions, has announced that it has created the "Brother Earth", logo and slogan to symbolize the group's environmental activities.
Brother Group will use the new "Brother Earth" identity to convey group-wide messages about its global environmental protection activities on a global basis.

"Brother Earth" logo and slogan

Brother Earth logo and slogan

The Brother Group "Global Charter" states "The Brother Group helps society achieve sustainable development, by positively and continuously considering the environmental impact of all aspects of our business operations". The group includes environmental considerations at all stages of its business activities: development of superior eco-friendly products, reduction of CO2 emissions and collection and recycling of consumables.

The Brother Group will use "Brother Earth" to convey unified messages created based on its various environmental protection activities. These will include the environmental performance of Brother products and group policies and activities These will be communicated using simple statements online, and in sales literature.

"Brother Earth" Statement

"Brother Earth" describes our positive attitude and commitment to our communities and our planet. Our goal is to play our part to help build a society where sustainable development can be achieved by continuously considering the environmental impact of all aspects of our business operations.
Brother considers the safety and environmental impact of our products at every stage of their lifecycle; from design, development and manufacturing through to customer usage and disposal. Brother is committed to creating eco-friendly products primarily focused on reducing energy consumption and CO2 emission, promoting collection and recycling, complying with chemical regulations and contributing to biodiversity conservation.
At Brother we will always take responsibility, act respectfully and try to make a positive difference.

Message from "Brother Earth"

"Working with you for a better environment."

Message from Brother Earth

This message signifies a sense of responsibility to protect our global environment and also the desire to consider environmental issues and take action together with all stakeholders such as customers. Brother will convey this unified message in each language of the group's locations or centers worldwide.

Design concept

The logo is designed to look like a tree. Each leaf represents a principal to value each factor of the global environment, while the circle of leaves symbolizes biological coexistence. The colors of the leaves express a fusion of the Earth's green and Brother's corporate color, blue.

Established ""

Brother established "" 

The English website launches today (May 20). The German, French, Italian, Spanish, Japanese and Chinese websites will be launched sequentially.
"" provides a variety of content: "Click for the Earth" see below, and an environmental quiz to engage website visitors with environmental issues. The site also introduces environmental activities being undertaken by Brother across the world.


"Click for the Earth"

"Click for the Earth" at  gives visitors to the site the opportunity to select a project they wish to support from a range of environmental projects being undertaken by Brother. The individual clicks on their chosen project to activate a donation from Brother for that specific project. Amount of donation for each project is allocated from the total fund set every year based on the proportion of number of clicks. Anyone throughout the world can activate a click to help contribute to the environmental activities within the "Brother Earth" program.
*:   Click limited to one per person on the same day