To me, Integrated Environmental Management (IEM) is a fancy, ambiguous, industry term. To Clarke, IEM is the combination of pest and aquatic management that can be instituted on a large or small scale. Normally I’d fail to see the connection between those two services except that I’m currently scratching mosquito bites from my Friday by the golf course water hazard.
Clarke has taken its brand to a new level of legitimacy. The company is considerably less product centric. Don’t get me wrong, Clarke still aggressively sells its services, but it also actively participates in efforts beyond earning revenue. It has made an effort to incorporate things like hybrid vehicles, bicycling, sustainable products, and waste reduction into its business operations. Clarke also utilizes an employee driven sustainability movement much like the eBay Green Team. Immediately it becomes obvious that Clarke not only talks the talk, but walks the walk. After all, its mission is not to be the biggest provider of pest and water management services. It’s mission is to “make communities around the world more livable, safe, and comfortable.”
The Clarke identity is growing on me. I originally wrote it off as a typical use of the leaf. But the transparent feel of the blue/green overlap offers a dimension of complexity. The more time I’ve spent with it, the more I’ve begun to appreciate the mash-up of blue and green leaf shapes, loosely representing Clarke’s environmental management practices. The mark feels contemporary and seems to work well in many different applications. A vast improvement from the some of the old Clarke visuals.