Name
Ree-eco-vid? It's actually pronounced recovered and it relates to paper fibre types, which are defined as either recovered or virgin.
We like trees and it's our vision to:
- divert as much waste material away from landfill and
- avoid using new virgin materials (where possible) through the creation of our products.
Slogan
Prior to launching, I looked into registering RECYCLED, NOT VIRGIN.™ as a trademark, to use alongside our reecovid brand name.
I contacted Virgin Enterprises' patent attorney to advise them of our pending trademark application and they said "NO"!
We’re a small start up company and have genuine reasons why we wanted to use the word ‘virgin’ in our slogan:
It’s a relevant word used in our industry
We only use 100% recycled PCW (post consumer waste) and wanted to convey this.
As far as I know Virgin Enterprises aren’t going into the stationery business, so what's the big deal?
At a guess, their reasoning could be the slogan makes the ‘virgin’ word look bad e.g. trademark dilution because virgin fibre in the paper industry isn't as eco friendly. Anyway they're a wee bit bigger than us, so we moved on.
We’ve since come up with a new one WASTE, NOT CHASTE.™ which I still think conveys our ‘no virgin fibre’ message.