Richard Livermore Written by Richard Livermore

Sugarmark Is Relaunched For 2013


The International Sugarmark has moved into the 21st century. It has been relaunched in the UK with a face lift. Ragus Sugars has been the initial drivers with the mark appearing on their web site, publicity material and packaging.
The concept of the mark was developed by the Comité Européen des Fabricants de Sucre (CEFS) in the 1970s – a body representing major sugar producing countries and manufacturers worldwide. They devised a Sugarmark Design Competition open to professional and student designers in each of their member countries. The primary aim of the mark was for use on sugar packaging to underline that products carrying the logo were pure and organic. The CEFS rational was to combat the arrival of artificial sweeteners claiming to be more healthy – claims which have since proven unfounded.

The winner of the competition was UK designer Roger Simmons. Roger was then commissioned to produce the launch material and to support the usage of the mark worldwide. The Sugarmark continues to be used in 22 countries but with the passage of time it suffered some wear and tear.

The original Sugarmark design was based on a heaped spoonful of sugar – it was startlingly attractive. The simplicity of the design, its pure and unbroken lines has made it a world class piece of design, both memorable and eye catching.

Time has moved on and new medias and opportunities have developed. Given the proliferation of other logos and marks in today’s more aggressive world, Ben Eastick of Ragus contacted Roger Simmons to re-look at strengthening the mark and again exploit its positive qualities. Cleverly and without changing the mark in any way Roger introduced the pyramid ‘of sugar’ behind the existing mark. This enhances and reflects the pure shapes of the original design making it again fit for purpose.

The future of the Sugarmark has seen it reappear on Ragus products guaranteeing purity of their content. Ragus has also agreed to reinforce the marks usage across all its media material. The future is exciting with massive opportunities for the mark’s extended use on sugar derived products such as sugar derived ethanol or green petrols.