CleanupUK is a new pro-active 'litter picking' charity. Unlike the 'Keep Britain Tidy' campaign, which focuses on the responsible disposal of potential litter, the CleanupUK logo had to act as a call to pick up existing litter, and to illustrate how nature would benefit from the cleared earth.

The coloured arrow heads represent both flowers and a simple device to illustrate the litter picking action. The logo needed to be proactive, fun and flexible enough to appear reproduced in 1 colour on a high visibility vest or animated in full colour on the website.