While the folding carton dates back to the 19th century, North America's folding carton industry association is moving full speed into the future. The Paperboard Packaging Council (PPC) has revealed a new brand direction, logo, and website all designed around the idea of a "new conversation." With a clean, editorial style and inclusion of community resources, PPC's website aims to facilitate dialogue between members and the packaging industry at large.

PPC's new design direction began with a reimagined logo. Paying homage to a constructed folding carton or rigid box, the logo has confident, straight lines and bold, natural colors. The open corner not only represents a flap closure (a common structural element of paperboard packaging) but also the creativity of packaging designers. The openness of the top portion also means that the logo will take on or "package" the background on which it is placed.

Taking cues from the new logo, the website design is both editorial and inviting. As a nod to the printing industry, the site includes graphic embellishments such as the center mark and color bar to divide sections. Scrolling through the home page, content blocks bridge into different discussion points and topics — all of which ultimately tell the story of PPC. Three green dots, like an ellipsis in each content block, signal that the conversation as just begun.

As part of that modern conversation, PPC wanted to give voice to, and create dialogue between, the diverse communities that make up PPC's membership. The site features Communities of Interest sections throughout. Whether you are a new leader, a rigid box manufacturer, a woman in leadership, a newcomer to the industry, a packaging student, or a teacher, PPC's website provides place to connect and engage.

"We are excited to tell a story of community, connection, and belonging in our new website," said Ben Markens, PPC president. "After all, that is the heart of association. PPC brings converters of paperboard packaging together to solve problems and grow professionally. We've optimized the website to facilitate those crucial conversations."

Another notable feature is the Industry Voice, a dynamic platform where the community can access PPC's content. Blogs, position statements, articles, and other forms of content are categorized and searchable by topic: sustainability, advocacy, trends, community, and members-only content. Other features include events and programs sections, a find-a-member directory, and a robust member center that houses exclusive content and timely announcements.