PORTLAND, Ore. — Since its introduction in 1970, the imperfect yet ubiquitious chasing arrows symbol has become synonymous with recycling. The reuse sector aims to achieve that type of instant recognition with a new symbol launched globally last week.

U.S. companies are among the first to commit to using the symbol — especially those in the Portland region, which has a reputation as a reuse leader.

PR3: The Global Alliance to Advance Reuse chose the new symbol from 236 submissions from 29 countries, with Colombia-based creative firm Epigrama Studios producing the winning design. PR3 is offering symbol versions with and without the word “reuse” included.

“Here it is, the opportunity to let the world know there is a better way” than single-use packaging, said Amy Larkin, co-founder of PR3, adding that the new symbol is both directional and inspirational.

According to PR3, the universal reuse symbol is unlike generic recyclability claims currently peppering packaging because it’s tied to specific criteria within the PR3 Marking & Labeling Standard, which will soon be published by the American National Standards Institute.

The symbol can only be used on packaging and infrastructure operating within systems that include collection, transport, sorting, washing and reuse processes, according to PR3. It will mark reusable packaging used for cleaning products, to-go food, cups and beverage bottles, among other things. And it can be used for infrastructure for closed-loop and open-loop systems including collection bins, logistics vehicles and wash facilities. 

These criteria are expected to protect against greenwashing, Larkin suggested. But if a company does misuse the symbol, the trademark offers PR3 the option to step in and take enforcement actions, she explained.

There’s a business case for participating in reuse systems, Larkin said, noting that reusables save on inventory and waste costs. That’s especially the case in the current environment where tariffs and the war with Iran has sent materials prices soaring and disrupted supply chains, she said. “This is part of a resilient strategy to protect against both product availability and price volatility.”

The symbol also could help to push reuse systems toward scale, Larkin said. “You cannot scale reuse without a symbol. It needs to be understood that this is different.”

Scaling is a key theme for the various reusable packaging systems that have launched in the Pacific Northwest, especially the Portland area.

“Oregon is a little hotbed of very, very effective reuse companies,” said Larkin. “They have very strong entrepreneurs locally making the most of it. And the Moda Center was the first arena in the country to go full-on” with a stadiumwide reusables program.

Portland-based Bold Reuse is the business behind the reusable cups program at that professional sports arena. It introduced a cups pilot with the Portland Trail Blazers that became a permanent, full-venue initiative in September 2024.

Bold also is among the early adopters of the new reuse symbol. Its production partners have begun manufacturing reusable cups bearing the symbol, and the company is beginning to introduce them in its closed-loop reuse systems at events.

“We already have new signage and new cups in Kansas City and in Michigan,” said Bold Reuse co-founder and Chief Revenue Officer Heather Watkins. “It is not a requirement, as of yet, to be on the packaging. But it is a thing we are adding to all of our stuff.”

Watkins is among the symbol proponents who anticipates it will be clearer for consumers and won't garner the same scrutiny as the chasing arrows — which are used on some products that aren't actually recyclable in most U.S. curbside systems. California’s SB 343 is boosting attention to truth in labeling concerns, but source don’t anticipate the law will create issues for the reuse symbol.

Revino, an Oregon-based reusable wine bottle business, also is among the early adopters of the new symbol for its open-loop system.

“Everyone assumes now when they look at the recycling symbol that, oh, [this item] is recyclable. That's what we want for reuse,” said Revino co-founder Adam Rack. “Whether you're in Canada or Asia or Germany, we want you to see that symbol and know this is where that item goes.”

Eventually, Revino intends to stamp the symbol into the bottom of wine bottles, in the punts. That's the most cost-effective part of the mold to incorporate the design, Rack said, noting that new mold sets cost up to $90,000. “The punts are much cheaper. We can pop that out and replace it” with the new design, he said.

During an event at the Portland Art Museum on June 4, Rack showed off the various symbols and messages that Revino's refillable bottles have exhibited prior to the introduction of a universal design. In addition to displaying informational QR codes, the labels had the infinity symbol as “a placeholder for the reuse symbol,” Rack said. The word “refillable” also is embossed on the bottles.

“We chose the word ‘refillable.’ Other groups consolidated around ‘reuse’ versus ‘refill’ while our molds were in production,” he said. “That's kind of one of those differences in how we maybe came into the market a little early.” 

He anticipates the new universal reuse symbol will benefit consumers by reducing confusion. But reaching critical mass and achieving instant recognition will take some work — especially for open-loop systems in which the packaging is taken offsite and consumers must bring it back to a dropoff point.

“The open loop is going to be harder, because then we have to look at interoperability of some of these systems,” Rack said. “But having a symbol that reflects [reuse], hopefully, is an easier signifier for people to start adopting and start engaging with it.”

PR3 anticipates use of the symbol will expand to new product categories. Plus, Larkin envisions more influencers and brand ambassadors will become involved in reuse, with the new symbol further boosting attention. 

“I think it can stand for the next wave of global commerce that's less wasteful and has single use in the rearview mirror,” Larkin said.