Clean Mining

A groundbreaking brand for the future of sustainable gold mining

The Objective

Clean Mining needed a distinctive, campaignable brand identity to position itself as the leader in environmentally responsible gold mining. Their innovative technology eliminates the use of cyanide and mercury in gold processing, setting a new standard for sustainability in the industry.

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The project required:

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A brand identity that reflected Clean Mining’s eco-friendly mission and innovation.

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A globally recognisable "Clean Gold" mark to certify cyanide- and mercury-free gold production.

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A website and marketing strategy to educate governments, eco-groups, and gold producers on the benefits of sustainable mining.

The Solution

Dovetail created a bold, future-focused brand identity that differentiates Clean Mining from traditional mining companies while reinforcing its commitment to environmental responsibility.

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A custom-designed leaf symbol was developed to represent innovation, sustainability, and the fluidity of molten gold—a mark that could be stamped onto gold bullion and recognised worldwide. Instead of the common green associated with eco-brands, a distinctive blue and orange colour palette was chosen—blue for clean water and sustainability, orange for the richness of the earth and gold mining heritage.

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The brand language draws inspiration from natural geological patterns, creating a visual system that is adaptable across digital, print, and bullion applications. A fully responsive website was developed to support the brand launch, providing educational resources, industry insights, and investor engagement tools.

The Result

Clean Mining was successfully launched at the Asia Pacific Precious Metals Conference in 2019, earning global recognition within weeks. The Clean Gold certification mark is now a registered trademark pending in top gold-producing countries, reinforcing its credibility in the industry.

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The brand has attracted international interest from gold producers, governments, and eco-conscious investors, paving the way for a cleaner, more sustainable gold mining industry. Clean Mining is now positioned as a global leader in ethical gold production, transforming the future of mining for a richer earth.