Ever wondered what the hole in a doughnut represents?

When R-Co designed the identity for Houghnuts, our team was given the opportunity to create a playful image that conveyed the pleasure of sweet indulgence.

But there is a deeper meaning to the humble doughnut. Something of significance.

For economists, The Doughnut refers to the circular economy and circulating resources without waste. The doughnut economy requires us to seek a balance between the inner edge (social foundation) and outer boundary (ecological ceiling) We want to stay within the inner circle as “a safe and just place for humanity” says economist Kate Rawworth. A place defined by a dynamic balance.

Within the circle, all our social needs can be met without overburdening the planet.

If we cross the outer ring of the doughnut, we risk environmental catastrophe.

The problem, however, is that we’ve already crossed that outer line at least four times! Climate change, nitrogen and phosphorus loading, land conversion, air pollution and biodiversity loss are already well underway.

We need to change the way we see the world.

Something to think about when you are enjoying your next doughnut with a coffee.