It takes courage to ditch the old and begin again. But that’s just what the Kansas Association of Ethanol Processors recently did with its brand. The board of directors realized it needed a better outreach platform for its various initiatives – which get technical quick, face entrenched opposition from Big Oil and may someday include biofuels in addition to ethanol.

“We began with the name and simplifying complexity,” says Sonia Greteman, president and creative director of the Kansas-based marketing firm, Greteman Group. “Renew Kansas captures biofuels’ earth-friendly essence as well as the revitalizing effect their production can have.”

The new logo evokes growth, agriculture and the environment – reinforced by the tagline, Biofuels for the Future. The full brand pulls it all together to promote sustainability and benefits in automotive performance, cost, the environment and the economy.

“Changing our name to Renew Kansas better reflects our focus in promotion and education of ethanol fuels as good for consumers and the state,” said Tom Willis, CEO of Conestoga Energy Partners in Liberal and Chairman of the Renew Kansas Board of Directors. “We look forward to expanding our reach with our new identity and growing our organization to help meet future energy needs.”

Tools to Go the Distance

A responsive and SEO-laden website reinforces why ethanol is – Good for You. Good for Kansas. Quick facts speak to consumers’ most-asked questions. Why ethanol? gets explored and answered. The site provides enough authoritative information to satisfy, but doesn’t try to serve as a clearinghouse for all things ethanol. It provides links to solid, credible sources for more detailed study. And an ethanol retailer near you.

Renew Kansas now has what it needs to take on specific projects, such as a statewide E15 campaign. Initiatives that inspire a greener tomorrow. To learn more, visit

Photography Click here for downloadable images of the new brand, including a before-and-after.