LAKE SUCCESS, United States — Canon U.S.A. unveiled Monday a new brand and campaign that will encompass all of its environmentally-focused products and initiatives.

Canon said Generation Green is way for its customers and corporate partners to identify and learn about green products. It is divided in three product classification categories.

The first, "Eco-Conscious," includes double-sided printing to cut usage by up to 50 percent and several packaging changes to boost shipping efficiency. For instance, its NatureStone material is biodegradable stone packaging while smaller product design and resized boxes helps reduce transportation-related emissions.

In its "Eco-Standards" area, the company is ISO 14001 certified and offers products that meet standards for ENERGY STAR or RoHS, the European Union directive that bans the use of certain hazardous substances.

The company, in its "Eco-Friendly" category, will include user manuals for certain products that are printed on 70 percent recycled paper, and well as power supply casings for some printers made from recycled plastics. Canon also started a zero waste recycling program that diverts toner cartridges from landfills.

"Generation Green unites these efforts, enabling partners and customers to easily identify products that are energy and environmentally efficient so that they may integrate them into their businesses and lives to help save money, increase efficiency and help reduce their impact on the environment," said Yuichi Ishizuka, senior vice president and general manager of Canon's Consumer Imaging Group.