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Behind the Design

News Limited and One Degree brand aims to drive employee, supplier and public action regarding climate change. It acts as an overarching banner that brings together all businesses within News Limited to reduce carbon emissions by inspiring thousands of employees and dozens of major companies to change their behavior.

We created the One Degree brand from strategic positioning and naming to identity design and implementation across launch collateral, guidelines, posters, advertisements and merchandise.

One Degree inspires and influences through its clear and engaging message and positive tone. Most individuals are already overloaded with work and therefore the issue of climate change is too hard to think about. One Degree recognises that every small action counts and collectively these small actions can have a huge impact.

The identity is a simple numerical one with the degree symbol attached. In combination, this creates the appearance of a person. This is then represented across communications by people with a degree symbol or thought bubble above them indicating one degree of change, one degree of effort and one degree of difference.

The brand adheres to strict environmental production variables, for example, the posters printed on Mohawk Options (process-chlorine-free 100% post-consumer waste fibre, manufactured using non-polluting, wind-generated energy). They also follow the minimal color palette of cyan and black to retain 100% consistency across all materials – keeping costs to a minimum.

The recently launched One Degree brand now acts as a key driver for employees and stakeholders to help achieve News Limited's commitment to reduce greenhouse emissions by 20 percent and become carbon neutral by 2010. One Degree has 95% engagement with employees.