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Title:
One Degree
Client:
News Limited
Credited Agency:
Landor
Associates
Designers:
Jason Little, Mike Staniford,
Tim Warren, Angela McCarthy,
Michael Rigby, Steve Clarke.
Location:
Sydney, Australia |
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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.
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