Not who your logo says you are
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Look at this logo. Simple, scalable, a little quirk on the W that’s easy to remember. A nice monogram for whoever W.E. may be. Now what if I told you it was for the Alliance for Climate Protection… A little confused?.
When initially seeing this I ( and I would expect everyone would ) assumed the companies/individuals initials were W.E., but no. The rationale behind the logo design is a play on me and when spinning the logo we, as show below.
This is the pitch which accompanies the mark on designer Brian Collins webpage ( there’s also some addition information on the typography and other collateral if your interested… ).
Too much “me” is the problem communication must solve. Most individuals don’t notice the effects of climate change. And business interests question investment in preventive measures.
Inspiration for Al Gore and the design team came from America’s founding document – in which “We the People” faced a shared peril and contracted for a new, shared future.
The transformational story is the logo itself. We are the solution, but we still includes me…
The mark itself I think is quite nice. Simple, memorable, scalable and works in black and white, everything a logo needs. But if you hadn’t had the design explained to you…
Would you have got it?
I know I didn’t.
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Hum, I got it.
It simpler then that, you just flip the ‘m’ inplace, not rotating the logo itself.
And considering when you see the logo for the time, you know “something is wrong with that w” – its enough of a hint, I think.
As far as climate change goes… well it is green…but hardly enough of indication.
7-7.5/10