intl. review by Mads Jakob Poulsen posted BY Brand New

Saving the Environment, One Line at a Time

COP15, the United Nations Climate Change Conference, is almost over here in Copenhagen, Denmark. With international politicians, police escorts, demonstrations, hotels fully booked and a lot of international press, the summit brings together top political leaders from across the world — and depending on the result of the meeting — could be one of the most important political events in history. The purpose of COP15 is to come up with a plan for solving the climate change problems in the world, starting today. This can only be done if everyone works together. I am all for the conference, and hoping for an ambitious plan, my only fear is that politicians, also having profit and other things than the climate on their agenda will not act quickly enough, and might not want to go to the radical measures that may be needed. But I guess that’s a whole other story, let’s talk identity.

The COP15 identity is the result of a logo competition held by the Ministry of Foreign Affairs of Denmark. It’s created by two very inspiring Danish designers, Troels Faber and Jacob Wildschiødtz, working under the name nr2154. The identity was chosen out of maybe 70, or more, designs (including one of mine).

“The winning proposal is a striking and at the same time both simple and complex symbol. Simple because the symbol is a stylized globe. Complex because the visual expression allows for a host of interpretations.”
— Comments from the Jury

Image source.

Surely, among the entries, there were other good interpretations of the globe combined with climate change effects, however, this one has an added layer of details and meaning by being constructed from a “random” network of lines. Each line represents a nation in the UN, and the picture as a whole is supposed to give the look of something going towards either unrest or balance. I like the story as it is showing the realities, unrest vs/ balance, without being a melting globe/globe on fire, or anything doomsday-ish like it. At the same time the symbol is also showing the solution: all nations coming together. It reminds me of the Facebook application Friendwheel, which is not a bad source of inspiration.

The clean blue look, taken from the blue planet works well, and I guess this also gives a bit of hope that our globe won’t end up becoming burning red hot. The type used looks like an adjusted Foundry Monoline and supports the thin lines with its light weight. My concern when I first saw the logo and type was that it was too detailed, the complexity of the thin lines and the very delicate type used could cause problems. Since then it was changed just slightly, and I think it actually works really well, the symbol even works online and is (almost) decipherable as a favicon.

Image source for this and all images below.

The overall look is a nice twist on the very minimal Danish design tradition with all the details visible up close and the simplicity of the globe, seen from afar. What I really like about the identity is — in spite of the very fragile visual elements (the lines, the cool blue and the light type) — that a whole unique look has been created; it is flexible and the look can be maintained even though the symbol is changed and the text is in Danish, as seen below on these very nice stamps with green energy illustrations instead of the normal globe symbol.

The identity even features its own sound and animation (in collaboration with shiftcontrol): See this movie with Desmon Tutu (if you are really busy fast-forward to 1:52). I really like the depth and the truly thin lines of the symbol in the animation.

Adam Haase’s comment is:

In a nutshell, WTF!

If that were to be turned into a building or structure it would be an immediate eye sore.

On Dec.17.2009 at 06:47 AM

Dale Campbell’s comment is:

I think that type is pretty sexy - thin and elegant. I’ve been on a kick for thin, graceful looking fonts lately, though.

The globe idea is a little cliché but the intricate nature of the icon is very nice. Naturally, my only concern is for when the logo gets to be a certain size, the icon may close up and the text may be a little difficult to read.

But given the nature of this identity, I don’t really think it was ever meant to be used in a small way. Looking at the collateral, it looks fine. I don’t suppose they intended for it to go much smaller than that.

Btw, I would looooooooove to see the logo that you submitted for this contest.

(I’m a logo junkie)

On Dec.17.2009 at 06:55 AM

Mantiuxa’s comment is:

How could we see your entry to the contest and maybe even all other? Would be soo nice.

On Dec.17.2009 at 06:59 AM

buruno’s comment is:

At the first glance at this logo, Planarity popped in my mind, which brought me fond (and somewhat painful) memories. Despite its complexity and apparent lack of applicability, it’s a very elegant solution and it looks great on video – media in which I first saw the logo.
I must confess I’m also a bit curious about your entry!

On Dec.17.2009 at 07:12 AM

John Chang’s comment is:

Separated at birth?
http://www.moooi.com/producten/111-random-light.html

On Dec.17.2009 at 07:20 AM

Pamela’s comment is:

WOW! Another scribbly logo.
Only this time…it’s organized!

:P

Alright, alright. I’ll admit, I like the organized scribble better than the unorganized scribble. Gosh, I really like it reversed too!

Also, I really like the typeface! :D It’s clean. It’s easy to read. Something about it’s squareness…I’m kinda drawn to it.

That is all.

Cheers!

On Dec.17.2009 at 08:00 AM

BlueEyedPeas’s comment is:

Lovely design, it’s beautiful how it makes its point without ‘screaming’, the circle looks wilted from my angle, which is very befitting.

On Dec.17.2009 at 08:13 AM

John McCollum’s comment is:

“If that were to be turned into a building or structure it would be an immediate eye sore.”

Yes. My favorite criterion for evaluating a logo’s success.

But seriously, I do like this quite a bit. It’s suitably iconic, and feels appropriately vulnerable and ephemeral. Nice.

On Dec.17.2009 at 08:16 AM

MSGDS’s comment is:

I have to say that this logo is unique to represent UNCCC. I like it.

On Dec.17.2009 at 08:17 AM

Camilo’s comment is:

loving the typeface!

anyone know the name of it?

On Dec.17.2009 at 08:18 AM

soully’s comment is:

The typeface looks somewhat like Flama, but I don’t think that’s an exact match.

On Dec.17.2009 at 08:36 AM

joshua Turner’s comment is:

I think this is the first international contributer to Brand New (I might be wrong). Great write-up Mads Jakob and welcome aboard!

I like this logo alot. The organic nature of the line work is really interesting to me and I love how they extended that pattern into the other mediums.

On Dec.17.2009 at 08:38 AM

ChrisR’s comment is:

One hopes that the winner got well compensated, given the huge amounts of money being thrown around at this conference for hotels, meals, etc. Heard reports on NPR about how many of the attending countries reps could not afford to eat more than a piece of fruit or bread a day, given the expensiveness of Copenhagen.

Not to mention the 40,000 tons of carbon dioxide footprint from all the flights, etc,

On Dec.17.2009 at 08:42 AM

Daniel’s comment is:

Wot! Another endorsement of spec work??

;)

I like it, even its literal expression of complexity and unity - it’s serious, smart, speaks of precision, yet retains an edge of playfulness in its applications. Smart and appropriate.

On Dec.17.2009 at 09:09 AM

Richard Querin’s comment is:

I like that logo and typeface. Complex, but still simple somehow.

It does remind me of Jake Parker’s concept art for the dust speck for Horton Hears a Who. This is not a bad thing:

http://www.agent44.com/conceptart/index.html

On Dec.17.2009 at 09:14 AM

Joe’s comment is:

Typeface=excellent, clear, accessible.
Icon=True to the nature of the notions.

I wonder if the designer of this mark intentionally made the “web of deceit” the icon for climate warming? I wonder if he is laughing behind the door? I wonder if the organizers notice the irony?

Does this scribble “stuff” mean anything? It does. It is a window into the lack of original, coherent thought. And the laziness to work out a visual representation of the idea. The natural product of a reprobate Post-modern-Human philosophy in all its subjective, relative tangle.

Get real, Global warming is coming. God will set this world on Fire and no silly conference will stop Him.

On Dec.17.2009 at 09:41 AM

Matthew’s comment is:

Stargate anyone?

On Dec.17.2009 at 09:44 AM

Jhames’s comment is:

What I like most about this identity is its choice of color, the lack of saturation in the blue doesn’t resonate as a cliché corporate palette. The color choice holds my attention and forces me to take the identity seriously.

That said, I agree with Daniel: celebrating spec work enables bad business practices.

On Dec.17.2009 at 09:55 AM

Cory’s comment is:

Nice branding of an utter failure.

On Dec.17.2009 at 10:15 AM

gus’s comment is:

All this climate change BS is driving me crazy.

This is part of the New WO Agenda. Scare tactics for ppl to belive that bio-fuels are GOOD (this is the oil companies), in fact BioFuels are NOT the answer, YEAH great idea lets make fuel out of CORN and let the population DIE of hunger in 3rd world countries. This will INCREMENT the costs of vegetables like olive,corn,sugar canes,wheat, etc.

The answer is SOLAR, WIND, HYDROGEN, COSMIC, ANTIMATTER, NULLGRAVITY. The gov KNOWS this, but until they control the production of this FREE energy, they will start to COMMERCIALIZE and create costumers out of all of us, life in earth is a bitch.

nice logo execution though

On Dec.17.2009 at 11:03 AM

cj’s comment is:

not a fan of the mark for a logo but it’s nice on that huge poster and applied across the table runner or whatever that is.

Armin, any chance we can see your design????

On Dec.17.2009 at 11:13 AM

Efren’s comment is:

Armin, I would love to see your design. Or maybe a link from the competition.

Nice execution. I like it.

On Dec.17.2009 at 11:18 AM

Armin’s comment is:

> Armin, any chance we can see your design????

I didn’t write this! It was our Denmark correspondent Mads.

On Dec.17.2009 at 11:19 AM

Phil Tretheway’s comment is:

Beautiful, tasteful, detailed, interesting, simple, sharp, conceptual. I dig it.

On Dec.17.2009 at 11:27 AM

grubedoo’s comment is:

So good on so many levels. I wish I would have thought of it.

On Dec.17.2009 at 11:33 AM

BlueEyedPeas’s comment is:

“The logo was awarded a first-prize of DKK 100,000”:
http://en.cop15.dk/blogs/view+blog?blogid=600

@ Camilo:
Mads already pointed out the font, “The type used looks like an adjusted Foundry Monoline”:
http://www.foundrytypes.co.uk/foundry_monoline/monoline.html

On Dec.17.2009 at 11:58 AM

sonya’s comment is:

Yes, YES!!! Can we see your logo design Mads, pretty please?

On Dec.17.2009 at 12:01 PM

Nate’s comment is:

I wouldn’ normally go for this sort of overly-complex type of solution, but I think it really works here. The execution of the whole campaign really helps sell the identity.

If I were to compare this with other work I’ve seen, I’d say it’s very Stefan Sagmeister-ish in it’s concept. I love the idea of interconnectedness between nations. Very well done.

On Dec.17.2009 at 12:17 PM

Zach’s comment is:

This is really cool. Reminds of doodling on my notebook covers with a pen. I think the type and identity together fit the message they’re trying to get across.

On Dec.17.2009 at 12:21 PM

Andrea’s comment is:

Love the logo. However, it does look like pieces of paper crumpled into a ball…which would make sense for all the printing they created, only to be tossed aside, unuseable after the conference.

I’m at least hoping the substrates used were made from recycled post-consumer waste materials with planet-friendly inks. Otherwise…the irony.

On Dec.17.2009 at 12:27 PM

Randy Hill’s comment is:

The symbol reminds me of stuff I did with my Spirograph toy that I had when I was a kid. Except my doodles made much more sense.

On Dec.17.2009 at 12:33 PM

Efren’s comment is:

Armin, any chance we can see your design????

I didn’t write this! It was our Denmark correspondent Mads.

Lol. Then I don’t wanna see it ;-)

On Dec.17.2009 at 01:20 PM

Yesterday’s comment is:

Crowdsourcing? Again. Didn’t we cover this yesterday?

On Dec.17.2009 at 01:33 PM

Michelle’s comment is:

What? Where are all the gripes and groans about this being a contest? That’s spec work, people. It’s a bit hypocritical to give Armin a hard time for posting the space150 bit and then proceed to comment in a non-griping way on this identity.

On Dec.17.2009 at 01:41 PM

Gage Mitchell’s comment is:

Thanks Mads Jakob Poulsen,

I think most big international event identities end up leaving something to be desired – most likely because of the inevitable design by committee method of creation. This one however, is quite nice. It’s simple, yet creative, and actually has a great concept that is easily recognizable. I got the meaning of the mark right away, and your description only reinforced that. Thanks for sharing.

I would love to see the logo you submitted for this project as well…

Crossing my fingers for big change decisions at COP15!

Regards,
Gage Mitchell, AIGA

:: Branding & Design
:: GageMitchell.com

On Dec.17.2009 at 01:52 PM

Mads Jakob Poulsen’s comment is:

No one should complain about this being a competition. I am certainly not for open competitions with no/poor reward. However this is for the greater good - and it was awarded 100.000 Danish Kroners (about 20.000 US dollars) - I think there even was an additional budget for actually implementing the logo, so out of all logo competitions, this was one of the good guys.

On Dec.17.2009 at 02:07 PM

Nathaniel’s comment is:

Nice logo. Bad agenda. It doesn’t take a scientist to know that the sun is the main influencer of temperature.

http://www.infowars.com/where-the-global-warming-hoax-was-born/

On Dec.17.2009 at 02:22 PM

Mads Jakob Poulsen’s comment is:

Okay, by request and for the sake of conversation here is my logo for the competition.
(I had to dig through my archive, as the competition was late 2007)
Kinda similar idea with a lot of elements creating a whole, the globe.
But instead of lines, here it’s YES in all (many) languages, as a YES/JA/SI etc. is what’s needed from the nation leaders in order to sign the deal.

http://madsjakobpoulsen.dk/cop_15/

I can start of by saying execution could use some work, and it would have been nice to see it with every YES and not only these “few”.

On Dec.17.2009 at 02:48 PM

Nate’s comment is:

@ Nathaniel

Yeah, there was a time when the public didn’t want to believe Galileo either.

On Dec.17.2009 at 02:49 PM

Nathaniel’s comment is:

@ Nate

I wonder if you actually read the article I posted? Probably not. This isn’t about denying science. Its about the science not being settled and anyone who shows evidence to the contrary is met with a silly response such as yours.

http://www.dailymail.co.uk/news/article-1236513/Met-Office-manipulated-climate-change-figures-say-Russian-think-tank.html

http://www.prisonplanet.com/the-sun-falling-into-an-even-deeper-funk.html

On Dec.17.2009 at 03:12 PM

AR’s comment is:

OMG U GUYZ ITZ A CONTEST BOYCOTT THE UN!!!1!1

On Dec.17.2009 at 03:30 PM

Grammar Police’s comment is:

“intl. review by Mads Jakob Poulsen posted by BY Brand New”

You put the word ‘by’ twice, Armin. Also, I like everyone else would like to see your design for the contest (spec work?).

On Dec.17.2009 at 03:32 PM

AR’s comment is:

Side note: Love the COP15 design. I fear for those who don’t have the creativity to finding “meaning” in or make “sense” of it, because it’s about the most blatantly obvious abstraction possible, and it’s pretty terrifically executed.

Mads, thanks so much for the post and, for the record, I liked your clean, international, classic design submission. Thanks for sharing it.

On Dec.17.2009 at 03:35 PM

marcus’s comment is:

The UN promoting spec-work! Those capitalistic fascists!!

Seriously though, I’d also like to see your entry, Armin.

On Dec.17.2009 at 03:45 PM

Brian’s comment is:

I like it. Simple and complex at the same time. The thin typeface accents the lines in the globe nicely.

I support a really ambitious plan to come out of this conference as well.

On Dec.17.2009 at 03:55 PM

obse.’s comment is:

Everything looked terrific until I saw the “Desmond Tutu - Archbishop, South Africa” TVsocket with the awful lowercase. Anyone noticed that?

The rest of the identity is excelent.

On Dec.17.2009 at 03:55 PM

Stimie’s comment is:

Gawd… all these brainwashed morons in one place! Doesn’t anyone actually read the news about lying scientists and al gore finally fessing up?!

But, beside the point… I think it’s a great id system.

On Dec.17.2009 at 03:59 PM

Josh’s comment is:

danish people>everyone else. im saying that as an aussie aswell.

On Dec.17.2009 at 04:09 PM

Ebbe’s comment is:

Good to see that my country is represented with its very own writer on this blog. I’m a student at the school for visual communication in Denmark too, so it looks like he’ll be teaching me about this stuff next year. Cool stuff.

I also like the logo. It contains the high level of detail well enough to not look busy, and the typo is pleasing as well. Those stamps are delicious.

On Dec.17.2009 at 08:48 PM

Nate’s comment is:

@ Nathaniel

Yes, the article is about conflicting scientific theories. Case in point, Copernicus had a theory…

Anyway, these posts are getting way off topic.

On Dec.17.2009 at 08:48 PM

John Instruct’s comment is:

As usual the Danes show us how design should be done!

Stunning typography and great brand application, there is more over on NR2154’s website here http://www.nr2154.com/2207/index.html

For anyone who thinks it looks like a Moooi lamp or Stargate thing you need to lay off the coffee, there is ample explanation for the use of the lines.

I know I would kill to have this work in my portfolio and sure every designer here would.

On Dec.18.2009 at 04:41 AM

Nathaniel’s comment is:

@ Nate,

Again if you read the pdf within this article you will see its not just about conflicting science its about Eugenics and population control.

http://www.infowars.com/where-the-global-warming-hoax-was-born/

On Dec.18.2009 at 09:17 AM

sharon’s comment is:

Who is fucikng deleting my posts??

On Dec.18.2009 at 12:11 PM

smirker’s comment is:

“OH MY GOD!! DISGUSTING!! DESIGN COMPETITION!! CROWDSOURCING!! etc etc.”

Seems it’s okay to have a design competition when the result looks good.

I think this proves that not ALL design competitions are bad.

On Dec.18.2009 at 12:12 PM

Marcin’s comment is:

Just love it.

Awsome work!

On Dec.19.2009 at 11:49 AM

Yotam Hadar’s comment is:

Much more here:
http://www.okdeluxe.co.uk/cop15/
maybe worth updating the post with it?

On Dec.19.2009 at 05:11 PM

b.r.o.o.d.y.’s comment is:

Honestly, I hope you have a more credible source than infowars, Nathaniel…

On Dec.20.2009 at 01:16 AM

gradinko’s comment is:

The globe is a cliché if you use it for a nondescript corporation that brags about how global it is. But using it for a planetary conference aiming to save the planet, it’s just obligatory.

On Dec.21.2009 at 03:18 PM

Allegra’s comment is:

Perhaps someone has already mentioned this, but I find it funny that this is a logo concerned with climate change, and therefore, should be concerned with sustainable design… or at least, design that is environmentally friendly/conscious/aware… the ink consumption of this logo must be *through the roof!*

It’s a nice logo. I do appreciate it. Just something to think about!

On Dec.21.2009 at 05:36 PM

Mark’s comment is:

I like it it’s a very interesting concept.

On Dec.21.2009 at 06:39 PM

Alan’s comment is:

I’m really glad someone has written a crit. of this brand, I was beginning to worry that the quality of the graphic identity would go unnoticed amidst the utter failure of the actual conference.

If you don’t think it works find some footage of the main hall where the logo was blown up to a massive size and dominate the back wall, hanging over the delegates like some colossal ball of blue wool. Again you have to wait til the end of the video for the visual goodness but it’s worth a listen anyway for you climate sceptics.

http://www.good.is/post/COP15-Video-The-Fate-of-My-Country-Rests-in-Your-Hands/

Don’t really get what the ‘sound logo’ was about though, sounded like Music of the Spheres mashed up with the Dell theme.

On Dec.22.2009 at 04:59 AM

Pennsylvania workers compensation lawyer’s comment is:

The logo doesn’t speak much to the product, but it’s a nice logo never the less. In time I assume that it will establish itself as a recognizable look for this years conference.

On Dec.22.2009 at 11:13 AM

chris Ashton’s comment is:

Not so keen on the logo design, but love what they have done with the postage stamps!

On Dec.23.2009 at 06:29 AM

Sam Malone’s comment is:

I’m not sure if anyone has mentioned…

I believe the globe mark is a snapshot of sorts from an animation created with Processing, a light programming language/application dedicated to creative data visualizations (co-developed by a prof of mine)

yummmmmmmmm data

http://processing.org/
which links under ‘exhibition’ to Koser’s okdeluxe.co.uk

On Dec.27.2009 at 03:11 AM

r4i software’s comment is:

If I were to compare this with other work I’ve seen, I’d say it’s very Stefan Sagmeister-ish in it’s concept. I really like the idea of interconnectedness between nations. Good going..

On Dec.28.2009 at 12:43 AM

Philadelphia birth injury lawyer’s comment is:

Love the logo, also really enjoyed the Stargate rip. I think the unity and chaos of the logo really brings something to the table for representing the conference.

On Dec.28.2009 at 11:40 AM

Philadelphia workers compensation attorney’s comment is:

Interesting logo, but I just don’t get it I guess. That being said I guess an electric looking globe would be apt for the conference.

On Dec.29.2009 at 10:00 AM

Kai Salmela’s comment is:

it’s simultaneously organic and mathematical; microscopic and macroscopic.
It creates a whole out of innumerable parts.

it’s brilliant. Unfortunately in this case the graphic design didn’t reflect the reality of the situation.

On Jan.02.2010 at 05:46 PM

Kai Salmela’s comment is:

also, organized and chaotic.

On Jan.02.2010 at 05:51 PM

maria’s comment is:

one of the most beautiful identities i’ve seen in a while:
simple, easy to understand, harmonious, memorable, elegant.

On Jan.08.2010 at 01:05 PM

Shin’s comment is:

No wonder the leaders of the world who attended the forum didn’t come to any clear solution and agreement on climate issues.

The moment they get the invitation with the identity mark on it, they instantly got headache.

And when they arrived at the venue, they were faced with this poster of giant ball of messy lines (translation: no matter what you do here, you just going to get yourself tangled-up plus you bring the whole nation down with you).

Seriously, designers should be a problem solving creatives. We play with aesthetic, logic and emotion as well as psychological.

By making a messy visual for an already tough issue like global climate, you are not helping the attendees let alone anyone’s stuck in this planet.

Learn from iconic visual of recycle. The process itself it’s not simple. But the designer wanted to communicate that recycling can be done and anyone can do it.

cheers

On Jan.12.2010 at 11:56 PM

Steven Wardell’s comment is:

Did someone get a Spirograph for their birthday? or pick up their kids doodle by mistake?

Ok, you get Globe out of it, but what else?

Its also entirely blue, it looks like the flooded world after they spent too much time talking and not doing anything about climate change.

On Jan.14.2010 at 06:41 AM

sidsel’s comment is:

I´ve posted the runner-ups in the logo competition here - if you are curious to see them…

http://spagats.blogspot.com/2009/12/cop15-from-graphic-point-of-view.html

On Jan.18.2010 at 05:27 AM

jelly’s comment is:

“If that were to be turned into a building or structure it would be an immediate eye sore.”

Yes. My favorite criterion for evaluating a logo’s success.

But seriously, I do like this quite a bit. It’s suitably iconic, and feels appropriately vulnerable and ephemeral. Nice.

On Jun.10.2010 at 04:46 PM