One Degree

• » Deutsch

• Download case history

•  email this page

Overview

In 2007, Rupert Murdoch announced a challenge for News Corporation worldwide (parent of News Limited) to become carbon neutral by 2010. Landor was asked to create a brand identity that would engage the thousands of News Limited employees—and ultimately, the millions of readers of News Limited newspapers, websites, and magazines—to do more for the environment. However, because of its 14-year history as an industry environmental leader, it couldn’t appear as if News Limited was suddenly jumping on the green bandwagon.

Challenge

Landor recommended a clear and uncluttered brand that didn’t elicit guilt, yet instead empowered everyone to make a real difference. After completing an audit of existing climate change initiatives, Landor developed the positioning, the One Degree name, and a simple identity that distinguished News Limited’s initiative. The logo—a numerical one with a degree symbol resembling a human figure—reflects the idea that one degree of change by everyone every day could change the future of the planet.

Solution

The launch was a huge success. News Limited’s environmental officer said One Degree is held up as the best example of employee communication on the subject of environmental stewardship among its peers. The program is one of Landor’s most recognized, having won multiple local and international awards for branding, identity systems, print, logo design, and green branding. Awarding bodies include D&AD, Communication Arts, Australian Graphic Design Association, and AIGA. One Degree was also awarded “Best of the World” in the 2008 Worldwide Logo Design Annual (Wolda). Most importantly, 95 percent of News Limited’s employees are participating in the program, and the company is on track to become carbon neutral by 2010.