Johnston Banks design agency designed the branding of the critical event which aimed to display “hope with a sense of urgency” (Snelling, 2021). As seen from previous conferences they did not have a particularly bold visual identity, however COP26 took a different approach. The abstract COP26 icon focused on earth’s movements with a swirling pattern –
an important design choice as it did not favour or show a certain country. It also met the main aim of showing “climate has no boarders” which became a memorable, inspiring tagline for the event.
The icon paired with a contemporary, bold sans-serif typeface with its tightly kerned lettering and capital letters exenterated feelings of urgency, importance, and seriousness.
an important design choice as it did not favour or show a certain country. It also met the main aim of showing “climate has no boarders” which became a memorable, inspiring tagline for the event.
The icon paired with a contemporary, bold sans-serif typeface with its tightly kerned lettering and capital letters exenterated feelings of urgency, importance, and seriousness.
In comparison to previous years a new abstract, bold colour scheme was selected which gave the event and its physical space an innovative, technology savvy feel – which was appropriate as many businesses taking part were displaying new net zero technologies which could help combat climate change. The success of the branding can be seen through news articles, social media coverage and its’ ease in being applied to multiple other assets.
While working in a net zero technologies company during placement I have been inspired by branding and advertising such as COP26 due to it's impact - taking a complex topic and translating it into a message which everyone will understand.
From placement and design examples such as this I have learnt that:
1. Purposeful and mindful design can lead to powerful influence and communication.
2. Creating a brand that is suitable and accessible to everyone resulted in a greater sphere of influence, as seen in attention given to not favour a particular country in the globe illustration.
3. Incorporating or making suggestions on copywriting and messages being displayed can have an important impact on influencing behaviour on its own.
From placement and design examples such as this I have learnt that:
1. Purposeful and mindful design can lead to powerful influence and communication.
2. Creating a brand that is suitable and accessible to everyone resulted in a greater sphere of influence, as seen in attention given to not favour a particular country in the globe illustration.
3. Incorporating or making suggestions on copywriting and messages being displayed can have an important impact on influencing behaviour on its own.
