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Speed & Scale is a practical guide with actionable steps to decarbonize the global economy and reach net-zero emissions by the year 2050.

With the book as a starting place, Order developed a comprehensive identity program that will extend to an interactive website, app, exhibitions, and other related materials. Speed & Scale is a mission, not a campaign.



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John Doerr is an engineer and venture capitalist, whose focus has been shaping and investing in zero emissions technologies since 2006.

We are on the brink of an all-out climate catastrophe.

The effects of climate change have been ravaging our planet with intensity in recent years.

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While politicians, activists and citizens have made great strides in moving towards net-zero emissions, global action is required at a larger scale.

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OKR (n.)
Objectives and key results is a goal setting framework used by individuals, teams, and organizations to define measurable goals and track their outcomes.

(1) Electrify Transportation

Reduce 8 gigaton of transportation emissions to 2 gigaton by 2050.

(2) Decarbonize The Grid

Reduce 24 gigatons of global electricity and healing emissions to 3 gigatons by 2050.

(3) Fix Food

Reduce agricultural emissions from 9 gigatons to 2 gigatons by 2050.

(4) Protect Nature

Go from 6 gigaton of emissions to -1 gigatons by 2050.

(5) Clean Up Industry

Reduce 12 gigaton of industrial emissions to 4 gigatons by 2050.

(6) Remove Carbon

Remove 10 gigatons of carbon dioxide per year.

(7) Win Politics And Policy
(8) Turn Movements Into Action
(9) Innovate!
(10) Invest!

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At the foundation of Speed & Scale’s identity is a strong typographic voice and direct imagery.

The wordmark — always vertically set — communicates the two facets of their namesake: the speed and scale required in order to complete the 2050 goal.

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The ampersand is anchored in red for all instances of usage.

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Plain Medium by Optimo Type drives the brand with its highly legible features and rational simplicity.

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Vertical typography that replicates the logotype orientation is used for emphasizing headers.

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To correspond with each OKR, photo iconography is used to directly capture the specific sector.

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Iconography is used in juxtaposition with typography, and as expressive collages to capture the wide range of industries that Speed & Scale will impact.

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Photo-collage and diagrammatic infographics were created for the book. Infographic support from Akshita Chandra.

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Format: Hardback
Size: 6 in x 9 in
Pages: 433 
Infographics: 38

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Pantone 2035 U and Black are used for two-color printing. Photography set in red indicates negative climate impacts.

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Interviews with specialists from all sectors are distinguished with a light grey background, and use vertical typography as pull quotes.

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Endpapers are printed in full color.

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