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.
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.
While politicians, activists and citizens have made great strides in moving towards net-zero emissions, global action is required at a larger scale.
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
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.
The ampersand is anchored in red for all instances of usage.
Plain Medium by Optimo Type→ drives the brand with its highly legible features and rational simplicity.
Vertical typography that replicates the logotype orientation is used for emphasizing headers.
To correspond with each OKR, photo iconography is used to directly capture the specific sector.
Iconography is used in juxtaposition with typography, and as expressive collages to capture the wide range of industries that Speed & Scale will impact.
Photo-collage and diagrammatic infographics were created for the book. Infographic support from Akshita Chandra→.
Size: 6 in x 9 in
Pantone 2035 U and Black are used for two-color printing. Photography set in red indicates negative climate impacts.
Interviews with specialists from all sectors are distinguished with a light grey background, and use vertical typography as pull quotes.
Endpapers are printed in full color.