CLIMÁTICA had the need to create an image that reflects the scientific rigour and transparency of the environment, while maintaining a modern and accessible approach to issues on the current climate situation.
Climática is an independent climate and biodiversity-focused media, which aims to inform and educate about the global climate situation. Through a critical approach, it addresses various climate causes and aims to make complex information accessible to a wide audience, while maintaining editorial independence through subscriptions and donations, which allows for analysis free of commercial influences contrary to its ethical principles.
- The counterbrief
- Research y positioning
Climática, as a supplement of La Marea, was born to satisfy an informative and social need around the climate crisis, offering specialised and transparent content based on scientific rigour. Through its redesign, the aim is to consolidate a visual identity that reflects its commitment to independence and professionalism, differentiating it from traditional and activist approaches in the sector. This project seeks to project an image of closeness and trust, which is accessible to both environmental experts and the public interested in reliable and critical information.
A detailed analysis of its sector has been carried out, looking at both the aesthetics and positioning of its main competitors to identify opportunities for differentiation. This study focuses on two predominant approaches in the field of climate communication: on the one hand, the traditional style of journalistic media that tends to use sober colours and formal typography, and on the other, a more activist style, with bold graphics and a disruptive visual tone. Climática seeks to balance these trends, highlighting its commitment to scientific rigour and neutrality, and positioning itself as a reference of objectivity in a sector marked by the polarisation of approaches.
Climática is honest, approachable and independent, and these were the premises used for the redesign of the logotype.
- The redesign
The redesign of Climática ‘s logo reflects a commitment to simplicity and modernity, maintaining elements that refer to its environmental identity. The Moret Semibold serif typeface was chosen, inspired by the European aesthetics of the 20th century poster, to which a leaf-shaped tilde is incorporated over the letter ‘A’, symbolising the connection with nature and the sustainable approach to the environment. This redesign provides greater versatility and clarity in all media, from digital to print environments.
- The identityClimática ‘s visual identity is based on a colour palette that combines navy blue and vibrant green, moving away from the typical green used by “eco-friendly” brands and thus avoiding the risk of appearing superficial or linked to greenwashing. The navy blue brings solidity and professionalism, evoking reliability and depth, while the vibrant green introduces an environmental touch without falling into the clichés mentioned above.
In terms of typography, Instrument Serif and Switzer complement the aesthetic in a clear and legible way, maintaining a modern editorial feel that is well suited to informative publications. To reinforce its authenticity and link to nature, the identity incorporates blue and gray duotone imagery, which provides visual cohesion and evokes the elements of water and air, essential to the climate narrative, giving a distinctive character that maintains the brand's integrity and purpose.