Digital advertising has a hidden energy problem. With millions of servers conducting real-time bidding, cloud computing, and machine learning, one million impressions of a single video ad can generate the same amount of carbon emissions as a round-trip flight from Boston to London.
These emissions are the most difficult to monitor, despite being the most prevalent. Scope3 envisions a new path forward. With an unparalleled, comprehensive data set, Scope3 is the only company to measure end-to-end emissions of the digital advertising lifecycle.
As a trailblazing company, Scope3 needed a comprehensive brand identity to convey its complex product offering, speak to a diverse B2B audience, and illustrate its vision — the first carbon-neutral industry.
Team created a striking visual identity centered on Scope3’s commitment to the planet. A refined typographic system and stark color palette laid the foundation for the environmental startup. The distinct logomark functions as a bold indicator of the three emission levels, growing in thickness as they increase and thinning as conditions improve. Brand photography achieves Scope3’s unique look through ordered dithering — an algorithm commonly used to display a continuous image on a display of smaller color depth, dramatically reducing its file size. The resulting images are characterized by noticeable crosshatch patterns, creating a distinct look for Scope3 photography while reducing the brand’s own carbon footprint.
Embracing Scope3’s purpose, the new brand identity serves as a badge of legitimacy, establishing the tech pioneer as the source of truth for a carbon-neutral digital world.