Normative is the world’s first CO2 emission accounting engine, with the ambition to be the new norm for reducing greenhouse gas emissions. Normative’s software helps companies all over the world to calculate their entire climate footprint and get actionable guidance for how to reduce their emissions.

Following a recent re-positioning of the product and brand, Normative wanted to strengthen their visual identity in order to support growth, while being truly authentic to their founding principles.

Normative is all about helping companies to reduce their CO2 emissions. The simplest, most universal and compelling way to visually show reduction is the downward pointing arrow. Thus, the downward arrow in the “N” illustrates their mission to decrease carbon emission. The stems in the “N” represent the starting point and end goal, for companies on their path towards net zero emissions. The characteristic and constructed logo and logomark distinguishes the Normative brand, as well as reflects their mission and product offering.

The monoline and strict, structured and geometric design of our logo and logomark can be seen throughout the visual identity, and a distinctive square pixel grid was applied to the icon and illustration library. The logomark will be used as a symbol for “Normscore”, a metric we created for Normative to enable people to compare companies’ carbon footprint in order to take better informed climate actions across borders and industries.

Deliverables:
Brand Identity
Strategy
Communication
Product Design
Web design & Full implementation
Brand Guide
Illustration & Icon Library

Læs mere