This project began with studying pictograms; how they are used, what they mean, and how they are created. We were instructed to create several of our own, then apply it to either a real or fake organization/campaign in the world. We then had to create a process book describing how we got to the final result as well as what our pictograms applied to.

1. Think.A Global Warming Awareness Campaign

2. 2 3
Organization
This globally-focused campaign was created by the World Wide Fund for Nature in November of 2015. WWF was established in 1961
by a small group of people concerned about the downward direction that our environment was headed. As of now, there are over 1300
conservation projects underway in various places around the world. These projects involve partnerships with local non-profits as well as other
environmental organizations. Over time, WWF has gained the support of over 5 million people and has become active in over 100 countries
across 5 continents. Originally, the goal of this organization involved saving specific species in individual communities. This goal has grown to
include a strategy to salvage and preserve the delicate biodiversity of our planet as well as encourage sustainable practices across the globe.

3. 4 5
Mission
The mission of this campaign is derived from the mission statement of WWF; “to stop the degradation of the planet’s natural environment
and to build a future in which humans live in harmony with nature”. In order to achieve this, they work towards “conserving the world’s
biological diversity”, “ensuring that the use of renewable natural resources is sustainable”, and “promoting the reduction of pollution and
wasteful consumption”. This campaign works to make people stop and think about the causes of pollution in our environment by repeating
these warning pictograms in as many public spaces as possible. The aim is that these symbols will eventually become recognizable warning
symbols in our society. We want awareness about this issue to be much more relevant, and these pictograms are an avenue to get there.

4. 6 7
Color Usage
Since the goal of this campaign is to raise caution about global warming,
the color palette used is primarily black, white and a saturated red. These
simple colors imply a sense of warning and urgency that is the nature
of this campaign as well as the pictograms that go along with it. If too
much variation in color is used, the campaign loses the straightforward
and simple aspect of its communication. The red was chosen based on
the colors of other well-known warning symbols. This way, when the
pictograms are seen by the average person, the warning component will
be more recognizable to them. The nature of these colors also allows the
pictograms to be versatile when applied to public spaces. The color of
the pictograms as well as the color of the type can be adjusted to one of
these three colors in order to adapt to that they are applied to.
Black
#000000
White
#FFFFFF
Alizarin Crimson
#E91E25

5. 8 9
Avenir - Medium, Heavy, and Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
This type will be used for any large text associated with these
pictograms such as the headline “think”. It will also be used in
any body text seen in any brochures or handouts that are created
for the campaign, hence the variety in line weight. The font has a
familiar enough look to it to allow easy recognizability the more it
is seen in connection with the pictograms.
Typography

6. 10 11
Pictograms: Factory Emissons
In order to create the pictograms, ideas needed to be narrowed down to
what causes would be best to highlight in showing this campaign to the
world. In creating this type of cautionary campaign, the main goal is to
make people stop to look at what is in front of them. The visual market
of our world is largely oversaturated to the point of desensitization of
peoples’ senses, especially when it comes to advertisements. The initial
concepts were chosen based on how well they would be recognized after
being translated into simplistic forms. Ultimately, the goal was to create
something that would stand out.
Once the ideas had been nailed down, a system was created for the
design of the pictograms. The solid shape of a triangle was chosen to
contain the imagery based on the fact that this shape (with the rounded
edges) is a very common symbol used in universal warning situations. As
the main goal of this campaign is to warn, this shape is perfect.
The forms that bleed off the page are both very different. In one way,
the smoke (or the handle of the axe) bleed off of the page to create solid
forms in the space outside of the triangles. Other forms of the objects
bleed off the page, but create open shapes in their wake and make the
triangle’s edges open up. The contrast between the geometric shapes and
organic shapes in each pictogram creates emphasis on each issue being
communicated.

7. 12 13
Pictograms: Deforestation
The design is very structured and firm, with little deviation from the
system. The absence of color apart from the color red (when applied to
an actual physical surface or structure, this color is used in a variety of
ways) creates an urgency along with emphasizing the warning factor of
these pictograms. The simplistic typography that goes along with these
pictograms highlights this warning aspect even more. The sans serif font is
simple and is often used to create recognizable marks for companies, thus
it works for our purpose.
The phrase “Think.” is simple, like the pictograms themselves. If someone
is walking on a street and they see something as vague yet jarring as
that, chances are they are going to look a little deeper into the concept.
The sole purpose of this single-word catch phrase is to capture the
attention of viewers and direct it towards the pictogram (or pictograms)
that accompany it. The pictograms are a little too complicated to attract
attention all on their own, thus the type is completely necessary.
The influence that these pictograms are intended to have on the average
person is to make them realize that global warming is a problem that
shouldn’t be ignored. None of these pictograms express this message
in a positive, happy way. They all have a negative, dark connotation to
them, giving viewers cautionary feelings. When applied to an environment
with a plethora of color, this lack of color allows the pictograms to stand

8. 14 15
Pictograms: Automobile Emissions
out. Viewers are supposed to be abruptly halted by these designs and
made to think about the issue more.
The desire for this system of pictograms is that it will become so
universally well-known that it becomes as natural a part of our society
as other warning symbols (such as the stop sign, the poison symbol,
etc.). In doing this, global-warming awareness will become a natural
part of our society as well.
Some rules that are broken with this system are the absence of smoke
in the deforestation pictogram and the direction of the object bleeding
off of the page. For the deforestation pictogram as well as for the
smoke stacks, the objects bleed off the bottom of the page while
the truck bleeds off of to the right of the triangle. Otherwise, these
pictograms are pretty consistent with some mild deviations.

9. 16 17
Application: Recycling

10. 18 19
Application: Public Transportation

11. 20 21
Application: Storefront

12. 22 23
Application: Bus Stop/Billboards

13. 24 25
Application: City Buildings

14. 26 27
Sources
“What Does WWF Do?” WWF. World Wildlife Fund, 2015. Web. 14 Dec. 2015.
<http://wwf.panda.org/what_we_do/>.
“Who We Are.” WWF. World Wildlife Fund, 2015. Web. 14 Dec. 2015. <http://wwf.
panda.org/who_we_are/>.
Image:
<https://www.outdooradvertisingltd.co.uk/wp-content/gallery/bus-stop/Charities-use-Bus-Stop-Advertising.jpg>