Article | Uncategorised
Best in Show
Inspiration in the world of marketing can come from many places, but it’s not often I find myself being inspired by something as everyday as a font.
In this case, the font in question was the creation of Nordic newspaper Helsingin Sanomat, who have developed the world’s first ‘Climate Crisis Font’ to help visually represent the rapid rate at which climate change is causing the Arctic sea ice to melt.
Using statistics from the National Snow and Ice Data Centre, the weight and shape of the font deteriorates in line with the melting of the ice caps from when records began in 1979, to the present day and using projections up until 2050.
The font is freely available to download and use, and the newspaper have announced their intention to use it in any future articles covering the climate crisis, as well as encouraging others to do the same.
What sounds like such a simple idea is actually incredibly powerful when you see the font in use and are able to make a visual connection between the diminishing text and the terrifying effects of global warming on our planet. At a time when we are bombarded with so many complex messages about the environmental crisis that it can be easy to switch your mind off to them, it’s also refreshing to see the issue presented in such a clear way without minimising its importance.
If we’re to stand a chance of slowing climate change and reversing the damage done to our natural world in the next years and decades, then more communications initiatives like this will be vital in helping to convey the urgency of taking collective action.