 |
|
|
|||||
More than a decade ago, the real estate developer Woodbury Corporation took stock of a site in Vineyard, Utah, that had been home to a WW II-era steel mill. Surrounded by mountain views and overlooking Utah Lake, they saw possibility and a blank canvas, so they began studying growth patterns and infrastructure needs in the area. They quickly realized it would be the perfect site for a new developmentand not just a plot of houses. Woodbury bought 700 acres of land and partnered with Flagship Homes to build a city from the ground up.We had the right land in the right location at the exact moment Utah was experiencing unprecedented growth, says Nate Hutchinson, a partner on the project.[Image: courtesy Pentagram]What they didnt have was a name for the new city they were building.So they made a call to Pentagram partner DJ Stout, who was tasked with creating an identity for a city that was still just an idea.There are 23 Pentagram partners, Stout says. And in our storied history, I don’t think anybody’s actually named a U.S. city before.Cities get their names in various ways. Oftentimes, a community is named for its founder, or to highlight a local geographic feature. Modern developments tend to take a more marketing-centric approach. For every unnecessary e deployed to class up a place (think Wolfes Pointe), theres a vague gesture at historical lineage (Views at the Old Mill) or a moniker so watered down that the branding exercise becomes obsolete (Waters Edge).At the outset, Stout says the Woodbury team was clear that they didnt want their project to sound like a gated community. For one thing, the scale of Woodbury’s ambitions was much bigger. The development was conceptualized as a walkable community that could cater to Utah’s rapidly expanding population, which is slated to surge by 58% to 5.2 million by 2060. Some 30% of that is in Utah County, where the former steel mill sits. Woodbury decided its new city would feature complete neighborhoods with multiple types of housing; shopping, dining and entertainment; a range of business, civic and cultural spaces; plazas, parks; transit connectivity; and an overall focus on walkability. [Image: courtesy Pentagram]Were building an entire urban district on the front door of a transit station, along a lakefront, with healthcare, education, retail and residential all integrated from the start, Hutchinson says.The breadth of the vision gave Pentagram a lot to play with. Stout says his team started with research: Given the nearby Wasatch Mountains, which, like Utah, derive their name from the indigenous Ute people, Pentagram explored similar elements before deciding to avoid plumbing the culture for nomenclatures sake. The area also had a significant railroad history, so coupled with the transit plans for the development, Stouts team ideated some names around that; they explored names tied to Mormon settlers and the Mormon population in the area; they probed nature themes tied to Utah Lake, which is the states largest freshwater body.Stout says they wound up with more than 100 potential namesbut then he had a thought. Texas has a Texas City. Colorado has a Colorado City. Theres Kansas City. Oklahoma City. Hell, New York City. Was there really no Utah City?In Pentagrams first call with the developers, Stout says, they had mentioned that they wanted to some day be as well-known as Salt Lake City or Park Cityand, well, when it came to Utah City, I was like, I can’t believe this. I can’t believe nobody has it.[Image: courtesy Pentagram]THE OBVIOUS SOLUTIONAt the pitch meeting, Stout says his team presented around 50 names. When they got to the end of the list, he recalls saying, I think I have your name. And here it is: Its Utah City.He says he received a quizzical, unconvinced reaction from the head of Woodbury. And then I made the case that if you really want to be that well-known of a city, if that’s your ambition in the state of Utah, just like Oklahoma City or Kansas City, you should grab this name. Nobody has it.That initial reaction wasnt entirely isolated. When the name went public online, it took some hits on Reddit and elsewhereand Stout has seen it. But here he cites Pentagram legend and friend Michael Bierut.[Image: courtesy Pentagram]He’s really good at just basically looking at something and saying, This is the obvious solution. A lot of times the best solutions are right there in front of your face, and they’re obvious, Stout says. And I think sometimes creatives or designers in general wouldn’t even look at that name because it seems too obvious; there’s this thinking that we’re being paid to do a fancy logo or to come up with a fancy name. He notes Bieruts work with United Airlines. When the company was on the hunt for a new logo, Bierut suggested they hold on to the Saul Bass original. There’s this kind of lack of ego of that kind of ownership . . . and so I’m not afraid to think about things that just seem obviousbecause that’s the best solution.At the pitch presentation, the team snapped up the Utah City URLs in real time. Ultimately, says Hutchinson, Pentagram helped us distill the projects ambition into something clear.[Image: courtesy Pentagram]VISUALIZING A BRAND (OR NOT)Pentagram usually delivers a comprehensive identity system, but Stout says the Utah City team didnt want that because they still had a long runway to the project being realized. Nevertheless, Stout and his team created a logo. The team pondered the idea: If this really was a city that could end up on a U.S. map, what would stand the test of time and not look like a mere trend blip?Stout says they played with a few ideas that nodded a bit at the vernacular, but eventually seized on the ubiquitous Us found across the state, with the University of Utah being dubbed the U, the Utah Utes, and other cultural touch points. [Image: courtesy Pentagram]For the logo, Stout took a U and modified it into the shape of the state itself.Again, it’s just a simple solution, he says. If they’re going to own the Utah in their name, then they might as well own the state.Given the intended city emphasis, Stout added the typeface Gotham, owing to its roots in one of the most famous cities in the worldand the branding was complete. Until it wasnt. While the mark can still be seen on the Utah City website, a new logo has emerged on its social channelsa “C” somewhat awkwardly nestled within a “U.”[Image: courtesy Pentagram]After years of development, Utah City has just opened the projects first residential building, a 40,000-square-foot market is nearly complete, and the Huntsman Cancer Institute has broken ground on a 20-acre care and research center. According to Hutchinson, the first phase of Utah City is on track to deliver within the next couple of years, featuring additional housing, a promenade, retail village, wellness center, and miles of bike and walking trails.As the project shapes up, the team behind it says the identity will also shift. A representative for Utah City said they have been working with a local team to refine and expand the brand with a new monogram and wordmark, noting, We saw the need to evolve from an East Coast font and view of what Utah is and can be, and moved into claiming our Western roots.And, well, heycities are by nature amorphous, living things. Perhaps branding one is, too.
Category:
E-Commerce
Blank Street started in 2020 as a coffee shop operated out of a single cart in Williamsburg. Just five years later, its a chain with more than 90 global locations thats become almost more well-known for its over-the-top matcha drinks than its actual coffee. Now, its getting a subtle rebrand that makes the whole identity look like an ice-cold glass of green tea latte. The new branding, crafted by the agency Wolff Olins, includes a new logo symbol inspired by that original coffee cart, new custom fonts, and a greater focus on green. It stays true to the brands quintessential neutral aesthetic while adding a few original touches to be just a bit more distinctive. George Lavender, creative director at Wolff Olins, says that, given the brands massive growth, Blank Street was due for a visual touch-up. [Image: courtesy Wolff Olins] The company currently operates locations in New York, Boston, D.C., London, Manchester, Birmingham, Glasgow, and Edinburgh, and is gearing up to expand into L.A. soon. According to a June profile in the The Wall Street Journal, Blank Streets current valuation is around $500 million, and it earns an estimated annual revenue of $149 million. A large chunk of that income is thanks to the monumental popularity of Blank Streets matcha creations, which includes flavors like its best-selling strawberry shortcake matcha, blueberry matcha, and cookies-and-cream matcha. Matcha’s popularity has exploded in the U.S. in recent years, with some reports estimating that the beverage’s sales have reached beyond $10 billion over the past 25 years. [Image: courtesy Wolff Olins] Mohammad Rabaa, Blank Streets global creative director, says that matcha now accounts for more than 50% of the business. It started as a coffee cart in Williamsburg and snowballed, becoming this thing that was much bigger than they ever thought it might become, Lavender says. I think it was a good moment for them to stop, reflect, and try to reestablish who they are. [Image: courtesy Wolff Olins] Refining a brand designed to be neutral Blank Streets former branding centered around the idea of its identity being almost an empty vessel, Lavender saysa metaphorical blank space that customers could fill with whatever drink they like best. To that end, their logo was an ultrasimple sans-serif wordmark, complimented by a palette of black, white, and fern green. With Blank Street, you have a company that’s highly creative and expressive in their creations, Lavender says. In order to have a sense of balance to that, their own identity needs to be so neutral, because every seasonal campaign is so wildly different. [Image: courtesy Wolff Olins] He adds that the existing identity was clearly working, but it was veering into a territory that was almost too neutral. That’s why, through this process, we really wanted to make the evergreen Blank Street brand just a little bit more special. Lavenders team started by adding a literal blank space as an added symbol in the logo. It’s a plain rectangular box thats designed after the dimensions of the window on Blank Streets original coffee cart, and it will start to appear on the brands cups, signage, packaging, and socials this fall. [Image: courtesy Wolff Olins] Alongside the box motif, Wolff Olins also swapped out Blank Streets former public domain fonts for two custom sans serifs, developed in partnership with the type foundry Due Studio. The refresh also includes a warmed-up version of Blank Streets signature green hue, paired with a palette of various other greens that the brand can use in secondary applications. The goal is to eventually phase out any former black and white branding (which still remains on the outside of some small format stores) in favor of the new green and cream logo. [Image: courtesy Wolff Olins] A more matcha-forward brand Blank Street, which used to be called Blank Street Coffee, is also in the process of dropping the coffee from its name, including by moving the word to a secondary position on signage. The branding changes, alongside the name edit, seem to point to the idea that Blank Street is embracing a new identityperhaps one that emphasizes its fan-favorite matcha over its coffee beverages. They are shifting away from Blank Street Coffee to Blank Street, and I’m sure that’s a very conscious move based on the strawberry shortcake matcha being their most popular seller ever, Lavender says. [Image: courtesy Wolff Olins] Lavender adds that the companys creative direction was never to explicitly mimic matcha, but the drinks growing popularity was more of an unspoken thing throughout the process. According to Rabaa, green was the company’s core color even before introducing matcha, and any similarities between the new branding and the green tea drink itself are not a nod, but more like a happy coincidence. Either way, Blank Street’s sales numbers show that matcha is definitively its stand-out productand now, it has an identity that looks the part.
Category:
E-Commerce
For most of his career, Mike Kelland worked on software. But after selling his last startup in 2016, he decided to focus on climate change instead. He zeroed in on one key part of the problem: Cutting emissions is no longer enough to address climate change on its own. He’d read an Intergovernmental Panel on Climate Change (IPCC) report that explained that well also need to remove hundreds of billions of tons of CO2 from the atmosphere. We’re 30 years beyond the point where decarbonization alone was enough, Kelland says. He spent nearly a year meeting with scientists to learn about potential new carbon removal technology, and eventually met a researcher working on ocean alkalinity enhancementthe process of adding alkaline minerals to the ocean to help it store more CO2. The method can also help reduce ocean acidification. But the tech was stuck in the lab. I said, this is the moment to take this and turn it into something, Kelland says. In 2019, he cofounded Planetary, a startup focused on commercializing the idea. Now, at a site in Nova Scotia, the company is actively adding its antacid to the ocean. Earlier this year, it sold independently verified carbon credits to British Airways, Stripe, and Shopify for CO2 that it had already removed. And in a recent deal, Frontiera coalition of tech companies and others that are trying to help the nascent carbon removal industry grow committed $31 million to buy more than 100,000 tons of carbon removal from the startup over the next four years. It hasnt yet been tested at a large scale. But the goal is to scale up to remove gigatons of CO2and do that at a very low cost. How Planetarys ocean antacid works The method works by adding small amounts of minerals like lime (calcium oxide) or magnesium oxide into the ocean near the coast. Making the water more alkaline accelerates a natural process so the ocean can absorb more CO2 from the air. The CO2 reacts with the minerals to form bicarbonates that are dissolved in the water and can lock up carbon for thousands of years. The company works with power plants and other industrial facilities that already discharge water into the ocean, and then adds its minerals via those existing pipes. “Our philosophy is really the more that we can reuse existing infrastructure, the cheaper and more scalable this is going to be,” says Kelland. [Photo: Planetary] In Nova Scotia, the startup works with a power plant that circulates ocean water through its systems for cooling. On a tiny corner of the power plant’s property, the startup produces the minerals for the process, and then adds them to the power plant’s pipes before the water goes back in the ocean. The size of its operation is roughly 8% of a direct air capture plant, but can capture more carbon, Kelland says. The minerals aren’t unique. “This is literally Tums,” Kelland says. But because the standard way to make the product has a relatively large carbon footprint, the company couldn’t buy it off the shelf. Instead, the company uses alkaline byproducts of existing industrial production and mining that would otherwise end up in landfills. Then it purifies them so no harmful heavy metals or other pollutants are added to the ocean. [Photo: Planetary] The impact on marine life One benefit for marine life is clear: Locally, in the parts of the ocean where the minerals are added, the process can help reduce acidification. Extra CO2 in the ocean creates acid that makes it hard for species like oysters to form shells. (The bicarbonate formed by Planetary’s process, by contrast, helps form shells and coral.) Since the industrial revolution, the ocean has become around 30% more acidic. “That has really nasty effects on ecosystems, from the base of the food webthe tiny little plankton that form shellsall the way up to shellfish that we eat,” says Kelland. Fisheries are already being impacted by ocean acidification. Because of the ocean’s enormous scale, Planetary’s process can’t bring its pH back to pre-industrial levels. But if it’s done at scale in coastal zones, it can help counterbalance the pressure from human emissions. Like any form of geoengineering, this type of work also has risks. “Unintended consequences from ocean alkalinity enhancement (OAE) are still an active area of research, and the risks depend largely on the mineral used and how much alkalinity is added,” says Melissa Meléndez, an oceanographic researcher at the University of Hawaii at Mnoa. “Some minerals could introduce trace metals that might be harmful to marine ecosystems, and certain organisms are more sensitive to abrupt chemical changes than others.” Because there’s still uncertainty, she says, field testing and monitoring are critical. Kelland argues that the risks can be controlled. There’s a risk to marine life if the water becomes too alkaline, but that’s already been well studied for the billions of tons of water that industry discharges into the ocean each day, which has to meet certain pH requirements. The levels can be monitored, and the system can stop immediately if needed. It’s also possible to carefully measure the amount of undissolved particles that go into the water and control that. The company can meet existing regulatory limits. Since Planetary is doing something new, though, it’s also continuing to work with scientists to do in-depth research on potential impacts. One large ecotoxicology study, for example, looked at the potential impact of the antacid on lobster larvae, and found no effect. Kelland argues that the science is already well enough understood for the copany to scale up to larger projects, though more research will be needed before the gigaton-scale would be possible. Even if there’s some environmental risk, the risk to marine life from climate change and ocean acidification is larger. With ocean acidification, for example, “we know that it poses very significant risks to any creatures that form shells in the ocean, which are a substantial portion of the food base,” says Brad Ack, CEO of Ocean Visions, a conservation organization that works on climate challenges to the ocean and studies approaches like ocean alkalinity enhancement. “So we’re already running a very signifiant risk just by letting this happen. You have to weigh the risk of doing things against the risk of not doing things.” (Ocean Visions has no relationship with Planetary or financial interest.) [Photo: Planetary] Scaling up Ocean alkanity enhancement has the potential to scale quickly, says Hannah Bebbington, head of deployment at Frontier. “We think you can get to gigatons of scale,” she says. “It has a minimal physical footprint. It requires very little energy and it piggybacks on some existing coastal infrastructure. So from a pathway perspective, we are really excited about this category.” In the carbon removal industry, companies are aiming for a cost of $100 or less per ton of captured CO2. But Planetary has calculated that it could get as low as $17 per ton. The low cost depends on sourcing its byproduct very close to its coastal operations. (In a pilot that it had planned earlier in the U.K., the startup ended up canceling the project because the cost of delivering materials was too high; now, material supply is one of its key criteria.) In an analysis of locations where it could access the right supply chains, it calculated that it could eventually scale up to around 2.9 billion tons of CO2 removal per year. Right now, society’s total global emissions are around 40 billion tons a year. [Photo: Planetary] Community opposition could be a challenge. In the U.K. pilot that the company scrapped for supply chain reasons, protestors fought the project, saying that they were concerned about marine life. Right now, the company operates under existing regulations for discharge from industrial plants, but it’s possible to imagine that some communities might pass new legislation banning the new practice. Still, the company managed to get widespread support for the project in Nova Scotia, including from indigenous communities like the Mikmaq. In some cases, Bebbington says, communities may actively want the company to set up operations. “We’ve actually seen that a lot of fisheries have been interested and engaged in this sort of ocean alkalinity enhancement,” she says. The technique can help support populations of oysters and other important food species. Business support is necessary to help the work grow, since carbon removal companies need to sell that service. While environmentalists often argue that supporting carbon removal is a distraction from the work of cutting emissions, Bebbington says that both are necessary. Frontier is working with Stripe, Google, Shopify, McKinsey Sustainability, Autodesk, H&M Group, and Workday to purchase carbon removal from the startup. (Other companies, from Canva to Zendesk, are participating through a partnership that Watershed, a corporate decarbonization program, has with Frontier.) “We make these commitments to proactively ensure that there will be carbon dioxide removal solutions in place to meet our net-zero target at the end of the next decade,” says a spokesperson from H&M. “As the first fashion retailer joining Frontier as a member, we want to inspire others in our industry to follow our example and become early buyers of carbon removal.” “When you look at what the IPCC report says, in order to limit global warming to either 1.5 or two degrees, we are going to need to both radically reduce the emissions we emitthat’s sort of 80% of the challenge ahead of usand then also proactively remove carbon dioxide permanently,” Bebbington says. Scientists estimate that we’ll need to remove between 5 billion tons and 10 billion tons of CO2 a year by 2050 (and even more if we miss targets for cutting emissions.) So far, we’ve only removed a paltry 100,000 tons. Getting to the goal “requires deploying technology, refining technology, scaling technology, bringing technology down the cost curve, which takes time, takes capital, takes talent,” says Bebbington. “The mandate today that we encourage corporates and countries alike to adopt is a dual mandate: You both need to radically reduce your emissions and starting today, work on proactively scaling carbon removal. Because if we wait until 2050, you can’t just flip a light switch and expect that we’ll have gigaton scale carbon removal that is safe, responsible, cheap, effective. That market, that technology, takes time to develop.”
Category:
E-Commerce
All news |
||||||||||||||||||
|
||||||||||||||||||