Section Title
Carbon Negative
We refer to products that are designed to store carbon and keep more carbon out of the atmosphere than they emit in production, as ‘Carbon Negative’. When referring to or endorsing products as Carbon Negative, we use the Carbon Negative Endorsement tag. This page provides information on how to use the tag with consistency and consideration.
Tag
Minimum size
Print version
The minimum width of the Carbon Negative tag is 10mm.
Digital version
The minimum width of the Carbon Negative tag is 42px.
Clear zone
Maintaining visual integrity
The Carbon Negative tag must be positioned free from any visual interference. To ensure this, a clear zone equal to the height of the CO symbol must always be maintained on all four sides. These size and orientation guidelines help maintain the clarity and visual integrity of the tag.
Product caption alignment
Single line
When aligning a product caption with the Carbon Negative tag, ensure the baseline of the caption aligns to the baseline of the CO symbol. A clear zone equal to the height of the CO symbol must always be maintained between the caption and the tag.
Double line
When aligning a longer product caption that breaks onto two lines with the Carbon Negative tag, ensure the baseline of the caption aligns to the baseline of the CO symbol. A clear zone equal to the height of the CO symbol must always be maintained between the caption and the tag. Align the caption copy to the side that sits next to the tag.
Color variants
The Carbon Negative tag is used in black or white. Outlined versions are also available.
Black
Black outline
White
White outline
Correct usage
Carbon Negative tag and caption should support product imagery and product sims.
The outlined variant of the Carbon Negative tag can be used to let product imagery or sims show through.
When applying the tag and caption to imagery that shows both Carbon Negative products and standard products an Asterisk must be used to identify the Carbon Negative products.
Incorrect usage
Do not stretch or compress the Carbon Negative tag.
Do not skew the Carbon Negative tag.
Do not use off-brand colors.
Do not add drop shadows.
Do not alter the tag or its container.
Do not change the orientation of the Carbon Negative tag.
In-text variants
When identifying Carbon Negative products within copy we use the in-text variants. Our approach to this is defined by the level of control we have over typesetting and where the endorsement appears.
In-text headline variant
When endorsing Carbon Negative products in-text in professional documents and deliverables we should use the style set below for headlines.
Headline example in product brochure
Headline example in print
Caption variant
The caption variant of the Carbon Negative endorsement shown below should be used in body copy and in instances where we have limited control over how type is set, such as social media.
Caption example in print ad
Caption example on social media