Graphic Designer

The task is to progress an existing label/icon to indicate carbon emissions of a dish. The label would be used on e.g. menus in a restaurant, next to each meal’s name. It therefore needs to be legible at small font sizes and display a number of factors. You have been provided with some draft iterations that encompass the base requirements:

• 5 levels, ranging A-E and green to red. The levels should also be apparent in a black and white version (or to colour-blind) thanks to the A-E rating.

• It is desired that a high-carbon dish’s icon does not stand out/draw the eye more on an overall menu, despite having the colour red. Using the existing design maybe do not increase the “wave” scale beyond the half way point but change the colour to red.

• The icon should have the option of being accompanied by the metric and unit itself, following brand guidelines and without compromising legibility on a menu

• Find a way of displaying different environment emissions through iconography (eg cloud = carbon, water drop = water emissions).

• Find below examples of competitor designs. We wish to stay clear of this imagery.

• Keeping our brand distinction that is the wave in a circle

The challenges we wish to iterate on:

• Legibility despite small sizes and lettering being placed on a multi-coloured background (wave colour + main background). The label design must be suitable for both print and digital media, with a minimum print size of 16px on a busy menu.

• Alignment with our brand guidelines

• It is likely that this icon may appear alongside other measurements such as “healthiness” or “water footprint” on a menu and we want to make it clear that this specific icon relates to carbon dioxide equivalents, emissions, sustainability.