PROJECT
CQ : Carbon Neutral Quotient
Service brand visualizing carbon-negative society through decarbonized lifestyles.
WHY
Can we mitigate the impact of climate change to preserve our future?
Weather disasters such as typhoons, hurricanes, and torrential rains have risen approximately five-fold over the past 50 years. Major causes of climate change include CO2 and greenhouse gases. With climate change accelerating in recent years, the need to combat it has become a top priority to sustain our civilization. However, humankind has been extremely slow in its countermeasures. If global warming continues at its current pace, Earth’s temperature is projected to rise by about 4.5 degrees Celsius by 2100. This will lead to more weather disasters due to climate instability, the spread of infectious diseases, depletion of natural resources, and other accelerated destruction, threatening future life from many angles.
Trends in the number of reported events
Projected Temperature Increase (℃)
Greenhouse gas emissions by various consumption categories in Japan based on quantity
As we head toward the worst-case scenario, the transition to a decarbonized society has become a global mission spanning all sectors, including industry, academia, government, and private. Achieving a decarbonized society requires us to rethink national policies and the industry at the fundamental level. At the same time, it is also essential for individual consumers to update their lifestyles. This is because carbon dioxide is generated everywhere in our lives. However, very few are aware of their CO2 emissions.
Humankind faces a massive challenge:
Can each of us recognize this difficult issue as our own and change our habits?
HOW
A new intelligence index to decarbonize our lifestyles.
Kansai Electric Power Company, Japan’s second-largest electric utility, launched a new initiative to promote decarbonized living. NOSIGNER joined the project to develop the concept and design of CQ, a new brand that serves as both a platform and a lifestyle movement for decarbonization and environmental action.
CQ introduces a new index that evaluates decarbonized lifestyles both quantitatively and qualitatively. Similar to an intelligence quotient (IQ), it visualizes one’s score with an average of 100 as the baseline. Beyond a self-assessment tool for individual decarbonization efforts, CQ also functions as a lifestyle brand that encourages environmentally conscious choices.
CQ promotes a way of life that reduces CO₂ emissions while embracing the joy of everyday living—fostering a new movement toward a society that thrives in harmony with the planet.
The logo is derived from a compressed form of the letters “CO₂,” symbolizing the project’s mission to suppress carbon emissions. A vivid green was chosen to convey both innovation and environmental awareness, representing a new kind of movement for decarbonized action.
As its first initiative, CQ launched CQ Bank, a financial service designed to redefine banking as a force for the environment. A portion of its revenue is allocated to ecosystem conservation and decarbonization activities, while all deposits are invested exclusively in companies engaged in environmentally responsible practices.
NOSIGNER oversaw the concept, logo, motion design, app interface, and card design for CQ Bank, while the character design and website were produced by the creative team at Dentsu.
As a proof of concept, CQ collaborated with the music festival Nakatsugawa THE SOLAR BUDOKAN 2022 in September 2022 to achieve a carbon-neutral event by offsetting CO₂ emissions through experience-based engagement and donation programs.
To raise donations equivalent to the CO₂ emissions of festival participants, NOSIGNER designed collaborative T-shirts and towels printed with the number of offset participants. CQ also produced its own carbon-offset T-shirts and eco bags. The words “NEUTRAL” and “NEGATIVE” printed on them represent carbon neutral and carbon negative. By reframing the word “NEGATIVE” as something positive, CQ playfully redefines the meaning of progress, inviting people to join the movement toward a decarbonized future.
CLIENT VOICE
We are carrying out the project “CQ”, a collaboration among Kansai Electric Power, NOSIGNER, and Boku to Watashi and. Inc, with the aim of promoting a shift toward decarbonization.
This project addresses the challenge of decarbonization, which—despite being closely tied to initiatives such as carbon neutrality—can often feel difficult for individuals to relate to on a personal level. By encouraging behavioral change, it represents a project that will undoubtedly be essential in the future of Japan.
Most of our meetings were held online. I still remember being struck by Mr. Tachikawa’s way of communicating—not only nodding but also using hand gestures like the “OK” sign. It gave me the impression that great designers are not only skilled in creating beautiful work but also in expressing emotions through communication, drawing out inspiration from others, and receiving it with openness.
What we expect from NOSIGNER
Let us create together a hopeful, creative future—one that transcends age and national borders.
Boku to Watashi and. Inc
Kent Imataki
WILL
Toward a society where zero-carbon living is the norm.
CQ aims to become the leading platform supporting individuals and organizations committed to decarbonization, making low-carbon and environmentally conscious choices part of a cool, everyday lifestyle. When each of us becomes aware of our actions, climate change can be mitigated and society can move toward a more sustainable future.
As more people begin to practice and promote eco-friendly lifestyles with a positive spirit, both for themselves and for others, the definition of what is “normal” in daily life will gradually change.
To expand this movement into a global wave of creativity that overcomes the challenge of achieving carbon neutrality, we continue to stand alongside this project and its vision.
INFORMATION
- What
- CQ : Carbon Neutral Quotient
- When
- 2022
- Where
- Japan
- Client
- Scope
- Branding / Logo / CI Guideline / Motion logo / Promotional items / Application Design / Teaser Web and Front End* / Promotion Strategy Support / Concept Development / Clothing Design / Naming / Tagline
- SDGs
CREDIT
- Art Direction
- NOSIGNER (Eisuke Tachikawa)
- Graphic Design
- NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa, Noémie Kawakita, Tomoko Tezuka)
- Motion Design
- Aco Hsu
NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa, Noémie Kawakita) - Teaser Site Web Design
- NOSIGNER (Eisuke Tachikawa, Ryo Fukusawa, Noémie Kawakita)
- Teaser Site Development
- NOSIGNER (Naoki Hijikata)
- Application Color Scheme Design
- NOSIGNER (Mori Kazuki)
- Photograph
- NOSIGNER (Yuichi Hisatsugu)
