To promote the planet is to protect the planet.

We cannot achieve the latter, according to Janil Jean of, if we do not advance the former; because we cannot sustain the environment, never mind save the world, unless we communicate why we must invest ourselves in a cause that transcends our respective communities; because the cause is a global concern-it concerns the life of the planet-regarding the air we breathe, the water we drink, and the food we eat; because the concern is not just the mission of this generation but the duty of all generations; because posterity will note-and our descendants will long remember-what we did to protect the planet by way of what we did to promote the planet.

If marketing is the medium for this message, if we think of marketing as a form of communication, which it is, then we need to ask-and answer-the following question: Have we done our best to communicate why the planet deserves the utmost protection?

Is our best good enough to inspire people to act, in terms of reducing smog and pollution, in terms of reducing CO2 emissions, in terms, too, of reducing the rate of climate change?

Unless we simplify the complexity of science, unless we find a way to convey a sense of urgency through a message that has universal importance, because it has universal meaning, unless we do these things, the planet will weaken.

This exercise requires an array of audiovisual effects.

It requires a catchphrase that resonates whenever we read or hear it. It also requires a symbol that encapsulates all we want to say-all we must say-involving the truth of our message and the timeliness of our mission.

A logo answers this challenge.

It is a work of art by artists of all disciplines, by which I mean it is the result of recognizing-and realizing-the beauty of nature and the nature of nature itself; of translating the beauty of an equation into a physical model of a molecule; of translating the geometry of the globe into words and images that inform-and inspire-people to act; of translating the straight line that connects the sciences so as to establish an emotional connection with all mankind, thanks to the arts and humanities.

The most successful brands, such as Apple and Patagonia, represent these ideals.

Indeed, Stewart Brand, founder of The Whole Earth Catalog , is a living testament to what a great brand (or a great man named Brand) can also do.

Start with a bitten apple that signifies excellence in design and a commitment to education.

Look at how the world’s richest company uses the silhouette of a fruit-a fruit not of forbidden knowledge but the fruit of countless hours of combined work-to say, without words, what it would take someone with an encyclopedic knowledge of electronics to say in at least five thousand words.

Apple knows its logo is the most fruitful way to evoke excitement about subjects as distinct as telephony and telemetry, about studies as divergent as physics and photography, about systems as disparate as email and voicemail. We look for a particular look and feel when we use an iPhone, an iPad, or an iPod.

Take a look at Patagonia, too, a company that takes its name from a region at the southern end of South America: an area shared by Chile and Argentina where the ecosystem is diverse yet delicate, an ecological cousin, so to speak, to the Galápagos Islands where sustainability is a necessity; where scientists come to uncover the past and to record the present; where the record illustrates the ascent of man; where the area’s future hinges on what men-and women-do in the here and now; where the future of one area may determine the fate of our species.

When a company uses the outline of Patagonia’s Mount Fitz Roy as its logo, it clothes itself in the environment. Its clothes are a statement by environmentalists, for environmentalists, on behalf of the sanctity of an environment that is richer than any company.

When we apply commercial goods for the common good, when we apply art to better the goodness of science, when we do these things, we strengthen the greatness of the planet.

We put the planet first by communicating what matters most, by conveying our designs for the planet through the power of design, by clarifying our priorities with an emblem-a logo-that is as expressive as the most eloquent speaker and as simple as the most memorable expression.

We do these things with the help of leaders.

Janil Jean is such a person.

She knows how to make the health of the planet our principal concern. She knows how to articulate the highest principles via the most potent means. She knows how to make us believe-and how to make us do-what is in the best interests of the planet: to see for ourselves what we must do, so we may create a campaign to rally the masses; so we may amass the men and the matériel to rally a movement and move to transform the planet.

Janil Jean is an advocate for the planet.

She communicates how we can extract the essence of the planet.

She is worthy of praise.

Her worth shows itself in the symbols she reveres and the traditions we honor.

Her greatest triumph is yet to come.

Janil Jean
Janil Jean

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