25 Apr COP30 Branding: simple, safe… and a missed opportunity?

COP logo reveals rarely spark excitement in my world. Has 2025 changed that?

For those unfamiliar, COP — the UN’s annual climate summit — is where global climate decisions are made. Yet, its visual identity has rarely matched the weight of its discussions. Over the years, COP has been the platform for major climate deals, from the Kyoto Protocol (1997) to the Paris Agreement (2015), shaping global efforts to cut emissions and tackle climate change.

This year’s COP branding has yet to be fully unveiled (hopefully). So far, we’ve only seen a logo, a website, and a handful of social applications. But before diving into the design, it’s worth considering the broader landscape shaping climate and clean energy sectors today.

The world isn’t just changing due to climate; crisis mode has become the norm. This urgency to be nimble, pivot and deliver often sidelines long-term thinking in branding and marketing. Government projects like the COP rarely have the luxury to prioritize deep, strategic branding — often potentially being seen as too costly or time-consuming for a project with a finite life-span. Yet, in a time when public engagement is crucial, choosing the right design partners — those who truly understand the challenges and can shortcut some of the deep thinking — can make all the difference.

The COP Logo Free-for-All Continues

COP branding has always been a free-for-all. If there’s one recurring theme, it’s the circular globe motif — perfectly fine as a concept, but rarely brought to life with impact. There have been standout occurrences, notably COP10 in Buenos Aires and COP20 in Peru, both having strong clear visual messages. It shows when done right, COP branding has the power to inspire — not just negotiators in attendance but the global conversation before, during, and after the summit.

That brings us to COP30. What has Brazil brought to the table?

The new logo seems to embrace the same approach, with a thatched Amazônia motif and a Gothamesque supporting wordmark. It’s perfectly fine. It clearly says what it’s about.

Amongst the past COP identities, it stands out for its simplicity but I would have loved to see something more challenging or with some added cultural depth.

Contrast this with the work of Brazilian designer Fred Gelli for the Rio Olympics. He rooted that brand in the country’s geography and spirit, saying:

“When we created the 3D shape, we tried to find the best balance between the idea of people embracing and the shape of our topography, in particular that of Sugarloaf Mountain, our most famous panoramic view in Rio. Funny fact: the shapes in the logo can be seen in mountains across the country.” (Source: interview with designboom, 2016)

Without knowing the original brief given to the designers, I would have love for the COP committee to try and make more of a cultural or scientific connection and pair that with an idea that challenges us all to rethink.

The COP30 campaign has introduced some additional illustrative flora and fauna which serve to add some vibrancy and movement if they are animated in the future.

However, the final result feels a little hollow and expected. Notably, there’s been little fanfare around the branding, suggesting there might be more substance yet to come, but what we’ve seen so far isn’t promising.

As with COP26 in Glasgow, where a marbled, melting Earth became the striking symbol for urgency, strong identity design can elevate the conversation. A compelling logo encourages the world to engage, remix, and perpetuate the brand, extending its reach and impact.

Does the COP30 brand inspire action?

Will this logo and visual language inspire action in Belém? Will it push attendees to confront the consequences of their decisions? Will it drive meaningful change in the Amazon?

They may have missed a rare chance to make a statement to the world in a time when people are looking for positive role models. Let’s hope the negotiations do better.