Atos Eco branding Use Case

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Success story

How did Atos access the environmental impact of the eco-responsible redesign of its visual identity?

“To ensure that eco-branding yields real positive results and that our efforts are backed by science, we have partnered with Greenspector, an independent company specializing in optimizing the energy consumption of digital services.”

Situation

Atos, one of the largest IT companies in the world, wants to redesign its brand image to reduce the carbon emissions linked to its visual identity. But also to ensure that the brand remains accessible.

An eco-design approach has been developed as part of the redesign of the Atos brand’s website in order to minimize its environmental impact. On the ecological footprint part, to ensure the interest of each of its best practices, Eco branding has called on Greenspector.

Challenge

To reduce Atos identity environmental impact, Eco branding worked on a new brand design by implementing several good eco-design practices based on its experience and research. Good practices have been considered and adapted to the project. Each of them seeks to reduce carbon footprints while improving website accessibility.

A website’s carbon footprint is divided between its use and manufacturing impacts on three different material parts: the terminals of users who will consult the website, the servers that will host the site, and the network infrastructures that will allow users to access the site. Each good practice is thus thought out to limit the energy consumption linked to the three material parts and the load on the servers to determine the size of the infrastructure necessary for the proper functioning of the site. However, it is advisable to ensure that these good practices bring gains on monitored consumption and adapt them to be as efficient as possible.

Stakes :

  • Achieve a reduction in carbon emissions, a reduction in the consumption of energy and resources of the elements of the Atos brand
  • Make the Atos brand accessible

Solution

  • Measurement campaign on smartphones using Greenspector technologies
  • Advice and recommendations for going further in eco-design, based on the measurements taken
  • Carbon impact projection according to our complete model

Results

  • Gain of 43% energy when switching from a light theme to a dark theme (100% brightness)

  • Gain of 58.69% of data exchanged when changing font (variable font).

  • 15% energy gain with the new logo
  • The measurements showed us that a good design practice designed to reduce the impact of energy and elements exchanged on the network, in particular, could lead to lower gains than expected or even higher consumption.
  • The good practices designed by Eco branding thus had for the most part interesting gains on consumption that the measurement was able to validate, but also certain good practices that had to be re-thought, specified more and thus changed to obtain the expected gains.
  • By controlling and adapting its proposals, Eco branding was able to validate its expectations related to the new design that it wanted to propose to Atos.

“Some of our brand’s carbon gains may seem tiny. But when applied on a large scale the difference becomes significant.
Imagine the difference between one person loading atos.net and 1 million people loading it.”

Official communication and official report Eco branding by Atos

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