Puro.earth branding

How we built trust into a marketplace for CO₂ removal?

Some emissions cannot be cut, only balanced. Puro.earth sells certificates for that: CO₂ removed from the atmosphere and stored for the long term, in materials such as biochar and concrete. Fortum led the startup together with a group of pilot companies.

Why trust came before everything else?

Many carbon sinks sat unused because nobody paid their owners to activate them. A marketplace could change that, but only if buyers believed in it. The pilot companies feared one thing above all: that CO₂ removal would read as greenwash.

Based on the strategy, Puro.earth speaks as a pioneer that stands on science. It stays credible and transparent, yet inspiring and easy to grasp, so a young market can feel solid from day one.

How the identity draws on flow and the atmosphere?

Puro comes from the Latin purus: clean, pure, free of pollutants. In Finnish, a puro is a stream. That gives the brand a Nordic note and a picture of the marketplace itself, where value flows between those who remove CO₂ and those who buy it.

The logo holds both sides of the brand. Its geometric, rounded letterforms echo purity and that flow between sellers and buyers. Sharp angles and cut shapes bring in the pioneering, scientific edge.

The colours and graphics come from the atmosphere itself. The palette follows its layers, from the dark of space to the light at the horizon, and the graphics are built from particles in the air.