We are all familiar with the iconic ‘I love NY’ logo featuring the red heart. Milton Glaser is the graphic designer behind the seminal insignia, and his latest design is perhaps best described as simplistic.

As The Verge reports, Glaser has created an image of “a gradient green and black orb” that is supposed to represent the earth. Why? To raise awareness for climate change, of course.

The logo is part of a new campaign with the mantra: “It’s not warming. It’s dying.” According to the website, this is “the most important fact on earth,” and supporters can order buttons featuring the orb design.

“Send $5, we’ll send you 5 buttons.
Wear one, give the others to those you love,” the site reads. “All proceeds go to distributing more buttons.
Even politicians will understand.

Below is a screenshot of the logo and catch phrase:
Screen Shot 2014-08-14 at 11.46.21 AMPhoto Credit: It’s Not Warming

In an interview with Dezeen, Glaser said he hopes this campaign will have people “acknowledging what is real” when it comes to climate change.

“There is no more significant issue on earth than its survival,” Glaser told Dezeen. “The questions is, ‘how can anyone not be involved?'”

On radio this morning, Glenn, Pat, and Stu wondered if the subtlety of the design would ultimately hinder the campaign’s effectiveness.

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“Now, what’s unique about this button is it doesn’t have any words or letters on it at all. It’s just a black button with a little bit of green on the bottom,” Glenn observed. “It’s not even like, ‘Ask me about my black and green button.’ It’s just like a black and green button that nobody will ask you about… It looks like a mood button.”

“People will avoid you because they think you have a bad mood,” Pat quipped.

When you consider full on “climate chaos” is less than a year away, Glenn believes the hyperbolic nature of Glaser’s rhetoric is spot on.

“I think it works: ‘It’s not warming. It’s dying,’” Glenn concluded sarcastically. “Now, I don’t think that’s hyperbole. No, it’s frighteningly accurate. Come on.”