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As part of the entire effort to spread the Alliance for Climate Protection's green word, Al Gore recently commissioned the Martin Agency, based in Richmond, VA, to whip up a sweet logo that would get the masses off their asses. Steven Heller has dissected the appropriately-hued circle with indispensable clever word play in the NYT's latest Week in Review.

A logo is routinely the most difficult component to design because it is so important, and usually the client wants to be closely involved. An effective logo is a kind of calculus, the sum of disparate parts that adds up to a memorable image or icon. In this case, the logo is something of a risk because it is neither the name nor initials of the organization but a visual pun on the words We and Me.

Does it succeed in being a distinctive mnemonic? We'll be in a better position to judge when we know if Mr. Gore's organization has picked up steam and created a buzz.

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