EVERYONE Corporate Identity Proposal
DESIGN CONSIDERATIONS Everyone - Corporate Identity Proposal
Design Considerations Brand Personification Inviting Hope Colourful Loving Accepting Caring Empathy Open Arms Unique Fun Giving Broad Compassion Celebration Empowering Community Philanthropic Innovative Choice Genuine Trusted Results Someone Unique Empathy Trusted Empowering Choice A NUMBER OF CONSIDERATIONS INFORMED THE DESIGN PROCESS FOR THE CREATION OF THE EVERYONE IDENTITY. DESIGN CONSIDERATIONS Important points were noted during creative discussions held with the client at the VO office. A Brand Personification exercise was undertaken in order to inform a creative direction for the proposed identity. This undertaking also assisted in obtaining information that would provide a greater understanding of Everyone s core values. Reflecting on the results of the exercise proved invaluable. They informed the creative direction for the design through experimentation and manipulation of appropriate colour, typography and shape. The combination of these considerations ultimately lead to the final design solution that VO Creative feels will fit within the context of a forward thinking charity and is the embodiment of its core values. During the Brand Personification exercise, five distinct themes were identified by the client, which related to how they saw the organisation and how it should be perceived by a wider audience. Amongst a list of descriptive words, five key ideas were identified and would dictate the design of Everyone s new corporate identity, they were: Unique Empathy Trusted Empowering Choice
Core Value Mission Statement A UNIQUE charity made up of TRUSTED stakeholders working with EMPATHY to EMPOWER people less fortunate than themselves with CHOICES.
Design Approach? IT IS VO CREATIVE S RECOMMENDATION THAT THE MISSION STATEMENT ON THE PREVIOUS PAGE SHOULD FORM THE BASIS OF EVERYONE S INTERNAL CULTURE AND CORE VALUES. THIS MANTRA SHOULD ALSO BE VISUALLY COMMUNICATED WITHIN EVERYONE S FUTURE COLLATERAL DESIGN. DESIGN APPROACH The approach to the design process was directed by internalising the following questions, as well as considering the client s expectations: How could the five key ideas be presented visually? Should the logo take inspiration from other charity logos? What do charity logos traditionally look like? How are charity identities traditionally perceived? Does this perception need to change? How should charitable identities be perceived? Should the look of Everyone s logo break away from what is expected of a charity logo? Could this be an opportunity for Everyone to reinvent what it means to be a charity, via its branding? If so, what would the most appropriate visual approach be? Should the identity be a word mark, letter mark or picture mark? What possible visual metaphors could be used to communicate Everyone s values? Are there common symbols existing for charities that could be appropriated? Are there common symbols existing that shouldn t be appropriated? Where would the logo be seen mostly and how will it be used?
VISUAL RESEARCH Everyone - Corporate Identity Proposal
Other Charity Logos RESEARCH & DEVELOPMENT To kick start the design process, research was conducted into charity logos. It is felt by VO Creative that most charity logos choose to adopt a corporate aesthetic. This approach could be attributed to the design thinking that a corporate looking logo would help the organisation obtain the public s trust more rapidly. While there is a sound argument to say that well designed corporate logos can command trust quickly, much of that trust is also gained when the branding is combined with clever or emotional marketing campaigns. That said, it is felt that in most cases, from a design perspective, many of the logos on this page have been poorly executed, which could be attributed to the designer designing a corporate logo instead of a logo that is appropriate to what charities do. It seems that this thinking has caused most designers to fall into a rut when designing charity logos. This rut has lead to the misconception that charity logos should look and feel a specific way in order to fit a public expectation. This approach has led to a lot of charity logos looking sullen, uninspired and depressing. Corporate logo designs end up portraying charities as humble martyrs who wallow in the serious nature of their good work instead of celebrating it. VO Creative believes that this design approach is no longer relevant in today s vibrant and forward thinking society. VO Creative believes charities should be bold and outwardly proud of the work they do, and that this attitude should be expressed through its branding. VO Creative also believes that Everyone is in the perfect position to change the public s perception of what it means to be a charity.
CASE STUDY Everyone - Corporate Identity Proposal
Case Study - Livin RESEARCH & DEVELOPMENT Livin is an organisation that has challenged the traditional idea of what a charity should look like. It boasts an identity that could be initially perceived as representing a fashion label. This is not accidental. Livin s profile has been raised through the sale of its caps, singlets, t-shirt and hoodies displaying the Livin logo. This alternate approach to raising funds for a charitable cause has proved to be a very clever way of raising awareness of a serious issue that has captured the attention of a younger generation that isn t usually known for their humanitarian concerns. Since Livin s inception, many celebrities have also been photographed supporting the charity by donning many of its products in public. This support proves that the fashionable nature of Livin s logo is one that celebrities are willing to associate themselves with and endorse. Whether intentional or happy coincidence, the fashionable appeal of the Livin logo is a marketable selling point that the Everyone logo should also possess.
DEVELOPMENT Everyone - Corporate Identity Proposal
Visual Metaphor Moodboard Unique - Signature Empathy - Human Touch Trusted - Certainty Empowering - Colour Choice - Kaleidoscope
EVERYONE Colour Study
Colour study PANTONE 631 C Blue evokes feelings of calmness or serenity. It is often described as peaceful, tranquil, secure and orderly. Blue is also perceived as a sign of stability, linking the brand to reliability, and trust. PANTONE 143 C Orange is associated with joy and sunshine. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. PANTONE 100 C Yellow represents happiness and optimism. It is the color of high energy, enthusiasm, hope, fun, and cheerfulness. PANTONE 198 C Red signifies strength, power, determination as well as passion, desire, and love. It enhances human metabolism and attracts attention more than any other color,
EVERYONE Brand Identity Design
Brand Identity Design THE EVERYONE SYMBOL REPRESENTS: The type of logo is technically known as a word mark. Unique Empathy Trusted Empowering Choice The logo possesses the uniqueness of a The hand written lettering provides the logo Although hand written, the underline The invigorating colours overlap and mix with The overlapping circles contained within the persons signature. with a human touch, giving empathy to the provides a solid foundation for the logotype one another, and when combined give off an logotype makes the design multi-faceted, overall design. and commands a certainty that can be trusted. overall energy that empowers the viewer. which represents choice and everyone.
Brand Identity Variations Greyscale Colour Reverse Mono
Brand Identity - Single Colours
Brand Identity - Symbol 1
Brand Identity - Symbol 2