Friends of the Earth It Begins Where It Ends
A Campaign on a Mission for Renewal
It Begins Where it Ends...
Table of Contents 1.0 Research 1.1Reasearch Findings 1.2 Swot Analysis 1.3 Creative Brief 1.4 Target Market 2.0 Creative 2.1Competitve Analysis 2.2 Design Research 2.3 Moodboard 2.4 Logo Development
3.0 Style Guide 3.1 Brand Description 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Visual Elements 4.0 Final Designs 4.1 Campaign Deliverables 4.2 References
3.0 Style Guide 3.1 Brand Description 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Visual Elements
3.2 Logo Usage Logo Development Friends of the Earth’s current logo was a circle with the organization name to the right of the brand mark. The color scheme was synonymous with competitors in the industry and the circle was not a clear translation of the services provided by the organization. The new logo embraces parts of the old logo but with a more modern and bold look. The circle was integrated into the new logo in order to maintain the symbolism of “the circle of life� and the typography was kept to the right of the brand mark for familiarity with current members. Because Friends of the Earth focuses on four major project platforms, the four brand marks associated with the platforms were integrated into the main brand mark. With the new elements, came the new color palette, which helped the logo stand out amongst competitors.
Former Logo
New Logo with color
Friends of the Earth It Begins Where It Ends
New Logo in black and white
Abbreviated version
Logo Specifications It is important that the logo be sized as specified in order to prevent distortion of the logo and to maintain legibility. The logo should never be smaller than the given minimum size.
The tagline is to be centered under the large logotype. The bottom of the tagline should fall 1cm above the bottom of the brand mark.
When it comes to spacing, the capital “E” from Earth is used as an example of an appropriate amount space from objects place aside of the logo. This is to ensure that there won’t be any objects that obstruct the logo or confuse the audience with thinking the object is apart of the logo. This will also help with placement on print media.
The minimum size of the logo is 3” wide by 1” long. If the logo is made smaller, then it becomes illegible. The abbreviated logo consists of the “F” and “E” from the regular logo with the brand mark in the center for the “O”. The bottom al three should line up across the bottom.
Friends of the Earth It Begins Where It Ends
Friends of the Earth U.S. Washington DC | Berkeley CA 1-877-843-8687 - See more at: http://www.foe.org