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
1.0
Research
1.1 Research Findings 1.2 Swot Analysis 1.3 Creative Brief 1.4 Target Market
1.1 Company Profile Company Background Friends of the Earth, established in 1969, is a non-profit organization for global issues. Friends of the Earth is the only non-profit global issues organization that use a variety of tactics like policy analysis, grassroots activism, litigation, and creative communications for their campaigns in order to create positive change. FoE has two distinct organizations within itself known as Trust and Limited. Both organizations are invested in “the protection and improvement of the environment, a good life for everyone who lives on our planet, and a green economy that respects the limit of the natural world.� (What We Do.). Most of the work, like campaigning, research, education and publishing, is carried out by Friends of the Earth Trust, however when the main method of campaigning is political, like influencing political parties, this is carried out by Friends of the Earth Limited in support of Friends of the Earth Trust. The purpose of both organizations are significant because charities are only allowed to campaign politically as long as it doesn’t become the main way they work. Currently, there are four program fields that FoE focuses on including Climate and Energy, Food and Technology, Ocean and Forest, and Economic Policy.
Campaign Goals The goals of the Friends of the Earth Campaign will be to : -Create a new look and feel that enhances the essence of the brand. -Increase awareness on special programs that have been implemented as well as the issues circling the four project platforms. -Introduce more interactive vices that cater to the target market. -Generate more funds through donations.
1.2 Swot Analysis
1.3 Creative Brief Unique Selling Proposition Friends of the Earth goes through great lengths to provide a healthy and just world for all, whether it’s through policy analysis, grassroots activism, litigation, or creative communications, FoE will ensure that they provide their members with the ability to help create positive change. Key Tenets Environmental Concious Accountability Education Call to Action Friends of the Earth defends the environment and protects and champions a healthy and just world. Taglines It Begins Where it Ends Start Today for a Better Tomorrow Amplify Your Eco-consciousness
1.4 Target Market There are three distinct target markets for FoE to appeal to.
The first market is youth, ranging from ages 6 to 17 years of age. The second market will be the general population of those inspired to save the earth. The third market is potential stakeholders, donors, and policy makers.
2.0
Creative
2.1 Competitve Analysis 2.2 Design Research 2.3 Moodboard 2.4 Logo Development
3.0 Style Guide 3.1 Logo Usage 3.2 Typography 3.3 Color Palette 3.4 Visual Elements
3.1 Logo Usage
Former Logo
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 font was kept to the right of the brand mark for familiarity with current members. Because FoE focuses on four major project platforms, the four brand marks associated with the platforms were integrated into the main brand mark. The new color palette helped with differentiation.
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.
3.2 Typography For the logotype, the font Gloucester MT Extra Condensed is used in order to create a more friendly feel. The curvature of the letters are playful but still very professional and bold. Friends of the Earth is often abbreviated to FoE, so the font needed to have very bold and professional letters when in caps. The tagline and body copy use the font Helvetica to ensure that the body copy will be legible and give a modern look. Helvetica is a widely used font so its accessibility is great. The voice for Friends of the Earth is to remain friendly and professional. It should be informative and welcoming to new members.
Gloucester MT Extra Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
3.3 Color Palette
Like the brand mark, the color palette for Friends of the Earth is inspired by the project platforms. The full color logo should always consist of a black logo type and each element is to remain in its associated color. For example, the sun should always be yellow, the wave should be blue, the wheat should be orange, and the leaf is green. The circle should also remain grey so that the other four colors remain a focus.
C:6 M:35 Y:100 K:01 R:236 G:171 B:31 PMS: P14-8C
C:80 M:0 Y:91 K:0 R:5 G:176 B:87 PMS: P142-7C
C:64 M:3 Y: 38 K:0 R:85 G:187 B:174 PMS: P130-5C
C:0 M:79 Y:91 K:0 R:240 G:92 B:47 PMS: P37-8C C:62 M:54 Y:53 K:26 R:93 G:93 B:93 PMS: P14-8C
3.4 Visual Elements The images for Friends of the Earth are used to inspire the organization’s target market therefore they should be chosen with care. All of the images should be in vivd colors. Nature inspired photos may be used but are not required. FoE focuses on real problems so the photos of people should be realistic and natural and within the designated target market. The focus needs to be on the person or persons in the photo and the image must reflect the values of the brand. For other images that may be used in advertising, the photos should utilize vivid colors, surround issues concerning the organizations, and may be creative but still informative and inspiring.
4.0 Final Designs 4.1 Campaign Deliverables 4.2 References
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