Plan A Plan A Logo The logo is based on a Helvetica bold, uppercase ‘A’. The counter has been altered to make it look like a tree. This combination of type and image is intended to evoke ideas of sustainability and the environment, through recognising it as Plan A. The accompanying type is Helvetica Neue Light. This relates to the previous Plan A logo and M&S. The choice of colour is based on the M&S Pantone green (382C). This ensures that the logo is still associated with M&S. The darker green for the type makes it stand out from the logo, so that it is clear what it is. This also works with the eco-friendly image.
PANTONE 382C C - 49 M - 22 Y - 93 K - 7
Concept
Kirsty Hair & Maya Srivastava
We have created an evocative logo for Plan A and applied it across a range of consumer communication channels with the intention of informing, advising, and inspiring M&S’s target audience (primarily middle class women aged 45-54) to be more eco-friendly in their own lives through Plan A.
Plan A
Plan A
Plan A 10-15% of the average
25 million coffee-farming
household electricity bill is
families are dependent
due to appliances being left
on their crop to feed and
on stand-by.
clothe themselves. Find out more at
Plan A
Find out more at
Plan A The UK currently produces
Eating your 5 a day can
28 million tons of household
reduce your risk of heart
waste per year. 60% of this
disease.
ends up in landďŹ lls. Find out more at
Find out more at
Plan A Awareness Billboards
Kirsty Hair & Maya Srivastava
Each of the five billboards represents one of the five pillars of Plan A. The aim of the billboards is to raise awareness of Plan A and the challenges it faces. We want people to start recognising the logo and to associate it with sustainability. The billboards also lead people to M&S if they want to find out more information about Plan A.
Plan A
Plan A Buy Fairtrade Coffee More of your money goes to the people who grew the coffee beans.
Plan A
Plan A
Plan A
Plan A
Eat your 5-a-day
Use Less Water
Use Energy Saving Bulbs
Recycle Newspapers
A good diet will help you
On average, we
You will save money, use less
Save trees - it takes 24
stay healthy, prevent
each use 150 litres
fuel, and help to reduce
trees to make 1 ton
illness & live longer.
of water a day.
carbon emissions.
of newspaper.
Plan A Bags For Life
Kirsty Hair & Maya Srivastava
These are a first step in people making an eco-friendly change. They help to publicise Plan A when they are in use. Each bag represents one of the five pillars of Plan A. The imagery looks as though you are carrying something in your bag, which reflects the pledge shown on the reverse of the bag. The pledge acts as a reminder to make changes in your life as it includes the benefits of taking the pledge.
Plan A
M&S Plan A Window Display
Kirsty Hair & Maya Srivastava
The window display alerts passers-by to Plan A and some of the pledges. It is intended to intrigue people and offers them a chance to find out more in store. Each image, which would be suspended separately, represents one of the five pillars and has an accompanying pledge. The logo and other information would be printed on the brown backdrop.
Plan A
Plan A In Store Information Leaflet
Kirsty Hair & Maya Srivastava
A concertina leaflet, containing information about Plan A and the pledges that the customer can take, which are categorised under the 5 pillars of Plan A. The pledges have a star rating for difficulty. A perforated coupon on the back on the leaflet gets the customer a free bag for life, to help them take their first pledge. The leaflet would be printed on recycled paper, using eco-friendly inks.
Plan A