The Brief
The Concept
To create a logo and visual identity for the Marks and Spencer Plan A campaign and develop campaign elements to inspire customers to follow in Marks and Spencer’s footsteps.
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. We are placing a lot of emphasis on the 5 pillars of Plan A. These involve sustainable raw material, fair partner, climate change, waste and health.
Sustainable Raw Material
MAYA SRIVASTAVA OUGD 203 YCN M&S Plan A
Fair Partner
Climate Change
Waste
Health
The Brief For this brief we created a logo and visual identity as well as developing campaign elements on which the logo would run.
Plan A
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
MAYA SRIVASTAVA OUGD 203 YCN M&S Plan A
The Logo and Identity This is the logo that Kirsty mostly designed that we used. Below are some possible logos that I designed. On the right are the type and colour scheme decisions we made.
MAYA SRIVASTAVA OUGD 203 YCN M&S Plan A
Awareness Billboards 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.
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.
MAYA SRIVASTAVA OUGD 203 YCN M&S Plan A
Bags for Life These 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.
MAYA SRIVASTAVA OUGD 203 YCN M&S Plan A
Other Elements of the Campaign These campaign elements were mainly developed by Kirsty. They include a M&S shop window display about Plan A, and a booklet available in-store about Plan A and what people can do themselves.