Greenpeace
Brand Guidlines
2014
1.1
A New Religion Entitled “the Sacred Yantra�, the new logo is unique and intriguing. Parts of the logo have been borrowed from past religions, but the new logo is visually something new altogether. The idea of the logo having religious qualities to it is integral to the success of the brand. We are trying to create a cult of people, a new religion, and the emblem is at the heart of that idea.
Primary Logo
The Sacred Yantra
1.2
Universally Clear The Lock-up logo means that the brand name can be included when needed, to help re-inforce the brand. The primary logo will be enough on it’s own eventually to recognise the brand and new religion from, but the type underneath this helps reassure the brand when needed.
Primary Logo
Lock-up
1.3
Primary Logo
1.1 1.2
English Russian
1.3 1.4
Chinese Japanese
1.5 1.6
Hebrew Arabic
Universal Lock-up
1.4
Primary Logo
1.1 1.2
Typography Logo alone in full colour and a single stroke outline.
1.3 1.4
The Lock up Logo can be used in full colour or reversed out on a dark colour background.
Colour & Uaage Guidelines
1.5
Primary Logo
1.1 1.2 1.3
Primary Logo can be used in the chosen green colour, black and reveres out on a dark background.
1.4 1.5
The logo can be reversed out with white on the chosen green background, or the chosen green on a black background.
Colour & Uaage Guidelines
1.6
Primary Logo
1.1
Text should always remain central.
1.2
Text should always be margined under the circular shape.
1.3
Text should always be set in the brand typeface.
1.4
Text should never be applied over the primary logo.
1.5
The primary logo must never be scaled out of proportion, or distored.
1.6
A border of any colour or size must never be added to the outside of the primary logo.
Prohibited Usage
Greenpeace
New!
1.7
It is very important that the brand emblem can be replicated at any level to make sure it can be seamlessly introduced into everyday society by whichever means necessary.
A simple test was taken out to ensure that the emblem can be easily replicated, and this was collecting samples using people as subjects and making them draw the emblem using only pen and paper.
The results prove that, although very different from each other, each attempt is an obvious and clear representation of the Greenpeace Emblem. Proving Successful.
Primary Logo
Replication
1.8
The Image shows the logo in context.
Primary Logo
Trademark Usages
1.9
Sub-Logos
1.1
Primary Logo
1.2
Protecrting Forrest
1.3
Defending Oceans
1.4
Eliminating Toxics
1.5
Saving the Arctic
1.6
Stopping Climate Change
Departments
1.9
Sub Logo
1.1
Climate Change w/ Imagery
1.2
Protecting Forrests w / Imagery
1.3
Eliminating Toxics w/ Imagery
1.4
Protecting the Arctic w/ Imagery
Imagery Combinations
2.1
Primary Colour Palette
Colour Palette The colour is integral to the Greenpeace brand. The idea is to capture attention wherever it is seen. This limited colour palette helps do that. The green must be consistantly seen as a sea of Peace, and this is made clear by the neutralness of white and black.
C M Y K
100 050 023 100
C M Y K
100 050 023 100
C M Y K
100 050 023 100
R G B
100 050 023
R G B
100 050 023
R G B
100 050 023
2.2
Tonal Range Tints of the colour can be used to help create a tonal range within the nessacery imagery.
Primary Colour Palette
Tints
3.1
Primary Typeface
Neautral & Clear The primary corperate typeface has been carefully chosen to be clear universally. Helvetica does this, and does it in a very neutral way, which lets the religious elements of the primary logo and colour scheme dominate.
Universally Clear
Helvetica Helvetica will be used in Bold, Regular and Light versions depending on the appropriate and effective use.
Bold
Light
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*?
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*?
3.2
Arial Unicode Using Arial Unicode as a secondary Typeface means that the Brand will be clear on a universal level. The secondary lock-up logo can be understood in every country of the world by changing the language, while the primary logo can be kept conistant as a stand alone icon. This will help capture global attention.
Secondary Typeface
4.1
Flagheads The Flagheads are at the core of portraying the brand image. They will be available in all shapes and sizes depending on the event.
Brand Application
Flagheads
4.2
Flag in Context The flags will be used at all Greenpeace Events and they will be use in abundance. The people interaction with the religious looking symbol will help give a physical appearance of strength.
Brand Application
Flagheads
4.3
Direct Communica-
By combing the Logo within the typeface, the logo starts to become it’s own brand and Greenpeace becomes omnipresent. The brand is seen everywhere, and by just using typography to get a mesage across, the brand is still there through the use of subtle inclusion of logo and bold colour scheme.
Brand Application
Logo / Type Integration
4.4
Brand Application
Logo / Type Integration
4.5
Trade Character
Leading
A strong brand campaign needs a strong leader and a friendly face to put on a sometimes ‘inhumane’ company. Kumi Naidoo is the CEO of Greenpeace and he’s the ultimate charasmatic leader. He conducts the followers, but he also puts a friendly face on Greenpeace. He is a dominant force, and the Saviour of World Peace, simultaneously.
Kumi Naid A leader t believe in
4.6
Brand Application
Speactacles
Herd Poisen
Leading from the front is at the heart of the business. The leader of Greenpeace will hold Spectacles which he speaks directly to the followers. When speaking to a crowd on mass, this will create a ‘druglike’ effect on the masses, in order to clearly deliver the messages and ideas of the brand.
We lead fr m the fr nt
4.7
Branding Spectacles
The image on the right shows an example of how the Spectacles will be branded. The strict colour scheme will be moderated and in turn will create a ‘sea of green’ and the the emblem will be on show at all times.
Brand Application
Spectacles
4.8
Powerful & Striking The Brand Imagery will be always powerful and striking. A combination of Brand Colour, Emblem and Black and white Imagery will bring a consistant look to the Propaganda, which will be regularly updated and applied through getting the masses to do the work in ‘Group Events’.
Brand Application
Imagery
4.9
Gardhaba Hand Symbols are important to the Greenpeace brand. It’s a way that the leader can connect with the masses. The ‘Gardhaba’ is a religious translation to ‘Our Leader’ and this is used as a mutual gesture to help build confidence, courage and openess within the group. Traditionally the symbol means to overcome obsticles.
Brand Application
Hand Symbols
5.0
A Sea of Green The Public Uniform will be available to purchase through the website and at all specialist events. Supplying the masses with these uniforms means that when in a crowd, the visuals will give off the appearance of a dominant force.
Brand Application
Public Uniform
5.1
Dominant Force This image shows the ‘Sea of Green’ in context. The masses will give an appearance of strength in numbers.
Brand Application
Public Uniform
5.2
Fierce & Professional The Official Uniform uses the same basic principles as the general t-shirt for the masses. The Primary Logo is a strong visual and the main colour of green is applied through the jacket.
Brand Application
Official Uniform
5.3
Rough & Ready for Action The official uniform will also give a dominant appearance. The padded trousers and boots will give the appearance that the member are always fully equipped for any problems. This emphasises the strength and dominance of the brand, whilst also giving the impression that the group members are safe under the guard of the working force.
Brand Application
Official Uniform
5.4
Armbands & Rank Badges The Armband is reminicant of Nazi Germany, but is in fact a complete reversal. The Armband is a symbolic way of showing your dedication to the cause, whilst keeping a strictly official look to the carefully controlled charitable company. The Rank Badges are a way that the masses can interact with the movement, and progress to the top in a series of activist related involvements.
Brand Application
Official Uniform
5.5
Brand Application
1.1 1.2 1.3
Rank 1A Rank 1B Rank 1C
1.4 1.4 1.6
Rank 2A Rank 2B Rank 2C
1.7 1.8
Rank 3 Rank 4
Official Uniform
5.6
Colour Palette The brand can be applied to vehicles to help promote the message while on the move. The Primary Logo and the simple to the point quote, in the corperate typeface means that the brand is solid. The wording is confident and dominant, which is the ethos of the brand. This means that it appeals to a potentially malleable demographic.
Brand Application
Vehicle Adhesive
2.2
Tonal Range Tints of the colour can be used to help create tones within nessacery imagery.
Primary Colour Palette
Tints
5.7
Business Cards The business cards will follow a structured system that is interchangable depending on specific languages. You can see in the diagram to the left how the logo changes for each language. but the brand remains consistant. The examples are in English and in Russian.
Brand Application
Stationary
5.8
Business Cards The image shows the business cards in context.
Brand Application
Stationary
5.9
Brand Application
Stationary
Collection of Stationary 01.
Letterhead
04.
Business Card
07.
DIY Manual
02.
Ipad
05.
Compact Disk
08.
03.
Iphone Application
06.
Envelope
Rounded Primary Logo Stickers
09.
Rectangular Secondary Logo Stickers
01.
02.
03.
05.
06.
04.
6.0
Brand Application
Stationary
Projecting Colour All the elements within the stationary will stricly follow the brand scheme. The green colour is essential, as is the primary logo.
01.
Brand Guidelines
02.
Custom Green Mug
03.
Business Cards
04.
Unicode Business Cards (Japanese)
05.
Iphone
02.
01.
03.
04.
05.
6.1
Brand Application
DIY Kits
Spreading the Image The DIY Starter Pack will be available to purchase through the Website and Social Media. The packs are specifically designed in order to spread the message in the most effective way. Stickers and Posters will be the main source of making the masses generate their own propaganda, and the items that they can wear, will mean they are transformed into walking advertisements for the brand. The images on the right show how the DIY boxes will look.
01. DIY Pack Box (Closed) 02. DIY Pack Box (Open)
01.
02.
01.
DIY Manual
02.
Rounded Primary Logo Stickers
03.
Rectangular Secondary Logo Stickers
04.
Starter 1st Rank Patch
05.
Bumper Sticker “We’re Taking Over”
06.
Green Logo T-shirt
07.
Propaganda Posters
08.
Propaganda Posters
09.
Pin Badges
10.
Lanyard
01.
02.
05.
06.
03.
04.
07.
08.
09.
10.
6.2
Brand Application
Protest Placards
Structured Chaos The Protest Placards will be standardised and given out to the masses in abundance. This will help keep a solid and structured brand image wherever the brand is seen, and on any occasion. A standardised template will be created using the corperate typeface and a system which works in multiple languages, systematically as you can see in the diagram to the right.
Change the Politics, Save the Climate.
改变政治 拯救气候
Изменить политику, сохраните климат. Greenpeace
Greenpeace
6.3
Flag in Context The structured brand system will be laid on the following way; The primary emblem will be anchored to the bottom left hand corner of the sign and the brand will be anchored to the bottom right hand corner. The text will use the corperate typeface and will always be right aligned to the top left hand corner. Again, this will re-inforce the brand, making the image and logo clear to see. The system will be applied globally, like the brand, in every language.
Brand Application
Flagheads
6.4
Brand Application
Iphone Application
Modern Mass Manipulation To connect with the masses, it’s integral that the brand uses modern ways of communication. This is exemplified by the use of Social Media. The Iphone Application will be an important platform to get the brand’s message out. The App will include various features which will help the charity become dominant. These include the option to share articles, videos and other media through the ‘Greenpeace Stream’, conecting and introducing friends to the group through the ‘Friend Sync’ feature and organising and tracking events through the in-built ‘Calander’ feature.
01.
02.
01.
The Calander & Event Tracking Feature allows you to browse events and add them to your personalised calander.
02.
Greenpeace Stream Feature. (Example of Sharing a Video)
03.
The ‘Greenpeace Steam’ feature’s homepage streams live posts and is catergorised into ‘Latest Posts’, ‘Favourite Posts’ and Trending Posts’.
04.
The ‘Friends Sync’ feature lets you search for contacts through social media and your mobile phone contacts.
03.
04.
6.5
Brand Application
Iphone Application
Modern Mass Manipulation 01.
Event Tracker
04.
Profile Box
07.
Video Upload Example
02.
Friends Sync
05.
Edit Profile
08.
Instant Messaging
03.
Greenpeace Stream
06.
Profile / Post Statistics
09.
In-built Personalised Calander
10.
Settings
01.
02.
03.
04.
05.
07. 06. 09.
08.
10.
6.6
Point of Contact Using bold typography and powerful captions throughout, the website is a main point of contact and way of getting the message across to the modern masses. The websiste works on a downward scrolling system, where the downward motion produces essentially one long interactive image. You can see how this works in the diagram on the opposing page. A combination of images of the leader and powerful messages are used throughout the page and the “become a member� section at the bottom of the website, entices new people in to join.
Brand Application
Website