Sam Lane
Context of Practice
OUGD601
Background
Target Audience / Tone of Voice
Greenpeace is an International non-governmental, environmental organisation, which focuses on trying to solve world-wide issues such as global warming, deforestation, toxic pollution and antinuclear issues. As the organisation is global, the brand must reflect this in being universally clear.
The Target Audience for this experiment is vast and global. People of all ages and in all areas of the world wil be targeted through an extensive brand campaign, using Propaganda. The TOV will be forceful to give off the powerful ethos of the brand, but it will also be worded in a way which is empowering to the masses. Giving them a sense of power or even a sense of immortality.
Brief Outline
Delliverables
A complete re-brand of environmental organisation, Greenpeace. The brand will be built up from using specific subconscious Branding and Advertising techniques discovered throughout the written element of the module, particularly using the theories of Vance Packard, in targeting the consumer’s hidden needs and desires through selling them back their insecurities.
- Core Brand (to be used on a global scale) - Brand Guidelines (Book Format) - Brand application through a variety of products to be used by the masses such as proposed Uniforms, Transport, Stationary, Protest Placards and various Print bsed solutions - Web and Social Media solutions to connect with the masses. - A Series of Propaganda material including a colelction of Posters and a DIY Propaganda Pack, for members of the organisation.
Greenpeace Re-brand
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Sam Lane
Context of Practice 3
Greenpeace Re-brand
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OUGD601
The new Greenpeace brand has been specially designed to make sure that it is globally recognised with the intention of it becoming ubiquitous.
Parts of the logo have been borrowed from past religions, but the new logo is visually something new altogether.
The primary circle logo is made up a circle to represent ‘peace’ as well as an inner diamond, which symbolises “The Sacred Yanta’. These religious elements are important to the brand.
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.
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The Primary circle logo is accompanied by the Greenpeace slogan underneath. To make sure that the symbol is recognised globally, a univeral approach has been taken. The language changes depending on the area of the world, but the brand remains consistant. It is also important that the logo can be easily recreated and at any size, which will in turn help make it become ubiquitous globally.
Context of Practice 3
Sam Lane
OUGD601
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C M Y K
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R G B
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The colour is integral to the Greenpeace brand. The idea is to capture attention wherever it is seen and 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.
Greenpeace Re-brand
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Universally Clear Bold
Light
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*?
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%&*?
Using Helvetica as the core typeface of the brand means that the language is universally clear which again is important to make sure that the brand gains global dominance. Variants of Helvetica will be used throughout the brand along with the limited colour palette to help keep this consistancy.
When applying the colour to products, It is important that the exact swatch is consistant throughout the brand. This means that the colour will start to take on an identity of it’s own after time to help it become globally recognised. An example of this would be the Cadbury’s purple colour.
03/10
Sam Lane
Context of Practice 3
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OUGD601
Greenpeace Re-brand
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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.
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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.
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The wya in which this hand gesture is taken out is that the fingers intertwine locking tight together and then the joined hands are brought close to the chest. This is alternated through breathing, with the back of the hand touching the chest followed by the side of the hand.
Sam Lane
Context of Practice 3
OUGD601
01
Greenpeace Re-brand
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This image shows the ‘Sea of Green’ in context. The masses will give an appearance of strength in numbers. and the consitnat application of the brand colour will help achieve this.
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.
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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. The 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
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The Armband is reminicant of Nazi Germany, but is in fact a complete reversal. It is a symbolic way of showing your dedication to the cause, whilst keeping a strictly official look to the carefully controlled compnay. 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.
Sam Lane
Context of Practice 3
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OUGD601
Greenpeace Re-brand
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All the elements within the stationary will stricly follow the brand scheme. The green colour is essential, as is the primary logo.
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The business cards will follow a structured system that is interchangable depending on specific languages.
06/10
Sam Lane
Context of Practice 3
OUGD601
Greenpeace Re-brand
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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 image above.
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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.
Sam Lane
Context of Practice 3
OUGD601
01.
Greenpeace Re-brand
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Change the Politics, Save the Climate.
Изменить политику, сохраните климат.
改变政治 拯救气候
Greenpeace
Greenpeace
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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.
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The second part of Data Collection was made up of a Grid where we asked them to write “A quick brown fox...” as well as some singular letters. This is the most important part of the data that we will analyse in order to create the eventual typefaces.
08/10
Sam Lane
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Context of Practice 3
The Pysical Brand Guidlelines has been externally printed using a hardback cover and semi-gloss insert pages. This is important that the guidelines themselves are physically stable enough to be passed around and used as a reference for all future designs.
OUGD601
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Greenpeace Re-brand
The 50-page hardback book throughroully breaks down the brand stratergy behind the organisation as well as multiple ways of how to apply and how not to apply the brand.
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The DIY Propaganda Pack is much more accesable and of ‘cheaper’ quality than that of the brand guidelines. This is something which is proposed to be created and sent out on mass to every memeber of the organisation. By keeping the products consistant and easy for the masses to get hold of, it will help the movment become gloablly recognisaed.
09/10
Sam Lane
01
Context of Practice 3
The Members Magazine, which is included within the pack, will be a source where members of the organisation can find out information within the circle. it will also be an opportunity in which to release powerful propaganda, and to target their subconcious, making them connect with the brand on deeper levels. These photographs are spreads from the first issue, which is trying to get memebers to intereact more with the
OUGD601
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Greenpeace Re-brand
When the DIY Pack is opened there are a variety of products within which help sell the idea to the various hidden desires of the masses. There are creative opportunities for them within the stickers and the stencils, as well as a series of Propaganda posters, Membership Card and Members Magazine.
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These images show an example of how the brand can be propagated by the masses through the use of Stencils and Stickers.
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