G R E E N P E AC E V I S U A L S T R AT E GY G U I D E
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G R E E N P E AC E V I S U A L S T R AT E G Y G U I D E
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Greenpeace Visual Strategy Guide First published in 2016 Š Yun-Chih Chung
www.defiantaction.com
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THE TABLE OF CONTENTS
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001
THE CONCEPTION
001-1
OVERVIEW
001-3
TIMELINE
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001-2
OUR HISTORY
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THE FUTURE
002-1
OUR VISION
002-3
NEW DIRECTIONS
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002-2
OUR MISSION
002-4
NEW AUDIENCE
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You cannot protect the environment unless you empower people. —— WANGARI MAATHAI Kenyan environmental and political activist, was awarded the Nobel Peace Prize in 2004 for her actions to promote sustainable development, democracy and peace.
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001-1
OVERVIEW
T H E C O N C E P TION The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
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OUR SOUL OUR HISTORY
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OVERVIEW
Greenpeace is a non-governmental environmental organization driveing positive change through action and non-violent confrontation to expose pressing
We exists because this fragile earth deserves a voice.
environmental issues. We acts to change attitudes and behavior, to protect and conserve the earth. We were known for aggressıve tactics to push an environmental and anti-nuclear agenda. Now, we keep the spirit of these brave actions. We believe, though the courage to act and remain defiant, a green and peaceful future is possible.
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OUR HISTORY
They believe a few individuals could make a difference. In 1971, motivated by their vision of a green and
Many talented folks contributed to the creation
peaceful world, a small team of activists set sail
of Greenpeace. Bill Darnell coined the name when
from Vancouver, Canada, in an old fishing boat.
someone flashed him a peace sign and he said
Their mission was to “bear witness” to the USA’s
“let’s make that a green peace!” Bob Hunter created
underground nuclear testing at Amchitka in one
the concept of the “Media Mind Bomb” reaching
of the world’s most earthquake-prone regions.
the public consciousness through dramatic, camera-
A island off the West Coast of Alaska, Amchitka
ready opposition to environmental crimes. Irving
was the last refuge for 3000 endangered sea
Stowe, Paul Cote, and Jim Bohlen were the founders
otters, and home to bald eagles, peregrine falcons
of the “Don’t Make a Wave Committee,” which
and other wildlife. Even though their old boat, the
organized the first Greenpeace action: a voyage to
Phyllis Cormack, was intercepted before she got to
Amchitka Island to stop a nuclear weapons test.
Amchitka, the journey sparked a flurry of public
David McTaggart convinced half a dozen loosely con-
interest. The US still detonated their bomb, but the
nected early groups to put aside their differences
voice of reason had been heard. Nuclear testing
and join in a single worldwide organization, creating
on Amchitka ended that same year, and the island
Greenpeace International in 1979.
was later declared a bird sanctuary.
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It needs solutions. It needs change. It needs action. Today, Greenpeace is a global organization that gives priority to campaigns that can be addressed on a global scale. Based in Amsterdam, we have 2.8 million supporters worldwide, and national/regional offices in 41 countries. Greenpeace is committed to the principles of non-violence, political independence and internationalism. In exposing threats to the environment and in working to find solutions, we have no permanent allies or enemies. Greenpeace relies on the voluntary donations of individual supporters, and on grant support from foundations.
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001-1
OVERVIEW
THE FUTURE The new mark represents the rebirth of Greenpeace. It expresses the importance of environment and the spirit of brave individuals, through the symbol of leaf and shield. It looks Strong, bold, and sharp.
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OUR VISION OUR MISSION NEW DIRECTION NEW AUDIENCE
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The greatest danger to our future is apathy. â&#x20AC;&#x201D;â&#x20AC;&#x201D; JANE GOODALL A British primatologist , ethologist , anthropologist , courageous researcher whose grace allowed her to observe a range of behaviors among wild chimps.
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002-1
OUR VISION
Greenpeace is moving beyond physically present direct action and expanding our ability to perform radical surveillance and take virtual action. We not only focus on environmental destruction, but also the root causes. Greenpeace will unite peopleâ&#x20AC;&#x2122;s power and promote responsible and just solutions, including technological responses.
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OUR MISSION
To expose global problems through direct action, and to inspire and awaken public interest in pressing environmental issues.
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002-3
NEW DIRECTION
This was our past look. These pictures show we looked like in the past. The key visuals of the old Greenpeace were to physically represent our aggressive and straightforward confrontational style of the past.
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This is our new look. These pictures show our new look in the future. In order to expose cross-border problems and change public opinion, the new Greenpeace embraces technology to perform virtual actions. The key visuals of the new Greenpeace are to represent our new stealthy and provocative style.
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NEW AUDIENCE
Peter 22 / MALE
1.
Peter is a science-whiz orphan living with his Uncle and Aunt in Boston. He grew to be extremely bright in science and became a MIT student.
2.
He is a young inventor and likes to research and create machines.
3.
Peter also showed an aptitude for engineering. He is enthusiastic about coding, and self-learning computer hacking skills.
4.
His parent was scientists and aim to change the world for the better. That influences him and made him has his own belief to improve the world.
5.
Peter sometimes illegally hacks into government and corporate websites and interrupts their system to protest injustice.
6.
Peter is decisive, optimistic, and quick-to-action. He has the courage to fight for others and is not afraid of authority.
7.
Peter has a strong sense of convictionâ&#x20AC;&#x201D;Once heâ&#x20AC;&#x2122;s made up his mind, he will stick with his choice
THE ADVENTUROUS FIGHTER
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and see it through to the end.
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Zo e 17 / FEMALE
1.
Zoe is a high school student lives in Hayward, California. She is the student president and is always charming and talkative.
2.
Zoe likes to join student learning projects because she loves to be challenged. She is competitive and prefers to lead rather than follow.
3.
Zoe has the courage to fight for student rights and always stay positive.
4.
She wants to be a lawyer because she would like to help people that donâ&#x20AC;&#x2122;t have the ability to fight for their rights.
5.
She thinks studying law is the best way to understand what our society is about and how the individual person is affected by all that.
6.
Zoe takes care of the environment. She enjoying hiking with her family and adventure sports with her friends in school.
7.
Zoe enjoys participating social events. She has a good overall sense of justice and fairness and is
THE POSITIVE TEENAGER
a volunteer of American Civil Liberties Union.
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David 42 / MALE
1.
David is an ecologist and grew up in San Antonio, Texas. He is dedicated to maintaining sustainability and protecting biodiversity.
2.
He dreamed of being an ecologist since he was young. He has a strong passion for wild animals and plants and loves to experience nature.
3.
David likes to solve problems through careful consideration. He prefers teamwork and would love to collaborate with other professionals.
4.
He puts a lot of efforts on his researches and tried hard to turn back the earth to a better natural environment.
5.
He is also a fan of sci-fi. He believes technology will keep changing the world and he wants to get more knowledge of IT.
6.
David keeps trying to balance the conservation and human needs. Thatâ&#x20AC;&#x2122;s why he think sustainable technology is the best solution in the future
7.
THE PASSIONATE RESEARCHER
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He cares deeply about the welfare of others. He donates to support non-profit organizations and educational institutions.
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Jan e 60 / FEMALE
1.
Jane, who lives in Portland, is a housewife, an opinion writer, and has two cats. A lot of her concerns are about animal issues.
2.
Jane likes to talk to people and tell stories. She is writing to advocate particular viewpoints or influence the opinions of the audience.
3.
She thinks it is cruel to kill lives. To prevent the exploitation of animals, she has been a vegetarian since she was 10-years-old.
4.
Jane is aware of ways to live a greener life. She has a little organic backyard farm and she thinks veganism is the sustainable option because it helps to save the planet.
5.
Jane insists that avoiding animal products is the simplest way an individual can reduce the strain on food as well as other resources.
6.
Jane uses social media a lot to strategy and communication ideas to reach vegan critical mass. She has been trying to convince others to go vegan.
THE PERSUASIVE COMMUNICATOR
7.
She is against animal testing and donates every
year to PETA to support animal issues.
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L is a 31 / FEMALE
1.
Lisa is an elementary school teacher and lives in Miami, Florida. She is a new mom of a three-monthold boy with her girlfriend.
2.
She is enthusiastic about teaching. She wants to influence and inspire young people and she believes education can make the world a better living.
3.
In her class, each studentâ&#x20AC;&#x2122;s ideas and opinions are valued. She wants her students defend their positions and learn to respect and listen to others.
4.
She is a mother of the next generation and feels a strong responsibility to take good care of children.
5.
She always takes time to research what is good for children and what may be harmful for their growth.
6.
Lisa is a big fan of organic products. She tried to provide her baby with a non-toxic environment.
7.
Lisa feel outraged by social and environmental injustice and frustrated with political leaders. She want to against them for the next generation.
THE CARING EDUCATOR
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Ben jam in 26 / MALE
1.
Benjamin is a designer who lives in SOMA in San Francisco. He is curious, creative, and loves new and complex challenges.
2.
He takes a human-centered, design-based approach to discover problems, and explore new methods to come up with solutions.
3.
Benjamin considers that innovation happens through networks of inspired people. He thinks collective actions can make the world better.
4.
Benjamin believes design can change lives. He is concerned about people, poverty, and environment. Most inspiration comes from these issues.
5.
He and His peers all believe that technology is based on humanity and human needs.
6.
Benjamin believes in charity. He is willing to participate as a volunteer, but does not quite sure which organization is the one to trust.
7.
He would love to take a multidiscipline approach and collaborate with other high creative people
THE OPEN-MINDED PROBLEM SOLVER
or experts from different professionals.
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Copyright Š 2016 Yun-Chih Chung
chung.yun.chih@gmail.com www.chungyunchih.com This book is a non-commerial project for education purposes and is not intented to represent the Greenpeace brand.
Design / Yun-Chih Chung Class / Nature of Identity Professor / Hunter Wimmer Photography / Daniel BeltrĂĄ, David Maisel, Camille Seaman All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Yun-Chih Chung.
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