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Friends of the Earth It Begins Where It Ends


Table of Contents 1.0 Research 1.1Reasearch Findings 1.2 Swot Analysis 1.3 Creative Brief 1.4 Target Market 2.0 Creative 2.1Competitve Analysis 2.2 Design Research 2.3 Moodboard 2.4 Logo Development

3.0 Style Guide 3.1 Brand Description 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Visual Elements 4.0 Final Designs 4.1 Campaign Deliverables 4.2 References


3.0 Style Guide 3.1 Brand Description 3.2 Logo Usage 3.3 Typography 3.4 Color Palette 3.5 Visual Elements


3.2 Logo Usage Logo Development Friends of the Earth’s current logo was a circle with the organization name to the right of the brand mark. The color scheme was synonymous with competitors in the industry and the circle was not a clear translation of the services provided by the organization. The new logo embraces parts of the old logo but with a more modern and bold look. The circle was integrated into the new logo in order to maintain the symbolism of “the circle of life� and the typography was kept to the right of the brand mark for familiarity with current members. Because Friends of the Earth focuses on four major project platforms, the four brand marks associated with the platforms were integrated into the main brand mark. With the new elements,


Logo Specifications It is important that the logo be sized as specified in order to prevent distortion of the logo and to maintain legibility. The logo should never be smaller than the given minimum size. When it comes to spacing, the capital “E� from Earth is used as an example of an appropriate amount space from objects place aside of the logo. This is to ensure that there won’t be any objects that obstruct the logo or confuse the audience


Friends of the Earth It Begins Where It Ends

Friends of the Earth U.S. Washington DC | Berkeley CA 1-877-843-8687 - See more at: http://www.foe.org


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