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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 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, came the new color palette, which helped the logo stand out amongst competitors.


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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