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Brand & Design Brief 2010 Prepared By: Sarah Sandusky


Table of Contents

Introduction ......................................................................................................................................... 4 Competitive Brands .......................................................................................................................... 6-7 American Red Cross .................................................................................................................... 6 International Rescue Committee ................................................................................................ 6 USAID .......................................................................................................................................... 7 CERT ............................................................................................................................................ 7 Identity ............................................................................................................................................. 9-11 Brand Brief ..................................................................................................................................... 13-15 Vision .......................................................................................................................................... 13 Personality .................................................................................................................................. 14 Affiliation ..................................................................................................................................... 15 Positioning .................................................................................................................................. 15 Design Brief .................................................................................................................................... 17-20 Print Collateral ............................................................................................................................ 17 Colors .............................................................................................................................. 18 Typefaces ........................................................................................................................ 19 Magazine .................................................................................................................................... 20 Poster ......................................................................................................................................... 21 Summary .............................................................................................................................................. 23


Intro

Introduction Who is Global Relief? Since its founding in 1913, Global Relief (GR) has been the world’s premier emergency response organization. As part of a worldwide movement that offers neutral humanitarian care to the victims of war, GR distinguishes itself by also aiding victims of devastating natural disasters. GR offers services in the following areas: community services that help the needy; support for military members and their families; educational programs that promote health and safety; and international relief and development programs. We have more than 3 million volunteers and 70,000 employees.

About This Brief A company’s identity is the face which greets the public via various media outlets. It is important that an organization projects the best possible image to the public. For an international humanity-oriented organization such as GR, it is also imperative that the identity presented is universal and can cross language barriers with ease. This Brand & Design Brief will introduce a meaningful, recognizable, and appropriate identity for Global Relief, for positioning in a number of markets.

Global Relief • Brand & Design Brief • 2010

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Competing Brands Competing Brands

American Red Cross www.redcross.org The American Red Cross is one of the world’s mainstays in the area of humanitarian aid and relief efforts. In addition to their blood donation work, the Red Cross also helps out in virtually any disaster, from earthquakes to floods, and everything in between. The American Red Cross has what is probably the most well-known logos and identities, thanks to the simple, bright red cross symbol.

International Rescue Committee www.theirc.org The International Rescue Committee (IRC) is another worldwide humanitarian organization which specializes in disaster and emergency relief and aid. Part of their work involves helping displaced individuals in the event of a major crisis. The IRC has a simple, though somewhat abstract logotype. The arrow does not seem to be directly representative of anything in particular, though is still easily recognizable.

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Competing Brands Competing Brands

USAID www.usaid.gov The U.S. Agency for International Development, USAID, began in 1961 and has since been responsible for a large amount of international aid. They pride themselves on their humanitarian efforts, as well as their support of growth and the health of the people worldwide. The USAID logo contains several parts; a logo, brand name, and tag line, all which work together to create a fairly complex identity. While mostly recognizable, the logo loses its legibility at smaller sizes.

Federal Emergency Management Agency www.fema.gov The Federal Emergency Management Agency, also known as FEMA, is one of the United States’ first responding agencies in the event of a disaster. FEMA offers preparedness training and aid as well as relief following a disaster. FEMA operates in the U.S. only. FEMA’s identity contains a seal similar to that of the country and its respective states, and bold lettering. The seal is very common for a government agency, and loses some of its readability at small sizes.

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Identity The Global Relief Logo Identity

A company’s identity is the face that is put forward to the world. It must adequately and effectively send a message about the company. The message this logo sends is crystal clear and visual: we are what we do. The GR logo is meant to convey, in simple terms, the impact of the work. The globe is represented as an integral part of the identity mark, as it shows the general scope of where the company helps - everywhere! The logo consists of a globe behind a round GR logotype and the circle representing the pledge of never ending commitment. Directly to the right of the logo, except in “small space usage,” is the brand name presented in a 60% tint of the same color as the logotype.

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Identity Usage There are several restrictions concerning the usage of the Global Relief logo. Identity

If the need is presented for a grayscale version of the logo, this is the only acceptable option. The specifications for the grayscale logo are:

• • • •

GR logotype in 100% black “Global Relief” in 60% gray Continents in 75% gray Ocean in 35% gray

Other Usage Guidelines Wrong:

Wrong Colors

Unapproved Color

Missing Globe

Text in wrong place

Okay:

No text, ok for small spaces.

Text may be another approved color

Global Relief • Brand & Design Brief • 2010

Logotype and text may be presented in yellow on a dark background.

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Identity Logo Positioning Identity

Corporate On corporate documentation, such as letterhead, the logo may be positioned in the upper left corner of the page, with a bleed equal to the width of the circular enclosure.

Other For media other than those mentioned above, the logo may be positioned in any way that: • Does not detract from the logo itself • Provides adequate clear space equal to 40 points or .56 inches. This applies to type, and not necessarily accents or images placed behind. • Is appropriate to GR’s mission • Adheres to all other guidelines set herein

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Brand Brief Global Relief Brand Brief

The Global Relief name is more than a set of simple words. It stands for the entire scope of the organization - who (Global Relief), where (globally), and what (relief). GR strives to offer a wide range of services to those in need, and pledges commitment to each and every person that is in need of help.

Brand Vision Global Relief is a nonprofit disaster relief and humanitarian aid organization which provides immediate response to emergency medical needs – and supports long-term humanitarian assistance programs – for all people around the world, regardless of race, creed, or political persuasion. GR is in the business of helping. Everyone is treated with compassion, care, and support, and GR works hard to make the world a better place.

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Brand Brief

fairness honesty boldness caring compassion giving

Brand Personality

Every brand stands for something. It is important to be straight-forward and show that the organization is worthy of being supported.

Brand Brief

Global Relief embodies:

Fairness

• Treating everyone with the utmost respect.

Honesty

• If it’s said, it’s done.

Boldness

• Being there first and for as long as needed.

Caring

• Help is offered with open arms.

Compassion

• Empathetic to all of the needs of the people.

Giving

• Not only to the people but of ourselves.

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Brand Brief Brand Affiliation Global Relief would appeal to two broad markets: Those that need help • Disaster Victims • Military Families • Displaced families and individuals

Those who want to help • Volunteers • Blood Donors • Health & Safety Personnel • Educators

Brand Brief

Brand positioning People who would be interested in Global Relief are people who care about the health and welfare of others, and are willing to give their time, energy, or money to secure the wellbeing of people around the world. Global Relief is the world’s premier emergency response and humanitarian aid provider. The consumer benefits in a number of ways. For those who help, it instills a sense of pride and well-being in knowing that they have helped someone less fortunate. For those in need of help, it gives them the ability to heal, as well as receiving quality aid and education.

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Design Brief The Business System The GR Business system consists of pieces with a professional and innovative look.

Design Brief

The logo is set at the upper left of the pages, as outlined in the Corporate Usage section, bled off the page to the width of the circle. Another circle in the GR Yellow is placed behind the logo to create a sense of unity with the accent lines that exist on many of GR’s documents. All documents in the business system would be best represented on bright white recycled paper, to increase sustainability. A suitable paper choice would be Boise’s 92 bright, Aspen 100% Recycled Paper. The letterhead uses the standard logo, with the company contact information along the opposite side of the stripe. The web site address is listed at the bottom underneath the bottom stripe. The business card uses the GR Logo for small spaces, and utilizes the logo typeface for the cardholder’s name. The contact information and web address are placed slightly off center underneath the characteristic yellow stripe.

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Design Brief Colors The Global Relief Color Palette The GR color palette consists of four colors, and their respective tints:

Yellow: Blue: Green: Brown:

Pantone: Pantone: Pantone: Pantone:

461 C / RGB: 248-237-181 / CMYK: 3-3-35-0 2995 C / RGB: 0-164-228 / CMYK: 90-11-0-0 356 C / RGB: 0-133-63 / CMYK: 95-0-100-27 4625 C / RGB: 88-39-0 / CMYK: 0-60-100-79

Design Brief

Color Applications The GR color choices may be applied as follows:

Yellow: Blue: Green: Brown:

Page accents, Highlights, Logo/Text on dark media Logo Ocean, Subheadings, Accents Logo Continents, Headings, Accents Logotype, Copy text, Accents

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Design Brief Typefaces The Global Relief Fonts GR utilizes three font families for publications.

Raleigh Demi Bold is used for titles, headings and subheadings. Titles may be in any of GR’s approved colors, but must be in All Caps or Small Caps and at a size appropriate to the document. This publication utilizes 36 points for the titles. Headings are to be in GR Green, in Small Caps, and at 24 points. Subheadings are required to be in GR Blue, in 18 point Title Case. FreshScript is used in special occasions where a script font would be necessary. It is used for the cover of the monthly magazine publication, in 125 points. It is never to be used at a size under 14 points.

Global Relief • Brand & Design Brief • 2010

Regular ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 0123456789!?@#%^&*()_+<>[]{} Bold ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 0123456789!?@#%^&*()_+<>[]{}

Design Brief

Tahoma is used for normal type and the occasional accents, such as the tabs on the pages of this brief. Normal type is to be sized at 12 points with optical kerning. Bold is used when greater attention is necessary. Smaller applications, like that of the tabs and of the address on business system documents may be at 10 points.

Tahoma

Raleigh Demi Bold Regular ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 0123456789!?@#%^&*()_+<>[]{} Small Caps ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz

0123456789!?@#%^&*() _ +<>[]{}

FreshScript ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 0123456789!?@#%^&*()_+<>[]{} -

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Design Brief Magazine One highly effective form of communication is the magazine. Using a magazine to pass along GRâ&#x20AC;&#x2122;s message, information, and news would be a great way to put forth a tactile advertising medium. Design Brief

The GR colors are all present, as are all three of the approved typefaces. The story headlines are bolded to draw attention, including the creatively placed headline on the meat package. The GR logo is conspicuous but unimposing, placed on the bottom left. Images, such as the Africa-shaped steak, would appeal to a broad audience and draw more attention to the publication. As charitable organizations tend to do, this magazine would be free, to spread the message and information to those who seek to help others.

Global Relief â&#x20AC;˘ Brand & Design Brief â&#x20AC;˘ 2010

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Design Brief

BLOOD DR I V E

GR holds different events year-round, from blood drives to CPR classes, along with special promotions to gain support from the public. One of the primary efforts takes place in the form of blood donation drives and centers. Design Brief

Have You Saved A Life Lately?

Event Poster

This event poster is for a number of simultaneous blood drives taking place around the Phoenix Metro area. The addresses and phone numbers for the locations are listed along the bottom of the poster. The poster utilizes both of GR’s main typefaces, as well as the colors appropriate to the type’s purpose. The GR Yellow stripes add contrast to the overall poster.

Friday & Saturday • May 9-10, 2010 • 9am-4pm

The image of the bandaged arm helps create some motion, drawing the eye downward from the top to the pertinent information at the bottom. The whole poster has a vertical flow, made easier by a slightly asymmetrical balance.

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Summary As one of the worldâ&#x20AC;&#x2122;s premier humanitarian aid agencies, Global Relief needs a proper and noticeable identity with which to present the world. The branding and identity outlined in this proposal would do just that, allowing GR to reach the greatest number of people - be it investors, volunteers, or those who need help. Having a strong presence will draw in more attention, which means an increase in visibility and credibility and greater potential for new business. Global Relief is more than just a name or a picture on a page, it is an effective and innovative organization that spreads good worldwide. Summary

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Global Relief 123 Aid Ave Phoenix, AZ 55555 602-555-5555 HelpGlobalRelief.com

Š 2010 Sarah Sandusky

"Global Relief" Brand and Design Brief  

Design brief for a fictitious aid organization.

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