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IPPF's brand development: Developing the brand, building an identity

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Paul Bell, IPPF

Paul Bell, IPPF
www.charitycomms.org.uk/events

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  • What we aimed for when developing the brand further was…
  • Regional logo developed to allow the Regions to create their own materials which could differentiate them from other parts of the Federation. Colour schemes also developed. This allows for...

IPPF's brand development: Developing the brand, building an identity IPPF's brand development: Developing the brand, building an identity Presentation Transcript

  • IPPF brand development Developing the brand, building an identity Paul Bell Senior Communications Officer, IPPF Central Office Charity Communications Seminar, November 2010
  • About IPPF
    • Global sexual and reproductive health service provider and advocate for SRH and Rights
    • Member Associations/Associate Members in 172 countries
    • National, autonomous NGOs federated to IPPF
    • 69 million services, 8,530 clinics, 64,535 service deliver points
    • 70% of clients are poor, marginalized, socially excluded, under-served
    • 40% of clients are young people
    Charity Communications | November 2010
  • IPPF Structure Charity Communications | November 2010
  • Why change IPPF’s brand?
      • Our strategy had changed, but our identity had not
      • The world in which we worked had changed and we needed to adapt
      • Across the Federation we couldn’t be easily identified as belonging to the same organization
      • We needed a more confident identity that differentiated us from other organizations
      • Our communications across the Secretariat were inconsistent and unfocused
      • Risked losing touch with key audiences
    Charity Communications | November 2010
  • IPPF’s previous visual brand identity Charity Communications | November 2010
  • A clear identity? Charity Communications | November 2010
  • Where’s the link? Charity Communications | November 2010
  • Charity Communications | November 2010
  • Next steps
    • In 2005, global brand consultants Porter Novelli concluded:
      • There is no clear brand structure or hierarchy to denote that IPPF is a powerful global organisation with a coherent international structure that reaches down to the ‘grass roots’
      • A new direction was needed to better address what IPPF was and where volunteers and staff wanted IPPF to go
    Charity Communications | November 2010
  • Positioning of other organisations Greenpeace: a campaigning organisation that uses non-violent, creative confrontation to expose global environmental problems and their causes Friends of the Earth defends the environment and champions a healthy and just world. Médecins Sans Frontières (MSF) is an international humanitarian aid organisation that provides emergency medical assistance to populations in danger in more than 80 countries. Oxfam International, finds lasting solutions to poverty, suffering and injustice. The International Red Cross & Crescent mission is to improve the lives of vulnerable people by mobilizing the power of humanity. PETA is dedicated to establishing and protecting the rights of all animals. PETA operates under the simple principle that animals are not ours to eat, wear, experiment on, or use for entertainment. Campaign against Campaign for Why (Mission-driven) How (Operations-driven) Charity Communications | November 2010
  • Repositioning IPPF? Why (Mission-driven) How (Operations-driven) Campaign against Campaign for Advocating for ourselves Talking to ourselves X X X X X Where you want to be IPPF (2005) Charity Communications | November 2010
    • “ Unity not Uniformity”
    Charity Communications | November 2010
  • The ‘arms around the world’ logo Charity Communications | November 2010
  • A logo and colour scheme for each Region Charity Communications | November 2010
  • A strapline to support the logo
    • From choice, a world of possibilities
    Charity Communications | November 2010
  • Steps towards a unified brand identity Charity Communications | November 2010
  • Charity Communications | November 2010
  • Charity Communications | November 2010
  • Charity Communications | November 2010
  • Charity Communications | November 2010
  • IPPF/MA logo lockup Charity Communications | November 2010
  • Applying the logo to Member Associations Charity Communications | November 2010
  • Charity Communications | November 2010