Tobi's - Brand identity for the merger of Age Concern and Help the Aged.

TOBI LANIYAN’SPORTFOLIO www.smallbig-design.co.uk

Age Concern & Help the Aged Create a new brand identity for the merger of Age Concern and Help the Aged. Tobi Laniyan

“Help the Aged and Age Concern England are to merge and relaunch under a fresh name later this year, be-coming the biggest charity representing older people in the UK.”

Positioning A core idea and positioning strategy that will portray thenew organisation as the biggest charity representing olderpeople in the UK, putting them at the forefront as one of the UK largest charitable organisations.

The challengeA identity that will be simply and would work in a cost effective way putting the new charity at the forefront aswell as being adaptable to work throughout the various networks. The brand would need to work for a complex numberof audiences, from donors, government, volunteers and partners but also will need to work with the staff of both organisations.

Charity Brands Tobi Laniyan

Charity’s and Organisations for the Elderly Tobi Laniyan

Charity’s and Organisations for the Elderly logo colour wheel

Help the Aged Freedom & Age Concern Action Enabling older people to Advocating for older people’s live in freedom and dignity. rights and well being. Pro Cons Pro Cons Presents an organisation at the It might not present the new Presents the situation and acts as Presents a sort of over exaggerated heart of caring for older people and organisation in a diverse way a call to action for the audience to image that plays on the viewers enabling them to live in freedom. amongst competitors. give there donations and help in emotions which can trigger SOS anyway that they can and at the same call for help, but can also trigger Raising the awareness of the services What is it trying to achieve time address various issues about questions e.g “that cant be true” or as well as showing the progression More awareness of the new elderly care. “the situation is bad but not that bad” that the new organisation is making. organisation and its benefits towards older people showing a more positive Showing that the new organisation What is it trying to achieve Portraying the organization as and progressive images towards is taking action and campaigning for Action, Support, Care and effective and making a real difference its viewers. Also a sense that the the well being of older people around Donations to raise awareness of in the lives of older people. organisation speaks for the individual. the world. the issues surrounding the elderly all over the world. Giving older people a voice Showing an organisation that is not afraid to tackle the major issues on elderly care and well being in the UK and wider world.Age Action: Core Idea structureCreate a new brand identity for the merger of Age Concern and Help the Aged.

Freedom ActionPhotography PhotographyHappy, cheerful, Bright, enjoyment, independent freedom, Shocking, grief, dark, poverty, frustration, fear, lonely,joy, individual, couple and family exclusion left alone, hard hitting, painfulImage content Recession, Lack of a good pension Poverty, World DisastersTime: Day Bad Health Care etc.Camera: Older people in a natural pose looking away fromthe camera. Image contentStyle: Also a sense of a captured moment iconic imagesshowing older people’s daily life’s in a cheerful, free and Time: Dayhappy way. Camera: Depending on context of the issue or campaign all forms of camera shots may be used. Style: Depending on the issue and context of the campaign iconic images should be used to present the problem and issues being shown.Age Action: Photography styleCreate a new brand identity for the merger of Age Concern and Help the Aged.

Naming Concepts Visual Inspirations Help the Aged & Age Concern Respecting the Aged First Age Age Freedom Age First Age Value Age Purpose Age Well Purpose Age Age Good Age Respect Age living Age Forward Age Action Respect AgeAge Action: Naming Concepts and Visual InspirationsCreate a new brand identity for the merger of Age Concern and Help the Aged.

Logotype/mark development stage 1: Age Freedom concepts Tobi Laniyan Age Freedom Age Freedom AGE Age AGE FREEDOM FREEDOM AGE FREEDOM AGE FREEDOM Freedom Age Freedom Age Freedom AGE FREEDOM AGE FREEDOM Age Calvert MT Std ITC Mendoza Roman Std Freedom Age Age AGE FREEDOM AGE FREEDOM Age Freedom Freedom Freedom Futura Std Cooper std Age Freedom Rockwell Futura Std Glypha LT Std Goudy Old Style AGE FREEDOM AGE Age Cooper Freedom Rockwell Futura Std FREEDOM Age Freedom Age Freedom AGE Age Freedom FREEDOM ITC Mendoza Roman Std Age AGE Freedom Cooper Calvert MT Std Interstate FREEDOM AGE Calvert MT Std FREEDOM Helvetica LT Std Calvert MT Std

Logotype/mark development stage 1: Age Action & AgeWell concepts Tobi Laniyan Agewe Agewe Helvetica LT Std Helvetica LT Std Age Age Action AGE ELL AGE ELL Action ITC Officina Sans Std Vag Rounded Helvetica LT Std Clarendon LT Std Age Action Age Caecilia LT Std Action Helvetica LT Std Vag Rounded Rockwell Age Action Agewell AgeWell Agewell Glypha LT Std Age Action Agewell Helvetica LT Std Calvert MT Std Agewe Age Age Agewell AgeWell Vag Rounded Action Action Helvetica LT Std ITC Mendoza Roman Std Age Action Memphis LT Std Age Helvetica LT Std Action Age Age Action Action Rockwell Age Action Museo Helvetica LT Std AgeWell Agewell Agewell Age Action Agewell Rockwell Agewell Agewell Helvetica LT Std Vag Rounded Helvetica LT Std

Logotype/mark development stage 1: Age Respect concepts & Inspiration Tobi Laniyan AGE AGE AGE Cooper Cooper Cooper Motter Corpus Std Motter Corpus Std Motter Corpus Std AGE AGE Motter Corpus Std Futura Std Futura Std AGE RESPECT AGE RESPECT AGE Futura Std Futura Std Futura Std AGE Futura Std Futura Std

Logotype/mark development colour stage 1: Age Freedom concepts Tobi Laniyan Age Freedom Age Freedom AGE Age AGE FREEDOM FREEDOM AGE FREEDOM AGE FREEDOM Freedom Age Freedom Age Freedom AGE FREEDOM AGE FREEDOM Age Calvert MT Std ITC Mendoza Roman Std Freedom Age Age AGE FREEDOM AGE FREEDOM Age Freedom Freedom Freedom Futura Std Cooper std Age Freedom Rockwell AGE FREEDOM Glypha LT Std AGE FREEDOM Goudy Old Style Cooper std Age Futura Std Freedom Rockwell Cooper Age Freedom AGE Age Age Freedom FREEDOM Freedom Age AGE FREEDOM AGE Calvert MT Std Freedom Cooper Futura Std FREEDOM Calvert MT Std Interstate Calvert MT Std

Logotype/mark development colour stage 1: Age Action & AgeWell concepts Tobi Laniyan Agewe Agewe Helvetica LT Std Helvetica LT Std Age Age Action AGE ELL AGE ELL Action ITC Officina Sans Std Vag Rounded Helvetica LT Std Clarendon LT Std Age Action Age Caecilia LT Std Action Helvetica LT Std Vag Rounded Rockwell Age Action Agewell AgeWell Agewell Glypha LT Std Age Action Agewell Helvetica LT Std Calvert MT Std Agewe Age Age Agewell AgeWell Vag Rounded Action Action Helvetica LT Std ITC Mendoza Roman Std Age Action Memphis LT Std Age Helvetica LT Std Action Age Age Action Action Rockwell Age Action Museo Helvetica LT Std AgeWell Agewell Agewell Age Action Agewell Rockwell Agewell Agewell Helvetica LT Std Vag Rounded Helvetica LT Std

Logotype/mark development colour stage 1: Age Respect concepts & colour concepts Tobi Laniyan AGE AGE AGE Core Idea - 1 Core Idea - 2 Cooper Cooper Cooper Freedom Care Motter Corpus Std Motter Corpus Std Motter Corpus Std AGE AGE Motter Corpus Std Futura Std Futura Std Core Idea - 3 Family AGE RESPECT AGE RESPECT AGE Futura Std Futura Std Futura Std AGE Futura Std Futura Std

AGE ACTION AGE AGE AGE ACTION AGE ACTION CTION Pantone 159 c Achieveable in RGB & CMYK ACTION AGE ACTION ACTION Pantone 478c Achieveable in RGB & CMYK ACTION ACTION ACTION AGE AGE AGE ACTION AGE AGE AGE CTION Pantone 525c Achieveable in RGB & CMYKAge Action: Brandmark stage two conceptsCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age Action: BrandmarkCreate a new brand identity for the merger of Age Concern and Help the Aged.

One voice for older people Master logo Master logo + strapline Master logo + strapline rightside centered Wordmark Wordmark + strapline Geographical DescriptorAge Action: Final logo suiteCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890Why is there more emphasis on the word Age Memphis - lightEnabling the viewer to know that this is an organisation for the elderly Why Memphis typeface?It can also be seen as putting older people at the forefront of the new or-ganisations agenda. ABCDEFGHIJKLMNOPQRSTUVWXYZ Memphis is a slab serif font created in 1929 by Rudolph Wolf of the Stempel abcdefghijklmnopqrstuvwxyz Foundry. The Memphis typeface is weighted virtually the same throughout the letterform and is intended to make a rational, purposeful impression. 1234567890 Memphis - mediumThe word Action ABCDEFGHIJKLMNOPQRSTUVWXYZUsing a powerful word to encapsulate everything that theorganisation wants to be portrayed as. abcdefghijklmnopqrstuvwxyz 1234567890Actions give a sense of getting things done, a campaigning message,an organisation that take steps to make a difference. Memphis - bold Why the speech bubble?The word Action can come under different meanings in this case for thenew organisation from taking action for the individual or taking action in The Speech bubble is a symbol of the new organisation as a more vocalterms of campaigning for government policy to change etc. one speaking as one voice for older people. The speech bubble is designed to give a sense of seriousness andWhy use the colour Orange clarity in the message. This was done in order to not to show a comic book style which various viewers of the new brand might not take seriously;Orange is mentally stimulating, it’s a colour to get people however the custom styled speech bubble should be more appealing tothinking or to get them talking. all audiences.Orange is a colour that is great if you want to get noticedwithout screaming, it demands attention.Age Action: Brand RationaleCreate a new brand identity for the merger of Age Concern and Help the Aged.

New mission statement Values Objectives Reliable Our vision is a society where all older people can enjoy We work to provide a service that is reliable & effective Defeating ageism in society, defending equality and equality and a dignified life free from poverty, isolation, to the elderly. human rights for the elderly. neglect as respected members of society & throughout the world. Enabling Appealing and aiding the elderly involved in natural We are committed to enabling older people live with disasters & wars throughout the world dignity as valued and respected members of society. Strapline Combating poverty to achieve significant reductions in Influential financial hardships and maximizing income in retirement. We campaign for government policies and practices to change delivering aid for the elderly. Reducing isolation and loneliness for the most One voice for older people. disadvantaged in the UK and severely deprived countries, Knowledgeable enabling older people to make full contributions to our We are committed to researching and working with economy‚ society and neighbourhoods. our partners in providing a knowledgeable, unique and diverse service to older people. Promoting good-quality care, independence and wellbeing also maximizing life expectancy and promote health. Caring Our main focus is provide care and support to the elderly We research the needs of the elderly and campaign for helping and aiding people throughout the world. government policy and practices to change.Age Action: Mission statement, values and objectivesCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age Action: Colour palette paragraphs & pt sizes conceptCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age Action: Visual styleCreate a new brand identity for the merger of Age Concern and Help the Aged.

On the 1st of April 2009 the four national Age Concerns in England, Scotland, Wales and Northern Ireland joined with Help the Aged to create Age Action our new national charity speaking with one voice on behalf of all older people For more information visit www.ageaction.org.uk or email info@ageaction.org.ukAge Action: 48 Sheet - TFL & Outdoor advertisingCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age Action a new national charity speaking with one voice on behalf of all older people.Age Action: Bus Superside - TFL & Outdoor advertisingCreate a new brand identity for the merger of Age Concern and Help the Aged.

One voice for older people One voice for older people One voice for older people One voice for older peopleAge Action: Volunteer & Staff clothingCreate a new brand identity for the merger of Age Concern and Help the Aged.

Age Action: Vehicle Decals & liveryCreate a new brand identity for the merger of Age Concern and Help the Aged.

Donate Age Action England File Edit View History Bookmarks Tools Help http://www.ageaction.org.uk Google Done Donate Age Action England File Edit View History Bookmarks Tools Help http://www.ageaction.org.uk Google DoneAge Action: MicrositeCreate a new brand identity for the merger of Age Concern and Help the Aged.

Thank youAny questions? Tobi Laniyan

Tobi's - Brand identity for the merger of Age Concern and Help the Aged.

by Tobi Laniyan on Sep 04, 2011

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Tobi’s - Brand identity for the merger of Age Concern and Help the Aged. — Presentation Transcript

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