From brands deciding to strip their names from their products, to others that won’t shift a bottle of water without it, brands are big business. Constant creative juice is needed to keep the logos and brand identity afresh.
So let’s have a little peruse around a brand I love and that’s iconic to the British culture; Penguin. And though chocolate biscuits may come to mind, it’s the book lovers that I am going to indulge in today.
The logo itself hasn’t changed much over its time. Though in 1938 the dancing penguin was told the party’s over and so the Penguin figure we know today was hired in his very own penguin suit. I’m sure you’ll agree it’s a classic and a sign of real quality.
To celebrate our first 100 years, we’ve created an eye-catching graphic device to appear on special centenary publications and promotional materials. The thinking behind it is that we don’t just want to tell people we’ve been around for 100 years. Instead we want to focus on
- the positive impact we’ve had on people’s lives
- new or extra things we’re doing for our centenary
- the extra things people can do to celebrate
- how everyone can join in our celebrations.
That’s why our centenary device features a plus sign as well as the following straplines …
It’s not a new logo, so you don’t have to put it on everything. And don’t worry, Macmillan’s logo and everything else brand-y is staying exactly the same. The 100+ is just for the special items we produce in our centenary year. After that, it’ll magically vanish into thin air.
The other thing to bear in mind if you’re producing materials for special centenary events, is that it’s not just a case of slapping the 100+ on. What we’ll be doing is developing new creative solutions using our established brand elements to communicate key centenary messages. A great example of what we mean is our recent centenary fundraising pack.
Watch out for more on the 100+ coming soon on be.mac and the green rooms.
Check out this snippet about Macmillan from the Charity comms website about ‘banking on branding: what charities can learn from corporate marketing’ …
Keep it simple
Charity brand identities are often dominated by many different elements, and yet those with the most impact tend to keep it simple. Just look at Macmillan: using one colour, one unique typeface and one graphic style of silhouette has helped them to build awareness and market share. When it comes to building brand recognition, less is more.
And that’s why we are the best loved brand in the UK! To read the rest of the article click here