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Create a new brand identity for the merger ofAge Concern and Help the Aged.
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TOBI LANIYAN’SPORTFOLIO
www.smallbig-design.co.uk
Age Concern & Help the AgedCreate 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.”
PositioningA core idea and positioning strategy that will portray the
new 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 costeffective way putting the new charity at the forefront
aswell as being adaptable to work throughout thevarious 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 ofboth organisations.
Charity Brands Tobi Laniyan
Charity’s and Organisations for the Elderly Tobi Laniyan
Charity’s and Organisations for the Elderly logo colour wheel
Enabling older people to live in freedom and dignity.
ConsIt might not present the new organisation in a diverse way amongst competitors.
What is it trying to achieveMore awareness of the new organisation and its benefits towards older people showing a more positive and progressive images towards its viewers. Also a sense that the organisation speaks for the individual.
Freedom
Pro Presents an organisation at the heart of caring for older people and enabling them to live in freedom.
Raising the awareness of the services as well as showing the progression that the new organisation is making.
Portraying the organization as effective and making a real difference in the lives of older people.
Giving older people a voice
Cons Presents a sort of over exaggerated image that plays on the viewers emotions which can trigger SOS call for help, but can also trigger questions e.g “that cant be true” or “the situation is bad but not that bad”
What is it trying to achieveAction, Support, Care and Donations to raise awareness of the issues surrounding the elderly all over the world.
Advocating for older people’s rights and well being.
Action
ProPresents the situation and acts as a call to action for the audience to give there donations and help in anyway that they can and at the same time address various issues about elderly care.
Showing that the new organisation is taking action and campaigning for the well being of older people around the world.
Showing an organisation that is not afraid to tackle the major issues on elderly care and well being in the UK and wider world.
Help the Aged &
Age Concern
Age Action: Core Idea structure
Create a new brand identity for the merger of Age Concern and Help the Aged.
Freedom ActionPhotography Happy, cheerful, Bright, enjoyment, independent freedom, joy, individual, couple and family Image content Time: DayCamera: Older people in a natural pose looking away from the camera.Style: Also a sense of a captured moment iconic images showing older people’s daily life’s in a cheerful, free and happy way.
Photography Shocking, grief, dark, poverty, frustration, fear, lonely, exclusion left alone, hard hitting, painful
Recession, Lack of a good pensionPoverty, World Disasters Bad Health Care etc.
Image content
Time: DayCamera: 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 style Create a new brand identity for the merger of Age Concern and Help the Aged.
Naming Concepts Visual Inspirations
Respecting the Aged
Age Freedom
Age Value
Age Well
Age Good
Age living
Age Action
First Age
Age First
Age Purpose
Purpose Age
Age Respect
Age Forward
Respect Age
Help the Aged &
Age Concern
Age Action: Naming Concepts and Visual Inspirations
Create a new brand identity for the merger of Age Concern and Help the Aged.
Logotype/mark development stage 1: Age Freedom concepts Tobi Laniyan
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
Rockwell
Rockwell
Goudy Old Style
Cooper
Cooper
Glypha LT Std
InterstateCalvert MT Std
Calvert MT Std
AGE FREEDOM
AGE FREEDOM AGE FREEDOM AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
Cooper std
ITC Mendoza Roman Std
ITC Mendoza Roman Std
Futura Std
Futura Std
Futura Std
Calvert MT Std
Calvert MT Std
Helvetica LT Std
Logotype/mark development stage 1: Age Action & AgeWell concepts Tobi Laniyan
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Memphis LT Std
Rockwell
ITC Officina Sans Std
Clarendon LT Std
Caecilia LT Std
Glypha LT Std
ITC Mendoza Roman Std
Rockwell
Rockwell
Museo
Calvert MT Std
Helvetica LT Std
Helvetica LT Std
Age Action
Age Action
Age Action
Age Action
AGE ELLAGE ELL
Agewe Agewe
AgeWell AgewellAgewell
AgeWellAgewell
Agewell
Agewe
AgeWell
Agewell
Agewell
Agewell Agewell
Agewell
Helvetica LT Std
Helvetica LT Std
Helvetica LT Std Helvetica LT Std
Helvetica LT Std
Helvetica LT Std
Vag Rounded
Vag Rounded
Vag Rounded
Vag Rounded Helvetica LT StdHelvetica LT Std
Logotype/mark development stage 1: Age Respect concepts & Inspiration Tobi Laniyan
AGE AGE AGE
AGE AGE
AGERESPECT
AGERESPECT
AGE
AGE
Futura StdMotter Corpus Std
Motter Corpus Std
Cooper Cooper Cooper
Motter Corpus Std Motter Corpus Std
Futura Std
Futura Std
Futura Std
Futura StdFutura Std
Futura Std
Logotype/mark development colour stage 1: Age Freedom concepts Tobi Laniyan
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
FreedomAge
Rockwell
Rockwell
Goudy Old Style
Cooper
Cooper
Glypha LT Std
InterstateCalvert MT Std
Calvert MT Std
AGE FREEDOM
AGE FREEDOM AGE FREEDOM AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
AGE FREEDOM
Cooper std
Cooper std
ITC Mendoza Roman Std
Futura Std
Futura Std
Futura Std
Calvert MT Std
Calvert MT Std
Logotype/mark development colour stage 1: Age Action & AgeWell concepts Tobi Laniyan
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Age Action
Memphis LT Std
Rockwell
ITC Officina Sans Std
Clarendon LT Std
Caecilia LT Std
Glypha LT Std
ITC Mendoza Roman Std
Rockwell
Rockwell
Museo
Calvert MT Std
Helvetica LT Std
Helvetica LT Std
Age Action
Age Action
Age Action
Age Action
AGE ELLAGE ELL
Agewe Agewe
AgeWell AgewellAgewell
AgeWellAgewell
Agewell
Agewe
AgeWell
Agewell
Agewell
Agewell Agewell
Agewell
Helvetica LT Std
Helvetica LT Std
Helvetica LT Std Helvetica LT Std
Helvetica LT Std
Helvetica LT Std
Vag Rounded
Vag Rounded
Vag Rounded
Vag Rounded Helvetica LT StdHelvetica LT Std
Logotype/mark development colour stage 1: Age Respect concepts & colour concepts Tobi Laniyan
AGE AGE AGE
AGE AGE
AGERESPECT
AGERESPECT
AGE
AGE
Futura StdMotter Corpus Std
Motter Corpus Std
Cooper Cooper Cooper
Motter Corpus Std Motter Corpus Std
Futura Std
Futura Std
Futura Std
Futura StdFutura Std
Futura Std
Core Idea - 3 Family
Core Idea - 2 Care
Core Idea - 1 Freedom
Age Action: Brandmark stage two concepts
Create a new brand identity for the merger of Age Concern and Help the Aged.
AGE AGEAGE
AGE
AGE
AGE AGEAGEACTION
ACTION
AGEACTION
ACTION
ACTION
AGEACTION
ACTIONACTION
AGEACTION
AGE
C T I O N
P a n t o n e 1 5 9 cA c h i e v e a b l e i n R G B & C M Y K
P a n t o n e 4 7 8 cA c h i e v e a b l e i n R G B & C M Y K
ACTION
C T I O N
P a n t o n e 5 2 5 cA c h i e v e a b l e i n R G B & C M Y K
Age Action: Brandmark
Create a new brand identity for the merger of Age Concern and Help the Aged.
Age Action: Final logo suite Create a new brand identity for the merger of Age Concern and Help the Aged.
One voice for older people
Master logo
Wordmark Wordmark + strapline
Master logo + strapline centered
Master logo + strapline rightside
Geographical Descriptor
Age Action: Brand Rationale
Create a new brand identity for the merger of Age Concern and Help the Aged.
Why is there more emphasis on the word Age
Enabling the viewer to know that this is an organisation for the elderlyIt can also be seen as putting older people at the forefront of the new or-ganisations agenda.
Why Memphis typeface?
Memphis is a slab serif font created in 1929 by Rudolph Wolf of the Stempel Foundry. The Memphis typeface is weighted virtually the same throughout the letterform and is intended to make a rational, purposeful impression.
Why the speech bubble?
The Speech bubble is a symbol of the new organisation as a more vocal one speaking as one voice for older people.
The speech bubble is designed to give a sense of seriousness and 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; however the custom styled speech bubble should be more appealing to all audiences.
The word Action
Using a powerful word to encapsulate everything that the organisation wants to be portrayed as.
Actions give a sense of getting things done, a campaigning message, an organisation that take steps to make a difference.
The word Action can come under different meanings in this case for the new organisation from taking action for the individual or taking action in terms of campaigning for government policy to change etc.
Why use the colour Orange
Orange is mentally stimulating, it’s a colour to get people thinking or to get them talking.
Orange is a colour that is great if you want to get noticed without screaming, it demands attention.
Age ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Memphis - light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Memphis - medium
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890Memphis - bold
New mission statement
Strapline
Values
Our vision is a society where all older people can enjoy equality and a dignified life free from poverty, isolation, neglect as respected members of society & throughout the world.
One voice for older people.
ReliableWe work to provide a service that is reliable & effective to the elderly.
EnablingWe are committed to enabling older people live with dignity as valued and respected members of society.
InfluentialWe campaign for government policies and practices to change delivering aid for the elderly.
KnowledgeableWe are committed to researching and working with our partners in providing a knowledgeable, unique and diverse service to older people.
CaringOur main focus is provide care and support to the elderly helping and aiding people throughout the world.
Objectives
Defeating ageism in society, defending equality and human rights for the elderly.
Appealing and aiding the elderly involved in natural disasters & wars throughout the world
Combating poverty to achieve significant reductions in financial hardships and maximizing income in retirement.
Reducing isolation and loneliness for the most disadvantaged in the UK and severely deprived countries, enabling older people to make full contributions to our economy‚ society and neighbourhoods.
Promoting good-quality care, independence and wellbeing also maximizing life expectancy and promote health.
We research the needs of the elderly and campaign for 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 concept Create a new brand identity for the merger of Age Concern and Help the Aged.
Age Action: Visual style Create 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 [email protected]
Age Action: 48 Sheet - TFL & Outdoor advertising Create 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 advertising Create 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 peopleOne voice for older people
Age Action: Volunteer & Staff clothing Create a new brand identity for the merger of Age Concern and Help the Aged.
Age Action: Vehicle Decals & livery Create a new brand identity for the merger of Age Concern and Help the Aged.
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
Done
Donate Age Action England
Age Action: Microsite Create a new brand identity for the merger of Age Concern and Help the Aged.
Thank youAny questions?
Tobi Laniyan
