Looking for a new symbol Looking for a new symbol for the NPA for the NPA

Suggestions from the corporate branding

Chiara Colella for NPA

Brief PESTBrief PEST

The New Party of Action (NPA) is a political party mainly made of young North-Italian activists looking for social change and a renewal of Italian politics

The party can count on a few tens of supporters in almost each Italian region and is currently in a start up phase

Its short-term goal is to increase visibility and attract more activists , that’s why the headquarters want to promote the image of a young and dynamic party rooted in the communities

An inevitable step is to redesign its political symbol (perceived as obsolete) to build up a new image and launch a national campaign

the Marketing approachthe Marketing approach

activistsactivists brainstorming … brainstorming …

What does it mean NPA for them?

Why is it different from other parties?

What do we want to communicate?

To whom?

LOGOLOGO

basic features of a logobasic features of a logo

Some examples…Some examples…

A glance at other political symbolsBenchmarking as the key of the difference

the “Padania” logothe “Padania” logo

A logo for the New Action PartySuggestions and recommendations to trigger a discussion

Old logos: what is wrong?Old logos: what is wrong?

Suggestions …Suggestions …

Psychology of orange and green

Bright shades

Reduction of graphic elements

Matching shapes/words/colors

Exploit the acronym “NPA”

The meaning of colors The meaning of colors

From the Orange revolution in Ukraine…

Colo

rs as political

markers

… … to the Green Revolution in Iran to the Green Revolution in Iran

Positioning and brandingHow to decide where to stand

the semiotic approachthe semiotic approach

To identify the basic categories on which organizing the communication of the party identity, for instance:

Tradition vs innovation Involvement vs leadership Equality vs elitism Concreteness vs idealism

To find out the competitive advantage of NPA compared to other parties

Slogan Slogan

The NPA positioning must include the identification of:

Brand personality Voters’ values Emotional/ideal rewards Functional benefits Attributes

On these elements it is possible to sketch slogans and payoffs to match with the logo

Thanks for the attention!Thanks for the attention!

Chiara Colella