Brand Identity: strategy made visible

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Brand Identitystrategy made visible
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Logo
Tone of Voice
Graphics
Brand language
Photography
Colours
Sound
Typography
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Current Identity

• The current logo was designed as a flag to fly
  under for a period of time
• It will become increasingly inflexible, and
  unwieldy
• It will not easily accommodate future
  sub-brands/programme outputs
• This is an opportune time to re-brand

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An example of re-branding
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Re-branding the BBC

• Plethora of brands
• Political problem
• No credit to BBC
• Financial problem
• Cost of branding
• Technical problem
• Logo not working onscreen

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Re-branding the BBC

• Single, unifying core identity allowing
  flexibility

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Re-branding the BBC

• Solves technical problem
• Ensures credit goes to the BBC
• Flexible system that accomodates any future need

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Next steps for Micah Challenge
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What sort of brand?

• Micah Challenge is a brand on a mission
• Mission-driven
• Mission-critical

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Brand opportunity

• An opportunity to be one of a select few
  Christian brands of choice that
• Transcends denominational silos
• Impacts gatekeepers and opinion-formers in
  mainstream society
• Connects with wider society

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Branding Priorities

• Currently we have a programme
• Now we need a brand
• The first priority is to build a corporate brand
• The next priority would be to develop the first
  sub-brand/product brand
• 10.10.10 event
• However for 10.10.10 we are locked into an
  unalterable timetable!

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The 10.10.10 event
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The 10.10.10 event

• What is the Big Idea?
• Needs to be simple
• Needs to be universal
• Needs to be visually graphic
• Needs to be capable of being adopted by amateurs
• Needs to be capable of lending itself to many
  different executions

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