Third Sector gives us 9/10.
By The Team 05 Oct 2009.
0 comments
Living Streets revamped branding
The Pedestrians Association's bid for a modern, lively look is assessed by our expert, Chris Arnold. The charity campaigns for safe, attractive streets and in the past has called for the introduction of the driving test, pedestrian crossings and 30 mph speed limits.
The charity was renamed in 2001 but did not develop a consistent brand to accompany the new name. It says its old logo was "amateurish and gimmicky" and, as a result, the charity struggled to be taken seriously by supporters as well as the local authorities and town planners it was increasingly starting to work with.
Developing a new logo and strapline took about three months and cost the charity £30,000.
The approach
The charity approached stakeholders including the Department for Transport and local authorities.
Their feedback was that Living Streets' new look had to be more corporate, professional and authoritative, but the charity was keen to avoid alienating its grassroots supporters and campaigners.
It decided the new logo should represent its work directly. "Some charities have a swirl or something that doesn't mean anything, but we wanted our logo to be clear and obvious," says Lucy Abell, communications manager at the charity.
The proposals
The charity decided on the strapline Putting People First. It decided to place the logo alongside images of vibrant street environments to show that the charity was at the heart of communities.
The effect
The charity has not formally tracked brand recognition, but says the new look has had a positive response from campaigners and partners.
"Far from thinking it was too corporate, our campaigners have more trust in the charity now that it looks more professional," says Abell.
Abell says Living Streets is considering an awareness-raising campaign, which she claims it would not have done before.
"We run the national Walk to School campaign, which is very well recognised, but before the new brand was launched we didn't really tell people we were behind it. The new logo will let us communicate that much more clearly," she says.
Kaye Wiggins
EXPERT VIEW: Chris Arnold, Creative partner, Creative Orchestra
Unfortunately, the word 'pedestrian' is used to imply something is dull and ordinary. But changing this charity's name to Living Streets has brought the brand well up to date.
I am no fan of abstract names that need explaining. 'Living' is exciting and vibrant and you can feel the energy. 'Association' is outdated but also very safe, so I'll bet it took a brave board to throw it out.
The name is also more relevant because the charity's work is not only about being a pedestrian, but also about the place where pedestrians and communities spend their time - in the streets. It makes me feel very engaged.
I like the simplicity of the street sign logo. It is obvious, but sometimes obvious is good.
Overall, the new brand is both functional and dynamic. It does what it says on the tin.
SCORE
Creativity: 5
Delivery: 4
Total: 9 out of 10
