Post on 20-Aug-2015
From choice, a world of possibilitiesIPPF brand development
Developing the brand, building an identity
Paul BellSenior Communications Officer, IPPF Central Office
Charity Communications Seminar, November 2010
About IPPF Global sexual and reproductive health service
provider and advocate for SRH and Rights Member Associations/Associate Members in
172 countries National, autonomous NGOs federated to IPPF 69 million services, 8,530 clinics, 64,535
service deliver points 70% of clients are poor, marginalized, socially
excluded, under-served 40% of clients are young people
Charity Communications | November 2010
IPPF Structure
Charity Communications | November 2010
MEMBER ASSOCIATIONSAutonomous, national NGOs (service providers, advocates)
CENTRAL OFFICE(LONDON)
Global fundraising, advocacy, Communications, Technical
Support
SIX REGIONALOFFICES
GOVERNINGCOUNCIL
Thirty members, volunteersElected from Regions
REGIONAL COUNCILS
All MAs represented,elected volunteers
Secretariat
Governance
National
Why change IPPF’s brand?
Our strategy had changed, but our identity had not
The world in which we worked had changed and we needed to adapt
Across the Federation we couldn’t be easily identified as belonging to the same organization
We needed a more confident identity that differentiated us from other organizations
Our communications across the Secretariat were inconsistent and unfocused
Risked losing touch with key audiences
Charity Communications | November 2010
IPPF’s previous visual brand identity
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A clear identity?
Charity Communications | November 2010
Where’s the link?
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Charity Communications | November 2010
Next steps
In 2005, global brand consultants Porter Novelli concluded:
There is no clear brand structure or hierarchy to denote that IPPF is a powerful global organisation with a coherent international structure that reaches down to the ‘grass roots’
A new direction was needed to better address what IPPF was and where volunteers and staff wanted IPPF to go
Charity Communications | November 2010
Positioning of other organisations
Greenpeace: a campaigning organisation that uses non-violent, creative confrontation to expose global environmental problems and their causes
Friends of the Earth defends the environment and champions a healthy and just world.
Médecins Sans Frontières (MSF) is an international humanitarian aid organisation that provides emergency medical assistance to populations in danger in more than 80 countries.
Oxfam International, finds lasting solutions to poverty, suffering and injustice.
The International Red Cross & Crescent mission is to improve the lives of vulnerable people by mobilizing the power of humanity.
PETA is dedicated to establishing and protecting the rights of all animals. PETA operates under the simple principle that animals are not ours to eat, wear, experiment on, or use for entertainment.
Campaign against
Campaign for
Why (Mission-driven)
How (Operations-driven)
Charity Communications | November 2010
Repositioning IPPF?
Why (Mission-driven)
How (Operations-driven)
Campaign against
Campaign for
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Where you want to be
IPPF (2005)
Charity Communications | November 2010
“Unity not Uniformity”
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The ‘arms around the world’ logo
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A logo and colour scheme for each Region
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A strapline to support the logo
From choice, a world of possibilities
Charity Communications | November 2010
Steps towards a unified brand identity
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Charity Communications | November 2010
Charity Communications | November 2010
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IPPF/MA logo lockup
Charity Communications | November 2010
Applying the logo to Member Associations
Charity Communications | November 2010
Charity Communications | November 2010