A new logo for the NPA
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Transcript of A new logo for the NPA
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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
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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
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the Marketing approachthe Marketing approach
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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?
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LOGOLOGO
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basic features of a logobasic features of a logo
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Some examples…Some examples…
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A glance at other political symbolsBenchmarking as the key of the difference
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the “Padania” logothe “Padania” logo
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A logo for the New Action PartySuggestions and recommendations to trigger a discussion
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Old logos: what is wrong?Old logos: what is wrong?
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Suggestions …Suggestions …
Psychology of orange and green
Bright shades
Reduction of graphic elements
Matching shapes/words/colors
Exploit the acronym “NPA”
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The meaning of colors The meaning of colors
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From the Orange revolution in Ukraine…
Colo
rs as political
markers
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… … to the Green Revolution in Iran to the Green Revolution in Iran
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Positioning and brandingHow to decide where to stand
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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
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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
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Thanks for the attention!Thanks for the attention!
Chiara Colella