IPPF's brand development: Developing the brand, building an identity

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


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


IPPF’s previous visual brand identity


A clear identity?


Where’s the link?


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


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)


Repositioning IPPF?

Why (Mission-driven)

How (Operations-driven)

Campaign against

Campaign for

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Where you want to be

IPPF (2005)


“Unity not Uniformity”


The ‘arms around the world’ logo


A logo and colour scheme for each Region


A strapline to support the logo

From choice, a world of possibilities


Steps towards a unified brand identity


IPPF/MA logo lockup


Applying the logo to Member Associations


IPPF's brand development: Developing the brand, building an identity

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