NEW LOGO ANDPROGRAMME BRANDING

YouthLink

YouthLink over 30 Years

Reasons for Change

1. No Quality Artwork for Tree LogoGiving Issues for Web Site and Billboard Size Production

2. Tree Logo turns into a black blotchwhen photocopied, bad in black and white

3. Tree Image does not relate to anythingthat YouthLink does or stands for

4. Tree Logo wrong for new Urban Location

Language of the New Logo Helping Hand Supporting Assisting Guiding from A to B Teamwork Together Overcoming Obstacles

Programme = Subunit of the Organisation

YouthLinkProgramme AlphaManager + Staff + Task

Programme BetaManager + Staff + Task

Structure has Advantages Easier to understand Organisation Overall Philosophy, Individual Activities Units backed by YouthLink network Units ring fenced from Each Other Managers speak for their Unit

DON’Ts of Programme Names

Bound to Location Bound to Service Bound to Organisational Structure Mouthful of a Name

Pool of 3000+ Names “Fit for Human Consumption” 3 syllables, 5-8 letters long (note: Youth = 5)

Programme Name Pool in spreadsheetwww.youthlink.groupsite.com

Identify Possibles and Pick

Three Types of Slogans

CompetitiveBest Prices are justthe Beginning

MissionEradicating Child Poverty

DescriptiveProviding Mortgages to First Time Buyers

Example Slogans Geneva Christian college, Beaver Falls

Ad slogan: Deep learning. Growing faith. Real life. Ohio Dominican University

Marketing slogan: Open Minds. Creating Futures. Metaphor, naming and verbal branding consultants

Motto: Metaphor. Articulating brand promise Cintara, full-service branding agency

Ad slogan: Cintara. Branding Right the First Time. Day Runner brand, planners, organizers and time management tools

Advertising slogan: Day Runner. Organizing your life. American Federal Mortgage

Advertising slogan: Making the American Dream Come True. Lake Mortgage Company, Northwest Indiana

Motto: Bringing People and Homes Together for Over 50 Years. Kim Sun Young Beauty Salon, New York

Advertising slogan: Satisfying our clients. Vital Radiance trademark

Ad slogan: Revitalizing beauty for your changing skin. Dalhousie University, Canada

Advertising slogan: Inspiring Minds.

Slogans Quick Example from Single Brain

BRL

CRL

KRL

CRL

RJL

TML

TML

IRL

Let’s Get It Done Each PM pick 5 possible Names

with order of Preference by next Friday Each PM find at least 3 possible Slogans

with order of Preference by next Friday Panel of Three to review and pick finals

Develop pre-approved Names Listby beginning next Financial Year