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(RED) Identity

Award: Graphite Pencil

Graphite Pencil / Branding / New Branding Schemes / 2007

A revolutionary organisation conceptualised by Bono, (RED) is a union of businesses, people and ideas. The assignment required us to create a brand to identify (RED), market (RED) products in conjunction with partners, and represent the (RED) ambition. The challenge involved uniting two brands visually and communicating the power of this union. Replacing traditional co-branding models where marks live side by side, Wolff Olins&#39;s solution took the form of brackets that embraced partner marks. The outcome is a modified version of the partner mark that emphasises one entity. <br/>Bono launched (RED) at the World Economic Forum in 2006 and it charmed companies and consumers alike. In just six weeks, (RED) sales raised enough money to treat 40,000 Africans in dire need.

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