Understanding the BRAND:- The Johanna Omolo Foundation offers a well-rounded environment to develop future talent and bring hope to the people of Dandora. My objective was to come up with a brand identity for the organization that would help them communicate with the residents of the community by giving them a chance of sports and education together.
Step 2:- Define target audience: The organization is dedicated to empowering the vibrant and resilient youth in the slums, aged 3 to 18 years old. They recognize the unique challenges and boundless potential within this age range, and our mission is to provide a nurturing environment that fosters education, creativity, sports, and holistic development. Through tailored programs and unwavering support, they strive to inspire dreams, ignite curiosity, and pave the way for a brighter future for every child and teenager in our community.”
Why JOF? The word Johanna Omolo Foundation I felt it was too long and this is what I wanted to achieve with the name but still align with the organization’s specific goals and brand strategy. Here are some compelling reasons why the client might consider such a change and what the achievements the organizations could potentially achieve:
- Simplicity and Memorability:
- “JOF” is shorter than “Johanna Omolo Foundation.” A shorter name is generally easier to remember, improving brand recall among your audience.
- Visual Impact:
- The shortened “JOF” allows for a cleaner and more visually impactful logo design. The reduced text length makes it easier to create a distinctive and visually appealing logo that stands out.
- Ease of Recognition:
- Shortened names often facilitate quicker recognition. “JOF” can be processed more rapidly by the audience, contributing to a faster and more immediate identification of your foundation.
- Versatility in Design:
- A shorter name like “JOF” is more versatile in various design applications. It can be easily adapted to different sizes, ensuring a consistent and recognizable brand presence across different platforms and materials.
- International Appeal:
- “JOF” is simpler and less likely to face linguistic and cultural barriers. This can enhance your foundation’s international appeal, making it more accessible and relatable to a global audience.
- Modern and Trendy Aesthetics:
- Short and acronym-style names often align with modern design aesthetics and current branding trends. This can give your foundation a contemporary and forward-looking image.
- Brand Distinction:
- The acronym “JOF” is more distinctive and can help your foundation stand out from other organizations. It provides a unique and recognizable identity in a competitive landscape.
- Ease of Communication:
- A shorter name facilitates easier communication, whether in conversation, marketing materials, or social media. It reduces the effort required for people to refer to and discuss your foundation.
- Domain and Social Media Handles:
- Acronyms like “JOF” may have a higher likelihood of having available domain names and social media handles. This consistency in online presence is important for a cohesive brand identity.
- Flexibility for Growth:
- “JOF” offers flexibility for potential future growth and diversification. If your foundation expands its scope or introduces new programs, a concise name provides room for adaptation without losing brand recognition.
The Challenges I faced:-
- Audience Feedback and Acceptance: Changes in branding, including a shortened name, were not well-received by the audience. Gaining feedback and ensuring acceptance from stakeholders was crucial to the success of the rebranding effort.
- Negative Perceptions: The audiences associated the shortened name with a lack of formality or professionalism.
- Communication Challenges: Shortened names had an openness to interpretation, and communicating the meaning behind the abbreviation became crucial. Ensuring that stakeholders and the target audience understand the reasoning behind the shortened name was important for effective communication.
- Legal and Trademark Issues: Shortening a name may lead to legal challenges, especially if there are existing trademarks or entities with similar acronyms. It was crucial to conduct thorough research to avoid potential legal conflicts.
Design PROCESS:- Create a brand identity for the organization that raises the profile of hard work, trust, and commitment to the young generation of Dandora. The brand identity is represented by a simple typeface element that encompasses both elegance and sophistication which is marked by easy visual readability that’s also easy to remember and easily adaptable to different branding and marketing collaterals.
Rebuild a unified visual system for the advertising agency, made of steel which can change the world in a while.