Together Design has created a new identity for young people’s entrepreneurship competition Tenner Tycoon, which is part-funded by Dragons’ Den star Peter Jones (pictured).
The competition, formerly known as Make Your Mark With a Tenner, challenges 11to 18-year-olds to borrow £10 each from a £400 000 fund and use it to make money to benefit their local community.
Together was appointed at the beginning of February after it was approached directly by Tom Bewick, chief executive of Enterprise UK, which runs the scheme.
The consultancy was briefed to create branding that would appeal to the broad spectrum of 11to 18-year-olds, says Together’s creative director, Matt Baxter.
’Together created a punchy, dynamic-feeling ’Big Ten’ logo that didn’t talk down to the target audience,’ says Baxter. ’We didn’t want it to be like another bit of homework.’
The consultancy avoided potentially patronising ’edgy, distressed textures’, selecting instead a bold and straightforward graphic style, says Baxter.
He adds, ’We didn’t want to make the logo too light and detailed, because it will be reduced down to a thumbnail for social media and scaled up for events.’
The green colour palette references the colour of currency and Together has created a repeat background pattern inspired by bank notes.
The new identity will be implemented across print, online and promotional materials for the competition from this week.