Lambie-Nairn has been appointed by charity Friends of the Earth to redesign its identity to gain greater prominence and increase awareness of its work. Lambie-Nairn won the work after a three-way pitch against unnamed opponents, following a “big trawl” of suitable design consultancies by FoE.
According to FoE communications and fund-raising director Simon Bernstein, the organisation is well known in Government and policy-making circles, but the general public is largely unaware of what it actually does.
“Our current identity is not working for us,” he says. “It is irrelevant, dated and, as a two-colour logo, expensive to use. More importantly, it is not instantly recognisable.”
Lambie-Nairn has been tasked with creating a completely fresh identity to appeal to a wider audience and work across a range of media, particularly recycled paper. “It is important the new logo is evolutionary and rolled out gradually. We cannot replace everything overnight,” Bernstein maintains.
FoE is involving its staff closely in the redesign, initiating focus groups to establish the organisation’s core values.
A Lambie-Nairn spokeswoman says FoE needs to build a powerful brand to take credit for what it does. “Since working with FoE, we have become increasingly impressed with its contribution to our society. We hope to raise its self-esteem with our branding work,” she says. The new identity rolls out in early 2001.