The consultancy was approached to work on the project in November last year, and was briefed to create a brand that would be versatile enough to use alongside the existing branding of the charities The Gig Company would partner with for its events.
Sherry says, ‘The Gig Company’s strap line is “Putting the fun back into fundraising”, and this was a notion we wanted to commentate with the brand we created’.
The first event, An Evening With Suggs, took place last week to raise money for charity Pancreatic Cancer UK. It is hoped that an event will take place roughly every quarter, with the next set to raise funds for a spinal charity, according to Sherry.
The branding uses a plectrum-shaped logo to reference the organisation’s music-based activities, tilted at an upwards angle to ‘be indicative of progress, awareness raising and positivity’, according to Sherry.
Ellie Thompson, Sherry senior designer, says, ‘We didn’t want to use a logo that was a cheesy emblem of music and money coming together, but needed one that still nodded to music, as that’s their USP. We used the plectrum as that’s relatively ambiguous to those who aren’t perhaps that connected to music.’
The branding uses a spectrum of 14 bright colours. For online applications, an animated logo is used that flashes through the colour spectrum, currently shown on The Gig Company’s social media and holding page. Sherry is currently designing the full website.
Event collateral such as press boards, invites and other printed materials will show the branding alongside that of the featured charity.
Thompson says, ‘You need to make sure the brand won’t contrast or stand out too much from the other charities. We’re trying to get across the idea that fundraising and charity is something that affects a very broad range of people.’