Friends of the Earth reveals new identity

Charity Friends of The Earth has rebranded, with a new identity and strapline ‘See things differently’ both created in-house.

Friends of the Earth identity in red
Friends of the Earth identity in red

A handrawn headline font has been created for the identity, which will extend to other brand elements, and the colour palette has been broadened from green, to include red, yellow and blue.

Glenn Colegate, creative director at the charity, has designed the identity, and the in-house creative department has designed a new website.

A Kiss Means the World four sheet poster
A Kiss Means the World four-sheet poster

The charity, which is looking to sign up a broader base of donors and activists, hopes to communicate that ‘the wellbeing of the planet and the wellbeing of all of us on it are one and the same thing,’ says Joe Jenkins, Friends of the Earth director of fundraising communications and activism.

The rebrand supports a campaign – also designed in-house – to encourage supporters to choose which causes the charity should follow: The Bee Cause; Clean British Energy; and Product Expose.  

A Kiss Means the World web page

An online element of this campaign, a Kiss Means the World, has been designed by consultancy Nonsense.  Site visitors are encouraged to drag and drop a kiss onto the cause they wish to see supported.

Jenkins says the new brand will  make the charity more ‘mainstream’ and ‘address the misconception that we’re judgmental and finger-wagging’.

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  • mind/brandco November 30, -0001 at 12:00 am

    hm, not sure. a tad too close to a ‘see different’ twist on apple’s thinking. and the graphic symbol is very… let’s say ‘innocent’ 😉

  • Advocate November 30, -0001 at 12:00 am

    To be fair FoE have used the hand drawn ‘world’ icon for many years. Possibly pre Innocent. And in any case the world icon is very appropriate to FoE and the halo is very appropriate to Innocent. I don’t think there is a problem.

    And with the strapline, Apple don’t use that strapline anymore and it is far more appropriate for FoE (trying to save our world) than a computer business trying to make money. Again I don’t think there is a problem.

  • Mog November 30, -0001 at 12:00 am

    A nice strong direction, just address that there’s too many words in the lockup. Pull the strapline away as a discrete element and give the brushstroke circle some air. That may resolve the issue of using two informal san serif typefaces which are distractingly similar.

  • Reuben November 30, -0001 at 12:00 am

    Clearly there’s a question over the strap line. If it sounds familiar, it probably is. It would be good to know how this identity was researched – internally or externally, qual or quant (or what mixture of the two).

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