YouthBank International News

<div class="page old_photo"> <article> <header style="background-image:url(/uploads/53049aaf3976c.jpg);"> <div class="box"> <div class="intro"> <h1>New Era, New Logo</h1> </div> </div> </header> <div class="main"> <div class="container"> Last summer Belfast-based experienced advertising consultant Damian Donnelly agreed to provide pro-bono support in developing the brief for a new and innovative YouthBank International logo. Damian also coordinated the production of the logo with the talented Harty Design agency (www.hartydesign.com). This is Damian's original brief which helped produce our new beautiful logo. <h2>What is YouthBank International?</h2> YouthBank ‘supports projects designed and run by young people that address issues and concerns relevant to them and their community.’ They do this via over 200 YouthBanks in 26 countries across Europe, parts of Africa, and Central Asia... from South Africa to Romania; from Bulgaria to Kyrgyzstan; from Ireland to Turkey. Our client, YouthBank International is the co-ordinating and, more importantly, supportive umbrella to this network of independent YouthBanks. YouthBank International needs a visual identity that helps portray and position them as this co-ordinating and supportive umbrella; something that the individual YouthBanks will want to be part of. In short, they need an overall ‘glue’ brand. What are YouthBank’s values? Young people are at the heart of everything a YouthBank does. More often than not, YouthBank’s young people audience live in disadvantaged and/ or politically highly-charged countries and communities. There are often significant challenges and nuances from country to country; even from region to region. Regardless of their background or circumstances, YouthBank encourages young people to ‘open their eyes’ and empowers them to ‘think big’. While the nature of individual YouthBank-funded projects is wide and diverse, the ultimate output is the personal and potential professional development of the young person. “I have a voice; I’m able to make a positive contribution to my community.” [whatever that ‘community’ might mean]. Success factors include: active citizenship, political awareness, motivation, a hunger for self-improvement and development, entrepreneurial skills, legacy value to the community. YouthBank International For whom does the YouthBank International logo need to have meaning? i) The umbrella identity needs to appeal to each of the (nearly) 200 individual YouthBanks: they need to see it as the embodiment of the benefits associated with being part of YouthBank International. ii) The identity needs to have the stature to appeal to potential funders (corporate)... iii) ...but at the same time, must be accessible enough to be meaningful to the young person ‘end-user’. What should the logo feel like? Inclusive (respectful of difference: both between and within countries). Diverse. Global, but accessible (in other words, not ‘corporate’ or remote). Practicalities: i. There is a wide – disparate – variety of individual YouthBank ‘national’ logos. ii. The logo should comprise a maximum three colours. iii. The colours used must avoid being partisan or overtly representing the flag of any particular country. iv. The logo must work in black and white. v. Question: should the logo be with/ without supporting text/ strap-line? vi. It must be scalable: should work equally well on a letterhead and large-scale exhibition materials. vii. We need to bear in mind that the logo will underpin the look and feel of our client’s forthcoming new website. viii. The logo will need to be trademarked internationally. Contact details Damian Donnelly of Ad_man Advertising, Marketing & Communications Behaviour Change & Strategy. Tel 44 (0)7819 672009, <a href="http://www.i-adman.co.uk">website </a>or email <a style="font-size: 100%;" href="mailto:i-adman@live.com">i-adman@live.com</a> Logo Design: Harty Design, <a href="http://www.hartydesign.com/">http://www.hartydesign.com/</a><h2></h2> </div> </div> </article> </div>

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Issue 1