The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Non-Profit - Brand Identity (New or Rebrand) - Single or Series / Brand Identity (New or Rebrand) - Single or Series
Annual ID
DE16207M
About the Work
The Universal Outreach Foundation came to Rethink in need of an identity refresh. Their old logo design has limitations due to length and readability. UOF needed new a system that reflected its heritage and future plans. The identity needed to portray them as a trusted and professional organization that is helping to positively develop Africa and the world. Not wanting to discard any brand equity built up and earned with the previous logo design, we looked to evolve one key element, the person figure between the letters T and R on the word out and reach. Second, knowing that overall length was part of the problem we devised solutions that removed “foundation” from the wordmark entirely. The result was a full identity system that paid tribute to UOFs African heritage with a unique and refreshed colour palette. A logo lockup that is legible, short and has multiple variations for applications.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Rethink / Toronto
Production Company
Vista Print / Vancouver
Creative Director
Ian Grais
Chris Staples
Lisa Nakamura
Designer
Alex Bakker
Agency Producer
Scott Russell
Creative Team
Tom Petttapiece
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