Studio Dumbar rebrands Alzheimer Nederland
Charity identities always stir up a good debate.
Having recently finished my MA and my final project being focussed on a visual study of the identity and branding techniques used by this sector. It seemed apt for me to comment. The charity sector in the UK is an incredibly competitive arena, (there are over 160k in the UK and around 20% of those have revenues streams in the £M’s), and the strength of a good identity is no different to any other industry.
One poignant memory of my research was being staggered to hear a very senior marketing/brand manager of a very well known charity talking quite openly about ‘owning an illness’. At the time I thought a rather distasteful remark but by the end of the study I understood the rationale. The need for that commercial edge was imperative as they are just one of many all competing against one another for the charitable pounds and pennies in our wallet.
(For me) Why this identity works is it provides the organisation with a strong and intelligent profile. The idea is simple. It is positive and forward thinking. It is realistic and - to a point - practical. (I say that because it works much better as a motion graphic than a static.) Much of a charities role is to educate the general public, an obvious point I know, but in my research I found so many were just talking to themselves (if to anyone at all). I wish more organisations would take this sort of intelligent approach.
This execution is a strong reflection of the organisations awareness of its identity, its audience, the point of its purpose/existence and of its principles. When all these elements are combined you have an identity that goes far beyond a fancy logo or clever campaign. What they have is a brand. Without it there can be no interaction outside of itself, without that they cannot build relationships, and without that … their nothing.
Original source: Creative Review
© Studio Dumbar
© Alzheimer Nederland