a new logo for the npa
TRANSCRIPT
Looking for a new symbol Looking for a new symbol for the NPA for the NPA
Suggestions from the corporate branding
Chiara Colella for NPA
Brief PESTBrief PEST
The New Party of Action (NPA) is a political party mainly made of young North-Italian activists looking for social change and a renewal of Italian politics
The party can count on a few tens of supporters in almost each Italian region and is currently in a start up phase
Its short-term goal is to increase visibility and attract more activists , that’s why the headquarters want to promote the image of a young and dynamic party rooted in the communities
An inevitable step is to redesign its political symbol (perceived as obsolete) to build up a new image and launch a national campaign
the Marketing approachthe Marketing approach
activistsactivists brainstorming … brainstorming …
What does it mean NPA for them?
Why is it different from other parties?
What do we want to communicate?
To whom?
LOGOLOGO
basic features of a logobasic features of a logo
Some examples…Some examples…
A glance at other political symbolsBenchmarking as the key of the difference
the “Padania” logothe “Padania” logo
A logo for the New Action PartySuggestions and recommendations to trigger a discussion
Old logos: what is wrong?Old logos: what is wrong?
Suggestions …Suggestions …
Psychology of orange and green
Bright shades
Reduction of graphic elements
Matching shapes/words/colors
Exploit the acronym “NPA”
The meaning of colors The meaning of colors
From the Orange revolution in Ukraine…
Colo
rs as political
markers
… … to the Green Revolution in Iran to the Green Revolution in Iran
Positioning and brandingHow to decide where to stand
the semiotic approachthe semiotic approach
To identify the basic categories on which organizing the communication of the party identity, for instance:
Tradition vs innovation Involvement vs leadership Equality vs elitism Concreteness vs idealism
To find out the competitive advantage of NPA compared to other parties
Slogan Slogan
The NPA positioning must include the identification of:
Brand personality Voters’ values Emotional/ideal rewards Functional benefits Attributes
On these elements it is possible to sketch slogans and payoffs to match with the logo
Thanks for the attention!Thanks for the attention!
Chiara Colella