aligning the special olympics brandmedia.specialolympics.org/resources/brand-awareness-and... ·...
TRANSCRIPT
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Zero-G 1
Aligning the Special Olympics Brand
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Zero-G 2
Process
Management
Implementation
Discovery Definition Development
TODAY
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Zero-G 3
Methodology
Organisation Interviews
Athlete & Volunteer Interviews
Questionnaire (29 worldwide)
Desk research
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Zero-G 4
Interviews
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Zero-G 5
Note.
Today we are looking at brand identity. Not presenting a new campaign.
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Brand
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7
objective
EMPOWERMENT
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8
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REPUTATION
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REPUTAT-ION
SHARED
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IT’S NOT WHAT YOU SAY YOU
ARE
reputation
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IT’S WHAT OTHER
PEOPLE SAY WHEN YOU LEAVE THE
ROOM
reputation
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Zero-G 13
SHARED UNDERSTANDING
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Zero-G 14
KEEP IT
SIMPLE BUT NOT MORE SIMPLE THAN
IT IS
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Zero-G 15
WHO? WHAT DECISIONS?
SPECIAL OLYMPICS International
SO Regions
SO Accredited Programs
Club
Athlete / Coach
Fans VO
LU
NT
EE
R
PR
OF
ES
SIO
NA
L
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RECOGNITION ASSOCIATION
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Brand Identity
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Special Olympics
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STORIES
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Once upon a time... a long long time ago ...
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the Special Olympics Mission
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the Special Olympics Mission
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OUR STORIES
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NO TWO THE SAME
But all with a common thread
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Common Ground
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Guiding Idea at the heart...
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Revealing
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Revealing the champion
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Revealing the champion in all of us.
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Revealing the champion in all of us.
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Guiding Idea
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REVEALING THE CHAMPION IN ALL OF US
REVEAL ACHIEVE SHARE
Grow
Release
Nurture
Develop
Care
Change
Transform
Promote
Ambition
Purpose
Goals
Pride
Progress
Win
Advocate
Impact
Community
Inclusion
Generosity
Partner
Together
Everyone
Team
Friendship
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41 41
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特奥会的核心指导思想
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“展现 我们身边的 冠军风采”
展现 实现 分享
成长
培养
释放
发展
关爱
改变
促进
抱负
获胜
目的
骄傲
目标
进步
每个人
协力
慷慨
社区
团队
包容
接纳
合作
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Guiding Idea
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REVEALING THE CHAMPION IN ALL OF US
REVEAL ACHIEVE SHARE
Grow
Release
Nurture
Develop
Care
Change
Transform
Promote
Ambition
Purpose
Goals
Pride
Progress
Win
Advocate
Community
Inclusion
Generosity
Partner
Together
Everyone
Team
Friendship
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The Special Olympics Brand Model …
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The Special Olympics Brand Model …
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Stepping stones...
REVEAL
ACHIEVE
SHARE
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Susie’s story ...
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“Speechless” Video to be dropped in to this slide.
Scale the video to 1024
Pixels wide (use the
inspector panel) and centre
on the slide.
www.youtube.com/watch?v=bU3RrrpzVe
c
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Visual Identity
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Special Olympics
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Core Identity Recommendations
Simplify
(Easier to use, understand, apply)
Humanize
(Consider the aesthetics to reflect personality)
Evolve
(Build on areas of visual equity)
Acknowledge diversity
(Facilitate brand architecture)
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• Mess of marks to be inserted here…
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Mark
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Special Olympics Visual Identity
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
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Standard Mark Accredited Programs
1) More compact for easier and more effective application
2) Use of symbol in red makes it the focal point of the Mark
3) More robust contemporary typeface for Program Name
4) Optimized for print application and positioning on right side of most documents.
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Standard Mark Accredited Programs
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Core Brand Marks
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68
Consistent positioning
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Color
69
Special Olympics Visual Identity
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70
Primary Color Palette
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71
A diverse vibrant organisation
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Type
72
Special Olympics Visual Identity
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readability for people with dyslexia
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typeface: ubuntu
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Curve
75
Special Olympics Visual Identity
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78
Curve used to contain and position Mark
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79
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In action
80
Special Olympics Visual Identity
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Brand Visual Identity in Action Sample Coaching Guides
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Brand Visual Identity in Action Sample Stationery
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Brand Visual Identity in Action Sample Information Leaflets
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Brand Visual Identity in Action Sample Reports & Guidelines
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Brand Visual Identity in Action Sample Information Leaflets
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Brand Visual Identity in Action Sample Newsletters
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Brand Visual Identity in Action Sample Press Advertising Templates
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88
Press folder Two colour / Graphic
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89
Press folder
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90
Press folder Full color / image based
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91
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92
Posters – No restriction on expression
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93
Posters
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94
Posters
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95
Posters
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96
From dramatic to joyful
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Co-Branding Badge device
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Co-Branding Badge device
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Team
99
Special Olympics Visual Identity
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100
Organizational Marks
International/Movement Accredited Program Team
TEAM
Identity used within competition Forms team and local identity Active and fund-raising locally
ORGANIZATION
Represents the organizational (corporate) aspect of the movement
Organizes activity and raises funds at a
state/national/international level
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101
Concept team marks
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102
Team identity
Program Standardized
Local Team Localized
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103
Team identity
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104
Team identity
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105
Team identity
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106
Team identity T-Shirt application options
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107
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Team. Community. Identity.
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Brand Architecture & Sub Brands
110
Special Olympics Visual Identity
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• Mess of marks to be inserted here…
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112
Brand Asset Portfolio
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Brand Assets & Properties Ground Rules
‣ Assets need to be tangible and own-able
‣ Each Asset proposition needs to be defined
‣ Relationship with master brand, and other SO
Brands, needs to be understood and respected
‣ Parameters of each commercial brand partnership
needs to be clear and SO’s equity needs to be
protected
‣ Recognize that Legal Ownership and Brand
Ownership (Culture/Provenance) are not the same.
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Brand Asset Portfolio
ORGANIZATIONAL BRANDS offering year-round engagement and transformation through
active participation by athletes, volunteers and families/communities. Ranges from
organizational empowerment of SOI and Regional Programs to the direct athlete
empowerment of local clubs.
EVENT BRANDS: Multiple brands with consistent core values and endorsement –
differentiated by time & place. Periodic: Event Brands
(International/National/State/Regional – offering opportunity for spectators and fans to
participate in or bare witness to transformation through sport. These events may be
Special Athlete only of may be a combination of Special Olympic Athletes and Athletes.
ON-GOING ACTIVITIES: Sub-brands differentiated by specific audience and tactical
purpose.Continuous: A portfolio of activities managed and initiated by SO that support the
core activity of the Movement and the welfare of the athletes – addressing health,
inclusion, awareness, funding and education.
ON
-GO
ING
AC
TIV
ITY
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Asset Portfolio We will map the assets on to
Asset Portfolio Map
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Brand Asset Portfolio (in progress)
Special Olympics Games
(Local, State, National)
Special Olympics
Accredited Programs
Special Olympics Family Activation
Project Unify A Special Olympics
Initiative
Special Olympics Athlete
Leadership Universities
Special Olympics Global
Messengers
Special Olympics
Unified Sports
Special Olympics Young Athletes
Special Olympics Global Youth
Activation Summits
Special Olympics Research
Special Olympics
Sports Academy
Special Olympics Athlete Congress
Special Olympics
Healthy Athletes Special Olympics
World Games
Global
Football with Special Olympics
LAW ENFORCEMENT
TORCH RUN for Special Olympics
LETR PLUNGE for Special Olympics
LETR TIP A
COP for Special Olympics
SPREAD THE
WORD TOEND
THE WORDSupported
by Special Olympics, Best
Buddies and 200 Orgs around
the world
EKS DAY Supported by Special Olympics
& Best Buddies
A VERY SPECIAL
CHRISTMAS for Special Olympics
TRAIN A Special Olympics
Initiative
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Brand Asset Portfolio (Categories)
Special Olympics Games
(State, National)
Special Olympics
Accredited Programs
Special Olympics Family Activation
Special Olympics
Project Unify A Special Olympics
Initiative
Special Olympics Athlete
Leadership Universities
Special Olympics Global
Messengers
Special Olympics
Unified Sports
Special Olympics Young Athletes
Special Olympics Global Youth
Activation Summits
Special Olympics Research
Special Olympics
Sports Academy
Special Olympics Athlete Congress
Special Olympics
Healthy Athletes
Special Olympics World Games
Global
Football with Special Olympics
LAW ENFORCEMENT
TORCH RUN for Special Olympics
LETR POLAR PLUNGE
for Special Olympics
LETR TIP A COP
for Special Olympics
SPREAD THE
WORD TOEND
THE WORDSupported
by Special Olympics, Best
Buddies and 200 Orgs around
the world
EKS DAY Supported by Special Olympics
& Best Buddies
A VERY SPECIAL
CHRISTMAS for Special Olympics
Uses Special Olympics masterbrand (no separate visual identity)
SO Sub-brands. Own visual identity within SO housestyle guides
Separate Brand Identity – Endorsed by SO & other organizations
Separate Brand Identity – Endorsed by SO
ON
-GO
ING
AC
TIV
ITY
Special Olympics TRAIN
A Special Olympics Initiative
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programs
118
Special Olympics Visual Identity
Health, Education & Community
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119
Special Olympics Sub-Brands
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Unified Sports
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121
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122
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Special Olympics Healthy Athletes
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• Mess of marks to be inserted here…
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Brand Identities overview
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Our symbol is a Memory Trigger
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Reveal
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Reveal
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Achieve
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Achieve
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Together
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resources.specialolympics.org/brand.aspx
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