Cultivating brand potential

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Life saving new look

Posted by: Jo Briton

Categories: Branding, Marketing,

Wed, 04 Jun 2014

My late grandfather, who lived by the coast, always supported the Royal National Lifeboat Institution (RNLI), so they have always had a special place in my heart.

They have just had new branding, developed by Missouri Creative, which aims to be ‘inspired by the RNLI world’.


The consultancy was briefed to create a more consistent visual language for the charity’s materials ‘which would reflect the RNLI’s unique brand personality’.

The memorable RNLI logo has not been changed but the new brand guidelines give details of new colours, photography and typography.


What I find interesting is the new copywriting style, which can be modified depending on the target audience of the communications.

For instance when targeting an audience that doesn’t know much about the RNLI there is a more active tone which uses bold, punchy copylines, action-packed photos and vibrant colours. But when communicating with loyal supporters, the emphasis is on the RNLI’s personal and reliable side so more familiar copy will be used. This is an interesting distinction and would give the marketing team at RNLI clear guidelines for when targeting different audiences.

The new colour palette draws on the ‘vivid orange’ of the RNLI boats, red lifeguard uniforms, yellow boots worn by RNLI staff at sea and the incumbent logo’s blue. Grey and other blue tones are used, too, referencing the sea and the sky.


Sources: The Drum and Design Week




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