ADV3403 Exam 3 Case Studies
questions well answered
ACLU - correct answer ✔✔"The American Civil Liberties Union works to defend the Bill of Rights,
mounting court challenges to reserve racial justice, human rights, religious freedom, privacy,
and free speech."
Goals
Create a unified image for the entire organization
Develop an integrated, sustainable, and meaningful identity system
Connect the organization to ideas and ideals
Differentiate from other public advocacy groups
Communicate stature and stability
Facilitate consistent communications
Process and Strategy
Set out to reach broader constituency and build membership
Went to Fo Wilson Group and was joined by Sylvia Harris and Michael Hirschhorn
Studied other advocacy groups; Harris found that ACLU "represents a set of principles, while
most other advocacy groups represent constituency"
Interviewed wide range of stakeholders
Frequently mentioned that the company was "principled, justice, guardian"
Team realized that company's identity needed to be recognized in wide range of areas
Creative Solution
Design emphasized on acronym and wanted connect their spirit of freedom to this
Fo Wilson Group designed a series of signatures with contemporary logotypes and expressive
symbolism
,During testing found that using the Statue of Liberty (even though it was dropped in 1980)
tested the best in the logo
Decided to return to its legacy and history
Results
Leadership group championed the identity initiative from early planning through the analysis
Group was instrumental in getting 49-50 affiliates to adopt new identity system
Conducted educational programs to staff at the headquarters
Opto Design finalized the design system, produced all preliminary applications, and developed
identity guidelines for the website
Membership has grown from 400,000 to over 1 million members
Mozilla - correct answer ✔✔"We're a global community of technologists, thinkers, and builders
working together to keep the internet healthy, open and accessible, on behalf of every
individual who values the internet as a global public resource."
Goals
Increase brand recognition using open source principles
Reinforce core purpose and not-for-profit status
Be known as the champions of a healthy internet
Create a visual and verbal toolkit
Differentiate Mozilla from its core product, Firefox
Process and Strategy
Has long been associated with their most famous product Firefox
Their not for profit status has not registered with key constituencies; so wanted to be better
known and understood
Retained Johnson Banks to visually rebrand organization
Sought to illuminate clear, strategic sweet spot to create platform for visual brand
Design process used open source principles which encouraged Mozilla's global network to make
comments on the work/progress on their blog known as "branding without walls"
, Creative Solution
Banks developed idea that built part of the code of an internet URL into Mozilla's name to
represent how people/knowledge are linked in an increasingly connected world
Meaning resonated with people both internally/externally/core audiences
Typotheque designed new font to be used for wordmark/any accompanying content
Ever changing imagery represents unlimited bounty of the online ecosystem
Engaged new artists, coders, and developers that will be available to all under Creative
Commons
Zilla (new font) was free and open to all
Results
Rebanding process was authentic to who they are, what they do, and what they stand for
Process acted as catalyst to conversations across the world across numerous audiences, which
resulted in increased brand recognition by technologists, thinkers, builders
Fern By Hawthorn - correct answer ✔✔"Our design puts people at the center, so they can sit
better, work better, and feel better in today's changing workplace."
Goals
Research and design next generation seating
Examine intersection of nature, engineering, and design
Develop a brand launch and marketing campaign
Design the NeoCon showroom
Process and Strategy
Hawthorn collaborates with ergonomic research and development partners to create new
breakthroughs in innovation
Hawthorn design studio partnered with ITO Design to create next generation seating
Wanted a chair that was less machine/more human
Chairs tested both in the US and abroad
Creative Solution
questions well answered
ACLU - correct answer ✔✔"The American Civil Liberties Union works to defend the Bill of Rights,
mounting court challenges to reserve racial justice, human rights, religious freedom, privacy,
and free speech."
Goals
Create a unified image for the entire organization
Develop an integrated, sustainable, and meaningful identity system
Connect the organization to ideas and ideals
Differentiate from other public advocacy groups
Communicate stature and stability
Facilitate consistent communications
Process and Strategy
Set out to reach broader constituency and build membership
Went to Fo Wilson Group and was joined by Sylvia Harris and Michael Hirschhorn
Studied other advocacy groups; Harris found that ACLU "represents a set of principles, while
most other advocacy groups represent constituency"
Interviewed wide range of stakeholders
Frequently mentioned that the company was "principled, justice, guardian"
Team realized that company's identity needed to be recognized in wide range of areas
Creative Solution
Design emphasized on acronym and wanted connect their spirit of freedom to this
Fo Wilson Group designed a series of signatures with contemporary logotypes and expressive
symbolism
,During testing found that using the Statue of Liberty (even though it was dropped in 1980)
tested the best in the logo
Decided to return to its legacy and history
Results
Leadership group championed the identity initiative from early planning through the analysis
Group was instrumental in getting 49-50 affiliates to adopt new identity system
Conducted educational programs to staff at the headquarters
Opto Design finalized the design system, produced all preliminary applications, and developed
identity guidelines for the website
Membership has grown from 400,000 to over 1 million members
Mozilla - correct answer ✔✔"We're a global community of technologists, thinkers, and builders
working together to keep the internet healthy, open and accessible, on behalf of every
individual who values the internet as a global public resource."
Goals
Increase brand recognition using open source principles
Reinforce core purpose and not-for-profit status
Be known as the champions of a healthy internet
Create a visual and verbal toolkit
Differentiate Mozilla from its core product, Firefox
Process and Strategy
Has long been associated with their most famous product Firefox
Their not for profit status has not registered with key constituencies; so wanted to be better
known and understood
Retained Johnson Banks to visually rebrand organization
Sought to illuminate clear, strategic sweet spot to create platform for visual brand
Design process used open source principles which encouraged Mozilla's global network to make
comments on the work/progress on their blog known as "branding without walls"
, Creative Solution
Banks developed idea that built part of the code of an internet URL into Mozilla's name to
represent how people/knowledge are linked in an increasingly connected world
Meaning resonated with people both internally/externally/core audiences
Typotheque designed new font to be used for wordmark/any accompanying content
Ever changing imagery represents unlimited bounty of the online ecosystem
Engaged new artists, coders, and developers that will be available to all under Creative
Commons
Zilla (new font) was free and open to all
Results
Rebanding process was authentic to who they are, what they do, and what they stand for
Process acted as catalyst to conversations across the world across numerous audiences, which
resulted in increased brand recognition by technologists, thinkers, builders
Fern By Hawthorn - correct answer ✔✔"Our design puts people at the center, so they can sit
better, work better, and feel better in today's changing workplace."
Goals
Research and design next generation seating
Examine intersection of nature, engineering, and design
Develop a brand launch and marketing campaign
Design the NeoCon showroom
Process and Strategy
Hawthorn collaborates with ergonomic research and development partners to create new
breakthroughs in innovation
Hawthorn design studio partnered with ITO Design to create next generation seating
Wanted a chair that was less machine/more human
Chairs tested both in the US and abroad
Creative Solution
