To form the main identity of this new movement / campaign there needed to be a simple visual literacy that could be used consistently and coherently on various platforms and in a multitude of ways to identify the platform.
The design liked the idea of adapting a simple circle for the visual language of the campaign. Using a shape is easily adaptable and malleable, and can be used as a grid to base all following design work.
The circle as a concept is a UNIVERSAL SYMBOL representing notions of TOTALITY, WHOLENESS and perfection. It also correlated with the SD's existing branding of the colour wheel.
When considering a name for the campaign, GOALz / goalZ / GoalZ seamed like a relevant choice, as the purpose is to shed light on the 2030 agenda and SDG goals in order to bring transparency and urgency on politicians to actually impose and work on policy in line with these idealistic aspirations. The campaign seeks to utilise student / adolescent momentum and general liberal mindset to educate and bring about change in social, economic and environmental issues of now. Appealing to this target audience of 16-25 y/os means that the design decisions should correlate with colloquial, friendly and youthful aesthetic, yet not adhere to trends as it is to be sustainable campaign that should essentially last until 2030.
TA
Young people have more free time and energy to exercise their political views. This transitional stage of adulthood and being in these educational spaces around people who share your views / constant debating and so on, builds a drive in this generation for change. Long holidays and studies that often involve keeping up with current news and examples (overlaps with work) makes this age racket the perfect target audience. Moreover, by having a space solely for young people to exercise their freedoms not only channels them into using their energies and time to something positive and productive, but this building of a community makes others follow and creates a whole new space for them to builds relationships, internationally, aiding for a more socially inclusive future. Being involved and labelled in a group gives young people an identity, an trends can spread especially fast in the current technological age, so use of social media will be imperative to the campaigns success.
The goals of GOALZ:
- global / international - unite students around the world in coming together to promote change
- provide a forum where these young adults can get involved in their communities / reliable and confirmed (as many have been exposed negatively) charities / protests / volunteering
- educate them on the current global issues related to each goal in the hope of gaining greater transparency on governments & big movements
- grass roots approach is best to actual change to happen
- build a community that channels youthful energy into positive outcomes
How is it going to achieve its goals?
- target sixth forms / collages / universities
- use of social media to keep its audience involved
- website with links to documentaries / tv / relevant books and articles
- use of a circle as a universal visual identity
- have representatives around the world in formal educational institutions
Typeface
Colour Palette
As part of a recent study on gender norms, University of Maryland sociologist Philip Cohen asked nearly 2,000 men and women a simple question: "What's your favourite colour?" Blue turned out to be most popular across the board, followed by green for men and purple for women. The colour preferences break down as follows:
This information proved too broad, as such it was decided to investigate the colours best associated with change and development, in accordance to colour psychology and theory.
Findings:
Orange. Orange symbolises creativity, change, energy and endurance. It is the colour that represents Autumn. As a secondary colour it combines elements of the colours used to mix it: the creative passion of red with the energy and joy of yellow.
Yellow is the colour of the sun - the life support for our planet. As such it has come to represent life, energy, happiness, hope and wisdom.
Outcome : yellow and/or orange - is in line with amnesty branding and SD use orange and blue - correlates with most popular colour / representative of desire & intellect
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