youthlink. youthlink over 30 years reasons for change 1. no quality artwork for tree logo giving...
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NEW LOGO ANDPROGRAMME BRANDING
YouthLink
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YouthLink over 30 Years
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Reasons for Change
1. No Quality Artwork for Tree LogoGiving Issues for Web Site and Billboard Size Production
2. Tree Logo turns into a black blotchwhen photocopied, bad in black and white
3. Tree Image does not relate to anythingthat YouthLink does or stands for
4. Tree Logo wrong for new Urban Location
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Language of the New Logo Helping Hand Supporting Assisting Guiding from A to B Teamwork Together Overcoming Obstacles
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Programme = Subunit of the Organisation
YouthLinkProgramme AlphaManager + Staff + Task
Programme BetaManager + Staff + Task
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Structure has Advantages Easier to understand Organisation Overall Philosophy, Individual Activities Units backed by YouthLink network Units ring fenced from Each Other Managers speak for their Unit
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DON’Ts of Programme Names
Bound to Location Bound to Service Bound to Organisational Structure Mouthful of a Name
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Pool of 3000+ Names “Fit for Human Consumption” 3 syllables, 5-8 letters long (note: Youth = 5)
Programme Name Pool in spreadsheetwww.youthlink.groupsite.com
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Identify Possibles and Pick
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Three Types of Slogans
CompetitiveBest Prices are justthe Beginning
MissionEradicating Child Poverty
DescriptiveProviding Mortgages to First Time Buyers
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Example Slogans Geneva Christian college, Beaver Falls
Ad slogan: Deep learning. Growing faith. Real life. Ohio Dominican University
Marketing slogan: Open Minds. Creating Futures. Metaphor, naming and verbal branding consultants
Motto: Metaphor. Articulating brand promise Cintara, full-service branding agency
Ad slogan: Cintara. Branding Right the First Time. Day Runner brand, planners, organizers and time management tools
Advertising slogan: Day Runner. Organizing your life. American Federal Mortgage
Advertising slogan: Making the American Dream Come True. Lake Mortgage Company, Northwest Indiana
Motto: Bringing People and Homes Together for Over 50 Years. Kim Sun Young Beauty Salon, New York
Advertising slogan: Satisfying our clients. Vital Radiance trademark
Ad slogan: Revitalizing beauty for your changing skin. Dalhousie University, Canada
Advertising slogan: Inspiring Minds.
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Slogans Quick Example from Single Brain
BRL
CRL
KRL
CRL
RJL
TML
TML
IRL
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Let’s Get It Done Each PM pick 5 possible Names
with order of Preference by next Friday Each PM find at least 3 possible Slogans
with order of Preference by next Friday Panel of Three to review and pick finals
Develop pre-approved Names Listby beginning next Financial Year