Cosiness in every format.
ich&wir is very close to young people: at school, as a podcast for travelling or with campaigns that make a difference. The new brand presence shows its strength in the various channels and media.
Logo
The logo consists of the lettering “ich&wir”. The large ampersand that connects the two words is striking. The logo only ever appears in conjunction with the logo of the SOS Kinderdorf umbrella brand. The size and spacing of the two logos depends on the respective format or medium.
Typography
SOS Kinderdorf’s corporate typeface is Helvetica Neue, which is also used for ich&wir’s brand communication. This classic font is known for its clear, straight lines and balanced weight. Both make the font as timeless as it is easy to read. The neutral and restrained appearance of Helvetica Neue also leaves plenty of room for creative freedom.
Colours
The colour spectrum is greatly reduced: black and white are the two basic colours that make the characteristic SOS Green glow. The corporate colour is used in a version optimised for the screen as “SOS Green Digital”. In contrast to the umbrella brand, the green is only used for labelling and highlighting. This gives ich&wir its own visual aesthetic without straying too far from the umbrella brand.
Brand Voice
- Truthful
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Communication is reader-orientated: without empty phrases, but at eye level.
- Inspiring
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The sentence structure is lively, the formulations active. The verbal style consciously involves the reader.
- Direct
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The address is a warm-hearted “you”. The sentences are short and concise. A relaxed writing style conveys a feeling of closeness and security.
One brand – many stages
Young people encounter the ich&wir brand in a wide variety of contexts: This can be in the context of a school lesson, for which teaching materials are provided, through to fundraising campaigns, the proceeds of which benefit SOS Kinderdorf. The design guidelines are therefore conceived so flexibly that the brand presence retains a high recognition value across all channels – in any format, whether digital or printed.
Podcast
The youth podcast ich&wir also has a new look: The cover motifs of the individual episodes correspond to the reportage-like, approachable visual world. The series character is emphasised by design constants such as the fixed position of the title.
Event equipment
Whether it’s a charity run, bake sale or theatre performance: SOS Kinderdorf encourages young people to get involved and make a difference with their own ideas. The young people are supported by SOS Kinderdorf with professional event equipment, such as roll-up banners, running cards and certificates for the charity run.
Giveaways
Those who are present are remembered: with practical and cool give-aways such as notepads, pencils or bracelets, SOS Kinderdorf shows that it understands the world in which young people live. The little helpers in everyday life emphasise the promise to the adolescents: We are your place to let go.
