Branding for new charity brand Pennies has been created by London design practice, SomeOne™. The new brand is the 'modern equivalent of a cash charity box' and will be known as ‘Pennies, the electronic charity box’.
It launches shortly across the UK in partnership with a national on-line retailer yet to be announced. A second national on-line retailer is to follow before Christmas, with discussions well advanced with a range of others to make Pennies available both in-store and online in the New Year.
Pennies was created by UK registered charity, The Pennies Foundation. Their objective is to make it easy and affordable for consumers to give just a few pennies to charity as they shop and pay by card. The contents of the electronic charity box will all be distributed to UK charities, selected by the retailers and The Pennies Foundation. The charities being supported will be visible to the Public before they press ‘YES’ to donate.
Pennies is a simple, quick and private way for everyone to give a small amount of money to charity, even if it's just a penny or two. No forms, no personal information, no commitment, just giving pennies. The system is based on the process of 'rounding up' to the nearest pound, or in ‘round pound retailers’ adding a small fixed top-up. It is always pennies, never pounds. For example, your shopping is £9.95, you round up on your card to £10.00, 5p goes to charity.
Alison Hutchinson, CEO of The Pennies Foundation, appointed SomeOne™ to help with the brand strategy and create the brand identity with the brief to 'encapsulate the simplicity behind this new mechanism of giving to charity. “SomeOne™ has been with us from the beginning to ensure our brand and its visual brand identity best represent our promise, giving small amounts to charity, made easy. Clarity and simplicity are at the heart of the Pennies proposition.”
SomeOne™ didn't simply create a traditional logo, but a complete BrandWorld for the organisation.
Co-Founder of SomeOne™, Gary Holt said 'Our approach of applying a bespoke iconic BrandWorld and intelligent messaging system enables Pennies to stand out from the competition out there – they're there to help after all. The identity is a call to action, to feel the tingle in your finger when you press yes to give a few pennies.'
The 'pointing finger' is at the heart of the identity. From promotional products demonstrating how Pennies works, to subtle till 'nods' to how to 'Press Yes' to donate your pennies.
Lead designer, Therese Severinsen at SomeOne™ said 'The visual brand identity comes from simplicity of message and simplicity of action'.
The branding will be applied across all channels and media from print to pixel.
ENDS
For more information please contact Simon Manchipp at SomeOne on 020 7613 1568 or visit www.someoneinlondon.com
