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LET ME TELL YOU ABOUT US:

What we need is a logo for a social-media campaign called I DO 30

This is the story behind I do 30:

In December 2009 there is a big climate change conference in Copenhagen. Here a lot of important politicians and experts will meet to discuss the future of our planet.

Before the conference we want to show that normal people can and will make a difference as well. And that it can be done by changing simple everyday habits such as doing the laundry on lower temperatures.

We will start a campaign called I DO 30. It refers to the simple action of switching to 30 degrees instead of 60 degrees when washing your clothes. I D0 30 must be communicated mostly on Facebook, but also on a microsite as a kind of movement. Something people think is cool to share. I DO 30 what do you do?

The I DO 30 campaign is started by the company Novozymes who produces the biological enzymes that makes washing-detergents more effective on lower temperatures and therefore saves a lot of energy and CO2. These enzymes are in all kinds of detergents so we are not trying to sell a certain product. The main goal is to spread the message I DO 30 / do your laundry on lower temperatures and save huge amounts of CO2.

The goal is to get more than one million people to join the movement (by joining the facebook-group or on the microsite)

HERE IS WHAT WE NEED:

What we need is a logo for a social-media campaign called I DO 30

Most important the I DO 30 logo has to work on social medias such as facebook.

For example the logo must be easy to read when seen in the small profile-pictures in a facebook feed. It has to have a catching impact when used as a profile-picture for a group, FB-fanpage or Twitter profile etc.

ELEMENTS / COMMUNICATION / CHALLENGE:

The following is a challenge: Laundry is not the most sexy especially for the younger peope. But we have to make it seem natural so that even younger people will accept it and find the I DO 30 a fun, easy, cool cause they want to promote on their facebook-wall. Or in other words: cool enough to share with friends.

THE STYLE AND TONE:

Positive, serious with a good feel. Global feel.

Imagine that I DO 30 is a cool NGO for all kinds of people who care for the environment. From the younger to the older.

Here are some statements that says a lot about what the logo has to identify with:

One simple action makes a difference

Cool laundry cool people

Do 30 and tell the world

I do my laundry at 30 degrees to protect the environment.

REQUIREMENTS FOR THE LOGO:

The logo must be produced (and work) in positive, negative and black/white.

The basic logo is I DO 30, but must work with different taglines, such as:

"I DO 30 - join us on ido30.org"

"I DO 30 - join us on Facebook"

"I DO 30.org"

"I DO 30 NEWS"

It also has to work on a micro-site: www.ido30.org

OFFLINE:

The logo also has to work offline cause we need to drive traffic to the facebook-group and microsite. We imagine that the logo can be printed on flyers, posters, on a container and in ads.

For your information, this is the link to the conference in December where the result of the I DO 30 campaign will be presented: http://www.cop15.com

(COP15 UN Climate Change Conference 2009 in Copenhagen)

OUR TARGET AUDIENCE IS:

We want to talk to people who have interest in the environment and are active on Facebook and other social medias. The age is 20-50 but we would like that the final logo can have a fresh look without scaring more mature people.

Imagine that I DO 30 is a cool NGO for all kinds of people who care for the environment. From the younger to the older.

Our target audience will think its cool to show their friends that they are joining I DO 30 for the environment.

WE LIKE THESE DESIGNS:

We like the impact in the famous I LOVE NY T-shirt.

Besides that we like you to surprise us.

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

We DON'T want anything close to sex, too young, too detailed.

We DONT want to focus on the negative sides of climate change.

We DONT want to look boring, too technological.

We NEED a positive, feel good logo.

We THINK that we need the logo to show something about washing/laundry since that is the basic idea with I DO 30 I do my laundry at 30 degrees to protect the environment.

(BUT IF YOU CAN CONVINCE US OTHERWISE WE ARE OPEN)

We NEED to have some kind of design-link to Novozymes. Especially the basic colour (Pantone 382 / Tomorrow: Please see the brand guide here: http://brandguide.novozymes.com/Menu/Des... )

There might be other elements that can inspire you, but the link has to be very subtle. The I DO 30 campaign does NOT need to scream Novozymes!!!

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