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New TERENA Logo & Slogan

New TERENA Logo & Slogan. Dorte Olesen TERENA President http://www.terena.nl. New TERENA PR Strategy. Research done: how do people perceive TERENA? New PR Strategy developed based on that research (as announced in the 2006 Activity Plan) Discussed and adopted by the TEC

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New TERENA Logo & Slogan

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  1. New TERENA Logo & Slogan Dorte Olesen TERENA President http://www.terena.nl GA 26 Malta, 20 October 2006

  2. New TERENA PR Strategy • Research done: how do people perceive TERENA? • New PR Strategy developed based on that research (as announced in the 2006 Activity Plan) • Discussed and adopted by the TEC • The process identified the need to revisit TERENA’s visual identity GA 26 Malta, 20 October 2006

  3. Why? • TERENA’s branding had been managed rather loosely • Not much more than a logo and company name • Logo was never professionally designed • No guidelines for when and how to use • Feedback received highlighted: GA 26 Malta, 20 October 2006

  4. Elements of the current logo GA 26 Malta, 20 October 2006

  5. Font was fashionable once…but not any more Name hard to read Colour fade impractical Unclear for many that map represents ‘Europe’ GA 26 Malta, 20 October 2006

  6. Criteria for a logo • Represents core elements of TERENA • Unique, not subject to confusion • Functional, can be used in many different contexts • Fits in with overall PR Strategy GA 26 Malta, 20 October 2006

  7. Why add a slogan? • Helps to express TERENA’s basic function in the research networking community • Complements our mission and objectives • Makes it easier to comprehend what TERENA stands for GA 26 Malta, 20 October 2006

  8. Process • Several quotes obtained, designers interviewed • Chosen designers briefed extensively • New logo proposals developed • TEC made choice after several discussions, also with designers • TF-PR consulted GA 26 Malta, 20 October 2006

  9. Elements of the new logo • Kept the circular shape GA 26 Malta, 20 October 2006

  10. Elements of the new logo • Kept the basic colours GA 26 Malta, 20 October 2006

  11. Elements of the new logo • Did not keep the colour fading, the full name in the logo and the map of Europe GA 26 Malta, 20 October 2006

  12. Elements of the new logo • Updated the font to be more modern GA 26 Malta, 20 October 2006

  13. The Final Result: GA 26 Malta, 20 October 2006

  14. New logo explained • Circles symbolise community and are associated with optical connections and light • Many NREN backbones can be seen as one or more circles • Circles crossing each other represent networking • The shape and colours not changed dramatically to ensure continued recognition GA 26 Malta, 20 October 2006

  15. Slogan and url • “Networking the Networkers” • Thank you Shirley Wood • Using the opportunity to change to http://www.terena.org .org GA 26 Malta, 20 October 2006

  16. Conclusion • Was previewed at TF-PR and very well received • New look and url to be launched on 18 December 2006 • Will be accompanied by PR support (news release, etc.) • Community will have access to the new “style guide” for use of new logo GA 26 Malta, 20 October 2006

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