1. Development of a Logo for the
American Friends of the US-Israel Binational Science Foundation
2. With new logo, create letterhead and masthead
• Existing Logo for the US-Israel Binational Science Foundation
• Website of the US-Israel Binational Science Foundation (http://www.bsf.org.il/BSFPublic/Default.aspx)
• Goal: Advance collaborative research in a diverse range of scientific disciplines that will impact people’s lives
• Purpose: Raise substantial financial support for the U.S. – Israel Binational Science Foundation (BSF) to fund its world-class collaborative research in the basic and applied sciences between U.S. and Israeli researchers.
About US-Israel Binational Science Foundation (BSF)
• Background: Founded in 1972 by an historic agreement between the U.S. and Israel, the U.S.-Israel Binational Science Foundation (BSF) brings together premier American and Israeli researchers to promote scientific partnership between the two countries through collaborative, world-class research in a wide variety of basic and applied scientific fields. The areas of research include mathematics, physics, chemistry, biology, life sciences, and biomedical engineering, among many others.
• Mission: Since 1972, the United States-Israel Binational Science Foundation has invested in leading scientists in America and Israel working collaboratively on world class, cutting-edge research that advances scientific knowledge and provides solutions to the challenges facing our world. Through its research funding the BSF is strengthening the bridge between the United States and Israel, and ensuring a productive partnership between the two nations for generations to come. The BSF is a simple equation: Israeli + American minds = Better Science
• Values: The BSF has been guided by the principle that science serves all humanity, that science prospers when scientists work together, and that collaboration across borders increases friendship and trust between nations, producing significant scientific breakthroughs.
• Purpose: Scientific and technological prowess is fundamental to Israel’s future and to maintaining its competitive edge in a knowledge-driven global economy. Partnering with the U.S. is crucial for Israel’s continued growth and security. The BSF plays a leading role in advancing this partnership.
About AFBSF audience demographics
• Audience will primarily be individuals and Foundation personnel. The individuals are both men and women, highly educated, with substantial wealth, an interest in science and research and an emotional connection to or desire to help Israel. Foundation personnel are highly education and involved leaders and decision makers.
• We want the logo to convey that donors in the United States have come together in support of a tremendous organization – the US-Israel Binational Science Foundation. BSF has a proven track record of high level scientific achievement, integrity, and has promoted ties between US and Israeli scientists since 1972. Since its inception it has supported 38 Nobel Laureates in their scientific research.
• The audience will be met in face-to-face meetings. They will locate further information about the organization through a newly created AFBSF website and on-line communication.
The marketing objective
• Who are AFBSF’s main competitors? The main competitors include the American Friends of many Israeli universities. Some examples are the Hebrew University (AFHU.org), the American Technion Society (ats.org), and Sheba Medical Center (http://www.shebamed.org).
• Gain a new audience? Yes, the American Friends of the US-Israel Binational Science Foundation is a new organization just launched in 2012. The logo will be a cornerstone in the marketing activities of this new fundraising organization and help to brand all its activities.
• How does the audience currently view AFBSF? Few people now know of the AFBSF. In essence, it is invisible. Leadership has visited key potential donors using the current BSF branded materials. The new logo will service to identify the American Friends group as a separate fundraising entity; separate, yet with the mission of providing significant support so that the excellent work of the Binational Science Foundation will continue. We would like the “American Friends of the” part of the logo to be somewhat smaller than the parent organization in Israel called the “U.S.-Israel Binational Science Foundation” (see comment below under design elements).
• How does the client want the audience to see AFBSF? AFBSF should be seen as a trustworthy and viable organization in which an individual or foundation would feel comfortable investing significant amounts of their personal resources. They should have the feeling that the activities are of vast importance to the scientific community and that their support will have a critical impact.
• What response should the audience have to AFBSF? That they want to be a part of this organization giving their financial support to make a significant difference in scientific outcome.
• How will AFBSF use the logo? As the identity mark for all correspondence and communication. It will be used on letterhead, masthead for written communication (newsletter, updates, scientific announcements) and for the newly created website
• Just shape or add words? Both will be considered. If “American Friends of” is used in conjunction with the words “US-Israeli Binational Science Foundation”, “American Friends” should have a reduced emphasis.
• Color? Consider using the red, white and blue colors currently the signature of BSF, however, the AFBSF design should be distinct underscoring it is a separate organization although fully supporting BSF.
• Themes? Upscale, integrity, trustworthy, stable, cutting-edge