Design a symbol to help people with diabetes! Symbol to appear in mass marketing campaign nation wide.
WHAT WE DO: The D symbol will be used to promote products that are nutritionally suitable for people with diabetes by identifying the healthier food options.The symbol can be placed on the package but this is not mandatory. For the most part, food products with the 'D' will use the symbol in their marketing campaigns including print, online, social media etc. This symbol will represent also become our brand logo and be used in all of our communications including the website and business cards.
BACKGROUND INFO: The D symbol was originally called D-tick (please see the two logos attached). Due to competitive reasons, we are no longer intending to use a 'Tick'. We also received feedback that the D-tick symbols were too clinical!
We have conducted a review of the market and have found that many similar nutrition symbols already use either a tick, star and/or heart. Therefore, we do not wish to use any of these images in our new symbol. The International Diabetes Federation (logo attached with 'Unite for Diabetes') is represented by a blue circle. This is the international symbol for diabetes.
WHAT WE WOULD LIKE FOR OUR NEW SYMBOL: Our new symbol will be used by ourselves (the company) and eligible food companies/brands in a comprehensive marketing campaign including print, online, social media, PR, television etc, as well as food packaging. We would like to incorporate the 'circle' concept (used by the international diabetes federation and the Australian Diabetes Council) in our symbol however, we need to ensure that the symbol is sufficiently distinct and different. We DO NOT want our symbol to look too similar to either symbols.
We would like the new D symbol to communicate the following brand messages:
BRAND FEEL: Happy, Warm, Trustworthy, Healthy, Fresh, Positive, Empowering, Approachable, Compassionate, Confidence, Peace of Mind
TARGET AUDIENCE: Our research informs us that people with diabetes feel anxious about food and health and find shopping for food confusing and stressful. They want something that supports them in a proactive way. They are confused by health claims and are looking for something to simplify complex nutrition messages. People with diabetes don't want to feel judged or ashamed about their disease - they want to be supported by something positive!
- Use blood droplets
- Use stars, hearts or 'ticks'
- Use the word 'Diabetes' or 'Diabetic' - Only the prescribed text
- Make the design too similar to other diabetes organisations but DO be inspired by the design.