Face to face
Form has completed work on the brand creation of FaceTime, a newly launched marketing body to represent the multi-billion pound live events industry.
The trade body launched with research that demonstrates the power of live events: A specially commissioned survey analysed the state of mind of over 1100 visitors before and after a live event and the results reveal how attending has a positive uplift in people’s attitudes towards events as well as towards the brands exhibiting at events.
“The research behind this new trade body is fascinating,” said Paula Benson, Partner/Art Director at Form. “They’ve found ways of finding out what’s really going on in people’s subconscious, which influences their decision making, and its shown that live events are where people develop stronger and positive relationships with brands.”
The name and branding were soft-launched at the AEO (Association of Event Organisers) conference on 29th January and will be launched to the industry at large at International Confex on 23-25 February.
Form was invited to pitch its credentials for the naming and brand identity project at a presentation in September ‘09 and was appointed as the branding and design agency by AEO and PR agency Braben soon after.
“Events and exhibitions bring people together in an environment of exchange and connection” said Paul West, Partner/Art Director. “It’s where people gather, in a lively working environment – a real, live environment – to sell, buy, learn and develop face to face relationships, so we wanted a name and a logo which really communicated those aspects of live events.”
The team felt the name should be contemporary and memorable – to act as an all-embracing metaphor for live events and exhibitions. The name ‘FaceTime’ communicates the value of face-to-face contact in a world where virtual communication has become the norm.
The logo needed to have authority but also be open and friendly. After a presentation of several different logo routes and discussions with the board, the chosen version (above) was approved.
Form developed ‘speech bubble’ character icons (implying interaction and communication) and injected personality by adding speech mark ‘eyes’. The designers also rounded the edges of the Gotham typeface to feel more accessible, and incorporated a capital ‘T’ for added legibility and name recall. The primary colour palette of blue and green is fresh and clean.
The team devised a distinctive visual and copywritten language across all communications to continue the approachable character of the logo: The stationery (both printed and digital) is contemporary and clean; the copywriting is open and personal (eg. the business cards act as a greeting – “Hello, my name is…”); the folder extends the theme of multiple conversations and exchange with overlapping logos which form a lively pattern.
The brand website, at www.facetime.org.uk,will also be launched on 24th February. The CMS website is clear and easy to navigate, colourful and upbeat. The colour-coded main menu items are housed in speech bubbles and a series of icons represent each section.
Form also designed an HTML newsletter with a similar tone of voice to the website. An accompanying digital style guide explains simply and clearly how to use the logo and identity, detailing use of black & white/colour versions of the logo (for use in print and on screen), together with information on typography and the strapline – all presented via interactive page tabs.
“Form have the rare ability to provide stunningly clever, beautiful design concepts but also ensure the design delivers the commercially required brand identity message,” said Austen Hawkins, CEO of FaceTime / AEO. “Their designs have been universally embraced by the exhibition marketing community, demonstrating the strength and depth of their work.”
Metadata Client: AEO/Braben. Creative Direction / Naming / Research / Design: Paula Benson, Paul West, Joe Wassell Smith and Matt Le Gallez. Project Management / Copywriting: Paula Benson.