YCN Presentation Boards

MAYA SRIVASTAVAOUGD 203YCNM&S Plan A

The BriefTo create a logo and visual identity for the Marks and Spencer Plan A campaign and develop campaign elements to inspire customers to follow in Marks and Spencer’s footsteps.

The ConceptWe have created an evocative logo for Plan A and applied it across a range of consumer communication channels with the intention of informing, advising, and inspiring M&S’s target audience (primarily middle class women aged 45-54) to be more eco-friendly in their own lives through Plan A. We are placing a lot of emphasis on the 5 pillars of Plan A. These involve sustainable raw material, fair partner, climate change, waste and health.

Sustainable Raw Material Fair Partner Climate Change Waste Health

The BriefFor this brief we created a logo and visual identity as well as developing campaign elements on which the logo would run.

MAYA SRIVASTAVAOUGD 203YCNM&S Plan A

Plan A

PANTONE 382C

C - 49 M - 22 Y - 93 K - 7

The Logo and IdentityThis is the logo that Kirsty mostly designed that we used. Below are some possible logos that I designed. On the right are the type and colour scheme decisions we made.

The logo is based on a Helvetica bold, uppercase ‘A’.

The counter has been altered to make it look like a

tree. This combination of type and image is intended

to evoke ideas of sustainability and the environment,

through recognising it as Plan A. The accompanying

type is Helvetica Neue Light. This relates to the previous

Plan A logo and M&S.

The choice of colour is based on the M&S Pantone green

(382C). This ensures that the logo is still associated

with M&S. The darker green for the type makes it stand

out from the logo, so that it is clear what it is. This also

works with the eco-friendly image.

MAYA SRIVASTAVAOUGD 203YCNM&S Plan A

Awareness BillboardsEach of the five billboards represents one of the five pillars of Plan A. The aim of the billboards is to raise awareness of Plan A and the challenges it faces. We want people to start recognising the logo and to associate it with sustainability.

MAYA SRIVASTAVAOUGD 203YCNM&S Plan A

Plan A

Buy Fairtrade Coffee More of your money goes

to the people who grew

the coffee beans.

Plan A

Recycle NewspapersSave trees - it takes 24

trees to make 1 ton

of newspaper.

Plan A

Use Energy Saving BulbsYou will save money, use less

fuel, and help to reduce

carbon emissions.

Plan A

Use Less Water On average, we

each use 150 litres

of water a day.

Plan A

Eat your 5-a-dayA good diet will help you

stay healthy, prevent

illness & live longer.

Bags for LifeThese help to publicise Plan A when they are in use. Each bag represents one of the five pillars of Plan A. The imagery looks as though you are carrying something in your bag, which reflects the pledge shown on the reverse of the bag.

MAYA SRIVASTAVAOUGD 203YCNM&S Plan A

Other Elements of the CampaignThese campaign elements were mainly developed by Kirsty. They include a M&S shop window display about Plan A, and a booklet available in-store about Plan A and what people can do themselves.