Here you can see the initial stages of the logo development for the Heinz appeal. Using a universal typeface in my opinion is important here, this adds to the believability of the brand, as charities normally follow the same. The initial stages of this development begin to look a little like the american apparel clothing brand. As a result we decided to change and use a lighter typeface, this gives a more gentle image which we believe fits with identity we are trying to achieve that of universality. Ignoring the heinz typeface i think is crucial to give the identity away from heinz itself and give the impression of the mock charity campaign.
Further Development
After the initial concept agreement and getting of the identity through the logo the next stage is to come up with some relevant imagery to easily portray the imagery. Playing on the charity ideology as well as keeping in humour in the tone of voice is essential for targeting the audience we are.. that of 18-25. as a whole the imagery here is at the early stages of development. However you can begin to see how the idea would come to light.
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