CISV for over 50 years

1
branding
discovering
Re
Childrens
International
Summer
Villages
2

• Change

its about
for ensuring
Continuity
3
The research results
4
Survey 3 - Internal External (which option is
most effective in reflecting the CISV brand
experience?)

• 1,560

Number of respondents in the survey
200
Number of external respondents
60
Number of nationalities involved
13
Number of focus groups held
5

• Q Which option is most effective in reflecting
  the CISV brand visually?
• Friendship
• Cooperation
• Inclusiveness
• Enthusiasm (passion)
• Engaging

An image reflecting an identity
6
it shows friendship
14 agree
14 agree
14 agree
7
it shows inclusiveness
14 agree
14 agree
14 agree
8
it shows cooperation
14 agree
14 agree
14 agree
9
it is engaging
14 agree
14 agree
14 agree
10
it shows enthusiasm
14 agree
14 agree
14 agree
11

• Other qualities measured
• The brand should be
• modern, distinctive and attractive

12
it is modern
14 agree
14 agree
14 agree
13
it is distinctive
14 agree
14 agree
14 agree
14
it is attractive
14 agree
14 agree
14 agree
15
Survey 3 Conclusions
The hand / world option overall the most
effective in reflecting the values of the CISV
experience in the most modern, distinctive
and attractive way
The cut-out figures most effective in reflecting
friendship but second effective in the all
other categories measured
Modernized option of current logo least effective
in reflecting the CISV values and perceived as
least modern, distinctive and attractive
16
the process so far
1
2
Nov - Feb
Jan05 - Jan06
visual expression
Additional market testing
Additional research based on results of previous
survey to 1) conduct further testing on the
current image 2) a new image option
17

• Visual conceptOption 4

18
(No Transcript)
19
Survey 4 - Internal External (testing the
effectiveness of the fourth option and the
current image)

• 600

Number of respondents in the survey
79
Percentage who had responded to the earlier survey
59
Number of external respondents
13
Number of nationalities involved
20
The earlier visual options had to be included in
the survey for consistency
21

internally
How is currently seen?
externally
22
it shows friendship
77 agree
90 agree
To me this symbol communicates everything CISV
stands for.
Global friendship BUT it is a very old fashioned
image of embracing the world
23
it shows inclusiveness
57 agree
75 agree
Imperialism, conservatism and Westernism
Naive positivism of the fifties or sixties.
Something global, but Western. UN.
24
it shows cooperation
85 agree
83 agree
A strong link to the UN. The male dominates and
is the centre, then women and children follow.
The male is from Europe.
It's familiar and represents a very happy time
in my life
25
it is engaging
25 agree
53 agree
It communicates to us, CISVers... a lot of
things
Lack of mobility
26
it shows enthusiasm
13 agree
34 agree
It's hard to say what it communicates, cause I
have feelings for this image, so all my comments
might be partial!
Theres too much detail and its hard to
remember
27
it is modern
14 agree
23 agree
it communicates all the good experiences I had
in CISV
nothing in particular, except old fashioned
28
it is distinctive
22 agree
60 agree
This organization is probably like UNICEF so
why would I need to find out about another
similar organization?
For me this image reminds me all the camps that
I have been.
29
it is attractive
17 agree
54 agree
I don't see any reason why we have to change the
logo which is very unique and appealing.
The logo israther imposing
30
What they said
What you said
sss
As a long standing CISV member, it signifies the
concepts/values of CISV. I don't think it
communicates this concept to new people newly
exposed to CISV's ideas and ideals.
31
What they said
What you said
sss
It is a representation of all the wonderful
experiences I've lived with CISV. Now, as for
other people, external to the organization...its
hard to say. I don't think it expresses much
about what CISV stands for, though, just for
those who have participated.
32

internally
How is seen?
externally
33
it shows friendship
72 agree
46 agree
Friendship between all kind of people and all
kind of nationality.
To me this symbol communicates everything CISV
stands for.
34
it shows inclusiveness
71 agree
52 agree
Diversity, cooperation, friendship, inclusion.
Different races interacting together across the
world. I find it colorful and engaging, I think
is the best one of the new ones
35
it shows cooperation
78 agree
59 agree
Different colors races across a globe working
to one core end and by the positions ever
revolving.
sss
36
it is engaging
79 agree
45 agree
friendship, togetherness, playful
People all over the world reaching out to one
another actively
37
it shows enthusiasm
79 agree
42 agree
This image is dynamic, it is very communicative.
This communicates solidarity, intercultural
harmony...
I don't think it communicates much at all.
Doesn't make a statement, doesn't say anything
about CISV's global stance
38
it is modern
94 agree
75 agree
I find this image more appropriate for the
century that we are living in.
Accepting Differences, Cooperation, Diversity
39
it is distinctive
79 agree
42 agree
It is actually quite different and I understand
the meaning with this logo
It is bright and catches your attention. It's
also simple so it is easily remembered
40
it is attractive
85 agree
51 agree
Nice, but I like the old one better
This is beautiful, go for it!!!!
41
What they said
What you said
It is best as the multi colors really catch the
eye. Also, the fact that it is just hands coming
together really brings to life the friendship
side. To me this is by far the best option. It
shows everything you represent in a modern and
lively way. If I saw this logo on your website
I would want to know more
it has all CISV conceptions, especially
cooperation, friendship and integration between
different cultures. The colorful hands are not
only associated with different races, but also
look like arts and crafts activities that we
usually have in CISV camps. The hands give us
the idea that we work for youth, the round form
shows for me that "these hands can make a better
world"
42
What they said
What you said
ss
sss
43
More of what they said
More of what you said
sss
ss
44
More of what they said
- recognizing diversity in the people around us
(i.e. diversity is more than just cultural...I
don't personally know anyone with purple skin).
Recognizing 'difference' as symbolic of unique
life experiences rather than a way of
stereotyping is a step to building global
friendships
45

internally
How is seen?
externally
46
it shows friendship
72 agree
46 agree
sss
sss
47
it shows inclusiveness
71 agree
52 agree
sss
sss
48
it shows cooperation
78 agree
59 agree
sss
sss
49
it is engaging
79 agree
45 agree
sss
sss
50
it shows enthusiasm
79 agree
42 agree
sss
sss
51
it is modern
94 agree
75 agree
sss
sss
52
it is distinctive
79 agree
42 agree
sss
sss
53
it is attractive
85 agree
51 agree
sss
sss
54
What they said
What you said
ss
sss
55
More of what they said
More of what you said
sss
ss
56
More of what they said
The first image, for instance, with the people
with their hands in the air, would not
necessarily show friendship when perceived on its
own -- without the motto-- it can mean many
things, people in despair shouting for help,
people that "don't know" and shrug their
shoulders, etc. In this respect, the third image
is the best, as it shows the people actually
holding hands. Of all three images, the third
sends out the image of friendship best, also
considering that the people have different
colours --unlike image 1 -- which strengthens the
'global' idea of people from different
nationalities and origins. Moreover, it is modern
for two reasons first because of the 'digital'
nature of the people, unlike the current logo,
which portraits actual human looks, including
clothes, hair, etc. The people in the third image
emit the "21st century" vibe better. Second, the
whole depth thing gives it a modern and
technological look. The only advantage of the
first image is that it more closely connected to
the current logo, which might be good for people
who already know the organisation, since it could
yield the impression of "don't worry, we're still
the same company you recognise and are familiar
with, we're just updating ourselves". Also, it
resembles logos of other worldwide organisations
known for their human care, which can be an
advantage. The second image I don't care for very
much, mainly because it seems to focus on hands
rather than on people for some reason (this might
be just me, though). On the whole, I favour the
third one, as it best shows the 'newness' you
might be looking for. However, there might be
reasons why the first image would be best for
you, since it also features a globe, is close to
your old one, and shows grown ups as well as kids
-- or people standing closer vs. people standing
further to the back, but this is one of the
disadvantages having a more digital image.
However, as the organisation focuses mainly on
kids, the people in the third image might be
perceived as children, which would be a good
thing. All in all, my order of preference is 3,
1, 2. Good luck deciding!
57

internally
How is seen?
externally
58
it shows friendship
66 agree
62 agree
World wide peace. Global friendship.
Togetherness and happiness for children and
adults
sss
59
it shows inclusiveness
57 agree
56 agree
International organization. It looks like the
UN, UNICEF or UNESCO. Western image
Worldwide cooperation for everybody
60
it shows cooperation
55 agree
57 agree
International cooperation and unity around the
world across all age groups but it misses the
color component
ssss
61
it is engaging
53 agree
52 agree
I feel that this image shows happy people from
different age groups and from around the world
coming together and celebrating peace.
sss
62
it shows enthusiasm
57 agree
59 agree
People (Northern Hemisphere) being enthusiastic
together about peace
Classic, serious, peace, global, all kinds of
people, happiness (hands up)
63
it is modern
38 agree
59 agree
much better than the current one, and more
modern
Too old fashioned.
64
it is distinctive
36 agree
46 agree
This organization is probably like UNICEF so
why would I need to find out about another
similar organization?
sss
65
it is attractive
49 agree
59 agree
I see this as a more "modern" version of the old
CISV logoit looks attractive, though.
sss
66
What they said
What you said
The united nations. Its an old fashioned image
and not one I think you aspire to
Very similar to the old one...
This image shows the tradition, CISV has 50
years doing the same work.
Connection with tradition, with UN,
international things, people, family
Strongly related to the UN, this organisation
concerns people and children together celebrating
something. Quite a classic image. Also reminds of
the European community logos.
This image shows the tradition, CISV has 50
years doing the same work.
67
More of what they said
More of what you said
This time i come to think about the things that
i think of when I see the old logo, wich is good.
But, the Typing its quite ugly... The logo is
great, Ill be able to skip the name in direct
communication. It's then possible to have an
own name in my NA if we want, and that's
promising!
ss
68
Research conclusions
69
Current image External respondents perceive the
image to reflect friendship and cooperation
well but see it less effective or poor in all
other categories. Internal perception regarding
the logo is more favourable due to attachment to
the image.
The hand / world option Members of CISV gave 20
lower marks in most categories compared to the
first survey. However, external respondents still
perceived it as the most effective option in
reflecting CISVs values in an attractive way.
The cut-out figures (Vs. 2) Reflects friendship
but this single colour version was seen less
effective than its colourful design (which is one
of the three change options).
The half-globe Scored poorly in most categories
and was taken out as a potential change option as
a result.
Modernized option of current logo Scored
approximately 20 higher in all the categories
compared to the previous survey possibly due to
the fact that it was now seen next to the current
image.
70

• 3,100

Total number of responses to all the surveys
60
Number of nationalities involved so far
5,000
Number of individual hits on project web site
350
Number of external people involved in the process
4 years
Time spent on building the new identity
(including CISVs Strategic Planning process and
the Rebranding process)