New TERENA Logo

1
New TERENA Logo Slogan

• Dorte Olesen
• TERENA President
• http//www.terena.nl

2
New TERENA PR Strategy

• Research done how do people perceive TERENA?
• New PR Strategy developed based on that research
  (as announced in the 2006 Activity Plan)
• Discussed and adopted by the TEC
• The process identified the need to revisit
  TERENAs visual identity

3
Why?

• TERENAs branding had been managed rather loosely
• Not much more than a logo and company name
• Logo was never professionally designed
• No guidelines for when and how to use
• Feedback received highlighted

4
Elements of the current logo
5
Font was fashionable oncebut not any more
Name hard to read

• Colour fade
• impractical

Unclear for many that map represents Europe
6
Criteria for a logo

• Represents core elements of TERENA
• Unique, not subject to confusion
• Functional, can be used in many different
  contexts
• Fits in with overall PR Strategy

7
Why add a slogan?

• Helps to express TERENAs basic function in the
  research networking community
• Complements our mission and objectives
• Makes it easier to comprehend what TERENA stands
  for

8
Process

• Several quotes obtained, designers interviewed
• Chosen designers briefed extensively
• New logo proposals developed
• TEC made choice after several discussions, also
  with designers
• TF-PR consulted

9
Elements of the new logo

• Kept the circular shape

10
Elements of the new logo

• Kept the basic colours

11
Elements of the new logo

• Did not keep the colour fading, the full name in
  the logo and the map of Europe

12
Elements of the new logo

• Updated the font to be more modern

13
The Final Result
14
New logo explained

• Circles symbolise community and are associated
  with optical connections and light
• Many NREN backbones can be seen as one or more
  circles
• Circles crossing each other represent networking
• The shape and colours not changed dramatically to
  ensure continued recognition

15
Slogan and url

• Networking the Networkers
• Thank you Shirley Wood
• Using the opportunity to change to
  http//www.terena.org

.org
16
Conclusion

• Was previewed at TF-PR and very well received
• New look and url to be launched on 18 December
  2006
• Will be accompanied by PR support (news release,
  etc.)
• Community will have access to the new style
  guide for use of new logo