The flame alludes to the lamp but is freer and more contemporary, while the shape of the lamp and flame subliminally represent the S and U of Scripture Union. A new informal and open typeface is the third core element of the focused and consistent identity system, which includes a set of guidelines that empowers Scripture Union to take ownership of the identity and enables the organisation to cost-effectively commission other materials.
The core identity was launched in November 2002, with other elements using the brand guidelines following over the next two years.
The Results
Since the main Scripture Union website was redesigned in tune with the new identity, average unique monthly visitors have tripled from 22,000 in 2002 to 61,800 in 2005. Scripture Union’s Sunday School resource website, Light, was launched in 2004 and less than two years later now has 30,600 registered users, more than three times its optimistic target of 10,000 users and 8.5 times its original subscriber base. Online sales of resources have increased nine-fold in value and six-fold in volume, and fundraising donations increased by 13% between 2002 and 2005. Scripture Union is now on target to grow its reach by 1.5million by 2007.
Judges’ Comments
‘A very good case for revitalising a visual identity’ said the judges. ‘This is a really good example of how adopting a simple approach to communications can build your brand,’ said Ian Humphries, Corporate Communications Director, Fujitsu. On a design budget of £35,000 (Euro 51,900), he added, ‘it’s been very successful and the results are quite startling’. Mark Allat, Director of Brand Image, Deloitte, praised the effects of the ‘updated, eye-catching, accessible and inviting visual identity. In an age of decline in organised religion, these results speak for themselves’.
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