National Environmental Education
Foundation
A common mark smells the sweetest.
BBMG
Art director/designer: Scott Ketchum
Account director: Raphael Bemporad
Client: National Environmental Education and
Training Foundation
Contact: www.bbmg.com
The original identity for the National Environmental
Education and Training Foundation (NEEF)
consisted of simply an acronym with no mark or
tagline. “The identity lacked conceptual relevance,
clarity and memorability,” says Molly Conley of the
design firm BBMG. The company sought to address
these issues in the redesign. She says, “We created a
logo that visually made a statement about the work
of the organization.”
Due to the success of the NEEF logo redesign,
BBMG was asked to rebrand all of NEEF’s programs.
“Prior to the rebranding, each program had a radically
different visual identity,” says Conley, “but the
new branding gives unity to the NEEF and its programs,
while visually communicating each program’s
unique initiatives.”
The new NEEF branding platform unifies the
organization’s programs into a singular, unique value
proposition: Knowledge to live by. BBMG’s strategy
sessions, research findings and competitive benchmarking
showed that the NEEF stands out by offering
trusted, independent environmental knowledge
to help Americans live better every day. According to
Conley, “The logo mark and identity system similarly
unify the organization’s core strategies—education,
health, public lands, weather and business—into
overlapping petals of a single flower. The colors are
connected to individual strategies and reinforce an
organic, optimistic and growing whole.”
The new logo designs were created in Illustrator,
and additional programs—Photoshop and Flash—were used for the other components of the project.
“What started as a brand strategy and visual design
process for the parent organization turned into a
comprehensive rebrand of all of their programs and
related websites,” explains Conley. “We are now
working together on their event marketing strategy.”
Conley feels, “The campaign was successful
because it translated a complex, technical organization
into a user-friendly, optimistic and accessible
brand. It is part of an important trend in environmental
marketing that avoids negative appeals and
shares helpful information and positive steps we can
all take to make a difference.”
