(RED)

Assignment:  You were assigned a company. research your company, based on what you find, answer these questions.
1.) As a consumer, what about their branding do you find most successful and attractive?
2.) As a designer, what can you take away from their philosophies in branding, to apply to how you will approach branding in the future?
3.) Which piece of branding do you find most unique and interesting?


     I was assigned (RED).  (RED) is a brand that was created to raise money and awareness about AIDS in Africa. (RED) was created in 2006 by Bono and Bobby Shriver. (RED) works with the worlds most iconic brands to create and market exclusive (RED) products. Up to 50% of the profits from these products goes directly to the Global Fund to invest in HIV and AIDS programs.
     From what I understand, companies pay (RED) a licensing fee. With that license they use the (RED) brand to market (RED) products. The licensing fee does not take anything away from the amount of money sent to the Global Fund to help eliminate AIDS in Africa.

Image from www.joinred.com

     Many companies have partnered with (RED), such as Coca Cola, Apple, Starbucks, Staples, and Nike, to name a few. To see a full list of (RED) partners you can go to joinred.com.


1.) As a consumer I believe that the profits that are going to save many people's lives is the most successful and attractive thing about (RED). Its awesome that someone came up with a successful way to get donations towards a good cause.

2.) As a designer, I am impressed by the brand being a color. Many of the partners that (RED) has, have created their products in red specifically for this cause. That creates a nice flow between the many brands participating in this cause.

3.) The (RED) Africa is the most unique and interesting piece of branding to me. I like that the brand (RED) is represented in the color red, and the cause is represented in the Africa silhouette.