FBNR - Corporate ID
Fonds Bijzondere Noden Rotterdam (Fund for Urgent Needs Rotterdam) was founded in 2007 and helps thousands of citizens in Rotterdam that have urgent financial needs. FBNR helps people in financial emergencies with a single gift, when other social and municipality facilities can not provide a timely solution.
FBNR receives its funding through donations from funds, companies, organizations and private individuals. The municipality of Rotterdam covers the costs for business operations, personnel and accommodation.
FBNR is a member of the Association for Urgent Needs Netherlands (SUNN), which represents the interests of 26 regional emergency funds that are active in more than a hundred municipalities.
Challenge
Helping people in need is a serious business. In most cases the situation is dire: the wellbeing of vulnerable people and households with young children are in jeopardy. Creating an identity that touches on the urgency of people in need, as well as portraying a brighter future seems conflicting.
The identity should be appealing to a wide range of potential donors, private individuals as well as big funds, and stand out in a crowded world of charities that all need funding.
Solution
We created an identity that is uplifting and symbolizes the hope that FBNR provides. We chose to go for a positive message and offer the citizens of Rotterdam a chance to be part of a movement that makes Rotterdam better for all Rotterdam citizens.
Green is the color of Rotterdam. Rotterdam is known for its docks and has a strong maritime character. The anchor is seen as the symbol for hope and is a reference to that maritime ambience.
Rotterdam is known for its bold, no-nonsense posture. “Niet lullen maar poetsen” (Don’t talk but work!) and “Sterker door strijd” (stronger through struggle) are typical Rotterdam idioms. This is visualized in the identity by using clear no-nonsense icons, fonts, colors and shapes. The message of FBNR is one of hope. This is reflected by bright backgrounds and a friendly green main color.
To make the transformation complete, we created a campaign slogan “Bijzonder Nodig” to explain the necessity of the FBNR and rewrote all texts for the website to accompany the new identity of hope.
Result
The FBNR brandbook. We developed a new identity, consisting of a set of logo constructions, icon set, fonts, patterns, colors, and published this in a digital brandbook.
These identity rules set in the brandbook have been applied to several outings: business cards, stationary, banners, website, media templates.
