(RED)

by Wolff Olins

The minute you saw it you knew great design was at play, and wit as well; both are signatures of Wolff Olins.

Product RED was announced by Bono and Bobby Shriver, Chairman of DATA, January 26, 2006, at the World Economic Forum in Davos, Switzerland. (I have to wonder; has Bono's name influenced his philanthropic passion? Which came first? Does identity shape destiny?)

(RED) is old news in London, where the first products appeared 1 March 2006;  in the U.S., it was launched 13 October. And at first, to many of us it looked like a GAP promotion (that's the power of retail presence). It's that and much more. To quote BLOG(RED),  "(RED) was created ... to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT) RED-branded products. A percentage of each (PRODUCT) RED product sold is given to The Global Fund. The money helps women and children with HIV/AIDS in Africa. " Major partners include American Express, Motorola, Converse, Armani and GAP, and I assume your brand is invited as well...
your brand goes here      

Wolff Olins won this beautiful opportunity to pay back, and to break new ground in collaborative branding, in competition with (at the end) Interbrand in April 2005.  The deciding vote, I am told, was Bono's. 

Technique, here, is especially interesting. Two powerful graphic devices, the color red and parentheses, are powerful enough to capture, contain and apply the power of such category brands as American Express and Apple.

(more to come)

Credits:
Concept: Bono
Leadership: Bono, the Edge, and Bobby Shriver
Brand strategy, naming and design:  Wolff Olins, London