World Federation of Advertisers (WFA) is the only global organization representing the common interests of marketers. It brings together the biggest markets and marketers worldwide, representing roughly 90% of all the global marketing communications spend, almost US$ 900 billion annually. WFA champions responsible and effective marketing communications.
WFA started to evaluate its brand portfolio and found that Responsible Advertising and Children (RAC) programme was outdated and didn’t communicate well with audiences. Since 1996, the RAC programme has brought together brand owners, agencies and the media at a global level to anticipate and understand societal and parental aspirations regarding responsible marketing communications and children.
innerpride was asked to shape a new brand image for RAC, an image that was both modern and relevant and also in line with the WFA brand.

Delivering for an organization for knowledge standards, innerpride had to rise up to the highest standards. Starting with a category audit and strategy report the pieces slowly fell into place. Beginning with the concept of care and guidance we developed a symbol that manages to illustrate this concept with ease, minimalism and elegance. The logo design succeeded to incorporate a series of strong metaphors such as: holding hands, helping someone reach a higher position. The two hands can also be seen as a dynamic ribbon symbolizing dynamism and energy and the parent silhouette can stand for an „R” monogram.
The colors are a natural extension of the WFA palette integrating this new brand into the overall visual language of WFA.
The custom type for the logotype was closely developed alongside type design legend Miles Newlyn. RAC also uses Miles Newlyn’s newest typeface Atten Soft New as a corporate typeface with custom design letters to complement the logotype.

The brand identity we developed has helped to unify and amplify efforts to sustain a global initiative that creates ongoing awareness regarding the impact of advertising on children. The tools we provided help the organization better communicate its mission and brings together more and more brands and decision makers in an effort to transform advertising aimed at children.