#WeThe15 sees Pentagram collaborate on a boldly minimalistic campaign for the world’s largest marginalised community


15 per cent. That’s how much of the population have a disability. Many of these 1.2 billion people struggle daily to access basic rights to healthcare, education and employment. But the new global campaign #WeThe15 aims to address this by being the world’s biggest ever human rights movement, created in partnership with the International Paralympic Committee.

20 organisations including the UN, UNESCO and the International Disability Alliance have collaborated to support adam&eveDDB’s campaign with a supporting identity designed by Pentagram’s Harry Pearce.

The identity for the campaign includes a wordmark, a symbol, and sonic branding by Pentagram partner Yuri Suzuki. The sonic branding created by Suzuki and his team uses several techniques that allow the hearing impaired to also experience the identity, embodying the values of inclusivity within the campaign deliverance techniques themselves.

The purple #WeThe15 symbol – which uses the internationally recognised colour of disability – is a minimalistic visual representation of the percentage within a pie chart. “Some of the most powerful and usable symbols in the world are the most simple,” says Pearce, “and we hope this works on that level of simplicity.” In a more unusual use of a campaign identity, throughout the Paralympic Games athletes will also wear temporary tattoos of the #WeThe15 symbol. The campaign’s type design is intended to be “clear, powerful and confident. Nothing more than that.”



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