Fundación ONCE Corporate branding - Naming

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"The Fundación ONCE is Spain’s largest and most important Foundation, focussed on achieving the full integration of the disabled into Spanish and European society. Its main objectives are to contribute to, and improve quality of life for the disabled, by encouraging the creation of easy access points, improvements to education and employment opportunities. To help reach their goals the Fundación ONCE decided to create a specific entity aimed at encouraging the creation of new jobs for disabled workers and offering special support to those private companies who take the initiative to contract disabled people. This entity will be in charge of the development of its own Operational Program Against Discrimination which is financed by the European Social Fund."

"Within this context The Brand Union was selected to create the identity for this new organization, FSC INSERTA together with the Fundación ONCE´s Operational Program, X TALENTO. The project included the development of both namings and the brand identity. The brand FSC INSERTA, which is defined as a Training and Employment Association has a more strategic role whilst X TALENTO, which corresponds with the Operational Program plays a more tactical role, although both share the same mission: to create employment and integrate the disabled into society. This project presented several challenges as different requirements had to be resolved. One of the mandatories was to create two brands which were able to connect with the disabled target and at the same time be appealing to potential employers. This was a key issue as both entities are going to coexist within a very crowded market where many other associations compete to catch attention and create interest."

In order to create two leading brands the strategic solution was focussed on highlighting the strengths, skills and illusions of the disabled people. We developed a different and original positioning with a tone of voice that communicates an innovative message within the non profit sector. This optimistic approach was constructed around the following values: connection, solutions, uniqueness, moving forward, and motivation.

These values inspired the whole brand world, where the corporate resources like the typography, palette of colours, or look & feel, are shared by both brands as they have a common origin within the Fundación ONCE and are also linked to one another through a hierarchical relationship.

The core message of the positioning is the integration and diversity that coexists within any society. This was illustrated by means of graphic elements where the main resources of the look & feel for both brands are shapes and forms of different sizes and colours. This represents how everybody, disabled included, are equal yet different at the same time. We also enhanced the optimistic approach through the usage of smiles as a key element within the look & feel.

The colour palette is varied and combines the more serious and formal corporate colours of the Fundación ONCE with brighter and more colourful accent colours. This combination achieves the right balance between professionalism and optimism, and represents the spirit of the two brands. 

The FSC INSERTA and X TALENTO brands share a visual, consistent and ownable brand language. This sharing of resources helps enhance the awareness of both new brands in a more crowded market and thus help both brands to achieve their goals, hand in hand.

However, despite the relationship between both brands, each one is perfectly able to develop their own personality and character and increase recognition on an individual basis.