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February 4, 2010 – Advertising giant Fallon has created a new brand for the Prince of Wales charity alliance, called Start, which is part of The Prince’s Charities’ sustainability initiative.  The website is set to be unveiled today to showcase the campaign.   

Fallon’s intentions with the brand are to encourage the public to ‘start’ taking small steps in their everyday routine to help the environment.  Instead of continuing to market what to stop doing, which is negative and may imply major lifestyle changes to some consumers, Fallon produced the brand “Start” because of its positive association and support of simple actions. 

The job was earned without a pitch due to Fallon’s strong ties to marketing director Greg Nugent, who heads the London Organising Committee for the Olympic Games.  Nugent has worked with Fallon in the past as marketing director of EurostarUK.

Wanting to stand out and avoid being “just another Green logo”, Fallon’s head of art and design Mark Elwood decided with senior designer Jamie Craven to use blue as the color of the Start logo, Helvetica as the typeface because of its universal ownership,  and a triangle as a symbol of moving forward.  Elwood explains: “The name Start is about this being the beginning of a new movement in which everyone is encouraged to do their bit for the environment.”