ABOUT

CHALLENGE:
For many decades modern British society has seen the continued negative effects of racial inequality and discrimination causing disharmony and division among people, communities and corporations. The Black Equity Organisation (BEO) has taken up the challenge to push an urgent agenda to help dismantle structural racism so that Black British people can feel positive change, today.

INSIGHT:
Today, 71% of Black people feel that the levels of discrimination have not changed or have become worse over the last 5 years. While 78% feel that policing and criminal justice for Black people have also not changed or have become worse over the last 5 years. To compound these facts, is the startling realisation that a large percentage of the general public do not perceive racial discrimination as an issue that warrants immediate attention.

OPPORTUNITY:
With there being no racial equality organisation featured in the list of most popular NGOs in the UK, BEO was born out of a necessity to promote a positive, inclusive vision for change and to set out how we can all gain from Black equity – culturally, economically, and socially.

CREATIVE SOLUTION:
The brand is driven by its equal forces of duality. Using the two active energies of NEGATIVITY vs POSITIVITY we created a brand principle of an inter-dependant tension where one cannot exist without the other until one is eventually permanently eradicated. It is a story of BAD vs GOOD that the brand illustrates by leveraging the universally understood colour codes for STOP (RED) and GO (GREEN) to shift the balance of cultural and statistical data from racial injustice to racial equality.

ACTIVE COLOUR PALETTE:
Stop the negativity (red)
Go forward on positivity (green)
Build Black equity (black)

The diminishing red circle symbolising the continual removal of discrimination, inequality, and all forms of injustice from our society. Way beyond a set of colours, they work together on a scientific level to create a powerful brand association. This dynamic colour combination also draws resemblance to the tricolour of the iconic Pan African flag, created in 1920 by members of UNIA (Universal Negro Improvement Association).

LOGO WITH A CAMPAIGNING MESSAGE:
The BEO logo was created to be a constant beacon that campaigns for the positive affirmation of racial equality. The 'brand' name was strategically shortened by using only the first two initial letters 'BE'. This signals two very important aspects of the company; [1] the promise to always be the standard-bearer for Black Equity (B.E.), and [2] appeal to every Black individual to "just simply BE" who they are.

RESULTS – TESTIMONIALS:
"The brand work that Landor & Fitch did has been central to our work as we establish ourselves as the UK’s national Black civil rights organisation. Time and time again, we come back to the brand guidelines and strategy to help us centre what is essential and important. The visual identity created is an embodiment of everything we are and everything we want to be and therefore, helps the whole team believe in our vision and ambitions. Our success to date is in no small part thanks to this work as we work in partnership with corporates and community organisations to dismantle systemic racism."
– Eva Simpson, Director of Communications, Black Equity Organisation

“BEO are doing some inspiring work to advance racial equity”
– Karen Blackett OBE, WPP UK President

“The first national Black civil rights organisation”
– The Independent Newspaper

RESULTS – FORGING NEW PARTNERSHIPS:
The brand activation of BEO has unlocked several significant funding opportunities and investment partnerships. These include:
• The Future 100 Growth Fund – a partnership with Sky Group to grow black businesses across the UK.
• Mission 44 – a research project to help remove barriers to education for young Black people in the UK.
• Racial Equity Programme – BEO have released two research reports which highlight the realities of being Black in Britain; report 1 'Systemic Change Required', report 2 'Brick Wall After Brick Wall'.