Industry charity Mayday rebrands as UN LTD
The media industry’s charity MAYDAY has rebranded as UN LTD in a project led by creative agency The Monkeys.
MAYDAY (media Assisting Youth) was set up in 2006. It is supported by most of Australia’s major media owners and agencies. The new brand is UN LTD – Undoing Youth Disadvantage For Good.
Th charity’s board includes former Microsoft advertising director Kerry McCabe, Southern Cross Austero Brisbane sales director Adam Furness, Network ten chief sales officer Barry O’Brien, Media Federation president Henry Tajer, recruiters Monique D’arcy Irvine and Anthony Hourighan and IAB chairman Mark Britt.
The relaunch, which also involved design agency Maud, was unveiled at a lunch in Sydney.
The Monkeys creative director Micah Walker said: “We created an identity that embodies the organisation’s mission. In separating the UN from the LTD the gap itself is representative of the task in front of the industry – it can only become unlimited once that gap is closed. So the mission, and fulfilling it, is a critical part of the design and identity itself.”
Britt, left, at the launch with Starcom boss John Sintras
Britt said: “As the representative body of an industry with over 4,000 companies and 200,000 individuals our challenge under UN LTD is to engage and empower every company and individual to join the movement and share their skills and resources with those who work directly with disadvantaged young people.”
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It’s hard to knock a charity effort, particularly one with so many respected media names.
But isn’t the original name a lot more direct and suggestive of the purpose? ‘Closing the gap between Un and Ltd’ etc demands explanation versus the original’s more immediate effect.
Regardless, good to see some focus on this from the industry.
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As soon as I saw the UN I immediately thought it was an agency of the United Nations. I think they’ll run into trouble with this …
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Further to my last post, the logo actually looks like “United Nations Limited” so many would think – upon seeing it – that it was a business enterprise of the United Nations.
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Definitely think United Nations with this treatment.
Perfect example of this type of scenario is where “World Wrestling Federation” had to give up their WWF initials due to “World Wildlife Fund” already using them.
I’m sure the PM raised this with the creative department but was overruled…haha
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