Promotional logo design “Only with condom”
CLIENT: Elena Franchuk ANTI-AIDS Foundation, Kyiv Ukraine.
BRAND: «Naked Street Fashion» nationwide street wear design contest.
INDUSTRY: Social Initiatives, Sexual Education
MARKETING GOALS: Create bright and memorable t-shirt design, which motivates youngsters to have a safe sex with a condom.
Inside the target community, Ukrainian and Russian-speaking youngsters, the word “condom” has a strong negative connotation because it is associated with an obscene personal insult.
Also, sometimes it is perceived as something slimy, non-romantic item, something to be ashamed of. These issues often make teens too shy to ask for condoms in pharmacies.
LOGO DESIGN STRATEGY
First, I developed the central campaign message, “only with a condom.” Then I transformed the message into a robust non-verbal symbol, consisting of a condom photo, bold hand-made lettering, and a lovely seasonal color pairing.
As a result is a very clean, bright, and bold logo, a call-to-action for “how to have a safer sex,” and commercially appealing enough to develop merchandise featuring it.
Why is the print in English?
This print is designed for residents of cities with more than a million inhabitants and for the central and western parts of Ukraine, where understanding English is trendy and typical among young people.
I’ve created another print for areas closer to the Russian borders, where the general level of education and wealth is usually lower. It has the same meaning but with other wording, created to be read by Ukrainian-speaking people and people who can speak Russian only.
Does the logo contain a raster image?!?!?
The unspoken rules of logo design say that logos must be vector-based. I tried different graphic styles of the condom symbol during the design process, but all of them in the task context were recognized worse than the photo.
That’s why I’ve broken the rules and used a bitmap image. But I designed this logo to be scaled without loss of quality up to 30 inches wide – that’s more than enough for branded merchandise and even outdoor advertising.
The logo looks perfect over any apparel color!
What color would you prefer when you need a lot of different merchandise? What color background is better for the logo? What are the most trendy colors? What color will attract the customer?
To avoid any possible questions like this — I developed the logo to print it over any background color without losing visual attractiveness and recognition. The logo looks cool even over striped or patterned t-shirts, totes, etc.
Boys like black, girls wear pink?
No problem! The logo can be printed on t-shirts by Direct-To-Garment printing for small promotional series, or four-color screen printing for big print runs.
MORE THAN A T-SHIRT PRINT:
Yes, it’s not for T-shirts only, and it’s a vital branding element for safe sex social campaigns. Like this poster, on public bus stops near students’ nightclubs.
GO PARTY? Don’t forget «Only»!
Transforming an ordinary thing into a communication
Sometimes, somewhere, if she invites him over to her house for coffee, that means “maybe we will have sex.”
This coffee cup will remind him what he must wear before sex.
IT’S HER LAST BASTION…
A branded girls panties — the last reminder for him, if a sweet couple suddenly forgets about coffee
Art director & illustrator artist: Mike Lytiuga
DO YOU LIKE THIS PROJECT?
Do you need some cute t-shirt for your event, your brand, or your company?
Just drop me a message by filling out the form below, and I will help with the ideas, graphic design, and color separation.
Also, if you are in the USA, I can recommend a reliable screenprinting facility for getting the apparel printed.