Wolff Olins have revealed another piece of flexible branding. This time for Michelle Obama’s Let’s Move! campaign to get American children to be more active.
The identity consists of a word mark a set of symbols. The colour scheme is obviously ‘USA’ inspired, with the animated stars representing the USA flag - there is no doubt of allegiance.
While I like the colours, icons and animated nature of it all, my favourite application is the video above where it’s show “Let’s” followed by many different movement words. This kind flexible branding where a ‘logo’ is almost secondary to overall brand voice is very current and Wolff Olins have done another nice job of it.
Read their blog post here or visit www.letsmoveschools.org