Red Dog was commissioned to develop a name for a new union, which would unite more than 80,000 members from three existing unions to become the second largest union on the island of Ireland.
80,000 People, 1 Name
With three separate and unique organisations – CPSU, PSEU and Impact – joining forces, it was clear that understanding the sensitivities and challenges at play would be critical to the success of this project. The new name had to be strong enough to make its mark in a complex environment while also showing recognition and respect to the history, legacy and membership of each union. The key to overcoming these hurdles was to begin by engaging with stakeholders in a collaborative and constructive way with a series of nationwide workshops.
From these workshops, a series of ‘Themes for Naming’ were compiled which identified the traits and qualities that were most prized and most relevant among all the unions.
Working with these themes, a longlist of names was discussed with a steering group before being narrowed down to three front-runners. This shortlist was then presented to a broader group comprising approximately fifty people from all three unions. The name ‘Fórsa’ was approved and on Monday, November 20th the new union proposal was ratified by an overwhelming majority. Fórsa, the Irish word for force, was quickly recognised as a confident and straightforward way of saying that there is significant strength behind the new union. Put differently, Fórsa, a name that implies energy and momentum, means business.
Many Shades of Change
Keeping the learnings from the naming phase of the project in mind, we turned our attention to creating Fórsa’s visual identity. The identity projects confidence and strength through the use of bold type on vivid coloured backgrounds. The fada above the letter Ó has been modified to resemble the “forward” symbol found on all audiovisual apps and devices.
The colour palette was inspired by imagining Ireland from the sky where different shades of green are evident in the fields. Each field may have had exposure to diverse conditions, resulting in varying shades – but, essentially, they remain part of the same landscape. So, in essence, the use of different shades of green represent individuality within a group setting. A subtle hint of bright red has been introduced to speak to the idea of fearlessness and standing firm when necessary.