The new identity, Go ON, was created by 23red and comprises a campaign badge and the ‘ON characters’ – illustrations made up of the word ON, which represent types of online activity, from chatting to downloading music.
Race Online 2012 partners will be able to use the logo and its characters to highlight the services and products they offer to help new and inexperienced users engage with the web. 23red will also develop a campaign strategy as well as design and partnership marketing guidelines.
Go On was introduced during national Get Online Week (18-24 October) and will be formally unveiled to Race Online 2012’s partners, which include government, brands and charities, at its ‘Big Get Together’ meeting on 23 November.
Lane Fox said: "The Go ON identity will bring cohesion across the multiple projects and initiatives our 800-plus partners are currently developing and delivering across the UK and drive consumer engagement."
The UK has 40m adult internet users, with 30m people using the web every day. However, there are 9.2m adults in the UK who have never used the internet.
This article was first published on marketingmagazine.co.uk