038 Create a shared brand language
At World Vision, individual initiatives with their own agenda required the need to create a brand language and broader visual language that allowed singularly each story to be told but collectively endorse the corporate brand. The corporate orange colour acted as a thread of cohesion, while a consistent child-based illustrative language provided communication clarity and corporate recognition
039 Live the brand story
In preparation for the 2011 Rugby World Cup, the need to establish broad community involvement in the event resulted in a 10 day, 3000 kilometre, 280 themed locations journey. The ‘Spin It Wide’ brand engagement provided thousands of photographs that epitomised the brand, but more importantly, made the brand a reality with numerous communities around greater New Zealand
038 Create a shared brand language
At World Vision, individual initiatives with their own agenda required the need to create a brand language and broader visual language that allowed singularly each story to be told but collectively endorse the corporate brand. The corporate orange colour acted as a thread of cohesion, while a consistent child-based illustrative language provided communication clarity and corporate recognition
039 Live the brand story
In preparation for the 2011 Rugby World Cup, the need to establish broad community involvement in the event resulted in a 10 day, 3000 kilometre, 280 themed locations journey. The ‘Spin It Wide’ brand engagement provided thousands of photographs that epitomised the brand, but more importantly, made the brand a reality with numerous communities around greater New Zealand
040 Create cultural connections
‘Understand the differences, act on the commonalities’ Andrew Masondo
In China, the Leeden Hotel group attracts both eastern and western clientele. A symbolic statement of this was created by combining the leaves of bamboo with the oak tree, ensuring the recognition of both cultures and resulting in a distinctive symbol for the organisation
040 Create cultural connections
‘Understand the differences, act on the commonalities’ Andrew Masondo
In China, the Leeden Hotel group attracts both eastern and western clientele. A symbolic statement of this was created by combining the leaves of bamboo with the oak tree, ensuring the recognition of both cultures and resulting in a distinctive symbol for the organisation
041 Speak local, embrace what’s already known
Understood by all Uruguan nationals is the meaning of the country’s name ‘a river of colourful birds’. Visually articulating this romantic description of flight provided a relevant, fully understood identity for Pluna, the national airline of Uruguay
041 Speak local, embrace what’s already known
Understood by all Uruguan nationals is the meaning of the country’s name ‘a river of colourful birds’. Visually articulating this romantic description of flight provided a relevant, fully understood identity for Pluna, the national airline of Uruguay
046 If you have to fit in, do it your way
There is always another way to view the obvious. Air India, the country’s national airline, had historically retained the colour red. Unfortunately this is also utilised by a number of international carriers who fly the same airline routes. In a country that is uninhibited in its ability to express colour, the idea was to embrace the spirit and whole spectrum of red, not simply a singular corporate red as the colour statement in the identity system
047 Observe what’s different and use it
The citizens of India are uninhibited in their ability to embrace the wearing of colour. This celebration of the colour spectrum is a strong distinguishing characteristic, highly noticeable, as it is essentially colour in reverse from most western cultures. For Air India, adopting observations such as this distinguished the airline, but did so utilising the environment’s natural balance of colour
046 If you have to fit in, do it your way
There is always another way to view the obvious. Air India, the country’s national airline, had historically retained the colour red. Unfortunately this is also utilised by a number of international carriers who fly the same airline routes. In a country that is uninhibited in its ability to express colour, the idea was to embrace the spirit and whole spectrum of red, not simply a singular corporate red as the colour statement in the identity system
047 Observe what’s different and use it
The citizens of India are uninhibited in their ability to embrace the wearing of colour. This celebration of the colour spectrum is a strong distinguishing characteristic, highly noticeable, as it is essentially colour in reverse from most western cultures. For Air India, adopting observations such as this distinguished the airline, but did so utilising the environment’s natural balance of colour
050 Make fantasy a reality
Utilising the graphic qualities of cultural heritage together with real and fictional characteristics from cultural myths and stories, provided the foundation of the identity for the Dubai based theme park, Sahara Kingdom
051 Modernise tradition
Al Centillion, a Saudi Arabian investment corporation, required a simple identity that spanned their highly diversified activities. Combining the traditional qualities of currency and culture symbolised the major commonality amongst their activities
050 Make fantasy a reality
Utilising the graphic qualities of cultural heritage together with real and fictional characteristics from cultural myths and stories, provided the foundation of the identity for the Dubai based theme park, Sahara Kingdom
051 Modernise tradition
Al Centillion, a Saudi Arabian investment corporation, required a simple identity that spanned their highly diversified activities. Combining the traditional qualities of currency and culture symbolised the major commonality amongst their activities
052 Less is more, unless more is better
‘Design is most powerful when it tells a story about something that matters in a voice that matters’ John Maeda
Leaves of four plants representing two completely different gardens while acknowledging the animals and birdlife that inhabit them, highlighted the message that ‘life is sustained by plants’. This message was delivered in a single symbol for the Royal Botanic Gardens of Victoria that articulated the organisation’s vision
052 Less is more, unless more is better
‘Design is most powerful when it tells a story about something that matters in a voice that matters’ John Maeda
Leaves of four plants representing two completely different gardens while acknowledging the animals and birdlife that inhabit them, highlighted the message that ‘life is sustained by plants’. This message was delivered in a single symbol for the Royal Botanic Gardens of Victoria that articulated the organisation’s vision
072 Opening up a world of possibilities
The introduction of a multicultural television station bought with it the concept of opening up the world to Australia. The trademark was founded in an interpretation of the homolosine projection world map, orientated to the angle of the earth’s axis, 23.4°. The graphic forms of the laid flat globe also provided a visual language for on-screen motion graphics
073 Keep it simple
The development of environmental branding for the World Trade Center in Barcelona, together with directional and destination signage, was highlighted by a large globe that established the graphic language. The extension of this language was simply applied to the already allocated building numbers
065 Utilise what’s already understood
The universally understood ‘recycle’ symbol inspired the brand mark for the delicate subject of organ donation. The Donate Life brand identity was supported with a visual language of organ related symbolic messages
‘Images are more powerful then words: They reach our decision making centre before the national argument’ Dr. Peter Siedel
Recycle
075 Make generic ownable
As the barcode is the only element that appears on every supermarket product, it seemed logical that it should be considered as a brand component for The Supply Chain, a business delivering all products to supermarkets. Telling the warehousing storage, delivery and final product sales story was achieved by incorporating the barcode into each visual element
076 Modify what’s already understood
Utilising the same base symbol of the barcode, the ‘Prevent Waste’ campaign was able to deliver a completely different message
072 Opening up a world of possibilities
The introduction of a multicultural television station bought with it the concept of opening up the world to Australia. The trademark was founded in an interpretation of the homolosine projection world map, orientated to the angle of the earth’s axis, 23.4°. The graphic forms of the laid flat globe also provided a visual language for on-screen motion graphics
073 Keep it simple
The development of environmental branding for the World Trade Center in Barcelona, together with directional and destination signage, was highlighted by a large globe that established the graphic language. The extension of this language was simply applied to the already allocated building numbers
075 Make generic ownable
As the barcode is the only element that appears on every supermarket product, it seemed logical that it should be considered as a brand component for The Supply Chain, a business delivering all products to supermarkets. Telling the warehousing storage, delivery and final product sales story was achieved by incorporating the barcode into each visual element
076 Modify what’s already understood
Utilising the same base symbol of the barcode, the ‘Prevent Waste’ campaign was able to deliver a completely different message