Week 5 - Origination

Week 5 

Jobst Hermann attending todays lesson and discussed the process his team went through for developing the new Charles Darwin University. This presentation gave in site to the group regarding the branding and slogan for the exhibition. The following points were discussed:

Agenda:-

Project background:

Jobst discussed the history behind the rebranding of the CDU logo. The following points reflect why rebranding was paramount:

- Research indicated that CDU was considered an institution of no national credibility. 

- Because of this CDU was also considered a Semi professional authorisation due to lack of consistency        in branding and inconsistent presentation. 

- CDU was using multiple logos which meant that that it was difficult to build a profile to the market. - - - The logos incorporated inconsistent colours and typography and lack of guidelines. 

Brand id development:

- Brand audits were conducted, research was backed up by results they had found;

- Marketing and Communication were given task of rebranding and were instructed to keep costs down;

- A generous phase out schedule was allowed. A six month period was given for the uni to phase out all old stock.  

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-         The shield and 'Change You World' slogan was taken from the original logo and incorporated into the new logo. See below:

      

Image sourced from: https://www.cdu.edu.au/

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-       - Other design concepts were shown incorporating elements from original logos;

-   - Jobst highlighted that the original logo emphasized 'Charles Darwin', rather than 'University', see below image;

    - Advantages for the new logo include: strong design, good reproduction, simple, clear structure and it combines both traditional and modern elements;

             

      

image sourced from: http://lacebark.cdu.edu.au/cdu_logo.jpg

CDU’s brand ID guide lines:

- Correct logo usage was discussed; Minimum size – 35mm; top left corner rule, sometimes placed on the right;

- 'Change You World' is to be used when placing the logo on the right hand side of the page;

- Reproducing – when a document is produced with an equal partnership is completely stands out against other logos;

- Helvetica neue – font chosen as the main font. Ariel is used as a substitute when programs don’t have the main font. 

- The main colours chosen are the original red, white and blue; 

- Additional colours are used to distinguish different faculties, for example, Orange is the distinguishing colour for the Creative Arts and Humanities faculty; 

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-       The group discussed the colours allowed for the branding of the exhibition. Jobst also gave examples of how the new brand appears in current advertisements. See example below.

      Image sourced from: NT News
      

      The following video is an advertisement campaign for Charles Darwin University, uploaded to the internet beginning of May, 2010. As you will be able to see, half way through the video, the old logo (insert image) is displayed on a main building. 

Video sourced from: http://www.youtube.com/watch?v=bAdBl-cE4XA

Exhibition: 

For the Exhibition - A heading logo alongside CDU Logo will be used.

As a group we discussed the progress of the Exhibition planning to date. The following points were made:

 - All groups are together, group work has commenced;

 - Group time lines and budget was covered;

 - Logistics report, Sunita has drafted timeline. Timeline to be discussed at the start of every class. 

Logistics Report (Sunita): 

- Group teams have been renamed.

- This week, hoping to cover drafting ideas for themes/designs for poster;

- Contact radio's for radio ad;

- Organizing sausage sizzle; where we are going to source a BBQ, where. Peter suggested speaking with Peter Dowling as he may be able to source materials for us.

- Story board for video first draft due next week;

- Start of branding/name for exhibition;

- Each group must put together draft timelines for your group;

- Poster timeline needs to be completed asap;

Reading Quiz: 

Question 1 - Teachers are always learning. Teachers give the information and students have to decipher the information given and understand in context. Teachers and Students need to share the learning (perfect scenario). Communication is a big thing. Discussions were had on what method of learning they would prefer, too much homework or not enough. Which is more effective in making you motivated to achieve? Memory is associated with emotion. We remember the things that stimulate our emotions.  Enthusiasm is contagious. Warick discussed the reduce and simplify concept refering to the teacher in the book.

Question 2 - Evokes an image. Metaphors add colour to the language and they make you think of things differently. Similie = like, metaphore = is. Peter added that his friend referred to his PHD as the trunk of an elephant. The learning starts now.

Question 3 - Group discussed BRAIN. Repetition = not forgetting.

Question 4 - WE all discussed how Peter and Mark use inspiration to motivate us. An example I gave was how both Peter and Mark are using last years exhibition to motivate us for this years exhibition.  Mark also speaks often about next year working in the design industry. Practice makes perfect. Discussing with someone else, consolidates what you know. Peter explained 'when I actually had to teach a class I finally new that I actually got it".

Idea Generation: 

Name based on Centenary 100 years of Northern Territory. 

As a group we brainstormed name/slogan ideas for the exhibition title. The ideas can be found in Josie's blog.