the NICWA Brand Identity Workbook

Transcription

This is a condensed version of the workbook for the NICWA
corporate identity project
Below is the brief for the corporate identity project:
Northern Ireland Chinese Wushu Association (NICWA)
corporate and website design brief
1.
Background
1.1
NICWA is a not for profit charity organization founded in 2005 to promote
Wushu and the Chinese culture in Northern Ireland. NICWA is affiliated
with the Chinese Wushu Association.
1.2
Wushu (ᱞⴚ or ᱞ㦾; pinyin: wu‫ޣ‬shù) literally means "martial art". It is the
correct term for the more commonly known but misused term kung fu,
which roughly translates to “skill” and refers specifically to the energy,
feeling and effort expended in doing or making something. A craftsman or
artisan could be said to have good “kung fu” in the way in which they carry
out their craft. In the same way, a wushu practitioner can also be said to
have good “kung fu” with their Wushu practice.
1.3
Wushu is an ancient tradition dating back thousands of years. All
categories of Chinese martial arts, traditional, contemporary, hard and
soft, can be called Wushu. Today, the terms "modern wushu" or
"contemporary wushu" refer to forms that are practiced for health,
exhibition and competition. Common "hard" or external styles of
contemporary Wushu are southern fist, Nanquan and long fist,
Changquan. Common "soft" or internal styles are Taijiquan, Baguazhang
and Xingyiquan.
1.4
Different styles of Wushu are practiced throughout Northern Ireland by
independent teachers of various levels of competency and accuracy. The
primary aims of NICWA are to promote health, self defense and discipline
of the arts and advance the correct practice of Wushu.
1.5
The organization aims to achieve this by developing a school and
curriculum for teachers and practitioners and holding national and
international events such as Daun Wei gradings and championships. The
president of NICWA is Master Zu Chang Hai who is a Chinese champion
and master with very close links to the official Chinese Wushu
Association, who have agreed to allow Northern Ireland through NICWA to
hold a World Championship tournament 2007.
1.6
The objective of this design brief is to develop a corporate identity and
website design for NICWA.
2.
Demographic
2.1
Each of the audience groupings to be targeted by the web site has been
identified. The target audiences for the NICWA web site are:
x
x
x
x
x
The general public at large, and in particular
i. Young people
ii. Special needs
iii. OAPs
Hospitals, for alternative treatment of
i. Hepatitis
ii. Liver problems
iii. High blood pressure
iv. Arthritis etc
NICWA members,
i. Committee ,
ii. Teachers (Sifu),
iii. Competitors,
iv. Students
All forms of media,
i. Local Press
ii. National & International Press
iii. Magazines
Associate organisations (including Local, National and International)
i. Chinese Wushu Association
ii. Other European & International Associations
iii. Organisations which complement Wushu
3.
Design Objective
3.1
To communicate and market its objective, NICWA require a brand identity
to be developed which accurately reflects its ethos, values and purpose.
The scope of this assignment is to develop the following.
x
x
x
x
3.2
A logo to represent Northern Ireland Wushu.
A creative website design template.
Letter heads, complement slips & business card templates.
Produce a verity of promotional material. Magazine advertisement and
posters/banners to show case logo in use. (optional)
A logo to represent Northern Ireland Wushu
3.2.1 NICWA requires a logo to visually communicate and represent the
organization. NICWA is affiliated with the Chinese Wushu Association
and the organization would like to benefit from this association.
3.2.2 The Chinese symbol for Wushu is illustrated in the logos below.
3.2.3 Many more examples of logos for Wushu organisations can be found
here:
http://images.google.co.uk/images?hl=en&lr=&rls=RNWE%2CRNWE%3A
2005-04%2CRNWE%3Aen&q=Wushu+logo&btnG=Search
3.2.4 Many logo designs incorporate the Yin Yang logo or Eagle/Tiger/Dragon
combinations which represent the grades of accomplishment.
3.3
A creative website design template
3.3.1 The NICWA website will be built using an open source content
management system called DotNetNuke (DNN). More information on this
product can be found at http://www.dotnetnuke.com.
3.3.2 DNN is a template driven Content Management System (CMS) enabling
the creative design and the technical infrastructure to be developed and
maintained separately using a technique called skinning. For more
information on this visit this link:
http://www.dotnetnuke.com/About/SkinningandGraphicDesign/tabid/469/D
efault.aspx
3.3.3 The website design template must use this methodology.
3.3.4 The website will be very extensive both in content and in features. The
document “NICWA Content Map v1.0.doc” is a draft document describing
the overall content & feature requirements for the site. However a phased
approach to development will be adopted and content/feature will be
prioritized in the coming weeks.
3.4
Letter heads, complement slips & business card templates
3.4.1 For communication NICWA require the following design assets:
x
x
x
Letter headed paper, including second page
Complement slip
Business card template.
3.4.2 The logo should be incorporated into these designs.
3.4.3 Full address, contact numbers and charity registration number should also
be included.
4.
Style & Tone
4.1
There are no preconceived requirements on typography, colour or other
imagery but it is essential that the designer studies the philosophy and
history of Wushu to fully appreciate the art.
4.2
The following reference sites should be explored.
x
x
x
x
http://en.olympic.cn/china_oly/wushu_art/list.html
http://en.wikipedia.org/wiki/Wushu
http://cclib.nsu.ru/projects/satbi/satbi-e/martart/wushu/wsstory.html
http://www.china-window.com/china_culture/martial_arts/index.shtml
This is a breakdown of the design process used in this project:
Design Process
PROPOSAL PHASE:
1. Receive Brief / Analyse Brief / Identify Need:
2. Meeting: Credentials, procedures and Problem.
3. Submit Proposal: Time table.
ANALYSIS PHASE:
1. Research of relevant areas: Background and Design.
2. Identity Plan: Report on Research findings.
DESIGN PHASE:
(Part 1)
Design a poster/business stationary to illustrate the complete identity of the organisation this
will include logo design and imagery.
1. Brainstorming: Design exploration.
2. First draft design: Ideas to establish, look, feel and tone.
DESIGN PHASE:
(Part 2)
3. Meeting: Presentation of ideas and receiving of feed back.
4. Evaluation: Of feed back.
5. Further design: development of chosen or new Ideas.
6. Follow steps 3 to 5 until design is established the go to 7.
DESIGN PHASE:
(Part 3)
7. Refinement of design: development final design.
8. Meeting: Presentation of final design and receiving of feed back.
9. Evaluation: Of feed back.
10. Follow steps 7 and 8 until design is finalised the go to 7.
11. Finalising of design: Produce final design in use.
APPLICATION PHASE:
Application of final design to generate other design products in tune with developed
Identity: E.g. Business stationary, Website, Posters and banners.
EVALUATION OF PROJECT: Evaluation of the completed project.
This is a short report to highlight the finds of my preliminary research:
Research Report
Breakdown of Clients needs:
Visual Identity of organisation:
x
To promote Wushu and its Values:

For better health (mental and physical)
Self defence
Discipline
By developing schools, a curriculum and hosting events:

Target audience: public, members, press, organisations such as associates, health
and education.
To reach this wide target group the organisation will require a professional and
friendly image.
The self defence should not include any reference to violence and should stay
clear of the “Kong fu” movie image. More focus would be on the health aspect of
Wushu.
Breakdown of Wushu and cultural backgrounds:
Wushu: Means to “stop weapon”
x
Ancient: Wushu began as physical “war craft” as formal exercise.
x
Merged Chinese philosophical ideas: 460-221 BC
x
Merged with Buddhism (Bodhidharma): 6th century
x
Declined and revived: 960-1279
x
Merged with Islam (Via Arabians): 1219-1975
x
Became compulsory in the military during war with the Japanese: 1561
x
Was outlawed within the general public and moved to secret societies. Obtained a
mystic quality.
x
Regained legality and became institutionalised. Secret societies where dispersed.
Wushu then became a national sport: 1900 -1953.
China:
x
Rich in mythology, philosophy and spirituality: Buddhism, Hinduism, Islam,
Confucianism, Taoism to name but a few.
x
This mythology, philosophy and spirituality is very present in all forms of art, design,
crafts and writings
x
The culture strong sense of the visual.
x
Everything has a meaning or reason.
x
Yin-Yang:
Represents everything, interaction of two energies, movement, balance
and opposites.
x
Pa-Kua:
Pa-Kua knowledge combines many element of Chinese philosophy: Yin
Yang, The Eight Changes, The Trigrams, SKY - MAN – EARTH
x
Feng Shui:
Harnessing energy for happiness, contentment and abundance and is
based on the Pa-Kua symbol.
Northern Ireland:
x
Famous for 30 years of troubles. Most of Northern Ireland’s culture is entrenched in
sectarianism.
x
Has a strong mythology based on stories heroism.
x
Has origins tied to ancient Celtic history.
x
Has a strong religious tradition.
x
Hosts one the seven natural wonders of the world.
-----------------------------------------------------------------------------------------------------------------------Conclusion:
The NICWA (Nicwa) identity will:
x
Reflect the Chinese Wushu philosophy and spirituality.
x
Connect in design with the other associated Wushu organisations.
x
Reflect Northern Ireland where the NICWA is based.
x
Be recognisable by western organisations.
Design parameters:
x
The design must be in harmony with the Yin Yang philosophy.
x
Have a relation to Northern Ireland.
x
Include the Wushu symbols or related symbols.
x
Include the Yin Yang symbol.
x
Look modern and professional.
Problems Identified
Problems with Symbolism:
The Chinese philosophy:
The Chinese issues such as: using the Yin Yang philosophy of balance, movement
and opposites is challenging but not a real problem. However Feng Shui, Pa-Kua
and Bagua are all philosophical systems that can be applied to design although using
these to the full may actually be contradictory to good visual design.
Representing Northern Ireland:
The real problem lies with the sectarian issues of Northern Ireland.
Symbolism is greatly used in Northern Ireland by both sides of the community
(Protestant and Catholic). These symbols have been claimed as belonging to one
side or the other and therefore most often are offensive to the opposite side.
For example the follow symbols are used by both sides of the community but still
have sectarian connections:
The Harp is the national symbol for Ireland and can be found on everything from
Guinness to their coins. In Northern Ireland a harp with a crown on top can also be
found in the logo of the Royal Ulster Constabulary, this can be seen as signifying
the British dominance over the Irish. This is not seen as a Northern Ireland symbol.
The Red Hand of Ulster is a symbol with its roots in old Irish folklore but is
predominately used by the Protestant loyalists. This is seen as a Northern Ireland
symbol but not recognised outside of Ireland.
The Shamrock although used by both sides of the community in a positive way. It
represents what is originally a religious national holiday but more commonly a
drunken celebration and so does compliment Wushu. This is not seen as a Northern
Ireland symbol.
The Celtic Knot is the most obvious symbol. Its used widely both communities with
out any sectarian attachments. This is not seen as a Northern Ireland symbol But
rather connected to Ireland.
The Hexagon is used in many businesses in logos. The Hexagon represents the
Giants Causeway which is a volcanic rock formation where the rocks crystallised in
Hexagonal shapes. This is also seen as a Northern Ireland symbol but not
recognised for this outside of Ireland.
Initial ideas:
Hexstamp idea development:
Hexyin idea development:
WushuKnot idea development:
This is a guide for the presentation of the first draft designs
for the NICWA logo:
Phase 1 Agenda:
The most important thing is to keep focused on the Designs as representations of
your organisation. Think about symbolism and Wushu philosophy as well as tone,
texture, colour and feel.
To stop any confusion, record any feedback on your copy of the appropriate design.
You can suggest the committee member make notes on theirs if you like.
I have three stages I want you to use.
x
Show each design in order (Don’t read the notes yet). Ask for the first
impressions on each design from each individual.
x
Read the notes for a design 1 and discuss together the relevant issues for that
design. What you like and dislike etc. Record any feedback. Do this for each
design. Try not to mix between designs when discussing at this stage.
x
Open discussion on all designs collectively. You can mix between designs
when discussing at this stage. Cover what you like and dislike collectively, this
time noting problems and possible solutions. Mix up parts of the designs and
note any new ideas.
You can take this discussion as far as you like. You don’t have to choose a design
during this phase just try to narrow down the possibilities. Rule out anything that is
definitely wrong and express what works.
Below are the first draft designs with the presentation notes:
Symbol: 1
A mixture of Chinese stamp
calligraphy and Yin Yang gives this a
modern and ancient feel. The tick of
the calligraphy is suggestive of Celtic
knot work.
Problems
The reference to Celtic Knot work is
not obvious and the Celtic Knot is not
seen solely as a Northern Irish
symbol.
Symbol: 2
A Yin Yang in a hexagon represents
Wushu in Northern Ireland.
This could be modified to contain the
Wushu symbol if need be.
Problems
The hard edges of the Hexagon are
restricting the follow of the Yin Yang.
The balance between black and white
is lost. The Hexagon is not seen
solely as a Northern Irish symbol.
Symbol: 3
A Wushu symbol in a hexagon
represents Wushu in Northern
Ireland. The long composition is
similar to the way Chinese calligraphy
is written.
The Yin Yang is included as separate
symbol and the hexagon Wushu
symbol could be used separately.
Problems
Using two separate symbols in one
logo is confusing. The Hexagon is not
seen solely as a Northern Irish
symbol.
Symbol: 4
A Wushu and Yin Yang symbol in a
hexagon representing Wushu in
Northern Ireland.
Problems
The hard edges of the Hexagon are
restricting the follow of the Yin Yang.
The whole logo looks too Karate club.
The Hexagon is not seen solely as a
Northern Irish symbol.
Symbol: 5
A Wushu and Yin Yang symbol in a
hexagon with a blend of Chinese
stamp and calligraphy representing
Wushu in Northern Ireland.
The style is included the type.
Problems
The Hexagon is not seen solely as a
Northern Irish symbol.
This looks a little too messy.
Symbol: 6
The Wushu on a Yin Yang symbol
containing a spiral. The spiral is
found in very ancient Celtic art and is
also an form of the Yin Yang.
Problem
The spiral is not seen as a solely
Northern Irish symbol and not
associated directly with the Celts.
This looks a little too busy.
Symbol: 7
The Wushu in two parts on a Yin
Yang symbol containing a Celtic
Knots.
Problem
The Celtic Knot is not seen solely as
a Northern Irish symbol.
This also looks a little too busy.
Symbol: 8
The Wushu incorporated into a Celtic
Knot work. This blends the two
cultures of China and Ireland in one
motif under the symbol of Wushu.
Problem
The Celtic Knot is not seen solely as
a Northern Irish symbol. The Wushu
is too lost in the knot work . Not
enough representation of the chinese
culture.
This is the evaluation for design phase 1:
Phase1 Evaluation.
Design 1:
No one really like this. To for removed from other Wushu logos.
Design 2:
This looks good but is out of balance with Wushu philosophy. The
main problems being the dominance of black but another problem
is the use of the hexagon.
Design 3:
Also looks good this time and the colours are balance, however
the problem is with the hexagon again. Also the 2 separate parts:
Wushu and Yin Yang separate.
:
Design 4:
No one really like this for similar reasons as 2 and 3 only in this
the Yin Yang is very constrained. Definitely too much karate club.
:
Design 5:
Every one like this except Master Zu Chang who did not like the
Hexagon. Also too much white.
;
Design 6:
Most like this one best only the black and white needs more
balance. Master Zu Chang liked the spirals.
;
Design 7:
This one was also well liked mostly for its Celtic knot. There
maybe two much Celtic knot work. People preferred the two
Wushu symbols together.
;
Design 8:
Every one really liked the idea behind this one. But the design did
not work well enough.
;
:
:
Conclusion:
In Design phase 1 I set out to break the rules that this design should follow. I did this so my designs
would challenge the clients and so I could form a picture of what exactly they required.
My findings do not differ much from the original Research conclusions.
What I can add is:
x
x
x
x
Don’t use a hexagon
Keep Black and white balanced
Use the Wushu symbols together in one form.
Use the Yin Yang. ( this I may challenge further.)
Further Development:
I intend to develop two of the ideas they liked best further design 6 and 8. This may include mixing
different aspects from many of the designs. I have not chosen 5 because it is based on the
hexagon and 7 because I find it to obviously Celtic. I may also use some calligraphy designs I
received, that where produced by Master Zu Chang.
Summary of the design development for the chosen NICWA logo:
Subtle changes to design:
This is a guide for the presentation of the second draft
designs for the NICWA logo:
Phase 2.1 Agenda:
First is a development of the Wushu Celtic knot design.
This is the best result to date.
Ask for the first impressions on each design from each individual.
Read the description this design and discuss what you like and dislike etc.
Record any feedback.
Second is a further development of the Wushu Spiral design.
Show these variations of design and discuss what you like and dislike etc.
Record any feedback. (I don’t think these are as strong as the Wushu Celtic knot
design.)
Below are the second draft designs with the
presentation notes:
Further spiral designs:
This is the first evaluation for design phase 2:
Phase 2.1 Evaluation.
The Wushu Spiral design was dropped as a solution in favour of the Wushu Celtic knot. This was
successful as a design although the three problems I raised were confirmed.
x
x
x
The Celtic Knot is not seen solely as a Northern Irish symbol.
The design does not contain a Yin Yang.
The balance between black and white undefined.
The committee discussed the issue that no symbol existed that is globally recognised as solely a
Northern Irish symbol and that has no sectarian connotations. The Hexagon although used as a
Northern Irish symbol representing the Giants Causeway, is not recognised globally.
It was decided even though the Celtic Knot is not seen solely as a Northern Irish symbol it was the best
possible symbol to represent Northern Ireland. It is recognised globally as Irish and does not have
sectarian connotations attached to it.
Feedback on the design suggested using a spiral as well as or instead of the Yin Yang this should bring
balance between black and white.
The committee also asked for the design to show the logo within a circle of text as with a badge format.
I intend to develop the Wushu Celtic knot further by incorporating the Yin Yang or Spiral into the design.
I will present the design both without and with text in a badge format.
This is a guide for the presentation of the third draft
design for the NICWA logo:
Phase 2.2 Agenda:
This is the Wushu Celtic knot design further developed to incorporate the Yin
Yang or the Yin Yang and Spiral.
Try to narrow down the Ideas to one or two
Design 1 – 5 incorporate the Yin Yang. Some of these differ only slightly, so look
closely.
In design 4 or 5 the Yin Yang looks more like an extension of the knot work.
My favourite is design 2 or 3 because the Wushu Celtic knot is separate and floats
on top of the Yin Yang.
Design 6 -12 use the Spiral as well as the Yin Yang. These seem a little too
messy to me.
Below are the third draft designs:
1
2
3
4
5
6
7
8
9
10
11
12s
This is the second evaluation for design phase 2:
Phase 2.2 Evaluation.
Conclusion:
In Design phase 2.2, I developed the chosen idea, (the Wushu Celtic Knot) further addressing the
problems identified in phase 2.1.
The logo was redesigned to incorporate the yin yang or a spiral and was presented in a badge
format as requested. From this the committee choose a final logo (Logo 5).
Although this logo is adequate I felt it is not the best choice. The logo was design so the yin yang
curved under the Wushu symbol, the problem being the black half of the yin yang being smaller
than the white half and the Wushu symbol being smaller in general.
I consulted the committee on these problems and we decided to redesign Logo 5 with the Wushu
symbol larger and to also refine Logo 4 which is quite similar to 5 giving them a choice of two.
I will also try some various type face and layout options.
This is the phase 3 the development and
refinement of final the final design.
Text development.
Below is the final text design for the logo:
This is a guide for the presentation of the final draft
design for the NICWA logo:
Phase 3 Agenda:
This is the final logo design (Wushu Celtic knot with Yin Yang) including the final
text design and layout.
Please print the design on heavy grade paper. (You could print on watercolour paper
for a textured effect.)
Important points:
x
The Yin yang will be black if the logo is to be used without text.
x
The sub text could does not have to be included.
x
The position of the text can differ depending on the use of the logo. I.e. On the
website the text may be positioned beside the logo.
The final design will be supplied with a “guide to use document” stating how the
logo and text can be positioned.
I have skins ready but I need the logo passed before I can reveal these.
Let me know what you all think.
Below are the final draft design:
Final typeface designed for logo.
This was produced as a font,
This is the second evaluation for design phase 3:
Phase 3 Evaluation.
The final logo was liked by all.
There where some reservations about the type face but it was preferred over a normal heavy san serif
such as Helvetica black. It may be the C looks strange.
Finish application Phase:
Design business stationary and website skins.