AUSTRALIAN LIVING EVIDENCE CONSORTIUM:
ORGANISATION IDENTITY
Hi team, below is an outline for what I think we will need to do to get started creating an identity for Australian Living Evidence Consortium (ALEC) and the various sprint goals and the event horizon of creating a ‘Identity Guideline Document’ at some distant point in the future.
SCOPE OF WORK
FIELDWORKS IN COLLABORATION WITH THE AUSTRALIAN LIVING EVIDENCE CONSORTIUM, namely RHIANnON TATE, WILL CREATE a ‘logo’ as such for the organisation, supporting image and graphics treatments and typographic convention to be applied to a launch website.
PURPOSE
Our stated goal is to create a clearly and readily recognised identity for the organisation that will set it apart in an already fairly cluttered and information rich world of science research and communications networks. The agreed strategy is to explore an execution which will deliver this difference through unexpected colour schemes (complimentary / monotone) and typo - graphic treatments. Simple, legible and communicative are the focus of any communication development, so in this instance we will ensure these expectations are met whilst setting the organisation apart through being different and unexpected. Hold on to your hats, where we are going we don’t need primary colours…
CONSIDERATIONS:
Design
The initial goal is to transition, from a ‘throw down’ of three options to an application of one chosen by the organisation to a microsite webpage that will house all the existing content within the Cochrane Evidence site. It has been suggested that the technical requirements of the microsite are sufficient that squarespace is slated as an appropriate platform to deliver this via for the first iteration. That the ongoing management of the site will be the role of the organisation, not Fieldnotes.
SPRINT ONE
Develop graphic identity for ‘ALEC’ with three options.
From these three one will be carried forward and through one round of formal author consultation and review progressed to web.
Three Identity Options.
This work sprint will span roughly 20 hrs (1 week deliverables)
At an estimated cost of $2000. / Completed 20th December 2018
SPRINT TWO
Using the chosen identity execution Fieldnotes will develop and partially deliver the web destination for ‘ALEC’ with an outline / structure and content grafted from existing resources.
One Microsite website.
This work sprint will span roughly 35-40hrs (2 week deliverables)
At an estimated cost of $3000. / Completed 8th January 2019
PROPRIETORY UNDERSTANDING
It’s assumed in this billing rate that the ownership of all assets, intellectual property and associated copyright is held comprehensively by Fieldnotes outside of an agreed release fee.
PHASE ONE / FIRST DRAFT CONCEPT ‘THROW-DOWN’ / December 17th, 2018
Welcome Team, this little corner of the internet houses a series of three concepts for the Australian Living Evidence Consortium Identity Project. Your task is to give feedback, can be as simple as ‘2’ and why or 2(liking colour) / 1 liking type… but we keep the blinkers on what we have. Amends to the specific wording and data can be specified in this round of review, and then we will advance only one to final.
A quick note on communications: Given the nature of the enterprise it is important that the full title be spelt out as part and parcel of the organisations identity. You won’t guess that name if you’d tried. There are we believe advantages in simplifying to acronyms in this instance A.L.E.C, which is coincidentally a name… not bad for recall and recognition. In time once the organisation is established the full title case of the name can be diminished, yet for now we always use it.
Concept One
Click to Zoom
Concept one, I believe at this stage of the process fulfils all the prerequisites. The gesture of ‘Network in motion’ works well for the organisation. Network, data, integration and importantly ‘play button’ angularity. It is perhaps less ‘unexpected’ by comparison to 2 and 3 yet that lands us a ‘middle mark’.
CONCEPT TWO
Click to Zoom
At this point I’m feeling this one, quite a bit right? It has that shimmering ‘unexpected’ element through the colour scheme without getting crazy. Completely recognisable and importantly for me is that this is ‘human’. This feels like it can be as simple and or as complex as it needs be without getting lost in its identity.
CONCEPT THREE
Click to Zoom
Frankly, my least favourite however it’s made the cut because probably with some work on colour schemes there are some good bones here and perhaps moving away from the strongly masculine appeal we’d be able to land somewhere interesting. Abstracting the logotype also helps prompt the viewer to enquire as to the Title Case descriptor. Thoughts?
GRAB BAG OF THOUGHTS
AND INSPIRATION
reference and inspiration: https://youtu.be/CkYJuv82ME0 / https://youtu.be/n3OfxQKInq4
Because this project is Living’ Evidence I feel like we could really gain a lot through having some of our content and material presented on placards, held by our ‘living’ protagonists, not recognisable and shot / styled to be something brand sensitive but not overt. It’s again, striking and unexpected, to actually see an actual human in the communication of science. Just a thought…
This project feels like it will need an all inclusive interpretive graphic that helps people understand what the organisation is about. This is exciting. The scale of this data harness makes me reflect on some of the animated ‘flight path’ work that Aaron Koblin steps through in his seminal TED pres back in 2012: Click Here , and that is perhaps our homepage hero content? Let’s flesh that out once we know where this ship is headed on the sea of graphic treatment.
Just a little snapshot to articulate our initial chat that information graphics don’t have to all be hard contrasts and primary colours.