Identidade Visual "Nördik Impakt 15"

For his 15th edition, the electronic music festival Nördik Impakt asked us to achieve his global communication. We created a geometric, vibrant and ambitious visual identity. Our desire was to realize an artistic direction that evocates electronic by associating it with sensuality and elegance of the Haute-Couture universe. The visual display of this edition is based on a group of monochrome and geometrical shapes, combined and declined in a sort of a textile pattern. The multiplicity of these forms is illustrated by a « vibrating » sensation while evoking a musical rythmic deeply bounded with the festival spirit. As a teasing, the visual identity is progressively builded from a medium to another one. He reveal his typographic outcome in the final weeks of the event. We created letters from these patterns forming the festival name. The elegance and simplicity of the pattern allows to use it in a more urban way. It cover some entire surface of some buildings and dress the city in the colors of the event. The implemented visual identity echoes to the fashion universe, so we appropriate some accessories from this universe that are unusual for a musical event. The Nördik Impakt take place at the beginning of the winter, so we created a plaid that incorporate these patterns. In a similar purview we designed a scarf.

Fonte: https://www.behance.net/gallery/Noerdik-Impakt-15/14685613?fb_action_ids=594649130624561&fb_action_types=og.likes&fb_source=other_multiline&action_object_map=%5B1396609797269734%5D&action_type_map=%5B%22og.likes%22%5D&action_ref_map=%5B%5D

‘Let’s Move Active Schools’ brand

The new ‘Let’s Move Active Schools’ brand just launched at an incredible event in Chicago. Over 6,500 kids, plus parents, teachers and inspirational public figures and athletes, will join Michelle Obama for a day of active fun on their feet. Wolff Olins is thrilled to have contributed to this important initiative by partnering with Nike to design the brand for Let’s Move Active Schools. - See more at: http://blog.wolffolins.com/post/44224418999/michelle-obama-nike#sthash.At7iARkq.dpuf

 Saving lives

As we become more reliant on technology and machines, we do less and less each day. In just two generations, physical activity has dropped 32% in the US, leading to rising levels of obesity, made worse by diets increasingly full of processed food. But the issue isn’t about being in shape – it’s about staying alive. For the first time ever, kids are expected to live 5 years less than their parents.

It’s time for change, and some people are leading the charge.

When she came to the White House in 2008, Mrs. Obama made it her mission to fight obesity and ”change the way a generation of kids thinks about food and nutrition”. In 2010 she created a campaign called ‘Let’s Move’ to spread her impact wider. In 2012, Nike and a number of concerned parties put together a report called ‘Designed to Move’ - highlighting the inactivity problem and the positive impact of physical activity. Now, Nike and Let’s Move are joining forces to take the First Lady’s mission into every playground and campus cafeteria: launching ‘Let’s Move Active Schools’.

- See more at: http://blog.wolffolins.com/post/44224418999/michelle-obama-nike#sthash.At7iARkq.dpuf

Energizing a generation

We were asked to help prepare the ‘Let’s Move’ brand for its next step. The key to success was tapping into kids’ psyche – they’re the ones that need to embrace and get motivated by the brand. The target audience is 8-12 year olds, so we worked hard to avoid being ‘child-like’ and focused on being ‘kid-powered’. Not teaching them, but getting them excited to take part.

This is a brand that’s about doing it together. So kids don’t feel being healthy is a chore, or something they have to toil away at on their own, we needed to show a healthy life can be simple and fun. It’s dodging past your buddies on the court, chasing each other to the school gate, mixing it up on the kitchen surface, running, dribbling, stirring, chewing, swerving, bouncing, chopping, high-fiving. We captured that energy in the brand, creating something that can be broken into parts, played with, and joined up to represent a school, a community, a country.

- See more at: http://blog.wolffolins.com/post/44224418999/michelle-obama-nike#sthash.At7iARkq.dpuf






http://vimeo.com/60470065

Fonte: http://blog.wolffolins.com/post/44224418999/michelle-obama-nike#

City of Melbourne's new corporate identity

In 2009, the City of Melbourne launched a new corporate identity.

This identity was created to: 

- Become an icon for Melbourne and for the City of Melbourne
- Capture the city's status as a leading capital city with an international reputation for excellence, innovation and leadership represent our organisation as a single entity while allowing for a variety of sub-brands with distinct personalities. A flexible identity for the future

The logo becomes immediately recognisable as the City of Melbourne, even when used in different ways for different projects.

The logo uses a flexible design that: 
- Can be translated for use in any medium, allowing for creative interpretations that match a project’s personality will become part of our many, diverse branded activities, from events to strategies, from websites to brochures and from banners to business cards connects all our projects and programs to the City of Melbourne.

Why did City of Melbourne decide to rebrand?

It was deemed necessary to rebrand when an extensive audit and review revealed our ‘leaf’ logo to be outdated. After 15 years this was understandable.

The creation of one strong masterbrand represented an opportunity to build a new identity that resonates with our staff, our community, our customers and for the City of Melbourne as an local, national and international destination. Looking at other cities such as London or New York you see the strength of their single brand.
What was wrong with the old 'leaf'?
The ‘leaf’ was found to be weak when stacked up against other national and international city brands and there was also little understanding of what the ‘leaf’ represented. In addition, the proliferation of additional logos resulted in a lack of shared understanding of the City of Melbourne exposing a fragmentation of our identity.

How much did the branding exercise cost City of Melbourne?
The cost for design was $147,906, in addition to developmental work which cost $91,652.
The review we undertook included an audit; research into world’s best practice; internal and external stakeholder consultation which included a range of focus groups and comprised the aspirations of Future Melbourne community plan. The result of the review was for the City of Melbourne to proceed with developing a new corporate identity. This represented not only future savings to ratepayers but was immediately recognisable as the City of Melbourne locally, nationally, and internationally.

Who designed the new corporate identity?
Landor Associates was engaged to develop the new corporate identity. They are one of the world’s leading international strategic brand consulting and design firms.

 


Fonte: http://www.melbourne.vic.gov.au/ABOUTMELBOURNE/MELBOURNEPROFILE/Pages/CorporateIdentity.aspx

Tate Brand

The Tate logos were designed by Wolff Olins. Not just one logo, but many.
The logos supported the modern approach by moving in and out of focus, suggesting the dynamic nature of Tate – always changing but staying recognisable.

“We designed a range of logos that move in and out of focus, suggesting the dynamic nature of Tate – always changing but always recognisable.”
Wolff Olins

With a constantly changing logo, the effect on brand recognition and the design is far enough away from the norm to allow for slight variations across the board.

There are a number of variations of the Tate logo, or mark. They range from a standard logo to a blurred version, a faded version and a halftone version (dots rather than smooth fading). The marks have no fixed size or position and they are not connected with one particular Tate site. The Tate mark helps to build a brand that is fresh and fluid, but has some consistency – one Tate, with constantly changing expressions.

So, this make the identity more distinctive and effective.The logo is memorable in that it’s consistently in different focus.The constant change in form presents the viewer with a modest “challenge of recognition”. This only works of course if the variation between the different logos is limited to the same basic shape determined by the letterforms.