new visual identity for the ministry of
TRANSCRIPT
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Deliverables: new logo, new house
style, manual with guidelines or a
large number o house style media,
designs or signs on building and trade
air booth, example sketches with
instructions or internal and external
magazines and websites, series o
brochures related to EU presidency
o The Netherlands, system or
converting identity to internal projects
and independent administrative bodies,and corporate lm or the internal
introduction o the new identity o
the Ministry o Education Culture and
Science.
Background: Relocation o the Ministry
rom Zoetermeer to The Hague.
Dissatisaction with existing house
style, no clear guidelines, no uniormity,
insucient match with desired identity.
Desired identity: The Ministry o
Education Culture and Science develops
policies in close collaboration with
parties in the eld. The Ministry denes
the outlines and gives the parties in
the eld reedom to choose their own
implementation. The image o the
ivory tower (distant rom what goes on
in practice) and suocating rules and
regulations is obsolete. The Ministry
must not only guide, but also listen,acilitate and inspire. An extensive
change programme has been started
inside the ministry to achieve this.
All employees have been involved.
Core values (see brand model).
New visual identity orthe Ministry of EducationCulture and Science
Start: July 2001
Introduction: January 2003
Budget: approximately 500.000,-
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Brand model
The ministry must dance again (Rick van der Ploeg, Secretary o State).
BRANDPERSONALITY
CORE VALUES
BRAND ESSENCE
alert
vision/content
space
people
trinity
movement
to offer peopleopportunities to discover,
develop and usetheir talents
authority/strict
open mind
result
driven
drive
fun
inspiring creative sharing knowledge open
involved
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Creative sessions
In July 2001, 4 sessions were held with
a total o 60 employees and members o
management rom the entire organisation.
The participants were asked to respond
to a selection o well-known and less
amiliar logos, categorised by criteria
chosen rom the perspective o thedesired positioning o the ministry.
Objective: to obtain inormation at an
emotional level on style, culture and
desired image o the Ministry.
To obtain insight into the gap between
the current situation and the desired
situation. To start the design process
by together building the rst bridge
between words and images.
To create commitment rom a large
number o key employees at theMinistry. To lay a joint oundation that
can be reerred to in uture presentations.
authority
inspiring
interaction
dynamics
daring
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Results o creative sessions:
Yescolourul, movement (Spain, Natural Parks in France),
something innovative on the market (BP),
stylish (Mondriaan Foundation, Metromorose),
sympathetic and strong (WNF, Apple).
Notoo hard (FedEx, 3M),
ragmented (Sydney Olympics, Fortis),
traditional/authoritarian (IBM, NS),
picture + story (Rabobank),
heritage (Erasmus University).
Duration preparation to conclusions: 2 weeks.
yes no
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Concept development
Small selection rom a large number
o concept options. During the
concept phase, we met every two
weeks with the steering group, lead
by the Secretary General. Together,
we considered directions and made
choices during the process.
Duration: 6 weeks
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Logo chosen
The name is also the logotype.
The logo is written as a boustrophedon
(lines are read alternately orwards and
backwards); this method o writing was
used in Greek and Persian manuscripts
beore the 2nd century BC. The logo
symbolises the necessity or reasonand imagination in art, education and
science. It intrigues; you dont read
what you see and you dont see what
you read. In addition, its orm makes it
a strong and ecient logo.
other ministries in 2001
nal logo
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A ew examples o recording the house
style in a digital manual. The basic idea
was: sucient reedom must be retained
or the various design and communication
agencies that the Ministry works with.
The house style is based on a number
o simple principles, a fexible grid and
the use o 3 colours (the 3 colours rom
the logo) + black and white.
A proprietary typography was developed
or the Ministry (OCW talent).
Advantage: supports own identity,
no problems with copyrights.
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Design sketches o exhibition booth and
building signage.
System or converting house style to
Internal Projects
Conversion o the house style to
independent administrative bodies. In the
urther implementation o the house style
by the various bodies, only the colours will
be modied. All grids and onts are the
same as those o the Ministry. This results
in tremendous eciency (and cost savings).
Duration o development o basic house
style elements, example sketches, grids
and guidelines: 10 weeks
Independent administrative bodies:
Internal projects:
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Series o brochures
or the EU presidency
o The Netherlands
Duration o development
(including printing): 2.5 months
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Introduction lm
Conversion o the mission o the
Ministry to oer people opportunities to
discover, develop and use their talents
to an even higher inspirational level:
social cohesion.
Duration o development: 2 months.