Woven cultures – G20 Australia 2014 Corporate Identity by Riki Salam & Kate Gosnell

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DESIGN DETAILS
DESIGN NAME:
Woven cultures – G20 Australia 2014

PRIMARY FUNCTION:
Corporate Identity

INSPIRATION:
The G20 Australia 2014 Corporate Identity is inspired by the indigenous weaving patterns of the Coconut Palm leaf. Connecting shapes, representing the Aboriginal Rainbow Serpent spirit, form a track through the events of the year and reflect the G20 journey. The weaving also forms into fishes to represent the Dhari; the traditional Torres Strait Islander headdress. The fish is a reminder of the connection between the people and the sea – the source of life and food. The colours represent the diverse Australian landscape from lush green rainforests, blue coral reefs and red desert sands, and the economic sectors underpinning the G20 agenda such as resources, infrastructure and manufacturing.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Smart, innovative and fresh, the identity is distinctly Australian and acknowledges its Indigenous heritage. The logo represents a weaving together of nations, a gathering of leaders and the journeys they will embark upon throughout 2013-14. The logo’s triangles represent the members, invited guests and international organisations that attend the G20. Though contemporary use of bespoke Indigenous artwork, and its traditional visual story-telling elements, the G20 Australia 2014 Corporate Identity distinguishes Australia as the G20 host country for 2014, and promises a new direction for the G20 through emphasis on collaboration and interaction between nations.

OPERATION / FLOW / INTERACTION:
A holistic solution to identity application and communication was delivered efficiently and effectively. From a user-friendly and easy to navigate website, to a suite of high-quality business products made readily available to official G20 groups. Throughout 2014, G20 meeting venues are filled with large-format branded graphics to create maximum impact with international delegations and media. Highly visible directional signage creates interest and energy in a corporate setting, and most importantly reinforces the G20 Australia 2014 Corporate Identity. Additionally, due to the strategic selection of meeting venues at iconic locations across Australia, the identity is brought to life for attendees who are able to see the unique Australian colour palette in context.

PROJECT DURATION AND LOCATION:
The corporate identity project began in Australia in May 2013 and the initial stage of the identity rollout was completed later that year in December with the launch of the official website www.g20.org. Awareness literature was created and distributed in print and electronic format to inform and engage official G20 members and non-government groups. The project will conclude in Brisbane on 15 November 2014 at the G20 Leaders Summit.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
Corporate identity, brand guidelines, publications, business templates, website, uniforms, signage, environmental constructs, merchandise, campaign advertising.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The visual identity of the G20 Australia 2014 Corporate Identity focuses on triangle shapes and bold color.

TAGS:
G20, Australia, Leaders Summit, visual identity, major economies, economic policy.

RESEARCH ABSTRACT:
Research was based on a review of the creative approach of previous G20 host countries. Iconic Australian images were also gathered and critically assessed in order for the designers to define and distil the essence of Australian heritage, culture and society.

CHALLENGE:
The overall design challenge was to brand the G20 in 2014 as distinctly Australian. Internationally and domestically, people should receive the message that Australia is economically and culturally diverse, that it’s the host nation for 2014, and perceive its involvement to be of value. Engagement with non-government groups is an essential part of how the G20 operates so five brand extensions (logo and style guide) were created for the official engagement groups to ensure they are able to create their own G20 Australia products with minimal direction.

ADDED DATE:
2014-05-31 22:24:03

TEAM MEMBERS (3) :
Strategic Director: Mandy Lear, Art Director: Kate Gosnell and Designers: Riki Salam, Kate Gosnell and Scott Ketley

IMAGE CREDITS:
Images: G20 Taskforce

Visit the following page to learn more: http://www.g20.org
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CLIENT/STUDIO/BRAND DETAILS
NAME:
G20 Taskforce

PROFILE:
The G20 Taskforce in the Department of the Prime Minister and Cabinet is working closely with the Australian Treasury and the Department of Foreign Affairs and Trade, and partners with other Australian, state and territory government departments to coordinate Australia’s G20 presidency, including arrangements for G20 meetings.

NOMINATION DETAILS

Woven Cultures – G20 Australia 2014 Corporate Identity by Riki Salam & Kate Gosnell is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Woven Cultures – G20 Australia 2014 Corporate Identity by Riki Salam & Kate Gosnell is Winner in Graphics and Visual Communication Design Category, 2014 - 2015.



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