As cities of teaching and learning, research, finance, administration and marketing departments, universities demand collaboration between people in order to work efficiently and sustainably. Branding and visual identity plays a key role in these large organisations, reflecting a tone of voice linked to a set of aspirational values. In re-designing its visual identity, Plymouth University (UK) demanded a collaborative way of working. This paper defines how a new visual identity for the University was created through collaboration between designers and stakeholders to encourage a pioneering, enterprising and creative solution to a complex design problem. Background to the project is described and detail is given on how research helps establish a mandate for change. Guiding principles encouraging working together and a holistic approach to branding are explained. Research and collaborative processes leading to an integrated design strategy to meet stakeholder needs as well as underpinning organisational values are presented. The approach to commissioning the right designer, creating and developing a design brief, as well as evaluating evolutionary or revolutionary design solutions is illustrated. The project is coordinated and overseen by several members of the University from business, marketing and communications, graphic communication and three-dimensional design.
|Keywords:||Collaborative, Ways of Working, Establishing Visual Identity, Holistic Approach, Branding, Solutions to Complex Design Problems, Working Together|
Associate Professor and Senior Lecturer in Graphic Communication, Communication Arts, School of Art and Media, Faculty of Arts, Plymouth University, Plymouth, Devon, UK