new visual identity for the ministry of

8/14/2019 New Visual Identity for the Ministry Of

1/10

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regulations is obsolete.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


5/10

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


7/10

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.

new visual identity for the ministry of

Documents