DESIGN URBAN
Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 Branding & Identity 2013 Semester 2
Gregory Thorne No. 2100835 Nick Mau
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Index
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Competitors Competitors examined
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Oxigen - David Lancashire Design
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City of Melbourne - Landor
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David Lock & Associates - Tank Branding
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Brand Values
12
Mood Board
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Old Logotype
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New Logotype
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Mission Statement
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The Mark
18
Logotype Variations Spacial Perimeters
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Logotype Do’s
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Logotype Dont’s
Yellow 22
Pantone
24
Visual Identity Overview
25
Corporate Alphabet
26
Toolbox Stationary
28
Business Card
28
Email Signature
29
Envelope
30
Letterhead
31
Invoice Applications
32
33
Website
Company Profile Booklet Spacial Applications
34
Banner
35
Navigation Obelisk
35
Folded Wall
35
Navigation Tablet
36
Lanyard
36
Cd
37
LAMY pen
37
ILDU T-Shirt
37
iPhone Case
Semiotics of Type 40
42
Acknowledgements
Label Swap
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Swinburne University of Technology Faculty of Design Communication Design
Competitors Marks
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HDCOM221 BRANDING and IDENTITY 2013 Semester 2
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Design Urban Design Manual & Toolbox
Tract
peter elliott architecture+ urban design
Urban Initiatives
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Competitors Examined
Oxigen David Lancashire Design Oxigen is a landscape architecture and urban design practice based in Adelaide, with a focus on sustainability and innovation. They have recently undergone a full business rebranding directed by David Lancashire Design studio. The refreshed Oxigen identity reflects the company’s collaborative and multi-disciplinary skills. The static logotype has been turned into a three-dimensional tangible identity to embody the landscapes in which the company works. The business cards use a verco embellishment adding a further element of tactility. The website uses multiple colour layouts and complimentary background imagery every time the window is refreshed. The website is basic and has been stripped down from what could be described as a text heavy predecessor.
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Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Competitors Examined
City of Melbourne Landor Landor constructed an extensive re-branding of the city of Melbournes Visul identity and Logo-type. They built the branding program based on the results of a thorough audit of Melbourne’s various identities and its long-term sustainability and strategic plans. The audit assessed public opinion and interviewed stakeholders who included local government officials, business owners, and community representatives. “At the heart of the new design, the bold “M” presents a full expression of the identity system—immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable.” Landor have stated that it is “A celebration of diversity and personal interpretation that is both future-proof and iconic.” The Logo-type has been designed to be interchangable and adaptable to the media and situation it is presented with. The main Logo-type features triangulation design which has since become an iconic visual language for the City of Melbourne with companies like Metro adopting a similar design scheme.
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Competitors Examined
David Locke & Associates Tank Branding Tank were asked to develop a brand strategy that “articulated a clear creative vision for the new Australian operation, including a digital strategy and website that brought the company’s global experience and local knowledge to life.” This means the communications needed to be streamlined around one brand voice and a global look and feel. They focused on a strong online face for the business and have attempted to deliver a competitive advantage through their website. Tank initially developed a core idea ‘The people and places of tomorrow’, through brand strategy sessions, which harnesses the business vision. The website uses a contemporary visual language implemented through powerful photography with colourations similar to their new logo-type. dlaaust.com
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Design Urban Design Manual & Toolbox
Brand Values
Evidence Based Hero
Integrated
Urban
Specialist Generalists
Quick
Principled
Innovative
Integrated
Connected, Participatory, Engaged, Multi-disciplinary.
Urban
Interaction and exchange, Centres, Cities and Towns, Mixed Use.
Principled
Respectful of places and people where we work, design as a tool to realise clients dreams
Innovative
Sustainable development is at the forefront of innovation.
Specialist-Generalists
Integrate many disciplines. Knowledgeable across a wide range of Issues.
Evidence-Based
Based on Sound principles, place-focussed, research.
Hero
To be the saviour of every job.
Quick
Skillful, Experienced, Accurate.
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Swinburne University of Technology Faculty of Design Communication Design
A New Look
Image sources and references can be found in the Acknowledgements section
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HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
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Swinburne University of Technology Faculty of Design Communication Design
Old Logotype
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HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
New Logotype
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Mission Statement
Urban design is the process of designing and shaping cities, towns and villages. Whereas the discipline of architecture focuses on individual buildings, urban design strives to create sustainable and attractive urban spaces by designing a larger scale of buildings, streets, public spaces, neighbourhoods and districts. Design Urban need a branding scheme that reflects the business. As the business expands and grows in reputation they require a logotype and brand scheme to bring them up to date. Design Urban require a visual identity that aligns them with the city they are based in and with the kind of projects they undertake.
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The Mark
{
The Design Urban logotype utilizes triangulation to fully represent the Melbourne design aesthetic, incorporating visual cues from the bustling city landscape and famous Melbourne landmarks.
}
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Logo Type Variations
This is Design Urban’s standard logotype and should be used whenever applicable. This logotype has the most effective visual design to represent the business consistently. However this logotype is not as effective when scaled to a very small size or presented on a black background so two variations have been presented.
DESIGN URBAN
This variation of the logotype should be used when the mark has to be scaled to a much smaller size. The basic shapes and divisions have the ability to be more easily read than the gradients of the standard mark.
DESIGN URBAN
This variation should only be used when the Design Urban logo absolutely has to be presented on a black background and if the designer decides that the standard mark wont suffice. This is the least desirable version of the mark as white is not used as part of the brand aesthetic except when concerning negative space.
DESIGN URBAN
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Design Urban Design Manual & Toolbox
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Spacial Perimeters Logotype Do’s
x8
x4
=x
DESIGN URBAN
x2
x2
Lorium Ipsum Ditatemolore quae maxim quis ducit, optat volupta tendenis suntia pelitem imus as vent.
x2
x2
DESIGN URBAN x2
Necabo em aximolu ptatus debis eicil id et ullupta sitae secta aut labore nost velitat il ma sum andus simodisquat. Pientius adi rernam sus eaturio quiberu mquundunt lam quid exeriaectiis quis voluptatum que pedias ullignissim quiae.
x8
x8
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Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Logotype Dont’s
y
y
Lorium Ipsum Ditatemolore quae maxim quis ducit, optat volupta tendenis suntia pelitem imus as vent. Necabo em aximolu ptatus debis eicil id et ullupta sitae secta aut labore nost velitat il ma sum andus, simodisquat.
DESIGN UR BAN
Pientius adi rernam sus eaturio quiberu mquundunt lam quid exeriaectiis quis voluptatum que pedias ullignissim quiae.
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{
Yellow
Pantone 109 coated Design Urban Yellow
Pantone 108 uncoated Design Urban Yellow
}
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Visual Identity
Logotype
Colour Pallet
DESIGN URBAN Typography
Graphics
Headline typeface Text typeface Photography
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Layout
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Corporate Alphabet Design Urban’s fonts have been specifically chosen to reflect and represent the brands visual identity.
The following fonts should be used whenever possible however if the fonts are not available then the alternate alphabet should be consulted.
Futura Futura is the flagship typeface of Design Urban. It features in the logo-type and has the ability to represent DU as a stand out brand in a sea of Helvetica branded businesses. Futura is based on geometric shapes that became representative of visual elements of the Bauhaus design style of 1919–33. Futura has an appearance of efficiency and forwardness. The typeface is derived from simple geometric forms (near-perfect circles, triangles and squares) and is based on strokes of near-even weight, which are low in contrast.
Futura Medium The quick brown fox jumps over the lazy dog Futura Book The quick brown fox jumps over the lazy dog Futura Bold The quick brown fox jumps over the lazy dog
Gotham Gotham has been described by designers as a ‘hard working typeface for the ages’. It comes from humble beginnings of the no-nonsense lettering of the American vernacular, inspired byletters of paint, plaster, neon, glass and steel that figure so prominently in the urban landscape. Gotham is the perfect juxtaposing typeface for Futura as a text and body typeface to represent Design Urban.
Gotham Regular The quick brown fox jumps over the lazy dog Gotham Book The quick brown fox jumps over the lazy dog Gotham Medium The quick brown fox jumps over the lazy dog Gotham Bold The quick brown fox jumps over the lazy dog
Alternate alphabet These typefaces should only be used to replace the corporate alphabet when Futura and Gotham are unavailable. For instance if the author is using a PC and doesn’t have access to a Macintosh computer.
Century Gothic / Avant Garde Century Gothic Medium The quick brown fox jumps over the lazy dog Century Gothic Book The quick brown fox jumps over the lazy dog
Avenir Avenir Roman The quick brown fox jumps over the lazy dog
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Design Toolbox
Folded paper contours.
The folded paper contour pattern should be considered as the go to design when creating graphics for Design Urban. It represents the Logo Type and all that it encompasses.
Note: Should only be used in Grey gradients or Design Urban yellow
DESIGN URBAN DESIGN URBAN
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Design Urban Design Manual & Toolbox
Navigational Icons.
To be used with navigational display in offices spaces. These designs can be adapted and manipulated if needed.
Coloured Banner.
Oversized Brackets.
Note: Used with navigation + design
Note: Ensure decent and even distance from subject.
When creating headers or labels. Especially effective over B+W photography
Design Urban Design Urban
Navigational Icons.
The ability to show how people will interact with designed spaces is fundamental for Urban Design. These models are a template for DU to use and adapt for their presentations.
Large Helvetica brackets used to contain stand alone words or numbers.
{ 13 } { open } Navigational Arrows.
Thin Arrows used for navigation around offices and with instructions.
Note: Not to be used as visual graphic or branding (this is hipster branding)
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Stationary Set
Design Urban Business Card Business cards are one of the most important tools in a designers arsenal. They make a first impression and can speak loudly about the individual and business.
The DU business cards have been designed to be both visually and physically appealing. The front logo is not actually set in yellow but is printed in a Raised UV varnish which will catch the light and be see through and embossed. The Cards themselves will be printed on a 360gsm high bulk art board which is soft and velvety when coated and thick enough to impress even the pickiest clients. The information has been kept clean and simple to allow for the logotype and embellishments on the card to take centre stage.
DESIGN URBAN
Steve Thorne Director
03 9818 3859 0438 982 249
designurban@i.net.au designurban.com
Email Signatures First impressions are important, but we have to remember the last is just as important. The email signatures have been designed to be clean and professional. Representing Design Urban with the standard logotype in 3 different styles with the Corporate alphabet consisting of Futura and Gotham with easily legible contact details.
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Stationary Set
Design Urban Envelope
DESIGN URBAN 77 Wattle Road Hawthorn 3122 Tel (03) 9818 3859
The envelope for Design Urban is designed to be subtle and exciting. The simple and understated exteriour is juxtaposed with the bright and exciting interior of the envelope which is decorated with the yellow folded paper pattern. The envelope is a basic DL 110mm x 220mm and can be printed on eco friendly Tudor eco recycled stock.
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Stationary Set
Letterhead
77 Wattle Road Hawthorn Vic Australia 3122
DESIGN URBAN
24 August 2010 Mr Robert McGregor – Administrator Wollongong City Council Locked Bag 8821 Wollongong DC NSW 2500
Dear Sir, GPT Development – West Keira I note reports in the local Wollongong press that GPT may progress their West Keira development. Images of the proposal raise a number of urban design concerns. I should introduce myself. I am an urban designer and architect who was engaged several years ago by the Wollongong Chamber of Commerce to undertake an overview of urban quality in the Wollongong CBD. This was presented to the Council during 2005. I am writing because I am most concerned about aspects of the GPT proposal. Evidence throughout the world shows that when pedestrian bridges are introduced into city centres, they create an advantage for the private developers at the expense of the public realm and the broader tax-paying public. The City of Melbourne has for 25 years resisted approving pedestrian bridges, and the quality of the city’s streets speaks for itself. Both the architecture of the GPT proposal and the separation of pedestrians from the street indicate a shopping centre mindset which is inappropriate for a city centre. City centres are urban environments dependent on high quality streets which result from a high level of activity and vibrancy taking place in the street. This leads to a sense of “buzziness” and attraction, which reinforces the city centre as an attractive and interesting place to go. Performance in a city centre cannot only be measured in retail sales figures alone, but in many intangibles such as the reality and perception of safety, and the role of the streets in defining a community’s perception of itself. The development needs to support the city’s urban quality by reinforcing more activity and safety in streets rather than removing pedestrians from the streets. There is plenty of evidence-based research that strongly suggests that the removal of activity on the street leads to reduced community safety. The area south of the KeiraCrown intersection is a good case in point. The internal mall has removed a significant proportion of pedestrian movement from the street, creating an environment which is only able to support low grade retail. This is a poor outcome for the street and it sends the wrong message about the quality of Wollongong City Centre. As far as design goes, the GPT proposal is for what effectively amounts to a “closed and internally focussed box” with little or no external relationship. It certainly presents a blank and closed facade to the most important intersection in Wollongong, despite the jazzy architecture. I would urge Wollongong City Council to review the appropriateness of this response in a city centre which needs all the help it can get in terms of improving the quality of the public realm. If the development is approved as it currently stands, it will further reduce activity, safety and urban quality in Wollongong’s streets and Public Realm.
Yours sincerely Steve Thorne Managing Director
ABN: 4822 1223 115 Phone: +61 39818 3859
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Mobile: +61 438982249
Email: designurban@i.net.au
Website: designurban.com
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Stationary Set
Invoice
TA X I N VOICE
Design Urban Pty Ltd
(As Trustee for Oxford Trust)
Invoice Number: Purchase Order Number:
DESIGN URBAN ABN: 4822 1223 115 ACN: 096 112 079 77 Wattle Road Hawthorn Vic Australia 3122 Tel: +61 (0) 39818 3859
28.10.2013 City of Darwin GPO Box 84 DARWIN NT0801
Client
TOTAL PAYABLE
$
Accounts are payable within 30 days - Payment Due Date: Electronic Payments to be made to: Bank BSB Account Number Account Name
Phone: +61 39818 3859
Mobile: +61 438982249
ANZ = Ivanhoe Branch 013-338 1079 17812 Design Urban Pty Ltd
Email: designurban@i.net.au
Website: designurban.com
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Applications
Company Profile Booklet This document is great way to informe potential clients about how great Design Urban is. The booklet contains vitail information about the business including; philosphy projects, ethos, competitions & awards etc.
This document can be mailed out to clients, handed out at conferences and meetings or distributed at galleries. The design is interactive and engaging with different sized pages and interesting folds. The concertina fold booklet has sections cut out of it, when opened these will expand in opposite directions and display quotes or important information. The visuals will feature DU branding and colours.
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Applications
designurban.com The Design Urban website designurban.com will act as an important information hub for prospective clients. The site will feature the prominent design styles and visuals outlined in the visual identity. The large imagery with yellow colour overlays is a centrepiece and is coupled with inspirational and motivational brand values and ideals.
The sites navigation is simple and to the point and the information can be accessed in a central panel when scrolling. The website will be optimised for use on iPad’s and tablet devices as well as iPhone and Android platforms.
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Applications Spacial Branding
The physical presence is a fundamental part of Design Urban’s new branding scheme, after all the business of urban design is that of the constructed environment and the physical realm. A number of design applications can be presented to make design urban something that can be touched and interacted with. Hanging Banner
DU DESIGN URBAN
Urban Design & Architecture
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These signs are perfect for advertising Design Urban outside buildings or within the studio space. There are two design variations for different uses. The stand alone banner [pictured right] is most effectively used attached to a stand and displayed at ground level. The sign is tall enough to draw attention to a standing audience and will work excellently at an entrance.
The sectioned hanging banners [pictured below] are designed for the likely-hood that Design Urban will be running or contributing to urban design exhibitions or gallery shows. The signs can be displayed in a row to complete the set or scattered around a space for a more abstract feel.
Gregory Thorne 2100835
Design Urban Design Manual & Toolbox
Applications
Navigation Obelisk The Obelisk structure has been designed as a gate keeper for the Design Urban studios. It acts as a directional device pointing clients towards the DU studios.
It will act as a physical representation of the logotype shape and material structure. The design is intended to reflect the contour map used in urban design and the triangulation created when folding paper, this also coincides with the visual language used by City of Melbourne. The device is quite large but has been designed with transportation in mind. It has a thinner width so that it is easily carried and the triangulated edges are positioned so that it is easily carried ergonomically. It can be constructed from lightweight materials and made hollow to restrict weight.
Folded Wall & Way-Finding Devices The folded wall design acts as an installation art piece as well as a brand identifier for the business. It is most appropriate when applied to the studio foyer/reception and will be three dimensional in nature. The way-finding tablet will act as a source of navigation for clients and visitors to the Design Urban space. It is a large piece of solid stone, dark in colour, intended to contrast the triangular angles of the folded wall. It will feature basic naming and directional devices borrowed from the toolbox. It will be accompanied by a yellow path that will lead visitors to it from the entrance and the Navigation Obelisk. Note: This device can be used through out the studio spaces and within offices and meeting rooms.
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Applications
Name Tag/ Lanyard The lanyard is an effective device for making Design Urban’s identity visible and mobile especially during out of studio consultations. Most appropriately used during workshops and exhibitions.
DESIGN URBAN
Steve Thorne
Design Urban Blank CD’s Blank CD’s are an effective and memorable way to share files with clients and leave a piece of branding behind. The striking design on these CD’s means that they most likely wont be thrown away and will leave a strong visual reminder about the quality of work undergone.
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Applications
Design Urban LAMY Fountain pen The LAMY fountain pen is a sentimental and subtle part of Design Urban’s brand. The pen is a personal favourite of the directors and each staff member has been gifted with one when starting work at DU. It goes without saying that the new brand should be applied to a custom Design Urban LAMY pen. This can also act as a great gift for clients, friends, and contractors.
ILDU T-Shirts The ILDU shirts are a quirky way to celebrate the business and create staff bonding. The Shirts are based on the famous Milton Glaser ‘I Love NY’ T-shirt and were requested by the client to be used as an optional uniform or casual piece of clothing.
iPhone Case The iPhone case is an easily identifyable piece of branding that can be used within the ranks of Design Urban or gifted to special clients and contractors. It can be presented in a standard grey or in Design Urban yellow.
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Swinburne University of Technology Faculty of Design Communication Design
HDCOM221 BRANDING and IDENTITY 2013 Semester 2
Acknowledgements
Image References Melbourne Sketch p.4 M Logo p.9 COM M Logo images p.9 COX logo p.7 Hames Sharley logo p.7 Aecom logo p.7 Desypher logo p.7 Tank Branding Images p.10 Carlo Scarpa waves p.12 Yellow building p.12 Architects hand p.12 Mercedes front p.12 Federation Square p.12 Carlo Scarpa concrete p.13 Federation Square p.13 AGNSW entrance p.34 T-Shirt Template p.37 LAMY pen black p.37 iPhone Template p.37 Gallery Template p.35 Melbourne Sketch p.38
Scans supplied by Design Urban http://www.australianedge.net/cities/melbourne/branding-cities-abc-radio-national-by-design/ http://www.designers.dp.ua/articles/sept2009_01.php http://www.utsbroadway.com.au/images/logo_cox.jpg http://behance.vo.llnwd.net/profiles4/118998/projects/300818/1189981250241051.jpg http://aees.ce.gatech.edu/wp-content/uploads/2010/10/aecom.jpg http://www.australiandesignreview.com/data/images/companies/logos http://www.tankbranding.com.au/ http://www.flickr.com/photos/seier/ http://ad009cdnb.archdaily.net/wp-content/uploads/2011/04/1303850187-hongdae19-359x500.jpg http://concursosdeprojeto.files.wordpress.com/2009/05/architects_hand.jpg?w=420&h=239 http://gallery.egyptsons.com/data/media/26/2007_Mercedes-Benz_CLS_63_AMG_800x600_08.jpg http://www.flickr.com/photos/21302118@N00/377492392/ http://www.flickr.com/photos/seier/ http://www.flickr.com/photos/roubs_productions/8454621361/ http://www.thecultureconcept.com/circle/wp-content/uploads/2012/04/Picasso-1.jpg http://cdn.sanmar.com/catalog/images/imglib/mresjpg/PC55_White_Model_Front_080910.jpg http://www.ryman.co.uk/Catalogue/Ryman/large/global/images/main/08/0870056001.jpg http://54.243.29.86/gui/templates/iphone4-000000/BackTemplate.png http://4vector.com/free-vector/gallery-display-background-10-vector-16569 Scans supplied by Design Urban All other imagery created by author or supplied by Design Urban
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