House of Cultures in Vorarlberg
MASTER THESIS
Creation and development of the corporate design for a new intercultural association in the province of Vorarlberg, Austria
Submitted by Jimena DuprĂŠ Arroba, B.A. Identification number: 0810253014 at the University of Applied Sciences Vorarlberg Master in Corporate Communication Supervised by Dr. Cornelia Lund and Dipl. Des. Alexander Rufenach Dornbirn, July 2011
MASTERARBEIT
Entwicklung und Umsetzung eines Corporate Design für eine neue interkulturelle Assoziation in Vorarlberg, Österreich
eingereicht von Jimena Dupré Arroba, B.A. Personalkennzeichen: 0810253014 durchgeführt an der Fachhochschule Vorarlberg (www.fhv.at), Master-Studiengang InterMedia, betreut von Dr. Cornelia Lund und Dipl. Des. Alexander Rufenach Dornbirn, im Juli 2011 Das Urheberrecht liegt beim Autor/bei der Autorin. Die Fachhochschule Vorarlberg hat zeitlich, räumlich und kausal unbeschränktes Werknutzungsrecht für alle Verwertungsformen gemäß § 15 – 18a UrhG.
PRACTICAL PART 1. 1.1 1.2 1.3 1.4 1.5 1.6 1.7
House of Cultures - an intercultural platform for encounters in Vorarlberg Background and history of the House of Cultures House of Cultures in Vorarlberg Organization and structure Core values statements Topics and activities The personality of the association Target group
11 11 11 11 12 13 13
2. 2.1 2.2 2.3 2.4 2.5 2.6 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 3.13 3.14 3.15 3.16 3.17
Brand identity: Design concept Brand platform and brand identity Brand compass Matrix theme Morphological matrix Brainstorming logos overview Brainstorming posters, moodboards and ideas
16 18 19 20 22 24
Key visual Brand logo - Horizontal and vertical version Brand logo in grid - Vertical version Brand logo in grid - Horizontal version Brand colors Brand typography Use of typography in block text Marginal space in logo horizontal version Marginal space in logo vertical version Correct aplication of the logo with diverse background Incorrect aplication of the logo with diverse background Brand logo minimun scale Brand name minimun scale Correct uses of the brand logo and its aplications in minimun scale Incorrect use of the logo as primary brand symbol Secondary brand symbol with diverse aplications Flexibles element - Pictograms used in the posters Use of typography in posters
29 30 31 31 32 33 34 35 36 37 38 39 40 42 43 44 45 7
8
4. 4.1 4.2 4.3 4.4 4.5 4.6
Visual applications: Layout system Letter A4 with envelope Letter A4 with envelope (B/W) Business cards Folder with Cds Digital applications – Word documents and Power Point presentations Signage system
5. 5.1 5.2 5.3 5.4
Brand experience Posters Guerrilla marketing Website Social network applications
49 52 53 54 55 56
59 63 64 65
House of Cultures an intercultural platform for encounters in Vorarlberg
1.1
Background and history of the House of Cultures
House of Cultures began as a pilot project in 2008 under the name of “BewegungBegegnung”. The project “Bewegung-Begegnung” was an initiative of the LatinAmerican association “Tierra Madura” in cooperation with relevant cultural institutions, important individuals from the cultural and business sector of this province and the local governments of the district of Lustenau and Götzis. The objective of the project “Bewegung-Begegnung” (2008-2010) was to organize and to promote different kind of activities and events with the focus on the achievement of a better communication and integration between all immigrants living in Vorarlberg and the local people. 1.2
House of Cultures in Vorarlberg
House of Cultures is a new association formed by the members of diverse cultural associations in the province of Vorarlberg. House of Cultures is an intercultural platform for all individuals living in the province of Vorarlberg. The members of House of Cultures are the directors of the Turkish, the African, the French and the Latin-American associations in the province of Vorarlberg, as well as individuals and experts of the cultural, social, and political and business sectors in the province of Vorarlberg. 1.3
Organization and structure
Two groups compose the new intercultural association House of Cultures: the council of the cultures and the advisory board of the cultures. The members of the different cultural associations in this province integrate the council of cultures for example the Turks, the African, the French and the Latin-American associations. Experts from different fields integrate the advisory board of the culture for example: business, language, arts, music and marketing. 1.4
Core values statements
Mission The mission of the new intercultural association House of Cultures is to meet and work together with people from different cultures, professions and ages. We offer a place and a platform for meeting, networking, hear and pronounce the voice of people from different backgrounds living in Vorarlberg. The House of Cultures combines regionalism with international economy and fair trade. 11
Vision The vision of the new intercultural association House of Cultures is to construct a center for intercultural competencies, where all people get together to develop a unique society in the province Vorarlberg. Values As a learning association, we maintain a respectful interaction with each other. We respect the diversity of cultures and we live in a sustainable management of authenticity inside and outside of the association. In our thoughts and actions, we are guided by the principles of universal human rights. 1.5
Topics and activities
The House of Cultures covers social, political and businesses topics in the region of Vorarlberg. These topics or fields are: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
12
Language, education (Kindergarten, elementary school, middle school, VH, higher education schools and FH) and youth. Art (Exhibitions, sculpture, painting, international artists, graphic). Performing arts (Choral music, concerts, lessons, dance workshops in schools. Festival with local clubs). Cuisine (Workshops, food, drinks) Religion, intercultural prayer (Latin American Christmas, Misa Criolla, dialogue of religions) Communication, public relations and media (radio Proton) Sports (Cup of nations, training, cooperation with associations) Festivals (Ball der Kulturen-Spielboden, Feldkirch Festival and Bregenzer Festspiele, Sommer am Platz in Lustenau) Intercultural community garden. Arts & crafts (Jewelry, ceramics, textiles, hand made paper) Age and migration (Cross-cultural aspects in the 3rd generation of immigrants) New development cooperation, climate change, migration, asylum, economy, fair trade and Ambassador. Dornbirn Autumn fair Social and orientation (Cooperation with other organizations and cultural associations)
Annual events of the association: Weltzelt Fußballturnier FH Lehrveranstaltung Ball Feldkirchfestival Fiesta Latina Fest der Kulturen Fest der Kulturen 1.6
Dornbirn Klaus Dornbirn Dornbirn Feldkirch Schaan Bregenz Rankweil
September July May February May/June September September July
Culture & Bus. Sport & Social Culture & Educ. Culture & Social Culture & Music Culture & Social Culture & Social Culture & Social
The personality of the association
The main characteristics of the association House of Cultures has been established as: Active - Innovative - Respectful with individuals and nature no matter gender, age, religion, race or socio-economic class – Cooperative and Authentic. 1.7
Target Group
The target groups of the House of Cultures are: • Cultural associations in Vorarlberg • Vorarlberg's native people • Foreigners (people with diverse backgrounds) • Media, politics, economic and educational institutions
13
Brand identity: Design concept
2.1
Brand platform and brand identity
What does the House of Cultures? House of Cultures is the first intercultural platform for culture and communication in the province of Vorarlberg. Our mission is to work together with politicians, the business sector and the civil society in Vorarlberg.
Benefit + Reason why Network: Promote involvement. Promotion and development of the talents of our citizens. Innovative projects, ideas and activities. Platform for exchange of information and teamwork between politicians, the business sector and the society. Strengthening of the site Vorarlberg.
16
HOU CUL VORA
USE OF LTURES ARLBERG
How is the House of Cultures? Open, diverse, cooperative, friendly, fresh, interactiv and innovativ.
Brand profile Brand name Brand logo with claim Corporate colours and typography Visual applications: Layout system Brand experience: Posters, guerrilla marketing, website, social media
17
2.2
Brand compass
Diversity is our advantage
Network: Exchange platform (Political, economic, social) Increase in activity
Promotion: Talents, contacts, cooperation
Innovation comes from the diversity
18
2.3
Matrix theme
Topics Values
Open
Activities in Vorarlberg
We work with all citizens in the province of Vorarlberg, no matter race, gender, religion or culture
Network
We interconnect people, cultures and fields
Promotion
We promote openness to new experiences as well as knowledges
Cooperative
We work with mono cultural associations, the local government, institutions and the business sector in the province of Voralberg Our interconnection takes place once the cooperation begins
We promote cooperation through the team work with people coming from different fields and cultures
Innovative
We promote new innovativ projects in the fields of culture, communication, business and politics
We promote innovation by the team work with different cultures and fields
We promote new creative ideas and projects in the fields of communication, culture, business and politic
19
2.4
20
Morphological matrix
21
2.5
22
Brainstorming logos overview
and much more... 23
2.6
24
Brainstorming posters, moodboards and ideas overview
25
Key visual
3.1
Brand logo - Horizontal and vertical version
29
3.2
Brand logo in grid - Vertical version
2,54 cm in 8 subdivisions
Typography brand name : "Haus der Kulturen" Monako Stroke: 0,5 pt. Color: Black 100% Typography Claim : "Plattform f端r Begegnung in Vorarlberg" Corbel - Regular Color: Black 100%
30
3.3
Brand logo in grid - Horizontal version
* Transparent effect: Multiply
3.4
Brand colors C M Y K
0 100 0 0
C M Y K
0 0 100 8
C M Y K
100 0 0 0
R: 222 G: 0
B: 123
R: 213 G: 213 B: 0 R: 27
G: 157 B: 224
Pantone Magenta 100% Pantone 108 C Pantone Cyan 100%
31
3.5
Brand typography
Brand name
Monako
Claim
Corbel - Regular
Plattform f端r Begegnung in Vorarlberg
32
3.6
Use of typography in block text
Branding
Headline: Corbel - Bold, 10 pt, 12 interspace
Natur? Ori acerit quis escilicabo. At quidel idelique cor aut expliquodio ea quatecta nonecum labo. Ut estrum que volupictur? Ulpa voluptatum ab is quosam re modita con consequodit autem harchit ullaute nimodis quisquas soloreptia seristio occum re evendant asit fugiae re pa inus repe pro essimus, ut plit, optur as rae volorro magnihic te re denis re expersp erumqui ditatet autem volore nonsedi genisque sandia quid quo eaquidigenim iur magnis accaboriti nit a pliquun ditio.
Block text: Corbel - Regular 10 pt, 14 interspace
Figue 1: olorro magnihic te re denis.
Caption: Corbel - Regular, 8 pt, 9 interspace
1. Haak, Elena. "Branding" (2008).
Footnote: Corbel - Regular, 8 pt, 9 interspace
33
3.7
Marginal space in logo horizontal version
The margins for the use of the logo with background will be defined by taking 2 subdivision by each marginal side. (See 3.9 : correct application of the logo with diverse background)
34
3.8
Marginal space in logo vertical version
35
3.9
36
Correct aplication of the logo with diverse background
3.10
Incorrect aplication of the logo with diverse background
37
3.11
Brand logo minimun scale
100% 6 x 2,6 cm
80% 4,8 x 2,08 cm
60% 2,8 x 1,248 cm
50% 1,4 x 0,6 cm
38
3.12
Brand name minimun scale
100%
80%
60%
0,5 stroke
50% 10,6 pt
11 pt, 50 interspace
40%
39
3.13
100%
80%
60%
40%
40
Correct uses of the brand logo and its aplications in minimun scale
41
3.14
42
Incorrect use of the logo as primary brand symbol
3.15
Secondary brand symbol with diverse aplications
43
3.16
44
Flexibles element - Pictograms used in the posters
3.17
Use of typography in posters
Headline: Helvetica with extra effect
Posters headline: HelveticaTempedit parum que volenit atiamuscid qui recaborro te dolorio nsequae pelendi volorunt. Pid et lacepta sitatquam am sim ut laciur, odi rese volorep ellentibus dolessu metur, iunt idisinto vide con estia velesciis voluptatiam sequias ex estectu repudam doluptatas recum sitaectat porum, ut volupta quatiat.
Copy text: Corbel - Regular The size of the typography depends on the format of the posters. It is important to apply two points more for the interspace. For example: 24 pt, 26 interspace or 30 pt, 32 interspace.
Sa. 28. Februar 2011 Dornbirn Station
Extra info: Corbel Bold. The size of the typography for the extra information will be the same as the size used in the copy text.
45
Visual applications: Layout system
4.1
Letter A4 with envelope
49
50
51
4.2
52
Letter A4 with envelope (B/W)
4.3
Business cards 8,5 x 5,5 cm
53
4.4
54
Folder with CDs
4.5
Digital applications – Word documents and Power Point presentations
55
4.6
Signage system
Men
56
Brand experience
5.1
Posters
59
60
61
62
5.2
Guerrilla marketing
63
5.3
64
Website
5.4
Social network applications
65