Scott Bowen /reflective journal 2008/2009
Birmingham City University
Foundation Diploma (art&design)
Ministry Of Sound
CONTENT pg3
brief (YCN award Brief)
pg5
my plan + timetable
pg6
research Ministry Of Sound (M.O.S.)
pg14
branding (research/apply/finals) • logo • printed material poster / billboard / cd cover • screen wallpaper - mobile / computer • wear t-shirts / watch / shoes • give away gifts cups / bags / pens • unique solutions coin / vodka bottle
pg34
feedback
pg37
self evaluati on
Ministry Of Sound
MY FINAL MAJOR PROJECT My final Brief will be set around the YCN Awards08/09. This is an online annual award in design and communication exist to inspire, support and showcase emerging creative talent, and to connect it with the creative industries. So I will choose one of the 2008/09 brief to work around for my final brief.
The brief and title I have chosen is: ‘‘Create exciting and innovative applications of the Ministry of sound logo.’’ The challenge is to demonstrate how the exiting logo can be applied to different environments and media spaces. The brief is not to redesign the logo itself.
3
Ministry Of Sound
BRIEF Create exciting and innovative applications of the Ministry of Sound logo YCN Awards 0809
Background
Ministry of Sound Brief
Ministry of Sound is an iconic, world-renowned brand, synonymous with dance music.
Submissions Deadline
The club opened in London in September 1991 as a pioneering and unique venue at the forefront of a youth culture revolution, and over the past 17 years has played host to the biggest artists and DJs in the world. The record company which followed is now the biggest independent label in the world with countless No.1 albums and singles, and award-winning videos.
27 March 2009
Submit To YCN. 72 Rivington Street, London, EC2A 3AY. United Kingdom Please ensure you have completed, and signed, an Entry Form and affixed an Item Label to each part of your submission. These are available to download at ycnonline.com
Today you can access Ministry of Sound through a range of products and media. It has international venues, national and international tours, releases over 170 compilations and chart topping singles annually, a radio station, collaborations with mobile networks, a music download site, electronics/audio ranges, clothing, vodka, fragrance ranges and ministryofsound.com. The brand was established with a vision to do things better than, and different from, everyone else, and this belief is carried through everything we do. We are not afraid to break new ground, be provocative and challenge convention.
The Challenge We have a history of unusual and creative brand awareness campaigns, from guerilla advertising to virals, all based around the distinctive logo. With so many new and varied products coming out, we feel it’s time to do this again, reminding people what the brand is all about and what it stands for. We want to see exciting and innovative uses of the logo, that will gain the maximum amount of attention and get across to people what a unique and creative brand this is. We are open to all solutions and will pick and action the best idea for summer 2009. The challenge is to demonstrate how the existing logo can be applied to different environments and media spaces. The brief is not to redesign the logo itself. You can find the logo in the project pack at ycnonline.com
Brand Attributes — Authentic. Coming from an original vision, remaining always relevant and giving you something to believe in that ultimately makes you feel good. — Iconic. The desire for people to love us and hate us while competing with others to be the best. — Hedonistic. Fearlessly seeking pleasure through intensifying the here and now. — Confident. The belief in our knowledge and expertise and the conviction to pursue an ideal. — Maverick. Behaving deliberately non-conformist because it ‘feels right’ to nurture an entrepreneurial spirit.
Deliverables Please adhere to the deliverables guidelines in the Awards section at ycnonline.com. Full details on the judging process and associated timings can also be found online.
4
Ministry Of Sound
MY PLAN + TIMETABLE The range of media I will be using will be • adobe software which concludes Photoshop, illustrator, Indesign and maybe a bit of After effects. • I will also use stencils, spay paints, vinyl’s, stickers and t-shirt design materials. These items will be processed onto various objects for example, fragrance bottles, t-shirts, advertising boards, street walls, mount boards and paper/card. My timetable will conclude of first sketching out the logo on various objects and material, coming up with ideas for the final result, and going on to researching artists and tying to go to one of the many advents around graffiti/stencil.
WEEK 1
research on the logo and company background.
WEEK 2-3
research new products and ideas. Examples, marketing on new technology (ipod displays/ mobile displays) also websites, t-shirts, calendars, cups, plates and try the logo on something new.
WEEK 4-5
play around with the logo. Apply new features trying new colours, new shapes and finding different ways of displaying the logo.
WEEK 6-7
applying the logo to the new products.
WEEK 8
try methods that I researched from an artist.
WEEK 9
get feedback on designs. Using Facebook and Deviant Art. Using methods and work that I get the most feedback on and changing the design that didn't worked so well.
WEEK 10
work on final piece, hand in about 5 different designs.
5
Ministry Of Sound
RESEARCH Ministry of Sound, popularly known as MoS, is a globally renowned nightclub located in Elephant and Castle, Southwark, South London. The foundation of this nightclub was laid by three friends, namely, James Palumbo, DJ Justin Berkmann and Humphrey Waterhouse, of whom James Palumbo holds the largest share in its profits. Inaugurated on 21st September 1991, this nightclub was able to create a distinctive image for itself in the early 90s, owing to its unique location, away from the hub of London club life. With an extraordinary sound system, dance license for 24 hours and a non-alcoholic bar, the nightclub has remained the most sought after spot for music lovers since years. Another major attraction is the live mixing by DJs on Friday and Saturday of every week. Apart from this, the ambience offered by the Ministry of Sound is unbeatable, with two floors devoted to dancing, a room equipped with Sony PlayStation and an exclusively designed Absolute chill bar. Ministry of Sound was founded by James Palumbo, Humphrey Waterhouse and DJ Justin Berkmann. It is still largely owned and controlled by Jamie Palumbo, son of property developer Peter, Lord Palumbo. Since the club’s opening, the MoS brand has been extended to a number of other areas. Profits from the brand put Palumbo on the Sunday Times Rich List 2004, with an estimated worth of £136m.
The Chairman of MSHK Group is James Palumbo who is also the majority shareholder; a small minority share-holding having been sold to private equity house 3i in 2001. The Chief Executive Officer of MSHK Group is Lohan Presencer. MSHK Group has global sales of £80 million and employs up to 500 personnel worldwide. Its mission statement is “to create the moments that people live for”. MSHK Group now has offices in London, New York, Sydney and Berlin and comprises many brands including Ministry of Sound, Hed Kandi, Euphoria, Global Underground and HARD2BEAT. At present, Ministry of Sound is a brand name to reckon with in the nightclub culture and owing to its immense success and worldwide popularity, the brand has opened several franchise clubs in the Asian continent. Some of the destinations where franchise clubs of the Ministry of Sound have opened are Hurghada (Egypt), Taipei (Taiwan), Subang Jaya (Malaysia), Shanghai (China) and Melbourne (Australia). However, there were three franchises that had opened in Clarke Quay (Singapore), New Delhi (India) and Bangkok (Thailand) that are no more in operation now. Apart from nightclub, Ministry of Sound is also a reputed record label that releases numerous compilations every year and has worked with various international artists. The record label has promoted diverse genres of music but primarily has produced albums belonging to the genres of trance, house and dance. The company is operational in various countries such as America and Australia and had also bough the record label, Hed Kandi, in January 2006 from The Guardian Media Group.
www.ministryofsound.com James Palumbo
Justin Berkmann
6
Humphrey Waterhouse
Ministry Of Sound - PRODUCTS & SERVICES * 1 Ministry of Sound London * 2 Record Label * 3 International Venues * 4 Ministry of Sound TV * 5 Ministry of Sound Radio * 6 Electronic goods * 7 Music compilations
cated and discerning crowd. Since April 2008, Fridays have been hosted by The Gallery, with sets from leading hard house and trance DJs. Saturdays are Ministry of Sound’s long-standing Saturday Sessions with house, electro and techno sets from popular DJs including Sasha, Erick Morillo, Pete Tong and David Guetta. Ministry of Sound London also hosts a range of other parties and events during the week and is available for private hire.
Ministry of Sound London Inspired by New York’s Paradise Garage, Ministry of Sound’s renowned London nightclub was the brainchild of DJ Justin Berkmann, who set out to create London’s first club devoted to the US house music scenes of New York, Chicago and Detroit, with a room purely dedicated to sound. “My concept for Ministry was
The club comprises five main areas; the Bar, the Baby Box, the VIP, the Loft and the Box, the latter housing the club’s primary sound-system, with a specially-built roof to contain sound and a sprung dancefloor intended to enable clubbers to dance for many hours without tiring, inspired by the dancefloor at the Paradise Garage.
Record Label
purely this: 100% sound system first, lights second, design third – in that order – the reverse of everyone else’s idea.” Justin Berkmann.
Ministry of Sound’s record label was first established in 1995 with the release of “The Annual”, a compilation album of various dance music tracks mixed by UK DJs Boy George and Pete Tong. The Annual went on to sell over 160,000 units and paved the way for a now-global label with over 50 million dance album and single units sold to date, award winning music videos from artists like Eric Prydz and Benny Benassi and continuing sales of over 4 million units per annum. Ministry of Sound remains an independent label, and continues to deliver albums and singles via its compila-
Berkmann partnered with James Palumbo and Humphrey Waterhouse to bring the concept to life and a site, a disused bus garage, was located in Elephant & Castle in Southwark, South East London. The doors officially opened on 21st September 1991. With opening sets from US house DJs like Larry Levan, David Morales, C+C Music Factory, Roger Sanchez and Tony Humphries, the UK’s first 24 hour dance license, and a 140dB(A) sound-system designed and installed by Austen Derek, Ministry of Sound London quickly grew in popularity as a clubbing venue, despite the lack of an alcohol license for the first three years and notoriously strict door policies.
tion brands including The Annual, Clubbers Guide and Anthems.
Today, the club remains at the forefront of the global dance music scene, with internationally recognised DJs playing mix sets every Friday and Saturday night to a dedi-
7
Ministry Of Sound - PRODUCTS & SERVICES
RESEARCH Ministry of Sound (Australia) is an affiliated record label based out of Cremorne, NSW Australia. Its music was released through EMI (Australia) until January 2008, when it changed to Universal Music Australia and has been operating since 2000. In 2008 Ministry of Sound launched its American operations after ending its relationship with Ultra Records. Its first release under the Ministry of Sound America imprint was “Clubber’s Guide America.” In January 2006, the company purchased record label Hed Kandi from The Guardian Media Group and plans to continue maintaining the brand. In 2008 Ministry of Sound launched HARD2BEAT records with Basshunter’s “Now You’re Gone” as its first single and Bigtunes 2008 as its first compilation.
International Venues In recent times, the Ministry of Sound brand has expanded with the opening of new venues, and branded club tours taking place worldwide. Ministry of Sound parties are often held in various locations around the globe. * Ministry of Sound Egypt (Papas Beach Club, Sekalla Hurghada, Egypt), the immensely successful Ministry of Sound Beach Club (the world’s only MoS beach-side venue) runs alongside regular parties at Pacha in Sharm El Sheikh * Euphoria by Ministry of Sound in Petaling Jaya (Sunway Lagoon Resort Hotel), Malaysia launched July 2, 2008[6] * Ministry of Sound Melbourne, Australia will open in 2010 at the beachfront area of St. Kilda[7]
Ministry of Sound TV Launched in November 2006, Ministry of Sound TV (MoSTV) is an IPTV content offering. The channel is dedicated to dance music and lifestyle programming, featuring music videos, mini-documentaries, interviews with DJs and exclusive event coverage. MoSTV has an in-house production team, but also acts as an aggregator of content. MoSTV can be accessed via the ministryofsound.com website, as well as other sites.
8
Ministry of Sound TV has signed a syndication deal with IPTV Platform Joost providing two on-demand branded channels. [8]. Ministry of Sound TV also recently signed a similar syndication agreement with “Vuze (client)”, and Babelgum. Users can also subscribe to the Ministry of Sound TV podcast via iTunes. Ministry of Sound TV aired on MTV Dance (UK) throughout the summer 2007, with a weekly slot containing features such as “Clubbers Guide to Ibiza”, DJ Diaries and Club/Festival Coverage. In July 2008 Ministry of Sound TV added to their list of syndication partners when they signed a deal with MUZU TV. [9]
Ministry of Sound Radio A syndicated radio progamme “Ministry of Sound Dance Party” was produced in house from 1996 by Rob Sharp. At its height it appeared on over 40 radio stations worldwide. This grew into an audio stream which was available on the MoS website from 1999. James Bethel led an application for a DAB radio licence in this year. The consortium called Switch Digital won the London 2 licence and Ministry of Sound Radio began test transmissions from a single PC in Bethels office, summer 2000 while a full studio was constructed opposite the MoS reception desk. The station was also simulcast on the web (where at one point it became the most listened to dance radio stream in the world). From June 2001 it was added to the Switch Digital multiplex for Central Scotland though this was direct feed of the London service and no local programming was made. In 2001 it won the right to broadcast the service to Central London on the FM band with a temporary Restricted Service Licence which ran on 87.7mhz during October of that year. The station was awarded Gold as Digital Radio Station of the year at the InCar Magazine awards, 2002. In 2001 it broadcast live daily shows from the Ministry of Sound Hotel in Ibiza. The DAB service was closed in December 2002. In 2005 it made a short-lived appearance on the Sky Digital platform.
Ministry Of Sound - PRODUCTS & SERVICES
Electronic goods The name has also been licensed for use on electronic goods sold by Alba, including MP3 players, home audio systems, DVD players, in-car entertainment systems and an extremely limited edition of a 3G mobile phone. For a short time a portable DAB player was also available branded with the MoS logo.
Music compilations The Ministry of Sound record label produces a large number of CDs. The main compilations which run in a series are: * Anthems * The Annual * Back to the Old Skool I & II * Big Tunes * Canada * Chillout Sessions * Club Files * Club Nation * Clubbers Guide * Classics * Dance Nation * Electro House Sessions I & II * Hard NRG * Hed Kandi * House Nation * Housexy * Ibiza Annual * The Mash Up Mix * Mashed * Maximum Bass * The Politics of Dancing * Rewind * Sessions 1, 2, 3, 4 & 5
9
Ministry Of Sound - HISTORY
RESEARCH 1991
Sep 1991 - The Ministry of Sound opened its doors in September 1991, and has turned clubbing into a corporate enterprise. It has a radio show running on the three Kiss dance music stations which is syndicated internationally - including to J-Wave, Tokyo’s biggest music radio ...The Ministry of Sound opened its doors in September 1991, and has turned clubbing into a corporate enterprise. It has a radio show running on the three Kiss dance music stations which is syndicated internationally - including to J-Wave, Tokyo’s biggest music radio station, with a potential audience of 39m listeners. Ministry of Sound also has a website featuring dance music news, free downloads, club information and a shop. RESOURCE: David Teather, The Guardian, 08-01-01 The Ministry of Sound looks set to move further from its underground roots with plans for a global chain of branded clubs. The burgeoning dance music empire run by James Palumbo is in discussions to license the Ministry of Sound brand to Luminar, the stock market-listed-nightclub group. If agreement is reached, the Ministry could end up in 50 cities around the world. The deal would forge links between the once achingly trendy nightclub at south London’s Elephant & Castle and the achingly naff Hippodrome, in Leicester Square, which is owned by Luminar. Talks between the two are said to be at an early stage but are likely to be in the shape of an alliance rather than a takeover. Insiders said the deal made sense because it combined the operational skills of Luminar with the powerful Ministry of Sound brand, which has been the launchpad for a music label, a clothing business, a magazine and a slew of other merchandising. It has already taken its club nights overseas. In May, Luminar became the biggest nightclub operator in the UK when it sealed the £370m takeover of Northern Leisure. It runs 50 clubs and bars under the Chicago Rock brand. The Ministry of Sound opened its doors in September 1991, and has turned clubbing into a corporate enterprise. It has a radio show running on the three Kiss dance music stations which is syndicated internationally - including to JWave, Tokyo’s biggest music radio station, with a potential audience of 39m listeners. Ministry of Sound also has a website featuring dance music news, free downloads, club information and a shop.
1997 Milly Jenkins, Sunday, 2 February 1997 The drive to get young people to register to vote seems to be paying off. Last week the National Union of Students and Rock the Vote, which have been campaigning to get more people on to the electoral roll, said more than 400,000 new
young voters have signed up. They hope thousands more will have registered by the time the election is called. But registering people is one thing, getting them to vote is another. The younger generation is now notorious for its political apathy. At the last election 43 per cent of under-25s failed to vote. The Ministry of Sound, the south London club, is running a “Use Your Vote” campaign, designed to provoke clubbers into action. Slickly produced cinema ads show real-life, unscripted bigots ranting about single mothers crippling the welfare state, immigrants wasting NHS resources, and “unnatural” homosexuals. Thousands of postcards are also being distributed. One shows a men’s lavatory with a graffito reading “Piss on Niggers”. The slogan on each ad is: “Use Your Vote. You Know He Will.” The Ministry of Sound says its campaign is not party political. But it would be hard to interpret these ads as proConservative, particularly the ones highlighting injustices to single mothers and illegal immigrants. Mark Rodol, the club’s managing director, says it has no secret agenda. “We did surveys of people coming into the club and focused on the issues young people say they care most about - homelessness, sexism, cruelty to animals and gay rights. Despite the Ministry’s protestations that its campaign is not intended to boost Labour, there have been non-stop accusations of bias. The ads were made by the same agency that works for the Labour Party. Eyebrows were also raised last year when James Palumbo, the club’s owner, gave Peter Mandelson MP the use of a chauffeur-driven car. Mr Rodol says that the Labour spin-doctor and Mr Palumbo are friends and this was simply a “personal gesture”. Mr Palumbo is the estranged son of Tory peer Lord Palumbo, causing further speculation that the campaign is designed to annoy his father. Mr Palumbo has said that it makes “good business” sense to win the campaign. The Ministry of Sound sells millions of pounds-worth of records and clothes every year. Its logo appears on the ads, which are sponsored by individuals and organisations such as the International Fund for Animal Welfare. But Mr Rodol says it has more to lose than gain by running the campaign. He said: “We are already established as the leaders of UK clubland. This is a risk for us. We consider ourselves to be our own party. We’re doing this because we feel responsible. Clubbing is a huge phenomenon, but there is no voice for the thousands of voting people who go out every weekend. We want to let them know what an incredible force they can be.” But just how significant a force could the youth vote be in the election? The 18-24-year-olds represent 16 per cent of the total elector. t up under a new approach to a condition hitherto regarded by many psychiatrists as untreatable - have typically committed heinous crimes. The popular stereotype is that they are emotionally blunted and incapable of remorse, cunningly
Previous generations at this age have had more electoral muscle power, but young people could still swing the vote in some marginal constituencies and the Ministry of Sound is planning to blitz cinemas with ads in these areas in the runup to the election. Marginal constituencies with large student populations, such as Brighton Pavilion, Cardiff North and Birmingham Edgbaston, may well see a swing to Labour. The sitting Conservative MPs in some of these seats have been frank about their hopes for an April election, when the students are away. Less gloomy Tory MPs have been murmuring that it is naive to assume that young people will vote Labour. Friday’s Mori poll suggests otherwise, with 64 per cent of 18-24-year- olds saying that - if they vote - they will vote Labour; 23per cent would vote Conservative and 8 per cent Lib Dem. George Monbiot, the environmental writer, welcomed the news that more young people were registering to vote, adding: “But just as these newly enfranchised people become a political force, the parties are emerging with positions possibly less youth oriented than ever before. Both major parties are concentrating all their energy on just two issues - taxation and law and order. “The Labour Party have progressively neglected the issues that are most important to young people. They are very poor on civil rights and weak on the environment and issues such as the sale of weapons to ferocious regimes abroad. Young people would be ill-advised to vote Labour.” Instead, he would like to see young people voting for smaller parties, which still uphold some of their ideals, so that Labour will be begging for their votes in 2002. Geoff Mulgan, of the think-tank Demos, says he is “baffled” that anyone could say the political parties are ignoring the young: “I have been astonished by how much the parties have shifted on this. Labour’s top priority is to provide 250,000 jobs for young people. The Liberal Democrats have announced that a huge chunk of their policies will be directed at young people. The Tories haven’t got their act together, but they are talking about young people in a way that just wasn’t happening a few years ago.” Politicians were indeed busy trying to woo the youth vote last week. Tony Blair, Paddy Ashdown and David Mellor held a Question Time-style debate at Westminster for first-time voters. Tony Blair called on the audience to use their vote no matter whom they voted for, confident that, if young people do vote, it will be for him.
2000 The Ministry Makes History The Ministry of Sound has unveiled the only DTS Digital Surround DJ station and multi-channel sound system in the world. The booth - relocated to the far end of the main room - is the first to incorporate eight decks, along with seven sound mixers and seven other input sources in a DTS Surround Sound environment. ProMedia Systems were called in to specify the system, working closely with the venue’s technical consultant, Keith Hardy. MoS selected a Martin Audio Blackline monitoring system to meet the high-system specification of its newly-commissioned DTS 5.1 Digital Surround DJ station and multi-channel sound system - the first in the world. Aware that other superclubs had adopted the Blackline F12 for their house booths, the Ministry of Sound decided to go one better, and on the recommendation of
ProMedia’s Matt Bate, Hardy asked to demo a pair of Blackline F15s at the club over a busy weekend. As a result, house engineer Mauro Tarable and resident DJ Sandy Rivera, gave an unqualified thumbs up - and Hardy extended his order to five of the F15s, to be run in conjunction with an S218 - creating the highest-impact combination in the Backline series. The F15s are arranged in the traditional 5.1 configuration, with the centre speaker mounted horizontally, horn down. The sub is recessed in an enclosure at the centre rear. Martin Audio sales manager Simon Bull commented: “The requirement at the Ministry is far more comprehensive than normal, owing to the 5.1 digital surround sound design. Using the F15s makes this one serious system, which underlines the importance now given to DJ monitoring.” For maximum slam, the Blackline F15 delivers dynamic fullfrequency sound. Powerful 15”/3” voice coil bass drivers and 1.4” exit compression drivers with rotatable horns are housed in a versatile multi-angle enclosure configurable for vertical or horizontal use, allowing the large format HF driver of the F15 to really cut through. The most powerful sub in the range, the Blackline S218 is designed for maximum impact. Its two rugged 18”/4” coil LF drivers are built to withstand the large excursions typical of such high level sub-bass reproduction, whilst large ports ensure optimum tuning and reduce air noise. The Ministry followed its long tradition of using BSS processing equipment by upgrading to 9088 Soundweb devices. Two networked 9088 Soundwebs - essential with so many input sources - provide a digital matrix. The network thus mixes the house and monitor signals from the seven DJ mixers and accepts 5.1 signals from a surround sound source, before mixing them in the house and monitor outputs. Used with permanently-installed fully-online desktop PC, the Soundwebs provide subs, mains and house, and the three stereo pairs are controlled by a specially-commissioned, custom-built ProMedia Systems Isolator - a control interface allowing the Ministry’s DJs to drive the crossovers in Soundweb. The Ministry’s operations director Nodd McDonagh had requested the interface for the new console, and ProMedia’s Matt Bate explained that it very much followed the American style. With a system installed and maintained by GSA-New York - following the legacy of the late Richard Long’s epochal system at Paradise Garage in the late 1970s - Matt explained that this device was in essence typical of those employed by Long’s disciples, Steve Dash and Gary Stewart, although it embraces the new age of digital audio processing technology. Bearing the fascia legend ‘Designed for Soundweb’, the system was first beta-tested at Plastic People in Shoreditch and also fitted at The Player in Northampton. Mixing 5.1 signals into conventional stereo audio from the latest 4-channel/8 input Rane MP44 DJ mixers (supplied by Hayden Laboratories) was to prove the challenging element of the scheme. Bate explains: “When Nodd asked me to make this happen I knew I would need to come up with something a little special and left of field to achieve what everyone wanted from the system.” A custom control interface was designed to complement the PMS 3-way installed to drive the house system. The interface will allow the DJ to creative his own 5.1 programme and play it back, with all functionality achieved directly from the Soundweb network. Keith Hardy summarised: “Soundweb is at the heart of the digital matrix, which will enable us to use DTS as a highly creative force in two to three years’ time, al-
what everyone wanted from the system.” A custom control interface was designed to complement the PMS 3-way installed to drive the house system. The interface will allow the DJ to creative his own 5.1 programme and play it back, with all functionality achieved directly from the Soundweb network. Keith Hardy summarised: “Soundweb is at the heart of the digital matrix, which will enable us to use DTS as a highly creative force in two to three years’ time, allowing DJs to programme their own 5.1 sound images.” As part of the booth upgrade, the club has specified a pair of Stanton STR8-100 turntables, fitted with Stanton 680HP cartridges. The turntables caught the eye of McDonagh, who was keen to take advantage of their 78rpm facility and the digital outputs direct from the back of the turntable, within the new monitoring environment at the venue. The STR8-100 includes the best features of both the analogue and digital worlds. It will allow DJs to play forward and reverse with the same amount of torque - even at speeds up to 45 and 78rpm. It will also allow them to plug directly into any mixer without a phono in or ground cable, as well as connect directly to a computer or other digital sampler. DJs can even use the MP3/line input on the turntable to send audio through the sound system - without having to touch the mixer. Stanton distributors, Lamba plc, have used the opportunity to secure a long-term endorsement deal with the club on their industry-standard cartridges. They will keep the famous venue supplied with Stanton’s classic 680HP cartridges in exchange for the rights to use the Ministry logo in their marketing.
2002 The Ministry of Sound (MoS) has adapted its corporate logo to reflect its diversification into areas such as holidays, magazines and audio equipment. Mark Rodol, creative director at the Ministry of Sound, appointed Amp Associates to the brief following a competitive pitch in October. The agency has tweaked its image to make it easier to run across a range of platforms. The project was led by Amp creative director Simon Parker, who was previously head of design at MoS. ‘The whole premise of the redesign is that MoS is broadening its scope,’ said Parker. The agency has considered a complete rebrand, but decided the existing logo was well recognised worldwide and just needed modernising and simplifying for new platforms.
2003 The album artwork featured a defaced, faeaces smeared Ministry of Sound Logo. Somehow they heard about it and sent me a rather nasty letter accusing me of a variety of trademark infringements, suggesting I had actually committed criminal offenses, and requested I destroy
2004 May 26, 2004 - The Ministry of Sound logo is perhaps the most recognised logo of its kind, so there’s no mistaking the interior styling tweaks such as the branded speakers, door
sills and CD holder below the Sony head unit. Outside, a chrome Ministry of Sound badge adorns the rear. The “bangin” versions of the sporty VTR and Furio models feature state-of-the-art sound systems and their own Ministry of Sound styling treatment, and will hit the streets from June 1. Clearly aimed at the ‘Ibiza generation’ the 2,000 C2 Ministry of Sound special edition models all feature Sony’s latest Xplod MP3/CD player. OK, hi-fi anoraks on. Offering crisp sound, the head unit delivers far more power (max. 200W) to the upgraded speakers than a standard system. Thanks to an in-built MP3 player, C2 music lovers can playback their favourite digitally-downloaded tracks, while new technology allows subwoofers to be added and controlled from the head unit. The system is rigged up to six uprated speakers which, thanks to a two-way design, provide a much clearer and more defined sound. To put it another way, it’s probably loud enough to make your fillings rattle. The Ministry of Sound logo is perhaps the most recognised logo of its kind, so there’s no mistaking the interior styling tweaks such as the branded speakers, door sills and CD holder below the Sony head unit. Outside, a chrome Ministry of Sound badge adorns the rear. Head of brand marketing for Ministry of Sound, Oliver Hall, said: “Being innovative and inspirational is what we are all about. Our partnership with Citroen has added a powerful and technologically- advanced sound system to a car and created a great package for anyone who takes their music seriously.” The C2 boasts a 110hp 1.6i 16V petrol engine.
2005 “There’s a massive amount of concern,” says Lohan Presencer, the managing director of label Ministry of Sound, the company behind DJ Sammy, ... Mr Presencer said that although Ministry of Sound had a contract with iTunes it was still waiting to get its repertoire loaded.
2006 Odd, as on Friday night, the Ministry of Sound name and logo were imprinted on all of the VIP tickets and lights and signs clearly showed the logo outside and inside the club. The Intellectual Property Office under the Ministry of Economic Affairs confirmed that Nimbus holds the rights.
Ministry Of Sound - iDRUM
RESEARCH Ministry of Sound and iZotope have released a special version of iDrum for the iPhone, Ministry of Sound Anthems (App Store link). Based upon the hugely successful and powerful iDrum engine, Ministry of Sound have teamed up with iZotope to create a MoS version of their killer app. This is the first real good example of a brand that is using the iPhone as a good promotional tool, whilst earning money from the App Store. Other brands such as Audi has failed miserably with their attempts at jumping on the iPhone App bandwagon. The app is super fun to use, like iDrum: Club Edition, but it’s actually slightly cooler, because you’ll hear samples that you recognize, which really increases the longevity of the appeal within the App. If you like dance music, you’ve probably already got iDrum, however this $7.99 app is well worth the money for all you dance music lovers out there!
Features: Includes professionally produced samples and beats from Ministry of Sound Over 300 original samples and 20 unique kits with dozens of pre-made patterns Customize patterns to create your own unique beats Tap the touch screen to play and record your own musical patterns
Cost: Ministry Of Sound Anthems is $5.99 at the iTunes App Store.
13
Ministry Of Sound
BRANDING WHAT IS BRANDING BRANDING is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as “cultural accessories and personal philosophies”. The brand name is often used interchangeably within “brand”, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a “brand name” constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services.
14
Ministry Of Sound - BRANDING RESEARCH
Ministry Of Sound - BRANDING RESEARCH
Branding also covers packaging & corporate identity
LOGOTYPE Ministry Of Sound - BRANDING
The name and original logo of the nightclub are inspired by the executive ministries of the government like the Ministry of Defense. The original logo was derived from the symbols used by the government of Westminster such as the crown and portcullis and was designed by Justin Berkmann and Marc Woodhouse. The present logo of the nightclub was completed in the year 2002 and is the collaborated efforts of Vincent Connare and AMP, London.
LOGOTYPE research
www.daltonmaag.com
Dalton Maag
2002 / Dalton Maag were asked to provide the typography for this well known UK music label. We initially supplied various typographical routes with the one currently in use being crafted to work well in different sizes and applications. The most challenging aspect was to ensure that the type works well on the curve of the logo.
A portcullis is a latticed grille or gate made of wood, metal or a combination of the two. Portcullises fortified the entrances to many medieval castles, acting as a last line of defense during time of attack or siege. Each portcullis was mounted in vertical grooves in castle walls and could be raised or lowered quickly by means of chains or ropes attached to an internal winch. There would often be two portcullises to the main entrance. The one closest to the inside would be closed first and then the one furthest away. This was used to trap the enemy and often, burning wood would be dropped onto them from the roof. Pouring hot oil is a myth; it was far too valuable and rare at the time to waste as such.[citation needed] There were often ‘arrow slits’ in the sides of the walls, enabling archers and crossbowmen to eliminate the trapped group of attackers. JUSTIN BERKMANN Being Artistic Director, Justin Berkmann was responsible for the club’s name, the logo, the site location and design concept. He unearthed the defunct sound company Richard Long & Assoc. in New York. Austen Derek installed one of his legendary systems with a sound so clear and powerful that it created transparent sound with a maximum undistorted volume of over 150 dB! The club’s name and original logo are in the style of executive branches of UK government (such as the Ministry of Defence). The original logo was designed by Marc Woodhouse & Justin Berkmann and was based on the portcullis and crown, the symbols of Westminster government.
17
Ministry Of Sound - BRANDING
LOGOTYPE research
This is a logo showcase of Dalton Maag Agency, the creator of MOS logotype.
18
Ministry Of Sound - BRANDING
LOGOTYPE research
19
PRINTED MATERIAL Ministry Of Sound - BRANDING
20
PRINT research
Ministry Of Sound - BRANDING
PRINT applied
BILLBOARD here I applied it to areas that I could not reach, to see how effective it was
21
Ministry Of Sound - BRANDING
POSTER This is some advertising i have put together. i wanted to expand my media.
22
PRINT applied
Ministry Of Sound - BRANDING
PRINT applied
CD COVER Here are some of my cd cover designs.
23
SCREEN MEDIA Ministry Of Sound - BRANDING
PC WALLPAPERS
24
SCREEN applied
Ministry Of Sound - BRANDING
SCREEN applied
MOBILE WALLPAPERS
25
WEAR applied
WEAR Ministry Of Sound - BRANDING
T-SHIRT This would be my glow in the dark design. this would be effective on the dance floor...
...it would look like this in normal light
26
Ministry Of Sound - BRANDING
WEAR applied
T-SHIRT
27
Ministry Of Sound - BRANDING
WATCH / SHOES
28
WEAR applied
GIVE-AWAY GIFTS Ministry Of Sound - BRANDING
GIVE-AWAY applied
CUPS / BAGS / MUGS / PENS
29
MY UNIQUE APPROACH Ministry Of Sound - BRANDING
COIN
30
MY UNIQUE applied
Ministry Of Sound - BRANDING
MY UNIQUE applied
COIN I came up with this so MOS can use there own tokens, to be used as presents or souvenirs.
31
Ministry Of Sound - BRANDING
MOS VODKA BOTTLE
32
MY UNIQUE applied
Ministry Of Sound - BRANDING
MY UNIQUE applied
MOS VODKA BOTTLE
33
FEEDBACK Ministry Of Sound
34
Ministry Of Sound - FEEDBACK
35
Ministry Of Sound - FEEDBACK
CD COVERS
36
SELFEVALUATION Ministry Of Sound
I enjoyed this year due to the freedom of choosing my own brief. I chose the brief “Applying new ways of the Ministry Of Sound logo. I chose this because it was a YCN award brief. So I thought to it to get a award and a grade. Hitting two birds with one stone. I had fun with applying the logo to different items. Also with designing my own posters, CD covers, wallpapers, displays and other unique and unusual media. The only Bad thing with this brief which I found out towards the end of my time was - it is too broad anyone can apply a logo to a range of items. If I had the time again I would have came up with my own logo and applied it to all my work.
37