Contents
Client Analysis
3
Client Description
4
Mission Statement
5
Master Words
6
Brand Development
7
Mood Boards
8
Type Collection
10
Corporate Identity
13
Logotype 14 Colour Variations
15
Minimum Space
16
Incorrect Usage
17
Corporate Typefaces
18
Corporate Colours
19
Graphic Style
20
Applications 21 Letterhead 22 Invoice 23 Business Card & Email
24
Envelope 25 Activity Book
26
Power Point Matrix
27
Application Collection
28
Appendix 31 Label Swap
32
Acknowledgements 34
Client Analysis
Client Description
Martin Butcher designs multi-stakeholder decision making processes. His vision is a world where people express their creativity and live long, enjoyable lives. A core value is to promote the inclusion of those affected by a decision in the decision making process. His strategy is to use emerging systems and processes in an iterative design approach based on action learning and research theory, for people to find solutions and create frameworks, express themselves, listen to each other, learn and grow to enable the world to move into a new development paradigm. He does this through running workshops, training, creating learning development opportunities, group facilitation, and community engagement planning.
4  Client Analysis
Mission Statement
The goal of the Inclusio brand and identity is to visually communicate in an effective and appealing way the company’s core values of complexity, engagement, people, development and connectivity. The identity will enable the company to move into a more professional scene, making it stand out from other sole practitioners and competitors, while maintaining a worthwhile appearance to potential customers. Renaming to company from Martin Butcher Consulting to Inclusio more clearly describes the business while allowing for expansion, enabling to company to operate with multiple staff and different practitioners running courses simultaneously.
Client Analysis  5
Master Words
Values
Process
Enabling different values to be heard and understood in order for collaboration and consensus.
An iterative design approach based on action learning/research theory to find solutions within a complex system.
Inclusiveness
Complexity
Including those affected by a decision in the decision making process.
Enabling positive outcomes and solutions to wicked problems within a complex system.
Emergent
Engagement
Multi-stakeholder decision making is an emergent development paradigm.
Proactive inclusion of those affected by a decision in the decision.
Development
People
To enable or promote growth and change in individuals and complex systems.
The focus of the business and the context in which it operates.
6  Client Analysis
Brand Development
Mood Boards
Mood boards are a visual representation of the company, providing a snapshot of its essence, feel and function.
8  Brand Development
Brand Development 9
Type Collection
A collection of direct and indirect competitor’s logotypes and type treatments. Inventium, Capire, Clear Horizon, Ellis Jones and Village Well are organisations, Kimbra White, Chit Chat, Bob Dick and Zenergy are sole practitioners. The Inclusio brand will alight itself with the more professional organisations, and move away from the appearance of the sole practitioners.
c
capire
10 Brand Development
Chit
Chat
zenergy Brand Development 11
Corporate Identity
Logotype
The new mark utilises colour and form to represent the values of connectivity, diversity, communication and thought, each a core component of the company.
Minimum size 17mm.
14  Corporate Identity
Colour Variations
The logotype can be used in full colour, black and white, reversed or in four monochrome colour variations for separate departments or alternate applications.
Corporate Identity  15
Minimum Space
A minimum of one x-height must be left around the logotype.
16  Corporate Identity
Incorrect Usage
Do not warp, rotate, use strokes or effects, use full colour version on an image or use incorrect scale between elements of the logotype. The mark may be used independently without the logotype as a decorative element. The logotype may be used without the mark in the coloured pattern version shown below in display uses such as business cards.
Corporate Identity  17
Corporate Typefaces
The brand is supported by three typefaces, Vitesse will be used for display and headings, Forza for subheadings and Myriad Pro for body text and web.
Vitesse ABCDEFGHIJKLMNOPQRSTUVEXYZ abcdefghijklmnopqrstuvwxyz 0123456789 , . ? “ : ! @ # $ Thin Light Book Medium Bold Thin Light Book Medium Bold
Black Black
Forza ABCDEFGHIJKLMNOPQRSTUVEXYZ abcdefghijklmnopqrstuvwxyz 0123456789 , . ? “ : ! @ # $ Thin Light Book Medium Thin Light Book Medium
Bold Bold
Black Black
Myriad Pro ABCDEFGHIJKLMNOPQRSTUVEXYZ abcdefghijklmnopqrstuvwxyz 0123456789 , . ? “ : ! @ # $ Light Regular Semibold Bold Light Regular Semibold Bold
Black Black
18 Corporate Identity
Corporate Colours
CMYK RGB HEX PANTONE
2,0,71,0 254,240,170 #FDF06A P 4-6 U
Primary colours.
CMYK RGB HEX PANTONE
62,50,0,0 107,124,188 #6B7BBC P 102-5 U
CMYK RGB HEX PANTONE
0,73,19,0 241,105,143 #F0698F P 71-6 U
Secondary colours.
CMYK RGB HEX PANTONE
0,49,59,0 247,152,180 #F6976B P 37-5 U
Corporate Identity 19
Graphic Style
A pre-defined pattern will be used to brand stationery and publications. This pattern can be used in a few varieties, with black and white photography. The faded patterns should be used to add the identity to documents without intruding, and be placed in the least obstructing corner.
Greyscale pattern.
Colour pattern.
Black and white photography.
Faded greyscale pattern.
Faded colour pattern.
Faded wireframe pattern.
20  Corporate Identity
Applications
Letterhead
Inclusio
Inclusio Martin Butcher Consulting (Vic PL) ABN 58720405267
3 Violet Street Belmont, Victoria 3216 Australia
Telephone +61 3 5243 4698 Facsimile +61 3 5243 4698
martinbutcher@mac.com martinbutcher.com
Mr. Jones J&J Business Solutions 84 Maple Grove Melbourne 3000 Hi Mr. Jones, Further to our conversations regarding your use of the one day ‘Totally Engaged - Engage or Enrage’ course and materials, I wish to confirm the following. You can use the Facilitators Activity Manual and Participants Workbook to deliver the course at the Stakeholder workshop you have planned in April 2013. You will pay me $1,200.00 for the use of the materials and for general advice and assistance in preparation for your delivery of this one off event. You will acknowledge the provenance and my input in further developing the course. Should there be future opportunities for you to deliver the course, you will contact me and we will further discuss the terms of use. Topics will include: • Delivery by others • Improvements • Updates • Modifications • Who will invoice the client • Ongoing terms and conditions I trust this is acceptable to you, Sincerly,
Martin Butcher
22 Applications
Invoice
Inclusio
Inclusio Martin Butcher Consulting (Vic PL) ABN 58720405267
3 Violet Street Belmont, Victoria 3216 Australia
Telephone +61 3 5243 4698 Facsimile +61 3 5243 4698
martinbutcher@mac.com martinbutcher.com
To
Invoice # 1
Mr Jones J&J Business Solutions 84 Maple Grove Melbourne 3000
Service Description One day facilitation course Transportation
Date 05/11/2013 Due 19/11/2013
Amount $1,200.00 $68.00
Subtotal $1,268.00
Pay within 14 days of invoice date by direct bank deposit to Commonwealth Bank BSB 12 3456 Acc. No. 12345678
Applications  23
Business Card & Email
Full colour double sided business card, measuring 55mmx90mm.
Front.
Back.
Martin Butcher - Director 3 Violet Street Belmont, Victoria 3216 Australia
Telephone +61 3 5243 4698 martinbutcher@mac.com martinbutcher.com
Email signature. Martin Butcher - Director
Inclusio
24  Applications
martinbutcher@mac.com martinbutcher.com
Telephone +61 3 5243 4698 Facsimile +61 3 5243 4698
Envelope
Full colour DL envelope with transparent window, printed both sides.
Front.
Postage Paid Australia
Inclusio
Back.
If undelivered please return to: Inclusio 3 Violet Street Belmont, Victoria 3216 Australia
Applications  25
Activity Book
A4 activity book cover which is used frequently in workshops run by the business.
Inclusio
26 Applications
One Day Activity Book
Power Point Matrix
An example Power Point presentation and matrix. All photographs used in presentation should be black and white if possible.
Economy & Environment Utilising facilitation to ensure a better future
The Peñalosa Philosophy "We know a lot about the ideal environment for a happy mountain gorilla. We’re less clear about an ideal environment for a happy human being."
The Problems
• Oil dependent society • Cheap oil running out • Climate change • Resistence to change
—Enrique Peñalosa
Engagement
Applications 27
Application Collection
Letterhead, activity book, pencil, business card, DL envelope, USB and badges. Power Point Matrix and email signature opposite.
28  Applications
The Peñalosa Philosophy "We know a lot about the ideal environment for a happy mountain gorilla. We’re less clear about an ideal environment for a happy human being." —Enrique Peñalosa
The Problems
Ø 2LO GHSHQGHQW VRFLHW\ Ø &KHDS RLO UXQQLQJ RXW Ø &OLPDWH FKDQJH Ø 5HVLVWHQFH WR FKDQJH
Economy & Environment Utilising facilitation to ensure a better future
Engagement
From: Subject: Date: To:
Martin Butcher <martinbutcher@me.com> request 27 March 2013 1:43:54 PM AEDT Xavier Butcher <xavier.butcher@gmail.com>
Hi Xavo, I have started the process to put the event I ran at RMIT on as part of the Melbourne Fringe Festival. They have advised that there are two things needed to start things off: Title & Image. Current idea for title: Eighteen Points of Contact That being based on having 18 posters, but I'll have to refine things a bit to get the exact number. ie. Possibly 17 or 22 Image: Their suggestions for a powerful image all included peoples faces in some form, and dominant (ie not a tiny speck in a landscape). Also should not have the title in the image (because the image will always be used in association with print such as web site, brochure, poster, program etc. ) Would you be able to provide something? Is it something that you could use for one of your projects? Hope all goes well,
Martin Butcher - Director
Inclusio
martinbutcher@mac.com martinbutcher.com
Telephone +61 3 5243 4698 Facsimile +61 3 5243 4698
Applications 29
Appendix
Label Swap
The label swap exercise involves choosing two different everyday consumer products and swapping varying aspects of the labels or branding. The products need to have sufficiently different yet interesting characteristics or package shapes, not simply plain packaging, to properly display the underlying brand semiotics. In this example the brands have been completely swapped, transferring the guidelines to include style, colour and fonts. Swapping these factors leads to a strong change of semiotic value
Original packaging.
32â&#x20AC;&#x192;â&#x20AC;&#x192;
in the products, the muesli bars no longer seem gourmet and natural, but cheap and processed due to the old fashioned design and colours. On the other hand, the SPAM has taken a much more pleasant feel, conveying a refined, modern and organic image, though the natural colour pallet and rough hand made aesthetic.
Packaging with brands swapped.
33
Acknowledgements Mood Boards:
Own image
http://www.redbubble. com/shop/deflector+iphone-cases?page=2
http://www.flickr.com/photos/gsalokhe/6185572519/ sizes/l/
Own image
http://static.wix.com/media/2c9ccf_850ac6dfc4e1d7710ae7d75e8f8f7717. jpg_srz_535_439_85_22 _0.50_1.20_0.00_jpg_srz
http://www.flickr.com/ photos/63620054@ N08/7109473901/sizes/l/
http://www.flickr.com/photos/tonycarr/4675045671/ sizes/o/
http://infothread.org/Photoshop%20and%20Colors/ color%20flower.jpg
Own image
http://infosthetics.com/ archives/close_votes2.jpg
http://www.moma. org/interactives/exhibitions/2012/inventingabstraction/
http://behance.vo.llnwd. net/profiles/70634/projects/2246202/5448cff9bd408eb0b541e4ed799208ca.jpg
http://www.norbergyachting.com/media/user_images/Network.jpg
http://fnprints.com/media/ catalog/product/cache/4/ image/9df78eab33525d08d6e5fb8d27136e95/d/i/ dig000041_web.jpg
http://fc09.deviantart.net/ fs71/i/2012/257/e/a/triangular_pattern_by_karoliskj-d5eokys.jpg
http://www.queens. edu/Images/Continuing%20Education/iStock_000012107860Large. jpg
http://content.animalnewyork.com/wp-content/ uploads/smeared-skymatt-molloy-4.jpg
http://kitwebster.com/ superflow/
Own image
http://www.flickr.com/photos/neoluk/6186076898/ sizes/o/
Own image
Rory O’Halleran
Own image
Own image
Other sources: Inventium logotype https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-prn1/243041_1 51683048238063_2323599_o.jpg Capire logotype http://capire.com.au/ Clear Horizon logotype https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-frc1/421702_40 4548206279289_151736315_n.png Ellis Jones logotype http://www.ellisjones.com.au/ Village Well logotype http://www.villagewell.org/ Bob Dick logotype http://www.aral.com.au/bdcons.html Kimbra White logotype http://kimbrawhite.com.au/ Chit Chat logotype http://www.chit-chat.com.au/ Zenergy logotype http://www.zenergyglobal.com/
34
Black and white people photo http://www.queens.edu/Images/Continuing%20Education/ iStock_000012107860Large.jpg Oil BW image http://nyogalleristny.files.wordpress.com/2012/02/oil-rig1.jpg Traffic image http://amarkedman.com/wp-content/uploads/2011/05/Traffic-Jam. jpg Workers image http://www.shipyard-representatives.com/photos/teamwork_04.jpg City image http://www.hdwallpapers3d.com/wp-content/uploads/2013/04/ new_york_city_madness_wallpaper_hd-wide.jpg Stationery template http://graphicriver.net/item/stationery-branding-mockup/4367980