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丹麦皇家图书情报学院品牌形象

2011-09-06    丹麦   图书馆形象       评论( 1 )

Industry Setting – Det Informationsvidenskabelige Akademi (IVA) is a higher education institution under the Ministry of Culture. The school educates undergraduates, post-graduates and librarians in library and information science. The institution has a strong network and is well known internationally by its peers.

Challenge – The perception of the school and the work of its graduates had not kept pace with the times. Especially in Denmark, the institution was seen as old fashioned. The reality was that the school operated in a complex and rapidly-developing field that was being transformed by technology and new demands for information. A new identity was needed to clarify its work and clearly position itself while differentiating from educational competitors.

Strategy – To meet the challenge, the repositioning needed to be fundamental and consequently rooted in support from stakeholders. Therefore we employed a transparent process that identified needs and generated understanding from the faculty, students, governmental ministries and funding bodies.

Working with the stakeholders uncovered the essence of its work – that, as information specialists and designers of information, they create new platforms and access to knowledge. This understanding of themselves as creative networkers produced the core of the brand: ‘we create connections’.
This positioning was clearly signaled by a name change to Det Informationsvidenskabelige Akademi which removed the word ‘library’ from the Danish version of its name, previously Danmarks Biblioteksskole (Danish Library School).

Result – A new visual identity was introduced in 2010 that captured the new brand positioning and name change. The brandmark was based on the Fibonacci sequence which is employed across the boundaries of art, science and mathematics. It was supported with a flexible visual system that incorporates imagery from the ever-expanding fields of human knowledge.


 
       产业环境:皇家图书情报学院是丹麦文化部的高等教育机构。学校培养信息科学的本科生、研究生和高等图书馆人才,拥有强大的网络,是众所周知的国际院校。 

       挑战:有评论说皇家图书情报学院的观点以及其毕业生都没有跟上时代的步伐。特别是在丹麦,有人认为该机构是过时的。其实学校处在一个复杂和迅速发展的领域,正在努力转变着经营,它需要一个新的身形象显示其转变,并明确自己的位置,以从教育的竞争对手中脱颖而出。
        战略:迎接挑战需要由利益相关者从根本上重新定位。因此我们了解了教师、学生、政府部门和资助机构的理解和需求。从各个角度揭开其本质 ——即信息专家和信息设计师,他们创造新的平台并获得了知识。正是这种沟通和了解产生了该品牌的核心“我们创建连接”。

       结果:一个新的视觉形象捕获了品牌定位和名称。该标志基于一个回旋的外形,可以自由填充各种艺术、科学和数学的形象。可以说它是一个灵活的视觉系统,涵盖了人类信息和知识领域不断扩大的各类图像。 







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中国网友 vince

2012-09-06 18:08:41
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