Centar za Promociju Nauke - Brendiranje - Prezentacija

The Center for Promotion of Science

Competition

Center for Promotion of Science

Branding proposal

Republic of Serbia

Brand Characteristics


Competition

Brand personality

- FRIENDLY- WITTY - HUMANE

The basis of earning knowledge is seeing from a different perspective and feeling the joy of understanding how stuff works.

- CREATIVE- SIMPLE- CURIOUS- RELAXED

- CONNECTED- SHARING- INNOVATIVE- FUTURE ORIENTED

Richard Feynman, scientist

Characteristics



We see the Center as a moderator for a network consisted of general public, pupils and scientists, where each individual feels like a part of it.

It will manage to do so by offering a platform in which the audiences can draw in the details, making them integral part of the Center’s being.

Brand communication strategy (relating to target audiences)

CREATING TOGETHER

Through interacting we all intuitively take part in this process. The interaction should be constructed like a digital network, where all the data about the participants and the process itself is gathered, and can be later used for representation of the process and communication with participants.


Competition

CPS

Competition

Center for Promotion of Science

GeneralPublic

Youth & School Children

Science & Media

Professionals

PLAYFULINTERACTIVEPLATFORMS

Facilitatingcommunications

RelevantInput

EarningFeedback

Sharing information and data

Brand Comunication StrategyThe network

<3

<3

<3

In for fun & learningIn for

the information

<3 is for bonding

represent directions of comunication

COMUNICATINGTHE PROCESS

& RESULT

PlayfullIntellectuallystimulating

1. INVOLVEInvolve science professionals to suggest the content

for the Center’s program: researches, experiments, conferences, forums etc.

Create an engaged community by giving the professionals creative autonomy and a chance to contribute - it’s what they are about :)

2. INTERACTCreate a platform for the general public and the pupils so

they can take part in these programs.Invite them to interact through on site installations, take

part in friendly guided experiments, learn and discuss, become active participants through web and other interactive content: games, pools, forums etc.

Animate youth to join in the exploration, and rely on their creativity and free thinking for feedback that will influence the Center’s future actions, for it is the lively nature of the brand to constantly evolve!

3. COMMUNICATEMake this process user friendly and well advertised. Everyone taking part should be having fun and be well

aware of their role and the results in the bigger picture.By getting to feel we are a part of a greater effort which

is represented in the Center, and trough accomplishment of these efforts we create a bond with it <3


Brand communication strategy The network

InteractiveLearning

WorldStandard

Professional & Leisure Activity

Promoting Science

Serbian

Light, bright, reflective

Regional

Global

Above The Ground

The Building

Landmark Meeting pointfor scientist,government officials,and broader public

Invokes curiosity

Edutainment

Family entertainment

Experimental learning

Quality timeFuture career choice

ModernSmart

Informed

Cool Responsible

Open minded Progressive

Up to date

Forever young

Creativity

SustainabilityInnovation

Networking

Awareness

(Serbian)Science heritage

Forward thinking

Playful

Relaxed

Informal

Invited to discover

Inspired to learn

Intuitive

Curious

Touristic destination

School visits

Dynamic content

Workshops

Research environment

Interactive

PERSONALITY

PROPOSITION

Brand credo:

Values What does it say about me

What the center does for me Facts & SymbolsDescribe the center

How does it make me feel

Science

Communication

Playful EvolutionProactive InvitingYoung

Future Oriented

Learning - it comes really natural. Something we all do.

As children we learn trough play, and over time our knowledge becomes more complex, but in essence the way we adopt it doesn’t really change.

The joy of learning -it is an intrinsic quality of life,just as the life evolves, we too evolve through play.

Logic over knowledge!In a modern society overflowed with

information, this is an important reminder.Be not bound by knowledge, be excited by

exploration instead.

Brand Credo

PLAYFUL EVOLUTION


Our credo, Playful Evolution, reminds us always to nurture the intuitive child-like approach to learning, for ourselves as well as for future generations.


Competition

Naming of the Center for the Promotion of Science

1 the natural agent that stimulates sight and makes things visible2 understanding of a problem or mystery; enlightenment

• spiritual illumination by divine truth.• (lights) a person’s opinions, standards, and abilities

3 an area of something that is brighter than its surroundings4 a person notable or eminent in a particular sphere of activity or place

PHRASES

bring (or come) to light make (or become) widely known or evident

in a —— light in the way specified; so as to give a specified impression: the audit portrayed the company in a very favorable light.

in (the) light of drawing knowledge or information from; taking (something) into consideration : the exorbitant prices are explain-able in the light of the facts.

light at the end of the tunnel a long-awaited indication that a period of hardship or adversity is nearing an end.

see the light understand or realize something after prolonged thought or doubt. • undergo religious conversion.

see the light of day be born. • figurative come into existence; be made public, visible, or available: this software first saw the light of day back in 1993.

shed (or throw or cast) light on help to explain (something) by providing further information about it.

SVETLOST Svetlostnounthe light

Light is the natural agent that stimulates sight and makes things visible

Naming of the Center for the Promotion of Science The Center for Promotion of Science

Competition

We are proposing a name with an universal and symbolic meaning.

The name Svetlost (the light) is in Serbian language.

Here is what it is about: In Serbian daily language use the common word

is ‘svetlo’, while ‘svetlost’ is used mostly in scientific or spiritual context.

The name may as well fit in with the trend of naming from the period when New Belgrade was being built, e.g.:

Polet (Stride), Rad (Work), Mladost (Youth), Napredak (Progress), Pobeda (Victory), Jedinstvo (Unity), Sloboda (Freedom), Novi (New-Belgrade)...

This is why ‘svetlost‘ has a certain ‘ring’ to it that feels right in an almost romantic way. This was certainly a time of ideals.

Serbian: svetlostBulgarian: svetlinaRussian: светилоMacedonian: svetlinaPolish: światłośćChezch: světloSlovak: svetloCroatian: svjetlostUkrainian: світло

Light is the fundamental medium of information about the world around us.

And now that we are in the time of information, we focus on this very aspect of its meaning.

Svetlost is about life, future, vision, but most of all it is about learning. It is to invite us to learn, and teach us to be excited about learning. In that sense the meaning of ‘Svetlost’ itself should be the starting point in a world full of new meaning.

This is why we choose this very name, in Serbian, and we strongly feel that it is going to comunicate with everyone in the very essence of our brand.

Svetlost is also a name that is regionally recognized

The building of New Belgrade, 1960’s

The Center for Promotion of Science is to become a meeting point for various cultures, a place that is interesting and inviting on a multitude of levels. A place for communication, and a place of universal values.

Naming of the Center for the Promotion of Science The Center for Promotion of Science

Competition

Conceptual design for the logo of the Center for the Promotion of Science

As discovered by scientific approach, it is in the nature of light to reflect of surfaces in countless directions over and over again.

The logo is describing this quality of light.It is based on facts we have learned about the

perception of light and color. The goal was to emphasize these dynamic and playful

qualities so they would reflect the overall spirit of CPS and its brand.

Richard Feynman, talking about the way we perceive the light (from: “Fun to Imagine”)

“...Tremendous mess of waves all over the space, which is the light bouncing around the room and going from one thing to the other. Of course most of the room doesn’t have 1/8 inch black holes (pupils), its not interested in the light, but the light is there anyway. It bounces of this, it bounces of that, all this is going on and yet we can sort it out with this ‘instrument’.”

Conceptual design for the logo of the Center for the Promotion of Science The Center for Promotion of Science

Competition

Explication of logo

Rodchenko made his first freestanding abstract sculptures in 1918, and later suggested that these geometric constructions, made using everyday materials, ‘signified the abandonment of painting for the move toward real space’. While Tatlin’s Counter-Reliefs were mounted on the wall, he noted, his own Spatial Constructions could be looked at from all sides. Their extravagant configuration of geometric forms in space would be echoed in his architectural designs.

Alexander RodchenkoPopova’s Studio 1924

The light inside a space is a complex of electromagnetic waves.

If they are bouncing of objects of different quality, the part of the spectrum reflected depends on this quality.

We wrote a program that chooses random points of reflection inside an imagined space in order to construct a form that represents the light in terms of this feature.

For a base we use an isometric grid cube, and the points of reflection are confined to the key points of the grid.

The geometrical construction gives the logo features of a spatial object, which makes it highly applicable in the ‘real space’.

In this way it also relates to the architecture of the center.

S V E T L O S T

2552221

RGB

1802201

0170160

0170240

4060140

130 40150

25070110

25513040

29990

CMYK

3501000

789440

681800

100 90 100

60 9800

086380

060920


Competition

Generating logos is as easy as tic tac toe. One click in our simple application triggers a generation of a unique logo.

The graphic sign is generated in Processing, an open source programming language. In coordination with given set of rules and values, it generates a logo image that is always different than the previous one. This way, the logo becomes a form that is not static, but always in motion, ever changing (there are tens of thousands of varitations). But even through constant transformation, it never loses its essence, its recognizabilty. Only the form changes, the idea carries on.

Using Java script, this system for generation will also be a part of web experience. Meaning, every user that visits the Svetlost website is going to see a unique form, that is generated on the screen at that very moment.


Competition

Visual Identity

Video Example


Competition

*Due to file size restrictions, we have to provide you with an external link. We apologize for inconvinience. Thank you for understanding.

http://www.youtube.com/watch?v=QYQNI109yyo

BuckminsterFuller

Clouds

TheUniverse

“Don't fight forces, use them.”

Print

Visual Identity The Center for Promotion of Science

Competition

Navigation

Visual Identity The Center for Promotion of Science

Competition

CPS

Competition

Visual Identity

Souvenir

Souvenir is a physycal realisation of logo. The shape can be modified in numerous ways via movable joints. It is made of polypropilen. It is a contemplation on light in space, and a cute decoration at the same time. It is highly adjustable to uneven surfaces and it can rest in many unexpected places.

Application

Electronic Identity

We propose a simple interactive layout, that would display the content inside a modular arrangement of blocks right at the home page.

The blocks are the carriers for content, and can be filtered by categories of interest. They would always be arranged with respect to viewers resolution settings using the fluid grid system.

This infrastructure results in instinctive navigation, and the visual part would be the result of the content arranged inside it.

The website should advertise the platforms for viewers involvement with the centers activities, animating them to explore the center online through dynamic content.

The content would futhermore have to be inspired by brand strategy, always aiming to give the public a way to interact with the center.

Website

Electronic Identity The Center for Promotion of Science

Competition

Its creation rests solely on the input of users. An easy-to-use user interface for sound synthesis will be present on the website and also as a part of mobile application. This software will enable the users to create sound compositions and samples simply by moving around and connecting abstract shapes on the screen. Basic, stripped down, intuitive interface will invite the audience to take this instrument without hesitation in their control, and immediately start tempering with it. If a user is pleased with his creation, he can save it into his account. These creations are then collected from all the users and this database will become the source for Svetlost’s sound identity. Samples will be extracted and then used for all-around purposes such as the beginning of lectures and presentations, opening of exhibitions, tv commercials, maybe even elevator music :)

So just as the logo is in a state of constant transformation, so will the sound identity be a fluctuating variety of samples. Carefully chosen combination of synthesizers and effects will be built into the software. This way we will ensure that no matter how various the compositions, the gamut will remain unique to the brand.

Electronic Identity

Sound Identity


Competition

Augmented Reality is a technology increasingly developing with the wide spread usage of portable multimedia devices. You can think of AR as a cluster of technologies for computer vision, Web-connected data, and 3D mapping. It rests on abilty to recognize the real world surroundings with the help of digital input such as cameras.

With a smart phone in hand, the information about the surrounding real world of the user becomes interactive and digitally manipulable. Artificial information about the environment and its objects can be overlaid on the real world.

Electronic Identity

Virtual Tour

Svetlost will provide the visitor lots of material to explore with this method. AR tour will explain the visitor the exhibition details like the most dedicated tour guide. Visitors will always know their whereabouts, just by holding their phone in front of them. In planetarium visitors can watch the stars and have the outlined constelations flowing on a mobile display in front of them.

This type of virtual tour will give the visitor the freedom to navigate intuitively through the Center, and it will enable him to quickly find out about everything he comes across in Svetlost.

Svetlost takes full advantage of current technologies.


Competition

Electronic Identity

Smart phone appApps are applications developed especially for mobile

devices. Unlike applications for computers, apps are optimized for the needs of mobile devices, such as less processing power consumption, specific screen resolution, and a specific control interface.

Our app will provide several functions. It will have an easy-to-use detailed program of Svetlost. It will have educational games and qiuzzes for kids. It will enable the visitor to compete in quizzes live, with other visitors who are in Svetlost at that time.

It will enable the users to receive any news and updates from CPS, on their devices.

3D Identification

It is a spatial application of the logo, It can be made of a variety of materials, and serve as an on-the-field navigation for Svetlost.


Competition


Competition

Thank You

Documents

Centar za Promociju Nauke - Brendiranje - Prezentacija