1. COPYRIGHT GROW 2012 ICQ BRAND IDENTITY RATIONALE Presentation by Grow 9 JULY 2012
2. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - CHALLENGE Decoding the right visual language for ICQs Vision, Mission, and Values Grows proposed ICQ mark has evolved from our investigations into the nature of Dr. Jehan Almeers enlightenment and the need for its effective visual expression. Create a new kind of bank that: Will be the first private investment bank in the GCC focused on innovative technologies. Changes the way the banking industry operates and is perceived. Is founded on the principles of integrity, efficiency and openness. Is accessible to everyone on all levels. Does not masquerade as a venture capital business. Is driven by new ideas, passionate visionaries, scientists and engineers not traditional financiers Is founded on the principles of the Qatar National Vision 2030 to generate a knowledge-based economy that is focused on delivering a long-term sustainable legacy for Qatar and the region. Intends to make the world a better environment for future generations while delivering attractive returns to our shareholders.
3. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - RESOLUTION The process of innovation involves the exploration and resolution of natures labyrinthine complexities. To understand and decode these mysterious patinas requires investigation, endurance, intuition and vision. Natures tapestries have unique and exotic languages that must be understood in order comprehend how the universe speaks to us. The visual language of the Middle Eastern culture is also a pattern of nature. Within the geometries, and graphic architectures of Arabic calligraphy and motif, lies a constant visual signal that represents the Arabian way of seeing and its enduring desire to understand the enigmatic language of the cosmos. Spirals, Sine Waves, the depictions of celestial movement, labyrinths and vine-like typography, all serve as complex representations of the Arabian appreciation of the virtues of elemental nature. And so, it is these patterns both natural and man-made might come to play a central role in the visual expression of the ICQ brand.
5. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Seed Interpretation Dwindling resources, an increasing global population, and a collapsing world economy, all constitute factors that are forcing humanity to reassess and transform the way it lives and interacts with nature. The Seeds of Change are all around us. The Sustainability movement. the quest for energy efficiency and the Arab Spring are just some of the socio economic phenomena that denote an emerging pattern of activity of human advancement towards a new and vital way of being on the planet. We call this, the shift from one existential model of Continuous Expansion, to a more effective one possibly called Continuous Equilibrium.
6. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE DNA Interpretation Deoxyribonucleic Acid is quite literally the Stuff of New Life, the formula for regeneration and the atomic driver of evolution. Its vital patterns and sequences emerge and re-emerge to invoke successive and myriad forms of creation. Cytosine, Guanine, Adenine, and Thymine, or CAGT, are DNAs component parts, the code for patterns of new life. DNAs biological language, spoke to us as a potential visual language with regard to ICQs nascent state. ICQ is in effect, a meta-organism in its early formative life stages. It seemed obvious then to use DNAs Code of Life as a visual metaphor for ICQs essence, vision and mission. To become a living entity which in turn becomes a motivator for the creation of a new way of being for people not only in Qatar, but also within the GCC region, the MENA region and possibly beyond.
7. COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE DNA Interpretation Contd ICQs reason for existence is completely synergistic with the goals of the QNV 2030. To create a robust and self-sufficient, knowledge-based economy with four eco-systemic principles at its core, namely the effective interplay between optimized social, economic, environmental, and human conditions. These principles when read as an acronym spell SEEH. Within this SEEH code the word SEE appears. And so a wonderful coincidence occurs. SEE is consistent with the idea of Vision. ICQ is an organization founded on Vision. The attendant acronym, ICQ has, from an onomatopoeia perspective a wonderful treasure to offer. The letters IC sound like I see. ICQ BRAND IDENTITY RATIONALE
8. COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Pattern Recognition The DNA visual signature represents the almost impenetrable sequential labyrinth of biological code that only human determination, intelligence and inspiration can unravel. But the compulsion to discover the secrets of the language for creation leads only some visionaries like Dr. Jehan Al-Meer to embark upon the arduous pathway towards inspiration, revelation and innovation. DNAs visual blips and bleeps signature are significant in that they allow us to track the course of our evolution towards the ultimate understanding of the future of life, and how the universe speaks to us. The exquisiteness of DNAs Patinas are, quite literally the language of innovation. And so we feel that it is natural that the new ICQ logotype be based upon the vocabulary of new life. ICQ BRAND IDENTITY RATIONALE
9. COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Coin Interpretation ICQs mission is to create a new definition of wealth. One based on a commitment to improve the quality of life for future generations within Qatar and the GCC Region, not just from an economic perspective, but also from human, social and environmental points of view. The proposed ICQ logotype we have created is essentially based on DNA visual patina. But as Asmaa Abdulhadi sagely pointed out, the proposed ICQ symbol is also evocative of coin shapes. This evocation has an important connotation, as the ICQ logotype can also be seen as a dual visual metaphor both for finance and for science. There is however a third and deeper interpretation to be found within the ICQ coin mark. The perceived orientation of the so-called coin shapes, denote circular pieces resting upon their sides. Again, a magnificently relevant and subtle symbolism emerges. Every coin has two sides, a choice of perspectives if you will, an upside and a down side. Right now, humanitys existence and potential destiny also has an upside downside. ICQ BRAND IDENTITY RATIONALE
10. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Coin Interpretation Contd - The Upside of the Coin Our advancement and prosperity as a species thus far, has been dependant on the existential thrust of Continuous Expansion towards greater material wealth: an action reflective of the instinctive or blind side to human nature. The relative positive effect of this enduring existential model has now been eclipsed by its inevitable negative counter effects. Uncontrollable population growth, diminishing resources, and a collapsing global economy, all now serve to reveal that we are on the edge of existence and confronted with an apocalyptic choice. Do we pursue Continuous Expansion or do we try to find another way of living that is sustainable?
11. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Coin Interpretation Contd - The Downside of the Coin The word terminator in astronomical terms means the dividing line between the light and dark part of a planetary body. The terminator idea refers to the human instinct (blindness) to move towards darkness by following the path of Continuous Expansion. It also refers to our newly realized opportunity to move, driven by intelligence (vision) and awareness, towards the light of a new dawn in human civilization. There are clearly now two sides to the coin in terms of our possible future. As a result, we find ourselves on the edge of our destiny. ICQ is clearly an organization that is committed to moving towards the light through the creation of, and investment in a new knowledge based society. The DNA bytes and bleeps significance of the ICQ logotype is literally born of, and cast in the golden reflective light of innovative thinking.
12. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - LOGOTYPE Coin Interpretation Contd - Both Sides of the Coin Continuous Expansion is but one side of the coin. Continuous Equilibrium is possibly the other. But the glistening edge between the sides also represents the threshold of change we all face. The terminator is, in effect, the horizon that separates the old from the new, the darkness from the light, extinction from preservation. The proposed ICQ logotype coin motif therefore alludes, both simply and elegantly to the aforementioned way of seeing.
13. ICQ BRAND IDENTITY RATIONALE COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - WORD ICQ - IC Beyond Today As a consequence of our investigation, an ICQ brand value proposition is stated that is entirely consistent with ICQs organizational/visionary essence. IC beyond today, IC Qatar as a glorious knowledge-based economy, IC a New Order based on the QNV 2030. The possibilities are endless.
14. COPYRIGHT GROW 2012 OVERVIEW - ICQ BRAND IDENTITY BASIC ELEMENTS - WORD ICQ - Banking on Sci