AUSINDO Design Proposal Paper

AUSTRALIA-INDONESIA JUNIOR LEADERS FORUM 4 - 9 N O V 19 D E S I G N P R O P O S A L PA P E R

Produced by the Future Learning Innovation Hub

AUSTRALIA-INDONESIA JUNIOR LEADERS FORUM THE BRIEF Title:

AUSTRALIA-INDONESIA JUNIOR LEADERS FORUM

When:

4 - 9 November 2019

Where:

Canberra and Sydney

Forum Objective:

The Australia-Indonesia Junior Leaders Forum will provide an excellent opportunity for future leaders of the ADF to engage with their counterparts from Indonesia and create enduring people-to-people links.

AUSINDO JLF 19 is an opportunity for the participants to engage in discussion surrounding leadership and stability in the region, and develop cross-cultural awareness that will assist them in their future careers and strengthen the relationship between Australia and Indonesia.

Forum end-state:

Target audiences will have increased awareness of the strength of the bilateral relationship, enduring AUS-IDN people-to-people links from junior officers to senior leaders, cultural awareness, and AUS-IDN’s shared commitment to security and stability in the Indo-Pacific.

Task Requirements:

Develop a visual identity for the event to be featured on analogue material (e.g. pull-up banners, posters, merchandise etc.) and via digital channels (e.g. VDU display, web banners, social media ads etc.).

AUSINDO JLF 19 visual artefacts are to highlight the breadth and depth of our bilateral defence cooperation and enduring people-to-people links as well as encourage leadership development and discussion through a cross-cultural regional perspective

Audience:

Primary – ADF and TNI stakeholders Secondary – national security audiences in both countries

Influences: The Forge initiative - Why We Write - provides an exemplar for the desired direction

of a visual identity for the AUSINDO JLF 2019.

Mood:

Key terms encapsulating the forum include:

Junior / Leadership / Governance Partnership / Unity / Friendship / Relationship Bond / Collegiality / Network / Cross-cultural awareness Professional discourse / Exchange of ideas / Mutually beneficial connection

Briefed by:

Jess Hood - HQ ADC

Tasked to:

Mark Will - ADC Future Learning Innovation Hub

OPTION 1

OPTION 1 Type:

Wordmark/ Ideograph combination

Style:

Modern

Tone of voice: Relaxed Professional Better together Concept:

The sum total of a formal liaison between Australia and Indonesia’s young leaders is a productive, constructive professional discourse. The primary blue of Australia and red of Indonesia unite to become the secondary purple.

Benefits:

Brand will be appealing to younger audience.

Minimalist, clean, simple.

Adaptable across various medium.

Risks:

Ideographs / silhouettes may be ambiguous or misinterpreted.

Co-branding with official ADF and TNI crests may be difficult.

Modern, relaxed style may be at odds with ADF and/or TNI ‘persona’.

Images for illustration purposes only.

OPTION 2

OPTION 2 Type:

Wordmark/ Ideograph combination

Style:

Modern

Tone of voice: Relaxed Professional

Bringing cultures together Concept:

The simple paper clip pictogram is a metaphor for the connection of the two partners - Australia and Indonesia. Indonesia’s red and Australia’s gold blend together in unity and harmony.

Benefits:

Brand will be appealing to younger audience.

Minimalist, clean, simple.

Adaptable across various medium.

Risks:

Paper-clip metaphor may be ambiguous, misinterpreted or deemed trivial.

Modern, contemporary style may be at odds with ADF and/or TNI ‘persona’.

Images for illustration purposes only.

OPTION 3

OPTION 3 Type:

Enclosure

Style:

Traditional contemporary hybrid

Tone of voice: Assured Formal Strength in unity Concept:

The kookaburra and Garuda come together in bilateral defence cooperation.

Strong hands, one in Eucalypt green - the other in red, meet to symbolise the people-to-people link of the JLF and strong cross-cultural bonds.

Benefits:

Brand will be appealing to a broad stakeholder audience.

Traditional design may afford quicker acceptance.

Adaptable across various medium.

Risks:

Winged crest may be interpreted as relating to Air Force.

Design may contain negative cultural references or sensitivities.

Images for illustration purposes only.

OPTION 4

OPTION 4 Type:

Wordmark

Style:

Traditional contemporary hybrid

Tone of voice: Casual Informal Friendly Concept:

The idea here is to utilise Bahasa language to envelop the spirit of the JLF. Brand can utilise either ‘Bersama’ (‘together’ or ‘joint’) or ‘Bersatu’ (‘united’) as a term to encapsulate the forum’s subtext - a way of cutting through political formalities to create a welcoming, considerate and unified aesthetic.

Benefits:

Brand will be appealing specifically to the Indonesian audience.

Relaxed, informal aesthetic will give the forum a casual mood.

Adaptable across various medium.

Risks:

Cultural appropriation - brand may communicate an Australian arrogance.

The use of a Bahasa term may result in misinterpretation.

Modern, informal style may be at odds with ADF and/or TNI ‘persona’.

Images for illustration purposes only.

DESIGN FEEDBACK O P T I O N 1:

O P T I O N 2:

O P T I O N 3:

O P T I O N 4:

NOTES: