Bronze Graphics, Illustration and Visual Communication Design · 2013
Identity Created by Consumer (ICC) Corporate Identity System
- A' Design Award 2013 Bronze Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2013
- CLIENT: Vilnius Academy of Arts
- Estimated Number of Design Views: 19,012
- Verification code 2491C3CF30 · Verify this award
About Identity Created by Consumer (ICC) Corporate Identity System
Identity Created by Consumer is a dynamic corporate identity system developed for a modern art museum. The system combines a constant part and a dynamic part. Basic visual elements and a printed set form the constant part. The dynamic part is built from data created by visitors. Each visitor produces a personal symbol and an image of a movement. These elements are then used for souvenirs, moving graphics and a dynamic logotype shown on the website and on digital screens. The visual material is made with vector graphics and recorded video.
Press Kit
- Unique Properties
- The project describes a system of a dynamic identity where a strategy of a company and an experience of a consumer with a dialogue between both sides is well planned. It is a structure, that gives an opportunity for the customer to influence the identity of a company. This structure has a visual basis, which allows to include changing dynamic details, while keeping the stylistically unified effect. The Modern Art Museum is chosen as a model for a concept explanation, as a space, where the creative process can be easily planned: every visitor is made to create two units of a personal identity data – a personal symbol and an image of a movement – they become essential visual material for making individual souvenirs, moving graphics and a dynamic logotype that is used in a website and digital screens of the museum. The consumer becomes a source of creation, which colours the basic identity structure of the museum.
- Dimensions & Packaging
- The project includes theory work (analysis/research/solution), a plan of company's strategy, visual solution and idea presentation video.
- Tags
- Identity, strategy, consumer, creates, id, corporate, business plan, idea, people, dynamic
- Production Technology
- The visual part was made by using vector graphics and recorded digital video material to get the image of human movement.
- Design Challenge
- To design a strategy that brings atrractive visual results of consumer creation. To think of how consumer can consciously or unconsciously influence a corporate identity. To keep influence and visual dynamics while keeping clear identification.
- Project Duration
- February 11 - June 11 in Vilnius Academy of Arts, Vilnius, Lithuania
- Operation Flow
- The key strategy for consumer's influenced identity can be used for identifying any company by changing technological methods of collecting, processing and using data.
In this exact example, the use of creative masterpiece made by number of museum's visitors, can be expanded to various digital and printing areas in museum's identity and advertising. - Research
- Reasearch in identity (as philosophy and social science), corporate identity, dynamic corporate identity, branding and its strategies, innovative design strategies, technological methods for collecting, processing and using visual data.
- Inspiration
- Inspiration source: a book "Brand Sense" of Martin Lindstrom, curiosity in corporate identity field, identity as social science and philosophy, interaction between consumer and company identities, seek for higher emotional experience values of using graphic design.
Colors of Identity Created by Consumer (ICC) Corporate Identity System
Design Interview about Identity Created by Consumer (ICC) Corporate Identity System
The main principle is the use of technologies for creating a constantly changing dynamic identity. The idea is that consumers make the constant change and dynamics by walking and having the movement recorded and by writting a symbol while buying a ticket. All individual data is used for producing individual souvenirs, for dynamics of logotype in a website and movement graphics in screen. My inspiration source was Martin Lindstrom book "Brand Sense" which made me think of innovative way for setting a friendship between company and consumer.
I was interested in finding a way of using consumer as a source for constantly changing dynamics of comapny's visual identity. I was looking for a strategy that would allow both sides to get its benefits. Company gives technology in a strategy of experience and gets unique identity. Consumer gives his data and gets unique individual souvenirs.
Definately I want to find a company that would be interested in owning and producing this identity system. Now, Modern Art Museum is chosen only as an equivalent of a company to share the essential idea. With few adjustments this strategy can fit to wide range of companies. However, behind this project there is a theoretical work that is a key source for the idea of designing constantly changing dynamic identities, so I am also looking forward for producing more this kind of identities.
It took approximately four months. Well, maybe five months, including everything from a very start of finding and reading Martin Lindstrom book and then presenting my work to the audience.
I had to pick a theme for my final work of a bachelor degree. In the start of last semester I already knew that I want to write thesis about corporate identity and everything that comes with it, so I was studying required field, reading lots of books, doing researches, analysing, brainstorming, learning technologies, planning strategies. For four months I was no-lifer because I was obsessed with the idea of making identity that would be constantly changing and influenced by people. The only problem was to find technology and think of identity system, structure and strategy that would allow to get visually solid result.
It is not being produced or used by any company yet. This is a thing that I expect to achieve by participating in contests and sharing the idea in public. I would like to experience this system as a consumer, so I am interested in selling or leasing the production rights.
My curiosity in identity field and seek for innovation. Inspiration gained while reading Martin Lindstrom "Brand Sense" and a bachelor degree circumstances in Vilnius Academy of Arts. Love.
Yes, a bachelor degree advisor lect. Marius Bartkus.
Constant visual change made by consumers. System and structure of dynamic identity that allows consumer to influence the identity. The endless number of visual results.
It was pretty easy to decide the name - it clearly describes the essence of the project. ICC is the short name for the "Identity Created by Consumer".
Adobe After Effects, Photoshop and Illustrator.
Constant consumer influence for the visual identity of a company. The endless number of visual possibilities. Ability to have unique individual identity in company's identity structure.
I collaborated with lect. Marius Bartkus for getting advices and critics toward concept and design. Also with friends, when I had to shoot people movement in order to get appropriate image. Everything else I made on my own, because I like to experience the process of creation myself, even the areas that are completely new for me. Non-commercial projects are the best opportunity to get such experience, because you can risk the time and quality.
Technologies plays a very important role in "ICC". It is a key-point that allows to collect, process and use the creative consumer data in order to get the changing dynamics of company's visual identity.
Yes, the concept of the project is based on analytical researches in theory of identity as a philosophy and psichology, corporate identity, dynamic corporate identity, branding, company's strategies, consumer behavior, innovative technologies, ways of collecting processing and using the visual data.
There were lots of challenges during all the process of this project. From managing lots of new different information while brainstorming the concept, to technical challenges: working with a green-screen, shooting and processing a video, effecting and getting the right images.
I was looking for a way to make "ICC" seen public. Then remembered that a well-known lithuanian designer Edvardas Kavarskas won a gold award in "A Design Award 2012" for designing Lithuanian Vodka package. I decided to apply there too, because it seemed to be a perfect opportunity to share the idea with a broad audience.
Well, after all researches, analyses and brainstorming processes, I feel like I became a queen of identity. I got a strong basic understanding of how corporate identity works, so now I know how it can be improved and innovated, what must be done in order to get a unique corporate identity that sets a strong friendship between company and consumer. "ICC" gave me lots of good new experience in both, theoretical and technical areas.