Archive for the ‘ Identidad de Marca. Lugar. ’ Category

Business-to-Business-to-Boomerang. Marca lugar: Federal Government of Australia

Desde underconsideration.com

Ver también brandaustralia.gov.au

Brand Australia was conceived by the Federal Government of Australia as a four-year program to position Australia internationally as not just a pleasant place to holiday, barbeque shrimp and wrestle crocodiles, but also a nice enough place to perhaps invest a few dollars. And that’s the key to understanding the place this brand is intended to take; it does not replace the tourism brand created by FutureBrand, rather it sits above it as the overarching brand for global citizenship, culture, business and investment. Confusingly, that same tourism brand created by FutureBrand had been in use as the business to business brand under license by Austrade — the government agency responsible for promoting Australia and Australian businesses overseas. Therefore, it’s a before and after, whilst not being a before and after. Still with me? (…) Leer mas

The Dragon’s New Clothes and Tail. Rediseño de imagen: gobierno de Hong Kong

Desde underconsideration.com

Ver también: brandhk.gov.hk
y también: landor.com

It’s funny to recall “design memories” and I never thought I would look back to 2001 with a weird sense of nostalgia when Landor introduced the identity for Brand Hong Kong (BHK), it felt like the culmination of great work after big successes like FedEx, John Deere and BP. At the time, it was one of the most prominent efforts to brand a destination and Landor had done it pretty amazingly. Managed by the Government’s Information Services Department, the goal, then and now, for BHK is simply to establish the city as not only the most cosmopolitan city in Asia but around the world — to be more specific, BHK must communicate “Cosmopolitan, Secure, Dynamic, Diverse, and Connected” as attributes of the city, and “Free, Enterprising, Quality Living, Innovative, and Excellence” as its values. After nine years, the identity has been revised (…)  Leer más