Soca Logo Design - Client Briefing

Good design goes to heaven bad design goes everywhere...

The university is an educational, artistic and business enterprise. The university departments face challenges and issues in marketing what they do, like larger enterprises and government departments.

Three Aspects of the Design Brief that JCU's SOCA Director is looking for.

Looking for a logo that will capture everything that SOCA is about. In a compelling, powerful and magical way.

A brand for SOCA that's compelling, brilliant and magical.

Three Things: 

• The Market - Knowing what the market is about. 
• The Intention - Should follow on from the market which will allow an intention to be formed. 
• The Competition - Those in a marketplace by definition are competing for business from similar clients. 

The Market - SOCA have many different markets. It needs to give a strong sense about the ethos of the organisation. 

The most powerful designs are those that are upfront and simple, that capture the complexity of meaning. 

First Market - The target group is potential students as well as current students. 

Second Market - Staff members. 

Third Market - Those who are external to the university. That range from government, arts organisations, academics etc. 

The key about marketing of JCU's SOCA is a mixed group. That create's an image of SOCA both in text and typography. 

The Intention of the Design  - Think about good design as being the art of capturing opposites. 

The department wants to be able to capture what the school is - An enterprise that does many things. 

The oppositions... of JCU SOCA... The art of design is about the manipulation and effective utilisation of such contrasting oppositions. 

Gravity and Grace 

Sobriety and Wit

Institutional and Intellectual

Weight and Likeness

Duty and Development

Static and Dynamic

Continuous (Continuity) and Change

Competitive Edge... Need's to represent what makes us different to everybody else. 

The Client's Belieft - A Balancing act - The school encompasses something of the old and something of the new. A school that relies upon old techniques. 

Balance the old against the new, by not using words but the medium of images, typography and by utilizing techniques that utilise space. To create something that's simple and stands for something else... It stands for showing the balance between the old and the new. 


Other Ideas - No particular colours - Use the colours that capture the relationships and audiences... Colour meaning. The Logo is going to be shown alongside the JCU logo.

This project came out of a request to co-brand a conference.

If a sub-heading it would be something that represents a whole audience of art disciplines.

A good design represents your knowledge of design history.

Wouldn't want everyone to have an idea of self-indulgence or amateur behavior. A sense of life balanced by seriousness.

The client knows exactly what he wants!