Identity - University of Bergen, Faculty of Fine Art, Music and Design|短视频,海报/平面|广告营销案例【ADGuider广告指南】

身份-卑尔根大学美术、音乐和设计学院

案例简介：结果该学院于 2017年1月4日获得正式认证，该学院将在 2017年秋季学期之前搬进新大楼。评估所创造的价值还为时过早。教职员工希望制定议程，并计划让学校所在的居民参与进来。在建筑的前面将有一个艺术装置的区域，以激发和参与周围的对话。建筑设施包括对外开放的实验空间，该项目的主要成果是所有权。教师有勇气在其真实的本质上构建视觉身份。通过这样做，他们成功地将紧张视为力量，这反过来又导致了对身份的强烈所有权。活动描述紧张是视觉身份的概念。这个概念通过领域的名称来解释: 美术 (KUNST) 、音乐 (MUSIKK) 和设计 (Design) 在充满活力和活力的标志系统中形成固有的混乱。每个标志版本的强度不同，受到周围设计元素和给定格式定义的空间的限制。身份扩展、脉动和生活 -- 从僻静、封闭和安静 -- 到大胆、无畏和强大。身份的目的是成为混乱的使者，表达不可预测性和摩擦。执行这个身份在今年春天慢慢被推出，当学生们在秋季学期搬进新大楼时，它将完全显现出来。视觉识别包括所有印刷材料、动画、启动和活动材料、学生生活产品、寻路和物理接触点、数字接触点方向。身份具有很强的视觉特征，通过引入简单、柔和的质量，让材料发挥辅助作用。每个产品都是根据核心概念精心选择和开发的。简单的品牌指导方针确保教师可以轻松管理通信材料的日常生产。英雄元素的制作是通过教师和设计机构之间的密切对话和合作来完成的。战略这项研究的主要发现是，艺术领域之间的紧张关系决定了组织。允许紧张成为身份的基础是一种大胆的方法，因为它有积极和消极的联系。然而，作为艺术发展和教育的一个因素，张力确保了摩擦，这可能会导致更深的理解和反思。目的是与未来学生的思维方式联系起来，自豪地传达教师的精髓。我们的目标是成为一个领先的国际艺术研究和教育中心。通过敢于在我们组织中固有的张力上建立视觉身份，我们想表明我们是一个反思和无畏的教师，有近距离接触和权力爆发的空间。一个相关的、要求很高的教师设置议程并影响人和社会。主要目标受众是未来的学生 -- 无论是国内还是国际。概要视觉识别最初是为卑尔根美术和设计学院开发的。在发展身份的过程中，作为挪威教育改革的一部分, 卑尔根美术设计学院与格里格音乐学院合并，并并入卑尔根大学，成为美术、音乐和设计学院。新教师被允许保持其视觉身份，因为这是这个过程的前提。视觉识别的目的是通过强大而清晰的声音来统一不同的艺术领域，同时也让学生的作品占据中心舞台。身份必须通过数字和新建筑的物理空间与用户动态互动。

身份-卑尔根大学美术、音乐和设计学院

案例简介：Outcome The faculty was officially accredited on January 4th 2017 and the faculty will move into the new building before the autumn term of 2017. It is still too early to evaluate the value created.The faculty wants to set the agenda, and plans to involve the inhabitants where the school is located. In front of the building there will be an area for artistic installations to inspire and engage the surroundings in dialogue. The building facilities include external experimental spaces also open to the public.The main achievement of this project is that of ownership. The faculty has had the courage to build the visual identity on its authentic nature. By doing so, they’ve managed to embrace the tension as strength, which in turn has led to strong ownership of the identity. CampaignDescription Tension is the concept for the visual identity.The concept is interpreted through the name of the fields: Fine Art (KUNST), Music (MUSIKK) and Design (DESIGN) forming an inherent chaos in a vibrant and dynamic logo system. Each logo version, varying in intensity, is limited by the space defined by the surrounding design elements and the given format. The identity expands, pulsates and lives – from secluded, close and quiet – to bold, fearless and powerful. The identity's purpose is to be a messenger of chaos and to express unpredictability and friction. Execution The identity is slowly being rolled out this spring, and will manifest itself completely when the students move into the new building for the autumn semester. The visual identity includes all printed material, animations, launch- and campaign material, products for student life, wayfinding and physical touch points, directions for digital touch points.The identity has a strong visual signature, allowing the materials play a supporting role by introducing a simple, toned down quality. Each product is carefully chosen and developed in tune with the core concept.The simple brand guidelines ensures that the faculty can easily manage the day-to-day production of communication material. Production of hero elements is done through close dialogue and collaboration between the faculty and the design agency. Strategy The key findings from the research was that the tension between the artistic fields defined the organization. Allowing tension be the basis of the identity is a bold approach, as it has both positive and negative associations. However, tension as a factor in artistic development and education ensures friction that may lead to deeper understanding and reflection. The aim was to strike a cord with future students' mindsets, proudly conveying the essence of the faculty.«Our ambition is to be a leading international center for artistic research and education. By daring to build the visual identity on the inherent tension in our organization, we want to signal that we are a reflective and fearless faculty, with room for both close encounters - and power bursts. A relevant and demanding faculty setting the agenda and influencing people and society.»The main target audience is future students – nationally and internationally. Synopsis The visual identity was initially developed for Bergen Academy of Fine Art and Design.In the process of developing the identity, and as part of the Norwegian Educational Reform, Bergen Academy of Fine Art and Design was merged with Grieg Academy of Music and incorporated into the University of Bergen as Faculty of Fine Art, Music and Design. The new faculty was allowed to keep its visual identity, as it was a premise underlying the process.The visual identity's purpose was to unify the different art fields, by having a strong and clear voice, but also allowing the students work to take centre stage. The identity had to interact dynamically with its users, both digitally and through the physical space of the new building.