The Queensland College of Art Design department required a communication campaign to attract potential students and strengthen the university’s reputation both nationally and internationally. Design Futures is a new direction which involves a strong shift towards providing education that profoundly challenges students to rethink design in institution, practice, culture and industry.
My concept for the logo was based on the brain as it is the core of idea generation. The dots and linking paths represent connectivity, complexity and the bringing together of people and ideas.
Two sub-logos were also created. The Design Futures Professional logo features extra connecting lines which represent a networked society and the connections made between people in the professional world. The Design Futures Professional logo has a darkened area, representing the cerebral cortex. This is the area of the brain responsible for learning, critical thinking and problem solving skills.
The identity adapts its shape to become a visual representation of Design Futures qualities evident in a particular idea or project. Each of the outer nodes move away from the center point to show the value of the DF qualities. The shape is determined through a DF iPhone application. QCA graduates and Design Futures Professionals can upload their work to be discussed and analysed. The logo can then be downloaded and used in conjunction with the project or idea. This computer generated logo represents the Design Futures values of the project at that point in time. As society’s views continue to change, the identity will also evolve.