To main constraint within this brief is the issue of international recognisability.
As such, the final logo for the Deakin University’s Visual Communication And Design Department was
inspired by the concept of Otto Neurath, also commonly known as “the language of the
global polis” and “the world, simplified”. Otto Neurath is a visual ‘language’ consisting
entirely of signs and pictograms which symbolize key data to ensure that concepts are
understood by audiences globally, irrespective of their spoken language.
The light bulb within the design has been utilized in order to enable a wide audience to
instantly associate the symbol with a ‘thought’ or ‘inspiration’ which represents a
designers need to be innovative, problem solvers constantly creating new ideas and
possibilities for their clients. The outline of the bulb has been created using the jaw and
hair-line from the figure displayed, as well as inserting the base underneath the figures
chin which is positioned on a slant to encourage the viewer’s eye to follow down the
design and on to read the universities department title.
Further, similar block uppercase typography and a colour pallette consisting of red, white
and black has been included to ensure the new logo is in line with the universities overall
marketing and original branding logo. These colours are contrasted by featuring the
figures brain, flowing with thoughts, colours and ideas which break out from the red
background, encouraging audiences to “think outside the square”.
To draw the viewer in to engage with the image, a strong visual is created through the use
of the figures face and burning red eyes, not unlike those of a determined designer, which
follow the audience from all angles. The face has deliberately been created using few
defining features to ensure that audiences can identify with the person and become
emotionally involved with the department, fulfilling the client’s promotional
communication need.
