Branding prestige and achievement...
The McKinnon Prize in Political Leadership is a new award, being presented by the Susan McKinnon Foundation and the
University of Melbourne. Its purpose is to recognise and reward courageous, visionary and collaborative political leadership in
Australia. The hope is, that as the reputation of the prize grows, it will help to inspire the kind of leadership needed solve the challenges our country is facing now and into the future.
University of Melbourne. Its purpose is to recognise and reward courageous, visionary and collaborative political leadership in
Australia. The hope is, that as the reputation of the prize grows, it will help to inspire the kind of leadership needed solve the challenges our country is facing now and into the future.
Hive Creative was invited to submit concepts for the branding of this new prize, for consideration by the University of Melbourne and the Susan McKinnon Foundation. We developed three brand directions appropriate for an award of this calibre, reflective of the energy and vision expected in a recipient of the McKinnon Prize.
Direction 1 - Bold Leadership
This direction references an ancient legend of Alexander the Great cutting the Gordian Knot. The Gordian knot has since become a metaphor for an extremely difficult or complex problem. The action of cutting the knot is used to embody the principles of bold leadership and creative problem solving.
The mark is a graphic interpretation that provides a distinctive brand identification. The choice of typography is suggestive of
the historical references being made, and gives the mark a strong presence with links to tradition and prestige. This is balanced by the use of a bold, dynamic colour.
the historical references being made, and gives the mark a strong presence with links to tradition and prestige. This is balanced by the use of a bold, dynamic colour.
Direction 2 - Differing perspectives
The McKinnon Prize is a bipartisan award that acknowledges the need for varying points of view within a sound political system.
This direction delivers a graphic interpretation of this concept with a single form being used to represent both an ‘M’ and a ‘K’ depending on the viewers perspective.
This direction delivers a graphic interpretation of this concept with a single form being used to represent both an ‘M’ and a ‘K’ depending on the viewers perspective.
The brand mark is a simple, distinctive mark that can build strong recognition over time. The supporting typography and graphic
design is deliberately progressive. The bold, contemporary nature of the identity speaks to the leadership and courage being recognized by the award.
design is deliberately progressive. The bold, contemporary nature of the identity speaks to the leadership and courage being recognized by the award.
Direction 3 - Consistent Action
Excellence in political leadership requires strong convictions, but it also requires actions that reflect these convictions. In most cases, a continuum of small consistent actions is more powerful, and has more lasting impact than any one bold singular gesture.
This direction uses ‘ripples’ as a metaphor, speaking to consistent actions and lasting effects. The brand mark is a contemporary
interpretation of ‘ripples’. The mark includes graphic transparency that relates to transparency of leadership and decision making.
interpretation of ‘ripples’. The mark includes graphic transparency that relates to transparency of leadership and decision making.
