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How to visualize collaboration?


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Documentation of a 2007 private logo project. Brief: express dynamic and human aspects of e-collaboration - and create something that looks different compared to common IT logos. Concept of dynamic/generative logo, overlay of warm, translucent colors. Programmed in Flash (animation not included in presentation).

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How to visualize collaboration?

  1. 1. How to visualizecollaboration?Developing a logo for an academic e-collaboration platform.,Collaborate‘ project, December 2007 - documentation.Berlin, July 2012
  2. 2. PrefaceI‘m a strategist, not a professional designer. Strategy without executionor implementation is worthless. Magic happens, when you see your ideasbeing executed, when they start to breathe and live in the real world.There‘s just one thing that is even more exciting: to execute your ideasyourself. To play with concepts, shapes, colors and fonts - to express yourvery own ideas with your very own visual style.From time to time, I find some time to go the distance - from strategy/concept to visual execution. Moments of unlimited creativity, momentsof flow and joy. December 10th to 14th, 2007 was such a time ... 2
  3. 3. BriefA very good friend and former colleague asked me to develop a logo for hisonline platform „collaborate“ (website no longer live). The platform servedas an discussion board and hub for the academic „e-collaboration“ community.He was bored by all the blue-silver-white logos of the IT sector and asked forsomething really different. Something that expresses the dynamics andhuman aspect of e-collaboration, not the technical dimension.The primary application of the logo was the website/online platform.Nevertheless, the logo should be able to be printed on business cards,conference posters, flyers, publications etc. 3
  4. 4. IdeaDynamic/liquid, generative logoE-collaboration is dynamic, permanently changing constellations,overlays of projects and people on projects, varying arrangements,ever changing set-upsWarm & translucent colorsHuman factor of e-collaboration, mix of translucent colors symbolizesmix of people and capabilities, unforeseen tones symbolize uncertaintyof collaborative projects (results cannot be determined beforehand) 4
  5. 5. ConceptCreate a basic shape that symbolizes a realistic network(people = knots). A set of (seven) interconnected people, not everyone toeveryone, but max. by 2nd degree (seven people = seven knots).Visualize different constellations/set-ups of network collaborationby highlighting the active network members (min. = 2, max. = 7).Color-code the different constellations (translucent).Program a Flash movie (.swf) that mixes a set of shapes with each other.Logotype stays static. Flash, as it was 2007 kind of a proper web-format -and the only tool I was able to develop dynamic web graphics with ... 5
  6. 6. Execution (step 1)Basic shape and set ofdifferent constellationsof network collaborationDiscarded constellations(purely due to visualconsiderations) 6
  7. 7. Execution (allowed constellations) (grey pixel on top left corner of shapes indicator for shape alignment) 7
  8. 8. Dynamic configurations (2 shapes) 8
  9. 9. Dynamic configurations (3 shapes) 9
  10. 10. DisclaimerIt‘s fascinating to witness that dynamic/generative/liquid logos become more and more popular. Theavailability of (realtime) data and the role of the Web as the core of service and brand experiencescreates fascinating opportunities for dynamic/generative logos.This project was inspired a number of dynamic/generative/liquid logos. I would like to highlight, that Inever intended to copy a concept or logo. Stefan Sagmeisters ,Casa Da Musica‘ had a strong influence,especially in terms of concept, rigor and execution ( generative logo of the MIT Media Lab is a newer but still brilliant piece of art. ( displays a certain similarity to my ,collaborate‘ project. Therefore, I would like to point out, thatthe ,collaborate‘ project started and ended December 2007, a few years before the MIT Media Lablogo was launched. The friend who asked for the logo and former colleagues at The Brand UnionHamburg would testify that this is true.If somebody feels copied or robbed of his creative idea: I‘m sorry, it was really not my intention.And ,collaborate‘ was never for commercial purposes, just explorative, experiential and academic. 10
  11. 11. ContactCarsten Totz (Ph.D., Dipl.-Kfm.)Digital | Brand | StrategistBerlin,