MoRST visual identity 

In 2004, the Ministry of Research, Science and Technology (MoRST), invited me to be involved in creating a new visual identity for the Ministry.

The project included the launch of their new logo in November of that year, the roll-out of new stationery, interior signage and graphics, and later, implementation - publications, website update, recruitment advertising and other areas. The project, when first discussed, was to design simply the logo.

The brief, in MoRST's words: 'The mission of MoRST is to inspire and assist New Zealanders to create a better future through research and innovation. The new logo should provide a new and vibrant look; include a brighter colour palette (an energy booster); signal a sense of the future; flag the leadership role of the Ministry; reflect the high value MoRST places on ideas and creativity. The design should be able to work in the context of a policy ministry; be simple rather than detailed, (but 'edgy'); have a fresh, clean feel and look; capture the concept of MoRST rather than its functionality; be modern and sharp; communicate effectively.'

My response to the brief was that the values and vision of MoRST, as described, be used to develop a visual identity that would go beyond merely a new logo - as a result, MoRST's now refurbished office spaces have these values incorporated in the interior presentation - the physical space as well as their communications.

I proposed a new visual identity that would work comfortably with the entire MoRST framework, a cohesive, strong and distinctive brand that represents the integrity and enthusiasm of the CEO and the group Helen Anderson has brought together to ensure this happens.

The project was set up as a staged process that would evolve as the identity developed its place, and MoRST would take the brand to heart. Hardly out of the box, the staff - for their corporate fun run that year - produced T-shirts using the new logo proudly and boldly.

It has been three years now, and the visual standards guidelines are now being interpreted by other design and production suppliers. My last special project with MoRST was the making of a short film for their 2007 Stakeholder Function, where art, poetry and music represented the themes of research, science and technology.

The respectful and enthusiastic partnership between MoRST and Catherine Griffiths allowed the visual identity and brand, in its inital stages, to develop creatively but consistently, representing MoRST's own vigour and vision.

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