innovation capital qatar - brand identity

© COPYRIGHT GROW 2012

ICQ BRAND IDENTITY – RATIONALEPresentation by Grow9 JULY 2012

ICQ BRAND IDENTITY – RATIONALE


OVERVIEW - CHALLENGE

Decoding the right visual language for ICQ’s Vision, Mission, and Values

Grows’ proposed ICQ mark has evolved from our investigations into the nature

of Dr. Jehan Almeer’s enlightenment and the need for its effective visual expression.

Create a new kind of bank that:

• Will be the first private investment bank in the GCC focused on innovative technologies.

• Changes the way the banking industry operates and is perceived.

• Is founded on the principles of integrity, efficiency and openness.

• Is accessible to everyone on all levels.

• Does not masquerade as a venture capital business.

• Is driven by new ideas, passionate visionaries, scientists and engineers not traditional financiers

• Is founded on the principles of the Qatar National Vision 2030 to generate a knowledge-based

economy that is focused on delivering a long-term sustainable legacy for Qatar and the region.

• Intends to make the world a better environment for future generations while delivering attractive

returns to our shareholders.



OVERVIEW - RESOLUTION

The process of innovation involves the exploration and resolution of nature’s labyrinthine complexities.

To understand and decode these mysterious patinas requires investigation, endurance, intuition and vision.

Nature’s tapestries have unique and exotic languages that must be understood in order comprehend

how the universe speaks to us.

The visual language of the Middle Eastern culture is also a pattern of nature. Within the geometries, and

graphic architectures of Arabic calligraphy and motif, lies a constant visual signal that represents the

Arabian way of seeing and its enduring desire to understand the enigmatic language of the cosmos.

Spirals, Sine Waves, the depictions of celestial movement, labyrinths and vine-like typography, all serve

as complex representations of the Arabian appreciation of the virtues of elemental nature.

And so, it is these patterns both natural and man-made might come to play a central role in the visual

expression of the ICQ brand.


OVERVIEW - ICQ BRAND IDENTITY – BASIC ELEMENTS




OVERVIEW - ICQ BRAND IDENTITY – BASIC ELEMENTS - LOGOTYPE

Seed Interpretation

Dwindling resources, an increasing global population, and a collapsing world economy, all constitute

factors that are forcing humanity to reassess and transform the way it lives and interacts with nature.

The Seeds of Change are all around us.

The Sustainability movement. the quest for energy efficiency and the ‘Arab Spring’ are just some of

the socio economic phenomena that denote an emerging pattern of activity of human advancement

towards a new and vital way of being on the planet. We call this, the shift from one existential model of

Continuous Expansion, to a more effective one possibly called Continuous Equilibrium.




DNA Interpretation

Deoxyribonucleic Acid is quite literally the Stuff of New Life, the formula for regeneration and the atomic

driver of evolution. Its vital patterns and sequences emerge and re-emerge to invoke successive and

myriad forms of creation. Cytosine, Guanine, Adenine, and Thymine, or CAGT, are DNA’s component

parts, the code for patterns of new life.

DNA’s biological language, spoke to us as a potential visual language with regard to ICQ’s nascent state.

ICQ is in effect, a ‘meta-organism’ in its early formative life stages. It seemed obvious then to use DNA’s

Code of Life as a visual metaphor for ICQ’s essence, vision and mission. To become a living entity which

in turn becomes a motivator for the creation of a new way of being for people not only in Qatar, but also

within the GCC region, the MENA region and possibly beyond.



DNA Interpretation Cont’d

ICQ’s reason for existence is completely synergistic with the goals of the QNV 2030. To create a robust

and self-sufficient, knowledge-based economy with four eco-systemic principles at its core, namely the

effective interplay between optimized social, economic, environmental, and human conditions.

These principles when read as an acronym spell ‘SEEH’. Within this ‘SEEH’ code the word ‘SEE’

appears. And so a wonderful coincidence occurs. ‘SEE’ is consistent with the idea of ‘Vision.’ ICQ is an

organization founded on ‘Vision.’ The attendant acronym, ‘ICQ’ has, from an onomatopoeia perspective

a wonderful treasure to offer. The letters ‘IC’ sound like ‘I see.’




Pattern Recognition

The DNA visual signature represents the almost impenetrable sequential labyrinth of biological code that

only human determination, intelligence and inspiration can unravel. But the compulsion to discover the

secrets of the language for creation leads only some visionaries like Dr. Jehan Al-Meer to embark upon

the arduous pathway towards inspiration, revelation and innovation.

DNA’s visual ‘blips and bleeps’ signature are significant in that they allow us to track the course of our

evolution towards the ultimate understanding of the future of life, and how the universe speaks to us.

The exquisiteness of DNA’s Patinas are, quite literally the language of innovation. And so we feel that it is

natural that the new ICQ logotype be based upon the vocabulary of new life.




Coin Interpretation

ICQ’s mission is to create a new definition of ‘wealth’. One based on a commitment to improve the

quality of life for future generations within Qatar and the GCC Region, not just from an economic

perspective, but also from human, social and environmental points of view.

The proposed ICQ logotype we have created is essentially based on DNA visual patina. But as

Asmaa Abdulhadi sagely pointed out, the proposed ICQ symbol is also evocative of ‘coin shapes’.

This evocation has an important connotation, as the ICQ logotype can also be seen as a dual visual

metaphor both for finance and for science.

There is however a third and deeper interpretation to be found within the ICQ ‘coin’ mark.

The perceived orientation of the so-called coin shapes, denote circular pieces resting upon their sides.

Again, a magnificently relevant and subtle symbolism emerges. Every coin has two sides, a choice

of perspectives if you will, an upside and a down side. Right now, humanity’s existence and potential

destiny also has an upside downside.





Coin Interpretation Cont’d - The Upside of the Coin

Our advancement and prosperity as a species thus far, has been dependant on the existential thrust

of Continuous Expansion towards greater material wealth: an action reflective of the instinctive or

blind ‘side’ to human nature. The relative ‘positive’ effect of this enduring existential model has now

been eclipsed by its’ inevitable negative counter effects. Uncontrollable population growth, diminishing

resources, and a collapsing global economy, all now serve to reveal that we are on the edge of existence

and confronted with an apocalyptic choice. Do we pursue Continuous Expansion or do we try to find

another way of living that is sustainable?




Coin Interpretation Cont’d - The Downside of the Coin

The word ‘terminator’ in astronomical terms means the dividing line between the light and dark part

of a planetary body. The ‘terminator’ idea refers to the human instinct (blindness) to move towards

darkness by following the path of Continuous Expansion. It also refers to our newly realized opportunity

to move, driven by intelligence (vision) and awareness, towards the light of a new dawn in human

civilization. There are clearly now two sides to the coin in terms of our possible future. As a result, we

find ourselves on the edge of our destiny. ICQ is clearly an organization that is committed to moving

towards the light through the creation of, and investment in a new knowledge based society. The DNA

‘bytes and bleeps’ significance of the ICQ logotype is literally born of, and cast in the golden reflective

light of innovative thinking.




Coin Interpretation Cont’d - Both Sides of the Coin

Continuous Expansion is but one side of the coin. Continuous Equilibrium is possibly the other. But the

glistening edge between the sides also represents the threshold of change we all face. The ‘terminator’

is, in effect, the horizon that separates the old from the new, the darkness from the light, extinction

from preservation. The proposed ICQ logotype ‘coin’ motif therefore alludes, both simply and elegantly

to the aforementioned way of seeing.



OVERVIEW - ICQ BRAND IDENTITY – BASIC ELEMENTS - WORD

ICQ - IC Beyond Today

As a consequence of our investigation, an ICQ brand value proposition is stated that is entirely

consistent with ICQ’s organizational/visionary essence. ‘IC’ beyond today, ‘IC’ Qatar as a glorious

knowledge-based economy, ‘IC’ a New Order based on the QNV 2030’. The possibilities are endless.



ICQ - Banking on Science

Humanity’s advancement depends utterly upon science and the visionary mavericks that devote their

lives to the pursuit of truth. We, all of us literally rely or ‘bank’ on scientific discovery to survive.

ICQ is destined to become a bank like no other bank. A bank, not only for fiscal investment in scientific

and technological innovation, but also a bank for knowledge. A bank driven by visionary scientists,

engineers, and builders of new ways of seeing how the future can become brighter for all humanity.

ICQ Bank will ‘Bank on Science’ for its future prosperity in the widest sense. People will also come to

‘bank’ on ICQ for their destinies.




ICQ - Qatar. - Innovation Capital of the World

On the 4th of July, 2012, the Gulf Times reported that Qatar has been ranked highest in the Middle

East on the Global Innovation Index. It also reported that Qatar had secured 26th rank globally, ahead

of even China (29) and India (62), the world’s two largest emerging economies. Another striking feature

is that Qatar improved its world ranking by nine places compared to 2010. Last year, Qatar was placed

35th on the Global Innovation Index. And so an opportunity emerges to ‘play’ on the ICQ name in

order to re-enforce the organizations’ role in advancing Qatar’s status on the world stage as a lead

innovator in technology and science.



OVERVIEW - ICQ BRAND IDENTITY – BASIC ELEMENTS - COLOUR

ICQ - Gold

Gold is the color of ancient Arabic cultural exchange. It represents the exchange not only of material

goods but the interplay of ideas together with the incandescant sheen of enlightenment and wealth.




ICQ - Black

ICQ’s proposed colour black represents the background of cosmic darkness out of which the golden

incandescence of life, energy and matter were created.

Black also alludes to the scene of modern humanity’s dark, chaotic condition and the imperative for

the institution of a new golden renaissance in thinking about the way we co-exist with one another and

nature and a new definition of wealth.

Black therefore creates a background for the ICQ logotypes’ golden light to shine, the emblem of

ICQ’s leadership and their vision as to how the organization will play a critical role in the way humanity

will advance in socio economic, political and eco-systemic terms, as envisioned through the forward

focused lens of scientific and technological innovation investment, and the ultimate creation of a

knowledge based economy.





ICQ - White

White is a simple, neutral colour that indicates light, the mechanism by which vision is created.



Stationery Option 1



Letterhead



Black DL Envelope



Black & White DL Envelope



White DL Envelope



Black & White A4 + A5 Envelope



Business Cards A



Business Card B



Stationey Option 2 Black



Stationey Option 2 White



LetterHead



White DL Envelope



Black DL Envelope



Vertical White Business Card



Vertical Black Business Card



White Folder



Black Folder



Thank you

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T + 974 4444 6222 F + 974 4431 4982E [email protected] www.growqatar.com

© grow 2011. All rights reserved. No part of this publication may be reproduced without prior written permission of grow. The contents, layout and design are copyrighted and are protected by worldwide copyright laws and treaty provisions including Qatar Law No.9 of 2002 on the protection of copyrights and related rights.

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