AAA students create an identity for PON

Committee member John Bowles says: "We called on students from the AAA to design a corporate identity that adequately reflects the PON initiative as a striking, and serious body that is positively promoting newspapers as an influential medium.

"We had fantastic creative ideas as a result of the brief and elected to award a total of R5 000 to three students who we felt matched the brief the best."

The AAA students who impressed the committee the most were Natalie Bester,
Gloria Smrz and Ryan Whyte.

Bester says: "This experience has taught me invaluable lessons about the deadlines and restrictions that are part of working for a real client. I am so excited that my submission is to be used in a real campaign."

The challenge put forward by the client included not only the creation of a logo, but also a corporate identity booklet, a PowerPoint design template and four print advertisements. A research document and creative rationale for the completed work had to be submitted.

According to Bowles, the creative executions were "excitingly crisp, with students showcasing many fresh ways to portray the strength, credibility and professionalism of newspapers in an increasingly competitive environment".

The ideas were so well received that Bowles has expressed a desire to involve the AAA students in the creative side of the road shows and campaigns planned for the coming months around the brand.

"The new identity will be rolled out over the next month and incorporated into the PON workshops, to be hosted in Johannesburg, Durban and Cape Town from the 25-27 October.

"Guests Cyril Ramaphosa and Dr van Zyl Slabbert will be addressing audiences in Johannesburg, discoursing on the power of this medium and what newspapers have meant in their lives and careers. Durban and Cape Town speakers are currently being finalised.

"Further down the line, we are initiating a Newspaper Week, targeting advertising and media agencies, current, potential and non advertisers of newspapers with the aim of effectively promoting the advantages of adding newspapers to the communication mix."