New Bird Life logo

To: 'Tony Keene' <>, 'Graeme Stevens' <>, "" <>
Subject: New Bird Life logo
From: Peter Shute <>
Date: Fri, 20 Jan 2012 13:29:43 +1100
Your "tone of voice" guidelines seem to fit exactly with the postings I read on 

Peter Shute

> -----Original Message-----
> From:  
>  On Behalf Of 
> Tony Keene
> Sent: Friday, 20 January 2012 1:24 PM
> To: Graeme Stevens; 
> Subject: Re: [Birding-Aus] New Bird Life logo
> Having seen a few rebrandings of late in the academic sector, 
> I'm always somewhat skeptical about the results compared to 
> the payment. F'instance a certain university rebranded 
> recently at a cost of $7 million and basically got a lot of 
> colourful squares to daub on every bit of university output 
> and a badge redesign that made it look like a 3rd division 
> football team, not to mention written guidelines on how we 
> should talk to each other:
>  "Tone of Voice
>  Setting the scene:
>  Imagine a conversation between the University's most 
> brilliant minds, past and present.
>  The exchanges are inspiring and engaging, intense and 
> energetic. What people say is informed and authoritative, but 
> also crackling with intellect and, occasionally, a show of wit.
>  People ask questions, share opinions and discuss new 
> insights. They are not afraid to be controversial or provocative.
>  Sentences tend to be short, sharp and well thought out, 
> prompting a lively exchange.
>  The vocabulary is evocative and rich, but never alienating or elite.
>  This is our tone of voice, which reflects and brings to life 
> who and what we are, as people, and ultimately, as an institution."
>  Quite how I was supposed to include that lot into "Hey Mike, 
> can I have a bottle of acetone from stores?" I don't know...
>  As things go, the BirdLife logo in question isn't terrible, 
> but it would be interesting to see what it cost and whether 
> that represents value for money.
>  Cheers,
>  Tony
> Photos, paintings and drawings of Australian, NZ, Swiss and 
> British Birds
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