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Design company Dreamtime Creative on international stage at the ASEAN Summit

13 Mar 2018

Majority Indigenous owned and operated design company Dreamtime Creative competed for and won the right to design the logo for the ASEAN-Australia Special Summit 2018.

The Adelaide based company also designed associated merchandising items including backpacks, pens and printed materials.

The summit, held in Sydney from 16-18 March, includes Southeast Asian countries with different cultures and languages.

Managing Director of Dreamtime Creative Janet Craig said the company wasn’t too concerned with the nature of the task as it has extensive experience in designing culturally sensitive logos.

‘The ASEAN-Australia Special Summit logo was a little more complicated, however, as it needed to be culturally appropriate for each of the 10 member nations,’ Janet said.

‘This cross-cultural component required extensive research into the protocols of each of the member nations including colour and symbology to ensure acceptance and respect by all target audiences.’

On top of that, the logo needed to have an Indigenous feel but represent mainstream Australia. It needed to be flexible for use across a range of printed materials, social media, website and promotional merchandise. And it also had to sit comfortably next to the official ASEAN logo.

The logo was inspired and informed by Indigenous art, and the idea of telling a story or journey through artwork.

It depicts a meeting circle merging, the blue showing the movement of people from across the sea coming to meet in Australia. An Indigenous meeting circle is a symbol of unity and a safe place where discussion can take place for the benefit of the collective.

Dreamtime Creative has produced logos for federal and state government departments and non-profit organisations for 15 years. But this is the most high profile logo the company has ever designed.

‘To be chosen to undertake the work for the summit was a privilege and testament to our capability to design nationally significant logos,’ Janet said.

‘It was a great boost for staff morale, in particular that our work is being seen and acknowledged by political delegates and participants from the 10 Southeast Asian countries that make up ASEAN.’

This is the first time Australia has hosted a summit for ASEAN Leaders. The Leaders’ meeting will be supported by a Counter-Terrorism Conference and a Business Summit. Their aim is to strengthen regional security and increase prosperity throughout the region.

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Dreamtime Creative was sourced to supply the ASEAN-Australia logo and associated summit elements through the PM&C/Supply Nation procurement agreement. They were selected through a competitive Request for Quote process issued on 24 April 2017.

ASEAN is made up of the following nations: Indonesia, Malaysia, Philippines, Singapore, Thailand, Brunei Darussalam, Vietnam, Myanmar, Lao PDR and Cambodia.