Reflecting On Brand Lebanon: Conceptual Research And Graphic Propositions

Transcription

1 Reflecting On Brand Lebanon: Conceptual Research And Graphic Propositions 16 to 20 February 2015 Académie Libanaise des Beaux-Arts, ALBA, University of Balamand 1

2 Monday 16 February Lebanon, land of meeting 8:45 9:15 coffee and welcoming the speakers 9:15 9:30 Opening speech Mr. Alain Brenas / ALBA, Académie Libanaise des Beaux-Arts 9:30 09:45 Opening Session Mr. Alain Brenas / ALBA, Académie Libanaise des Beaux-Arts Keynote: Branding, image of a country, and national identity 9:45 10:30 Mr. Ziad Makhoul, Chief Editor, L Orient Le Jour Political scene 10:30 11:00 Coffee break 11:00 13:00 Projections The National Geographic s Quest for the Phoenicians ALBA students short films 14:30 17:00 Working sessions, Salle Polyvalente 15:30 15:40 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts Debrief: background and expectations of the Symposium, introduction of the speakers and an overview of the program. 15:40 16:00 Dr. Nadine Panayot / University of Balamand History and archaeology 16:00 16:20 Coffee break 16:20 17:00 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts Debrief: debate on the expected themes of the symposium (open to the students) Free time 20: Dinner Centre Ville End of day one 2

3 Tuesday 17 February Identity and heritage 9:00 9:15 Coffee and welcoming main building 9:15 10:30 Press conference, welcome speech Mr. Andre Bekhazi / ALBA, Académie Libanaise des Beaux-Arts 10:45 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts Opening session and program of the day 11:00 11:30 Gabi Nasr / L Orient le Jour Autodérision 11:30 17:00 Working sessions, Salle Polyvalente Working sessions, objectives: emotional benefits of the brand Lebanon - Dimensions of the brand Lebanon : multiform and complex place - Entities affecting the brand Lebanon - How to differentiate the brand Lebanon - Vector image of the brand "Lebanon" (values, strengths) - SWOT (to be continued next day) / identify the added value -beyond the clichés and stereotypes- of the brand Lebanon. - Actual visual situation: contemporary visual-identity attempts - Visual propositions 15:45 16:30 Mr. Antoine Salameh, Journalist, writer Lebanon, a multi-confessional country- Origins and Evolution 16:30 17:00 general discussion concluding day two all speakers/participants - summary (open to the students) Moderator: Mr. Alain Brenas / Académie Libanaise des Beaux-Arts 18: Mr. Kamal Mouzawwak Gastronomy and anthropology of the Lebanese Cuisine 20:00 Diner at Tawleh End of day two 3

4 Wednesday 18 February Exchanges 9:00 9:15 Coffee and welcoming 9:15 09:20 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts opening session and program of the day 09:20 09:40 Ms. May Menassa / An-Nahar newspaper Literary, cultural and artistic 09:40 10:00 Coffee break 10:00 16 :30 Working sessions, Salle Polyvalente Objective: Create a clear, simple, and distinguished idea/concept of the brand Lebanon built around the emotional qualities, which can be symbolized conceptually and visually. - SWOT (continuation of the previous day) / identify the added value -beyond the clichés and stereotypesof the brand Lebanon. - Consensual definition of the brand proposition de marque: what makes Lebanon unique and pertinent for all the participants - National Reputation (perceived vs. desired) - Conceptualization of the brand Lebanon - Fundaments (brand foundations) - Positioning, slogan - Visual identity - Color signification - Choice of writing style (calligraphic or typographic) 14:30 14:50 Dr. Antoine Abi Aad / ALBA, Académie Libanaise des Beaux-Arts what Lebanese language looks like 16:30 17:00 general discussion concluding day three All speakers/participants summary (open to the students) Moderator: Mr. Alain Brenas / Académie Libanaise des Beaux-Arts 20: Lebanese-Armenian Diner End of day three 4

5 Thursday 19 February Perspectives 9:00 9:15 Coffee and welcoming 9:15 09:20 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts opening session and program of the day 09:20 09:40 Mr. Joe Ayach, Impact BBDO Sectors of excellence 09:40 10:00 Coffee break 10:00 13 :00 Working sessions, Salle Polyvalente 13:00 Departure to Byblos Lunch: sandwiches Falafel and/or Shawarma to be eaten in the bus Guided tour in Byblos 19:00 20:30 Diner in Byblos 20:30 22:30 visiting Souk Byblos 23:00 Back to Beirut End of day four 5

6 Friday 20 February Prospective 9:00 9:15 Coffee and welcoming 9:15 09:20 Mr. Alain Brenas / Académie Libanaise des Beaux-Arts opening session and program of the day 09:40 10:00 Coffee break 10:00 13:00 General discussion concluding the symposium and its raised issues 14:30 16:00 Working sessions, Salle Polyvalente - General discussion concluding the symposium and its raised issues - Final summary and conclusions - Next steps: future workshops based on the research results/priorities 16:00 17:00 Closing the symposium Short presentations (10-15 minutes) by the participants Moderator: Mr. Alain Brenas / Académie Libanaise des Beaux-Arts End of Symposium. 6