It should leave long-lasting memories, be easy to understand but also be diverse. It should have many different levels to arouse lots to talk about - but above all, it should conjure up joyful anticipation for the youth running up to the International Youth Convention (IYC) 2019: the motto. Because words alone aren’t enough, there is also an image. Spirit focussed on them both in the first edition of the IYC Countdown.
The Communications project group has been regularly getting together over the past year to plan how it can best communicate information about the coming IYC to the youth worldwide, so that they are all kept up to date and look forward to this major event. An events page is online in Facebook since October 2015; the website and app have been activate since Pentecost and the motto was revealed during the broadcast of the Pentecost divine service.
”Here I am”; so says the motto of the International Youth Convention 2019, which has been devised in the executive planning team and approved by the Church leaders. As the members of the planning team agree, this motto has all the ingredients to start and shape the way ahead for the IYC. An outstanding quality of the motto is that it provides many more levels of content than words alone can express. Four of these levels come into focus here:
- God speaks
- My response to God’s call;
- My position;
- My willingness to help along.
This motto has its roots in the Bible as, for example, with Abraham, Samuel and Ananias who answered the call of God with “Here I am”. It can be expanded in many other circumstances, of course. For example, “Here I am and I am listening” or “Here I am when you are looking for me” and so it can find a fitting way into the variety of events at the IYC.
The key visual
The project group commissioned a logo to be at the centre of the European Youth Day 2009. Deacon Frank Schuldt, leader of the Communications project group, explained why there was to be a key visual this time instead of a logo. “A logo would always be in conflict with the logo of the Church and therefore it seemed to make more sense to us that the Church logo should be represented for the IYC in a strong key visual setting, including a text element”, he said.
As soon as the group members were in agreement, they commissioned several graphic designers in December 2016 to design a key visual for the IYC 2019. The task was to produce a poster to promote the IYC 2019 and to demonstrate that the result harmonised with other means of communication. Certain elements were stipulated to be included; the logo of the New Apostolic Church, the motto of the IYC 2019, with the following text, “International Youth Convention, 30 May – 2 June 2019, Düsseldorf, New Apostolic Church”, a strong graphical element fitting to the motto (the key visual) and the colours which could be chosen – blue and orange. Eight graphic artists responded to the challenge and submitted a total of 38 drafts. The project group evaluated the results, to determine whether the respective key visual represented all four aspects of the motto and whether all elements (Church logo, text, key visual) could be used flexibly (on posters, merchandising products, etc.). Without knowing the designer of each draft, the group unanimously chose one - with great surprise; as it turned out to be that from Ralf Heller, who had previously designed the logo of the EYD.
The chosen key visual meets all the desired parameters. The motto, “Here I am” is in the foreground, the graphical picture gives an emotional and youthful touch, the Church logo is an integral element of the overall design and the draft supports the corporate identity of the New Apostolic Church. The motto and the key visual – two components of the communications concept, which should help the many young people who come to Düsseldorf in May 2019 also to say, “Here I am!”
What is a key visual?
A key visual is a graphical motive. It serves to identify a brand, a company or an institution in a communication action. That could be at the introduction of a brand, a corporate image or a time-limited advertising campaign. The key visual must be understandable and concise and include all aspects of a company or its product. It should graphically add weight to the core element of the advertising message.
Text freely translated from: "Spirit – the young magazine for New Apostolic Christians", edition no. 03|17, pages 22 - 23 © Verlag Friedrich Bischoff GmbH, Neu-Isenburg (Author: Annette Conrad)
The magazine “Spirit” has been publishing news and facts about the International Youth Convention since March 2017 under the heading “IYC Countdown. This the first article in a series of 12 planned.