Perth agency SHEDcsc shares a little love with WA with the launch of newly designed ‘love mark’

Perth agency SHEDcsc has created and trademarked a unique ‘love mark’ for WA.  It’s a simple universal design based on letters made from hearts that communicate Love WA without the need for any supporting text.

In its purest form, the trademark appears in red but can also be rendered using photographic imagery to depict the many things there are to love about WA.

Says Andrew Tinning, creative director, SHED: “While in Cannes this year SHED co-creative director and co-founder Drew Ridley and myself attended a great talk by US agency Crispin Porter & Bogusky on expanding the role of creative agencies. Founder and Chairman Chuck Porter spoke of a growing trend where agencies are developing their own I.P and launching their own products and brands. We thought why not give it a go back home?

“Love WA is different to the traditional Black Swan symbol that is synonymous with the state. It’s less about formality and tradition and more about having fun and expressing how you feel about WA in way that’s instant and universal.”

Says Ridley: “Another great session we attended in Cannes was silencing the noise through simple design where Deutsch LA’s Nathan Iverson and design Army’s Pum Lefebure spoke about creating great marketing with a simple point. No yelling, no shouting, just telling. They went on to explain that viewers are becoming increasingly time-poor and don’t need a lot of visual noise in their already complex lives. And how our brains do not want to process complex material, they want to see simplicity.  Things they can understand and relate to in an instant, without the need for a 5minute video to explain what it all means! We reckon that our new sharetheloveWA brand fits this thinking.

“The Love WA trademark is designed to appear across a range of merchandise and will ultimately be available for licensing. SHED have today launched the brand across social media including facebook, twitter, tumblr and instagram using the hash tag #sharetheloveWA.”

Says Tinning: “Over the coming weeks and months, we’ll be releasing a stream of Love WA images that show the things that we love about WA and we’ll be approaching local photographers to contribute. They’ll be credited and linked back to their own instagram and facebook pages and websites.  We’d love people to then share the love with their friends and families across Australia and the rest of the world to show them (and remind ourselves) just how lucky we are.”