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SHGA conditions of use and licence agreement

ICT: Start Here, Go Anywhere conditions of use and licence agreement

Using the ICT: Start Here, Go Anywhere brand to promote ICT study and careers to young people

What is the ICT: Start Here, Go Anywhere brand?

Here is the generic example of the ICT: Start Here, Go Anywhere brand with:

  • its components of the 'blue man' image
  • its key message ICT: Start Here, Go Anywhere
  • its overall look and feel.


Detailed specifications for the layout, graphics, typeface, and other components and generic artwork are contained in the ICT: Start Here, Go Anywhere Visual Style Guide (450K PDF) .

Why have one brand?

Many organisations have undertaken, and are undertaking campaigns to promote ICT study and careers to young people, particularly school age students. These campaigns are initiated and funded variously by governments, education providers, and industry and professional groups in response to local and self identified pressures and perspectives.

But the lack of a 'national presentation’ of ICT studies and careers means the good efforts by many organisations are dissipated with competing images and messages of ICT study and careers.

In 2007, the Industry Leadership Group – representing federal and state governments, school, vocation education, and tertiary education providers, ICT and business associations, the ICT research community, and women in ICT – decided that a single brand was needed to present a national presentation of ICT studies and careers to young people.

The immediate advantages of having single and national brand to market ICT study and careers to young people are that:

  • the clutter of images associated with ICT marketing is reduced, and
  • various groups can use the brand within a relaxed and distributed regime of deployment while achieving an overall integrated marketing appearance.

How was the ICT: Start Here, Go Anywhere brand developed?

In 2006, the Victorian Government, in conjunction with Victorian universities, the TAFE sector, industry representatives and industry associations and professional bodies, commissioned a major marketing initiative to encourage Year 11 and 12 students to consider enrolling in post-school ICT courses. A brand called ICT: Start Here, Go Anywhere and associated marketing collateral was developed, endorsed through focus groups, and rolled out in the second half of 2006.

How did the brand become national?

The Victorian Government recognises that the availability of ICT skills is a national issue and that one brand implemented nationally will be the most effective means of raising awareness of the value of ICT skills.

Accordingly, the Victorian Government has agreed to licence the ICT: Start Here, Go Anywhere promotional copyright material for use by commonwealth, state and territory governments and other organisations that have an interest in promoting ICT courses and careers.

What makes the ICT: Start Here, Go Anywhere brand attractive?

There was significant testing of the branding (including other proposed concepts) undertaken by independent market researchers (Open Mind Research Group) before the adoption of the current ICT: Start Here, Go Anywhere. brand.


Broadly, the testing found the ICT: Start Here, Go Anywhere. brand was well accepted by young people:

  • They are seeking bold, energetic and young-looking visuals to ascertain that the communication was aimed at "them";
  • They easily reject concepts they felt were trying too hard to speak to them;
  • They thought the branding was young, hip and cool
  • They considered the talent selection - the 'blue man' - was spot on;
  • They saw the 'blue man' as cool and believable as well as being smart (his clothes have style).  

Why is there a male figure?

In the interest of keeping the branding simple, the desire was to have one branding image only.


In the testing undertaken by Open Mind, young women advised that the ICT: Start Here, Go Anywhere brand with the 'blue man' image was acceptable to them. It wasn't that the girls couldn't agree on a female role model. Rather, it was more that they didn't feel the need for one, and they responded equally well to a guy who is neither too good-looking nor too geeky as they did to a female role model.

Who owns the brand?

The Victorian Government, through its Department of Innovation, Industry and Regional Development (DIIRD), owns ICT: Start Here, Go Anywhere promotional copyright material.

Can you get the brand from AIIA?

Yes. DIIRD has permitted the AIIA to distribute the ICT: Start Here, Go Anywhere promotional copyright material to organisations who agree to the terms and conditions as set out in the Conditions of Use Licence Agreement.

Can my organisation get the brand from AIIA?

Permitted organisations are defined as education institutions, commercial organisations, industry bodies, commonwealth/state/territory governments and not-for-profit organisations that have agreed to the conditions of use.

What are the conditions of use?

Organisations permitted to use the ICT: Start Here, Go Anywhere promotional copyright material are required to enter into a Conditions of Use Licence Agreement with the Victorian Government.

Where do you send your examples of using the brand?

The Conditions of Use Licence Agreement require organisations using the promotional copyright material to provide examples of its use within three weeks of first use.


You can meet this requirement by advising AIIA by email .

For examples using your web page, simply advise the link.

What do you need to do to use the brand?

  1. Download the Conditions of Use Licence Agreement (120K PDF) 
  2. Download the ICT: Start Here, Go Anywhere Visual Style Guide (450K PDF) .
  3. Consider the Conditions of Use Licence Agreement.
  4. Agree to the Conditions of Use Licence Agreement.


Once we have received your agreement, we will provide you with the ICT: Start Here, Go Anywhere promotional copyright material, including templates, image files and other brand elements.

How do you use the ICT: Start Here, Go Anywhere brand?

An ICT: Start Here, Go Anywhere Visual Style Guide (450K PDF)  has been developed to govern how the promotional copyright material is to be applied, including approved colour palettes, typefaces, page layouts and other methods to ensure visual continuity and brand recognition across all physical and electronic manifestations of the brand.


For those without access to designers, there are a number of templates available:

  • The Microsoft Word template (SHGA Style Letter.doc) is in letterhead format.
  • A Microsoft Powerpoint template is also available.
  • The ‘blue man’ image and the slogan are combined in SHGA titlemaster.jpg for those with more basic requirements.


For those with designers, there is a full set of images available. However, the large sizes of these files will require posting a CD to you.

Acknowledgement

AIIA appreciates the commitment by the Victorian Government in its support for ICT study and career promotion, and by its action in permitting the ICT: Start Here, Go Anywhere promotional copyright material to be used nationally.