Newsletter No. 486

06 # 4 8 6 | 4 . 1 1 . 2 0 1 6 中 大 品 牌 誌 / A natomy of a B rand 鳳凰臺上鳳凰遊 Rising Like a Phoenix 建立品牌乃一大學問，而深明此 道之中大部門，莫過於工商管理 學院。2011年開始，工商管理學 院採用「中大商學院」為其稱號， 以便和世界同類頂尖學府看齊。 伴隨新稱謂而來的，是煥然一新 的標誌，營造現代、國際、悅目的 視覺形象。 院長 陳家樂 教授說：「這次品牌 重塑促進了商學院和各方友好 的聯繫，令品牌識別更鮮明、統 一，配合全新的標誌系統，令我 們在國際爭一席位的工作更事半 功倍。」 新標誌靈感來自中大的鳳凰校 徽，並注入現代味道與翩然動 感。鳳凰鳥首與雙翼朝向前方，示意商學院立志培育引領未來的商業領袖。鳳尾羽毛形同一 團舞動的火焰，劃出一道優美的C型弧線，而「C」則是中大英文簡寫的首字母，象徵商學院 建基於大學的實力與傳統。尾巴右上方閃着一朵星型火花，傳達啟蒙與知識創造的意念。 珍珠灰色的鳳凰與橙黃色的火花，在皇家紫的底色烘托下分外靈動。學院推廣及傳訊辦公 室行政主任 邵俊倫 先生說：「紫色代表忠耿與熱誠，黃色代表堅毅與果斷，珍珠灰代表專 業與自信。後者也寓意商學院在珠江三角洲名聲日隆。」 標誌的所有元素藏身於一個四邊形，左下角為圓角，構成線條利落分明的徽章，透出莊嚴、 有力兼靈巧的意味。 搭配此新標誌的是長達百多頁的《品牌指引》，內容鉅細無遺，由怎樣給宣傳橫額添加 火花裝飾圖紋，到如何在短袖襯衫上印置鳳凰圖案，均有清晰指示。新版《品牌指引》最近 在美國紐約的國際市場策劃競賽Galaxy Awards 2016獲得榮譽獎。其他部門留意了：品 牌遠遠不止眼前的小小標誌那麼簡單。 If there’s any unit in the University that recognizes that building a brand is no trivial matter, it’s the Faculty of Business Administration. In 2011, the Faculty became known as the ‘CUHK Business School’ to align itself with the practice of most other leading institutions in the world. With the new appellation came a refreshed logo that is designed to create a modern, international and engaging visual identity. ‘The re-branding exercise was an ideal opportunity to engage with our stakeholders and to develop a single, unified brand identity. The re-brand and logo system is making a clear difference towards our goal of reaching out to the global world,’ remarked Prof. Kalok Chan , Dean of the Business School. The new logo draws inspiration from CUHK’s emblem of a phoenix but adds a sense of modernity and movement. For the Business School, the phoenix features a forward-facing head and wings, hinting at the School’s vision in nurturing business leaders who point the way to the future. The tail feathers of the legendary bird reflect the shape of dancing flames, rendered in an elegant curve to form the letter C for CUHK, symbolizing that the School builds and thrives upon the strengths and traditions of its mother brand. To the right and above the tail shines a star-like spark, which conveys the notion of enlightenment and knowledge creation. The pearl grey phoenix and the orange yellow spark are nicely set off by the logo’s background colour of regal purple. ‘Purple signals loyalty and devotion, yellowperseverance and resolution, and pearl grey professionalism and confidence. The latter is also a subtle tribute to the location of the Business School and its presence in the Pearl River Delta,’ explained Mr. Roger Shew , the School’s Director of Marketing and Communications. The identity, with all its elements, is housed in a four sided holding shape with a rounded lower left corner, creating a well-defined emblem in itself and giving a sense of stature, strength as well as flexibility. Going with the new logo and brand identity is a 100-page brand guideline, covering a full range of applications from how to create a decorative spark pattern for a banner to how to apply the phoenix graphics on a polo shirt. The second edition of the brand guideline has recently won an Honours Award at the Galaxy Awards 2016 New York USA, a prestigious international marketing competition. Other units take note: a brand is more than that which meets the eye. THE PERFECT PARAGRAPH According to the New Oxford Style Manual , a paragraph is, formalistically, a distinct section of a text, indicated by a new line, indentation or numbering. This definition isn’t very helpful. But the manual continues to say that paragraphs are units of thought reflecting the development of the author’s argument. The two key words here are ‘thought’ and ‘development’. A good paragraph must develop one (not two) idea of the author as fully and as economically as possible. In the prologue to his Autobiography , Bertrand Russell (1872–1970) sums up his life in three passions. The subject of the second paragraph of this prologue is his first passion: the longing of love: I have sought love, first, because it brings ecstasy – ecstasy so great that I would often have sacrificed all the rest of life for a few hours of this joy. I have sought it, next, because it relieves loneliness – that terrible loneliness in which one shivering consciousness looks over the rim of the world into the cold unfathomable lifeless abyss. I have sought it, finally, because in the union of love I have seen, in a mystic miniature, the prefiguring vision of the heaven that saints and poets have imagined. This is what I sought, and though it might seem too good for human life, this is what – at last – I have found. In three successive and structurally parallel sentences Russell explains why he has sought love: first, because it brings ecstasy; second, because it relieves loneliness; finally, because he has seen heaven in the union of love. An officious reader might ask if he has found love. The author seems to have anticipated this and replies with humility in the last sentence that he has. That a paragraph is the space within which an author states and develops one argument of his is not only found in personal essays like Russell’s but also in more coolly argued expositions. Daniel E. Koshland, Jr. (1920–2007), American biochemist and editor of Science from 1985 to 1995, begins one of his weekly editorials: Events in Eastern Europe, the Far East, and the United States indicate that there are laws of sociodynamics every bit as fundamental as the laws of thermodynamics. Systems that obey the laws of human nature and economics work; those that defy them fail. The first law of sociodynamics would appear to be, ‘There is no free lunch.’ That law holds even if lunch is converted to energy equivalents like breakfast and dinner. The second law is, ‘Humans are motivated by what has been done for them lately,’ a harsh rendition of the more publicly stated version, ‘I am motivated to work for the good of humanity, and it is a fortunate circumstance that what’s good for humanity is good for me.’ The third law, is, ‘Humans have a basic urge to sweep criticism about themselves under the rug,’ an urge which is encouraged strongly by bureaucracies and absolutely by dictatorships. The author states in the first sentence (the topic sentence) that he’s going to draw on the well-established laws of thermodynamics to comment on the emerging new world order in the early 1990s. These ‘laws of sociodynamics’ are, in the author’s words: 1. There is no free lunch. 2.Humans are motivated by what has been done for them lately. 3.Humans have a basic urge to sweep criticisms about themselves under the rug. Each of these laws of human nature and economics is the subject of exegesis and elaboration in the paragraphs that follow. The paragraph is itself complete with the author’s caveat that systems and societies that do not obey these laws must fail. 如 琢 如 磨 / D raft C raft TOPIC SENTENCE SUPPORTING SENTENCE 1 SUPPORTING SENTENCE 2 SUPPORTING SENTENCE 3 CONCLUSION SENTENCE