ARTS253 - 5. Brand Guidelines and Collateral

Transcript

2. Lets take a brief look at IDENTITY IN BRANDING
3. Visual Style Just like people, brands must have a visual style.
 However unlike people, a brand can not change its visual style on a whim. The importance of consistency in the visual language is paramount. Your visual style should be representative of your core brand, but also be something that your target audience can identify with.
4. Youthful Not necessarily targeted toward children, but suggests a child’s carefree view of life by using bright colors and a fun, playful typographic style. Synonyms: active, adolescent, childlike, vigorous young, awkward, innocent
5. PROFESSIONAL Typically designed with conservative choices, the professional design does not need to be conventional. Use calculated risks to produce unique designs. Synonyms: conventional, moderate, conservative, traditional, classic
6. LOUD You want your message OUT THERE, and a loud style will certainly achieve that goal. This type of design is urgent and intense and needs and equally strong message. Synonyms: boisterous, brazen, emphatic, heavy, intense, resonant, strong
7. RETRO The retro style captures the essence of a past time
 or place, but gives it a unique new spin. Make sure to know your target
 audience and why you want to link your brand with qualities of the past. Synonyms: past, nostalgic, reminiscent,
 retrospective, old, dated
8. Vintage Historic but with an enduring appeal. It implies that it is the best of its kind because it has stood the test of time. Synonyms: generational, prime, choice, classic, old, distinctive
9. KINETIC Characterized by motion, action, and
 excitement. With strong images or colors, getting the rhythm correct is the key to success with this dynamic style. Synonyms: active, animated, dynamic, electric, exciting, invigorating, lively
10. ELEGANT Refined and tasteful in its appearance this style evokes a sense of class that everyone desires. Synonyms: beautiful, classic, delicate, fancy, graceful, majestic, refined, stylish
11. Soothing Visually pleasing and quietly assertive. This style feels gentle and calming Synonyms: delicate, faint, light, melodious, muted, pastel, quite, soothing, whispered
12. So why is it so important to have a visual style?
13. CONSISTENCY! -— 1 conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness: the grading system is to be streamlined to ensure greater consistency. • the achievement of a level of performance that does not vary greatly in quality over time: his principal problem in tennis has been consistency. 2 the way in which a substance, typically a liquid, holds together; thickness or viscosity: the sauce has the consistency of creamed butter.
14. CONSISTENCY! -— 1 conformity in the application of something, typically that which is necessary for the sake of logic, accuracy, or fairness: the grading system is to be streamlined to ensure greater consistency. • the achievement of a level of performance that does not vary greatly in quality over time: his principal problem in tennis has been consistency. 2 the way in which a substance, typically a liquid, holds together; thickness or viscosity: the sauce has the consistency of creamed butter.
15. EXAMPLE -— CONSISTENCY! -—
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29. STATIONARY
30. Logo Letterhead Second Sheet Digital Letterhead Fax Cover Sheet Contracts Invoices Memos Envelopes Business Cards Labels
31. STATIONARY EXAMPLE -—
42. Letterhead A sheet, either printed or digital, that has the logo, address, and contact info of the brand on it.
43. Second Sheet A sheet, either printed or digital, that has the logo, on it. The whole sheet is usually printed in one color or grayscale.
45. Business Card A small card with person contact information, business affiliation and brand elements.
47. Envelopes Various mailing containers that have the logo, and address of the brand on it.
49. Other Items Various items that extend the brand experience to people who are interacting professionally with the company or an individual from the company.
52. So how do you use all of these things correctly?
53. BRAND GUIDELINES YOUR BRAND’S ROADMAP
54. Logo Sizes Logo Usage Logo Restrictions Color Palette Fonts Graphic Elements Illustrative Elements* Photographic Elements Attitude of Imagery Description of Brand
55. BRAND GUIDELINES EXAMPLE -—
56. ASSIGNMENT SPECIFICATIONS -—
57. Brand Guidelines & Collateral For this project you must design a brand guidelines book that gives the rules about how to use the logo and other brand graphics, colors and typography. You must also design a stationary set for communication of your brand. Your brand guidelines book must be a minimum of 12 pages. Two of those pages are the front and back cover. Design your book not only as the set of rules for your brand, but as a designed piece that is branded and strengthens the brand. The stationary must minimally be a letterhead, envelope, and business card. Both parts must be submitted to the dropbox no later than the beginning of class on Monday, March 2