Branding and Cartography

F6e5e326d3e106fe69be330ebba2f69d?s=47 Vanessa KW
October 19, 2018

Branding and Cartography

Branding is a strategic and valuable part of marketing for any organization - and visually branding graphics with a specific, set range of color choices and typefaces is an important part of any branding strategy. However, these defined colors are often not ideal for most map visualizations.The past three years, I’ve spent a lot of time defining and implementing what I think is ideal for the branding of map aesthetics for two organizations, and as such, I will share what I have learned and spread the word about BREAKING THE RULES when it comes to maps.

F6e5e326d3e106fe69be330ebba2f69d?s=128

Vanessa KW

October 19, 2018
Tweet

Transcript

  1. BRANDING & CARTOGRAPHY Vanessa Knoppke-Wetzel, @run_for_funner

  2. OVERVIEW •Why? •Brand color schemes and graphics •vs branding for

    maps •Familiarization •“Base” map •Brand within your brand
  3. None
  4. None
  5. None
  6. STRICT RULES

  7. None
  8. None
  9. None
  10. None
  11. None
  12. None
  13. None
  14. None
  15. None
  16. None
  17. https://www.businessinsider.com/most-popular-fast-food-restaurants-state-foursquare-mcdonalds-burgers-2016-12

  18. https://www.infobae.com/2014/10/03/1599396-el-mapa-del-dia-los-paises-que-no-tienen-mcdonalds/

  19. Branding Rules • Most brand’s main colors are highly contrasted

    – to POP! For recognition! • Whether complementary or analogous, the colors work well adjacent to each other
  20. None
  21. None
  22. None
  23. None
  24. None
  25. None
  26. None
  27. None
  28. BREAK THE RULES

  29. Why? • Make underlying data LEGIBLE + • Allow for

    the possibility of more data layers + = a “well designed” map
  30. None
  31. FAMILIARIZATION

  32. None
  33. Familiarization • Features/data layers? • Map reader/use needs? • Organizational

    needs? • Future needs?
  34. “BASE” MAP

  35. None
  36. None
  37. None
  38. None
  39. COLOR RULES (break them)

  40. Your Brand’s Colors? • Use them to bring important features

    to can the fore: • In points, lines, and polygons • Via poly-transparencies • Via patterns • ……
  41. None
  42. Your Brand’s Colors? • Use them where you can but

    also…. break the rules when you have to
  43. None
  44. Break the Rules… P II • You will focus on

    what to bring to the fore via your brand’s colors, but also focus on what to bring to the background via your brand’s colors, where you can • Sometimes this means using variants of your brand’s colors – a little more black, a little less black, a little more cyan, a little more yellow….
  45. PERCEPTUAL COGNITION

  46. None
  47. Break the Rules… P II • Also use colors that

    are complementary and analogous to your brand’s colors • (or… your brand’s variations in color, that you found testing/playing around with your perceptual cognition)
  48. None
  49. Break the Rules… P II • Keep track of these

    “variant” colors! • Write them down, put them in an excel style sheet, use your eyedropper tool constantly… but remember them.
  50. Break the Rules… P III (?) • Congrats you’ve just

    broken all the rules but you’ve also added to your rules, so your broken rules are…. new rules??!?!
  51. But seriously, keeping track of stuff that works = continued

    stylesheet for your map brand
  52. TYPEFACE

  53. Rules • Only one available? • Bold italic CAPS CAPS

    BOLD CAPS ITALIC BOLD • Kerning • B o l d I t a l I c C A P S C A P S B O L D C A P S I T A L I C B O L D (lol) • Leading…. • Color HAS p o w e r
  54. BRAND WITHIN BRAND

  55. None
  56. None
  57. None
  58. Break the Rules… P III (?) • Congrats you’ve just

    broken all the rules but you’ve also added to your rules, so your broken rules are…. new rules??!?!
  59. None
  60. None
  61. None
  62. None
  63. Stylistic Elements • Combining enough elements of your brand with

    color + typeface + a few other elements = a general consistency across the brand • (+ the way you use terrain? + the way you dash lines? + the linewidth color you choose? + the dropshadows you utilize?.... Possibilities are endless!)
  64. None
  65. Learn the rules like a pro so you can break

    them like an artist” - Pablo Picasso
  66. None
  67. None
  68. None
  69. None
  70. None
  71. None
  72. None
  73. BREAK THE RULES @run_for_funner vknoppkewetz@uwalumni.com