How to brand your newspaper
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  • 1. Redesign Workshop Texas Center for Community Journalism Texas Christian University March 9-11, 2011REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 2. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 3. Visual Branding h?p://www.youtube.com/watch?v=lOb81CX7TfA  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 4. Visual Branding Visual  Branding   is  not  just  about  logos  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 5. Visual Branding Visual  Branding   is  about  using  tools  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 6. Visual BrandingStrong visual identitiesMemorable images and visual cues REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 7. Visual BrandingStrong visual identitiesMemorable images and visual cuesnew brandsuplift brandsextend brandsadvance brandscommunicate brands REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 8. Visual BrandingStrong visual identitiesMemorable images and visual cues REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 9. Visual BrandingThe first thing we need… REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 10. Visual BrandingThe first thing we need…The company’s goalsThe company’s missionThe company’s vision REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 11. Visual Branding Addison WhitneyREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 12. Visual BrandingHow do we get the right vision? REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 13. Visual BrandingThe creative brief REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 14. Visual BrandingThe creative briefProject SummaryGeneral project information, goalsRelevant background informationWho your target audience is, and what they care aboutPerception/Tone/MessageHow will this be used/Guidelines/RestrictionsWho is the competition and what makes you stand outSingle-minded word or phrase to describe your ideal logo REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 15. Visual BrandingThe creative briefWho are you?What do you do?What are your goals?How would you like to be perceived?Who is your audience, demographics?Who is your primary competitor?List logos you like and why?What keywords describe your business? REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 16. Visual BrandingThe creative brief REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 17. Visual Branding Everyone  wants  a  logo  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 18. Visual Branding What  is  a  logo?  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 19. Visual BrandingWhat  is  a  logo?   Primary symbol for your business A total of all the values you stand for Something you spend the most time and money on ( Therefore it is very costly to get wrong ) An icon that has to be meaningful for years A symbol that should make you proud REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 20. Visual BrandingWhat  makes  the  best  logo?  Keep it simpleUse of color schemeMaking it memorableUse appropriate fonts and font sizeMake it scalable REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 21. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 22. Visual Branding What  tools  do  I  use?  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 23. Visual Branding What  tools  do  I  use?   Typography  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 24. Visual Branding Serifs – classic Sans Serifs – modern Decorative – distinct Cursive  –  informal   Script  –  elegant   http://www.collegehumor.com/video:1908292REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 25. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 26. Visual Branding What  tools  do  I  use?   Color  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 27. Visual BrandingBlue: trustworthy, dependable, responsible, secure.Red: aggressive, energetic, provocative, dangerGreen: health, freshness, serenity, wealth, prestigeYellow: optimism, positivism, light, warmthPurple: mystery, sophistication, spirituality, royalty. Lavender evokes nostalgia and sentimentality.Pink: Hot - energy, youthfulness, fun, excitement Dusty - sentimental. Lighter - romantic. REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 28. Visual BrandingOrange: exuberance, fun, vitality, gregariousBrown: simplicity, durability, stabilityBlack: serious, bold, powerful, classicWhite: simplicity, cleanliness and purityWarm colors send an outgoing, energetic messageCool colors are calmer and more reserved REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 29. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 30. Visual Branding http://kuler.adobe.com/REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 31. Visual Branding What  tools  do  I  use?   Art  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 32. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 33. Visual Branding Jim Parkinson h?p://www.typedesign.com  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 34. Visual BrandingBut  there  is  so  much  more…   REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 35. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 36. Visual BrandingREDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 37. Visual Branding Corporate  Idenaty  Manual   Branding  Guide  REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 38. Redesign Workshop Texas Center for Community Journalism Texas Christian University March 9-11, 2011REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011  
  • 39. REDESIGN  WORKSHOP    TEXAS  CENTER  FOR  COMMUNITY  JOURNALISM    TCU    MARCH  9-­‐11,2011