Brand Development                                                                         at the Getty                    ...
Introduction                                                                          How do we define brand?             ...
Introduction                                                                          Key Steps                           ...
A Case Study:                                                                         The Getty Museum                    ...
Intellectual Audit                                                                                        ZThe J. Paul Get...
Intellectual Audit: Know Your Client                                                                            Know your ...
Intellectual Audit: Know Your Client                                                                            Identify k...
Intellectual Audit: Know Your Client                                                                            Identify k...
Intellectual Audit: Know Your Client                                                                            Internal O...
Intellectual Audit:                             Know Your Client                                                          ...
Communication Audit                                                                                         EThe J. Paul G...
Marketing Audit:         Review,       Research,                                                            Survey Existin...
• Are images and illustrations conveying the right message?                                                               ...
Marketing Audit:         Review,       Research,                                                            Get Inspired F...
Marketing Audit:         Review,       Research,                                                           Get Inspired Fi...
Los Angeles, CA 90049-1681                                                                                                ...
Marketing Audit:          Review,        Research,                                                           Understand th...
Brand StrategyThe J. Paul Getty Museum   1200 Getty Center Drive, Suite 1000   Tel 310 440 7248Design Department          ...
Brand Strategy                                                                         Define your audiences.             ...
Brand Strategy                                                                           Logo Model                       ...
Brand Strategy                                                                         Logo Hierarchy                     ...
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
Nicole Trudeau Presentation WMA 2011
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Nicole Trudeau Presentation WMA 2011

  1. 1. Brand Development at the Getty Presented by: Nicole Trudeau Senior Designer, Design Department The J. Paul Getty MuseumThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  2. 2. Introduction How do we define brand? brand ’brand n 3 a (1) : a mark made by burning with a hot iron to attest manufacture of quality or to designate ownership (2) : a printed mark made for similar purposes : trademark 4 a : a class of goods identified by name as the product of a single firm of manufacturer —Merriam-Webster’s Collegiate Dictionary A brand is a combination of language, images, colors, fonts, and logos for promotional materials tailored to our specific audiences. —Getty Design department The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  3. 3. Introduction Key Steps Intellectual Audit • Get to know your client: What is their mission? • Who is the target audience(s)? • Are there similar organizations that are competition? Communications Audit • Review existing elements (print, web, etc.) • What slogans are in use? • What is working? What isn’t? Development of Brand Strategy • Find a model to follow to stay on track • Learn from other brands • What parts will make up your brand? Implementation • Address unique needs • Style Guide • Empower “brand shepards” The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  4. 4. A Case Study: The Getty Museum Education DepartmentThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  5. 5. Intellectual Audit ZThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  6. 6. Intellectual Audit: Know Your Client Know your client. What is their mission? The Education department at the J. Paul Getty Museum offers a range of educational programs of the highest quality at both the Getty Center and the Getty Villa, enabling visitors to engage and better understand the art objects on view. Who is their target audience(s)? The audiences we serve include adults, college students and faculty, K-12 teachers and their students, families with kids, teens, community groups, and museum educators. Identify similar or competing organizations In our case, other art institutions with similar Education programs The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  7. 7. Intellectual Audit: Know Your Client Identify keywords. Brainstorm key words and phrases that define the brand, the client and the audience(s). Custom “Mad Libs” The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  8. 8. Intellectual Audit: Know Your Client Identify keywords. From our exercise we compiled a list of terms for future designs. Accessible Learn Welcome Approachable Draw Comfortable Active Gutsy Together Meaningful Provocative Enjoy Artful Enticing Create New Direct Inspire Experiential Simple Teach Engaging Clear Question Handsome Classic Rich Unexpected Traditional Lively Stimulating Discuss Fresh Inspirational Interpret Explore Consistent Discover Discover Clean Try Observe Clear Play[ful] Invent Look Fun Educate The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  9. 9. Intellectual Audit: Know Your Client Internal Organization • Assess programs • Identify key audiences • Define Overlap Venn Diagram The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  10. 10. Intellectual Audit: Know Your Client Similar Organizations? Look at competitors and learn from them. Family Activity Guidematist Composition: White on 5. Find Broadway Boogie Woogie by Piet Mondrian. Education at the Education at theimir Malevich. 14 Field trips A few years before he painted He also liked boogie-woogie jazz musicainting. Share The two whites the artist used in Broadway Boogie Woogie , Mondrian and was thinking about jazz’s offbeat California Academyce with your this painting have different values. moved to New York City. rhythm when he made this painting. yellow California Academyber. The value of a color is how light or w yell ello ow dark it is. Mondrian liked the tall In the space below, draw a picture of n-y -or an Engage your students with a visit to what comes to mind when you think of ee ge is subtitled buildings, square city blocks, gr the Academy’s aquarium, planetarium, New York City. Consider what colorswhites in the Look at the values of gray below. and flashing colored lights of of Sciences and natural history exhibits. of Sciencest. Can you Using your pencil, try to re-create you would use to represent this place. Times Square. When you get home, add those colorswhite in the them in the empty boxes. (Hint: ora en to your drawing. gre ou notice a use the side of your pencil and ng e ite? experiment with pressing gently and firmly.)ed that 2009-2010re were so orange-red blue-greennothingd to make lete. Color 6 18 Teacher BioForum e red workshops blu 20 et ol red Gain practical tips and build your Teacher Institute on Science and -vi -vi o own expertise with professional e let blu development opportunities at Sustainability violet the Academy. AGES Look around. Color is everywhere. It occurs 5+ Brochure C 2010 The Museum of Modern Art 4 naturally—for example, in flowers and birds’ Floor 5 Yellow, red, and blue are primary colors. Primary colors are those we use to make feathers. Things can also be given color, with other colors. Toward the end of his career, Mondrian painted mostly with primary 5 3 2 paint or dye. Artists use color to represent colors, plus white, gray, and black. what they see or to express a feeling or idea. Stairs to Floor 4 10 21 Lessons Careers in Science Look around. All of the works in this gallery are by Mondrian. What do you notice Find the Painting and Sculpture Galleries on 1 that is the same? What is different? the fifth floor to explore some of the different Intern Program & kits ways artists use color. Gallery Entrance Family Programs are made possible by an endowment established by the William Randolph Hearst Foundation. Major annual support is provided by The Allwin Family Foundation. This Family Activity Guide offers questions for guided looking, activities, and suggestions for further exploration. Bring hands-on science activities 22 Teachers’ Website To make a gift in support of Education Programs at The Museum of Modern Art, please call the Development Office at (212) 333-6591 or e-mail supporteducation@moma.org. Please note that not all works are on view at all times. For information on Family Programs at MoMA, please visit into your classroom with the MoMA.org/family. Academy’s downloadable lessons and portable kits. 24 Calendar Museum of Modern Art, NY California Academy of Sciences, SF Welcome Tate Schools & Teachers Tate Liverpool Tate Liverpool is housed in the Tate Modern Tate Modern is situated on London’s Tate St Ives On a spectacular site overlooking 2009–10 Albert Dock and is an ideal place to start exploring the city’s rich cultural heritage. In spring 2009 a brand new display from the DLA vibrant South Bank close to St Paul’s Cathedral and Shakespeare’s Globe Theatre. UBS Openings: Tate Modern Collection showcases international Porthmeor Beach, Tate St Ives presents exhibitions of international modern and contemporary art alongside works from the Tate Piper Series opened focusing on modern and contemporary art by Collection. Forthcoming exhibitions Tate Britain sculpture, and includes key pieces artists such as Salvador Dalí, Andy include The Dark Monarch: Magic Tate Liverpool by René Magritte, Pablo Picasso and Warhol and Jeff Koons. Each of & Modernity in British Art, Dexter Henry Moore. Exhibition highlights Tate Modern’s four wings focuses Dalwood and St Ives Artists and the Tate Modern this year include Colour Chart: Reinventing Colour 1950 to Today; on a major art movement; post- war abstraction and figuration; Tate Collection. Tate St Ives also comprises the Barbara Hepworth Tate St Ives Joyous Machines: Jean Tinguely and Michael Landy; and Modernism and Surrealism; Arte Povera; and Cubism, Futurism and Vorticism. Museum and Sculpture Garden, which offers a remarkable insight the Black Atlantic. Exhibitions coming up include into one of Britain’s most important The Artist in the Age of Publicity, twentieth-century artists. The DLA Piper Series is a continuous display John Baldessari and Francis Alÿs. of exemplary works of modern and contemporary art from the Tate Collection. UBS Openings: Explore Tate Modern Collection Displays Sponsored by 3 Tate Museums, UK Walker Art Center, MN The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  11. 11. Communication Audit EThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  12. 12. Marketing Audit: Review, Research, Survey Existing Materials Find Inspiration • What is working? What isn’t? • Find key audiences Do their materials have a similar look and feel? • Find successful design elements • Organize! Find a place (a BIG table!) where you canleave all materials out for awhile. Encourage others to come and addpost-its with their opinions. The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  13. 13. • Are images and illustrations conveying the right message? In our case: “Explore”, “Learn”, “Discover” Language & Visuals Audit • What language is overused? • What slogans are in use? look! ThE GETTy ViLLA’S FrEE school visits offer students experiences with original works of art and feature links to California State Content Standards for Visual Arts, Language Arts, Science, and History-Social Science. The Villa’s dramatic architecture, modeled after a first-century-a.d. Roman country house; lush gardens; breathtaking views of the Pacific Ocean; and shaded picnic areas provide a memorable and educational field trip. ViLLA Looking at Art The Getty K–12 School Visits We offer two types of free school visits to suit your curricular J. Paul GETTy MuSEuM goals and scheduling needs. All programs require one adult TEAChEr SErViCES at the (non-student over age eighteen) for every fifteen students. SChooL and Attendance at a Teacher Orientation Workshop is required for all teachers bringing Self-Guided or Guided groups to the Getty Villa for the first time. Self-Guided Visits Guided Visits Monday, Wednesday–Friday Wednesday–Friday • Classroom teacher-led gallery tours • A one-hour interactive tour facilitated • Up to 120 students by a Getty Villa Gallery Teacher • Visit duration determined by teacher • Up to sixty students beginning June 1 • Explore lesson topics at ® 2009–10 school visits www.getty.edu/education Tel 310 440 7248 www.getty.edu Apply for your For more information an to request a visit, go to www.getty.edu/educ A Look at the Getty Villa The Getty Villa is a museum and educational center dedicated to 1200 Getty Center Drive, Suite 1000 the study of the arts and cultures of ancient Greece, Rome, and Los Angeles, CA 90049-1687 Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection contains monumental sculptures as well as artifacts of everyday life. Looking to Connect Over 1,200 works are on view in twenty-three galleries devoted to Teacher Resources the permanent collection, with four additional galleries for changingMarketing Audit: Review, Research, Find Inspiration exhibitions. Classroom Lessons Museum Visit Activities TeacherArtExchange Getty Teacher upda and Lessons e-Newsletter The galleries are arranged by theme and include Gods and Goddesses, Dionysos and the Theater, and Stories of the Trojan War, • Designed to be Intended to be used in • Connect with other Receive monthly upda implemented in the conjunction with your teachers and learners • Professional develo among others. Visitors view the artworks in the context of their use in classroom museum visit: via e-mail • New online teachin classical societies for a deeper understanding of the ancient world. The J. Paul Getty Museum • Address California State • Pre- and Post-Visit • Discuss issues related resources Content Standards Activities to art education • News related to Ge For updates on exhibitions and events, subscribe to the free e-Getty • Visit Worksheets school visits newsletter at www.getty.edu/subscribe. and Lessons Design Department www.getty.edu/subsc Learning to Look Make world-class art a meaningful part of your students’ lives! Reservations for school visits booked on a first-come, first-served For these free materials and prog basis beginning June 1, 2009. Visit www.getty.edu/education today. www.getty.edu/educ Professional Development use the image on the other side to lead the Thirty-Second Look Pre-Visit Activity Explore meaningful strategies for teaching with works of art with your students! For instructions, go to through seminars, lectures, discussions in the galleries, and www.getty.edu/education art-making activities. ® The J. Paul Getty Museum • K–12: Two-hour Wednesday Teacher Workshops
  14. 14. Marketing Audit: Review, Research, Get Inspired Find Inspiration • Find things that speak to your hopes for the brand. • Don’t limit yourself! Create aninspiration board.This will keep you on track as the brand moves forward. The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  15. 15. Marketing Audit: Review, Research, Get Inspired Find Inspiration • What can we learn from other successful for-profit brands? - Consistent application of brand elements (color, identity, language, image tone and style) The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  16. 16. Los Angeles, CA 90049-1681 Tel 310 440 7360 Marketing Audit: Fax 310 440 7722 www.getty.edu Review, Research, Sympathy for existing brands. Find Inspiration We have an existing corporate identity in place that must be related to the sub-brand we establish. MUSEUM/vertical.eps Connect with 8/10 point your The J. Paul Getty Trust legal department or consult private GRI/vertical.eps Communications Department 1200 Getty Center Drive, Suite 403 counsel if you have Los Angeles, CA 90049-1681seum questions about the The J. Paul Getty Museum Tel 310 440 7360 at the Getty Centerve,legality of the brand Suite 1000 Fax 310 440 772249-1687 you develop. www.getty.edu Center Drive, Suite 1000 1200 Getty Los Angeles, CA 90049-1687 The Getty Research Institute The310 440Research Institute Tel Getty 7300 www.getty.edu 1200 Getty Center Drive, Suite 1100 1200 Getty Center Drive, Suite 1100 Los Angeles, CA 90049-1688 Los Angeles, CA 90049-1688 Tel 310 440 7335 Tel 310 440 7335 www.getty.edu www.getty.edu Museum Institute The Getty Conservation The J. PaulConservation Institute The Getty Getty at the Getty Center 1200 Getty Center Drive, Suite 1100 1200 Angeles, CA Drive, Suite 1000 Los Getty Center 90049-1688 9/11 point The J.Los Angeles, CA 90049-1687 Tel 310 440 7335Trust Paul Getty Tel 310 440 7300 www.getty.edu Communications Department www.getty.edu The J. Paul Getty Museum Design Department 1200 Getty Center Drive, Suite 1000 Los Angeles, CA 90049-1687 Tel 310 440 7248 www.getty.edu 1200 Getty Center Drive, Suite 403
  17. 17. Marketing Audit: Review, Research, Understand the law. Find Inspiration ducation Trademarks™ and Registered® identities can be complicated.E In our case, we legally could not modify the corporate wordmark in any way, so many of our initial logo ideas were nixed. We could have saved time and effort had we consulted our attorney earlier on.Connect with your legal department Family programs at the Getty Center Option A-6 ducation ducation Family at the J. Paul Getty Museum ducation Family ducation Education at the J. Paul Getty Museum Adult The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  18. 18. Brand StrategyThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  19. 19. Brand Strategy Define your audiences. Family Programs appealing to a multigenerational group of parents and children School Programs targeting K-12 students and their teachers Adult / General Programs for adults, including college students; or programs that bridge the above audiencesThe J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu
  20. 20. Brand Strategy Logo Model “Parent” Logo [Existing Getty Identity] Mine the web! Search forinspirational logo systems online. “Child” Logo [maintains element(s) of the “Parent” but adds a color/font to distinguish itself] The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248 Design Department Los Angeles, CA 90049-1687 www.getty.edu
  21. 21. Brand Strategy Logo Hierarchy “Parent” Logo [Existing Getty Identity] Education at the J. Paul Getty Museum “Child” (Audience-Based) Logos [maintains element(s) of the “Parent” but adds a color/font to distinguish itself]The J. Paul Getty Museum 1200 Getty Center Drive, Suite 1000 Tel 310 440 7248Design Department Los Angeles, CA 90049-1687 www.getty.edu

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