Developing Our Visual Brand

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Developed for the "Road to Retirement" project of the ASRS. This is a work-in-progress & subject to change.

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Developing Our Visual Brand

  1. 1. November 2012
  2. 2. THE FUNDAMENTALS OF VISUAL BRANDING1. A positive, well-developed visual brand • Create a distinct identity • Project a professional, innovative image • Develop greater visibility for your business • Attract, retain and solidify your customer base http://www.iqchannels.com/blog/tag/develop-your-visual-brand/ http://www.daviscreative.com/6-08Images/RackCard2-09cropped.pdf GPS... NAVIG ATING YOUR FUTURE!
  3. 3. THE FUNDAMENTALS OF VISUAL BRANDING (CONT.)2. A cohesive logo is inherent to the success of your brand. • Be simple, easy-to-read, yet memorable. • Distinguish yourself from your peers. • Evoke the essence of what you offer. • Look good on a variety of materials & media. • Translate well to B&W as well as color. • Define your business thru the use of fonts and colors. http://www.iqchannels.com/blog/tag/develop-your-visual-brand/ http://www.daviscreative.com/6-08Images/RackCard2-09cropped.pdf GPS... NAVIG ATING YOUR FUTURE!
  4. 4. THE FUNDAMENTALS OF VISUAL BRANDING (CONT.)3. A memorable, well-thought out tagline compliments your logo and solidifies your brand. • Consists of 3-7 words maximum. • Sums up the tone and premise of your program. • Positions your service in the mind of the member. • Sets you apart from your peers. http://www.iqchannels.com/blog/tag/develop-your-visual-brand/ http://www.daviscreative.com/6-08Images/RackCard2-09cropped.pdf GPS... NAVIG ATING YOUR FUTURE!
  5. 5. EVEN IF YOU’RE SMALL,BEHAVE LIKE A BIGGER BRANDYour visual brand is a “strategic asset”. Make sure it’spervasive in your organization’s communication channels inorder to: 1.) Engage your audience 2.) Increase trust • Printed materials Communication • Website Channels • Social media • Mobile apps http://www.iqchannels.com/blog/tag/develop-your-visual-brand/ http://michaelkreutzfeldt.com/ GPS... NAVIG ATING YOUR FUTURE!
  6. 6. GPS... NAVIG ATING YOUR FUTURE!
  7. 7. HOW DO WE WANT VISITORS TO “FEEL”WHEN THEY SEE ASRS / GPS BRANDED IMAGERY?• Energized • Exciting • Applicable• Confident • Empowering • Non-• Intrigued • Easy threatening• Curious • Fun • Young• Inspired • Secure • Motivated• Trust • Personal • Cared for Team Updated with team feedback Brainstorming! after 11/6/12 meeting. GPS... NAVIG ATING YOUR FUTURE!
  8. 8. HOW DO WE WANT VISITORS TO “THINK”WHEN THEY SEE ASRS / GPS BRANDED IMAGERY?• Simple • Hassle-free • Cared for• Intuitive • Easy to use • On my side• Informed • Important • Personal• Trust • Urgency • Relevant• Time saving • Forward thinking • Friendly Team Updated with team feedback Brainstorming! after 11/6/12 meeting. GPS... NAVIG ATING YOUR FUTURE!
  9. 9. Now that we’ve determined how we want members to emotionally and intellectually respond to the GPS brand, how can we direct those type of unconscious responsesthrough our choices of colors? Let’s take a look! GPS... NAVIG ATING YOUR FUTURE!
  10. 10. COLOR PSYCHOLOGY AND EMOTIONAL RESPONSERED PURPLE Action, Adventure, Aggressive, Blood, Danger, Dr Ceremony, Expensive, Fantasy, Justice, Mysteryive, , Energy, Excitement, Love, Passion, Strength, Vig Nobility, Regal, Royalty, Sophistication, Spiritualior tyPINK Appreciation, Delicate, Femininity, Floral, Gentle, BROWN Calmness, Depth, Earth, Natural, Roughness, Girly, Gratitude, Innocence, Romantic, Soft, Tran Richness, Simplicity, Serious, Subtle, Utility,quil WoodsyORANGE BLACK Affordable, Creativity, Enthusiasm, Fun, Jovial, Authority, Bold, Classic, Conservative, Distinctiv Lighthearted, High-Spirited, Youthful e, Formality, Mystery, Secrecy, Serious, TraditionYELLOW Caution, Cheerful, Cowardice, Curiosity, Happine GREY Authority, Corporatess, Mentality, Dullness, Humility, Joy, Playful, Positivity, Sunshine, Warmth Moody, Practicality, Respect, Somberness, Stabi lityGREEN Crisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience, Money, Nature, Renewal, WHITE Cleanliness, Innocence, Peace, Purity, Refined, Tranquility Sterile, Simplicity, Surrender, TruthfulnessBLUE Authority, Calm, Confidence, Dignity, Established, http://www.directmailmarketing101.com/tag/colors-and-emotional-response/ Reference: Color Psychology in Logo Design 122 Jun 01, 2009 / Erik Loyalty, Power, Success, Secure, Trustworthy Peterson GPS... NAVIG ATING YOUR FUTURE!
  11. 11. USING OUR “FEEL & THINK” LISTS…ANDWHAT WE’VE LEARNED ABOUT COLOR PSYCHOLOGY,LET’S ZERO IN ON COLOR CHOICES FOR OUR BRAND:• Foundational / Base • Accent Color #3 Color • Rationale for this color choice. • Rationale for this color choice. • Accent Color #4• Accent Color #2 • Rationale for this color choice. • Rationale for this color choice. Team For examples of color palettes, look at Brainstorming! the ASRS Style Guide. GPS... NAVIG ATING YOUR FUTURE!
  12. 12. PULLING THE SPECIFICCOLOR PALETTE TOGETHERAs you know, simply picking “blue” isn’t quite enoughsince there’s a gazillion variations of blue (and everyother color out there as well!)Once you’ve decided what your foundational color is(the one used at the base for your designs), you maywant help picking a complementary palette of accentcolors, such as http://www.colorcombos.com/ GPS... NAVIG ATING YOUR FUTURE!
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  14. 14. PSYCHOLOGY & TYPOGRAPHYJust as we learned with color, the choices of images and typography alsoinfluence peoples’ perceptions and the choices they make (and, as wementioned before, the CONTEXT has a huge impact as well, as you’ll see in amoment).To illustrate this concept in action…Here are a couple of fascinating video studies that show people’s responses togiven messages – unconscious conformity, conscious reactance (non-conformity), and their reactions to perceived authority vs non-authority:http://dtdriven.wordpress.com/2012/03/18/psychology-and-typography-the-manipulation-of-choice/ http://dtdriven.wordpress.com/2012/03/18/psychology-and-typography-the-manipulation-of-choice GPS... NAVIG ATING YOUR FUTURE!
  15. 15. PSYCHOLOGY & TYPOGRAPHYThreatrical Retro Vibe Formal Af Whimsic Fr i e n d l y al WesternOld School Contemporary Gothic Bohemian Professional Technical Universal GPS... NAVIG ATING YOUR FUTURE!
  16. 16. READABILITY BY MEDIUMBefore we go crazy with selecting fonts because they’re “fun” let’s consider whereour messages will be conveyed?PRINTED MATERIALSStudies comparing the “readability” of various fonts for ease of reading, retention ofmessage, decreased eye strain and fatigue, strongly recommend, by a 2-to-1 margin, usingclassic serif fonts for large blocks of text in PRINTED materials.ELECTRONIC MEDIAFor pixel-based ELECTRONIC media (where the reader is viewing text online) the oppositeis true. Because electronic media is based on light particles, the bulkiness of a sans seriffont (no “footers”) is recommended for legibility and decreased eye strain. With all the tablets, smart phones and online social communication and interaction, what font stands out amongst the rest? GPS... NAVIG ATING YOUR FUTURE!
  17. 17. One font to rule them all?Well, kinda.“Helvetica (also called Arial) dominates in mediaand advertising not because its trendy butbecause it’s the social media typeface of choice. while Helvetica remains bold andobvious, even in point sizes below 12.” http://www.businessinsider.com/why-helvetica-is-the-only-typeface-advertisers-will-use-in-the-future-2012-11 http://www.adweek.com/news/advertising-branding/voice-your-helveti-topia-awaits-145214#1 GPS... NAVIG ATING YOUR FUTURE!
  18. 18. GPS FONTOLOGY:The Basics. GPS Style.Because of the “readability” factor & The accent or decorative font chosenalso for consistency with the ASRS to represent the GPS style is wherevisual style, I’d like to recommend we we can use that “font psychology” tostick with the following for BODY influence & express what GPS isTEXT (large blocks of copy) – about. Going back to our “feel & think” lists let’s pull out some key• For Printed Materials words that we think we can convey • Time New Roman font family with a font choice to leave a GPS observer gut impression of our• For Electronic Media “brand”. We’ll brainstorm on the next • Arial font family page and begin looking at some fonts that could fit that niche’. For examples of the ASRS font families, refer to the ASRS Style Guide. GPS... NAVIG ATING YOUR FUTURE!
  19. 19. GPS FONTOLOGY… EXPRESSING “GPS STYLE”!Response… Possible font…• Desired “feel / think” • Corresponding expressive response font• Desired “feel / think” • Corresponding expressive response font• Desired “feel / think” • Corresponding expressive response font• Desired “feel / think” • Corresponding expressive response font• Desired “feel / think” • Corresponding expressive response font• Desired “feel / think” • response Team Corresponding expressive font• For examples of Desired font selections the possible “feel / think” Brainstorming! • Corresponding expressive refer to the FONT LIST hand- response out. font GPS... NAVIG ATING YOUR FUTURE!
  20. 20. GPS... NAVIGATING YOUR FUTURE!

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