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Presentation 0623-c

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Presentation 0623-c

  1. 1. The TOP 5 Aspects of a Successful Brand 03 Message 01 Relevance 05 Consistency 02 Audience 04 Visual Identity 25Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  2. 2. 04: VISUAL IDENTITYPeople attribute personality to servicesand products based on their appearanceand how they interact. Elements of a Brand Identity: • Logo Graphic • Color Use • Typefaces • Visual Library - Photos - Illustrations 26Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  3. 3. 04: VISUAL IDENTITY Elements of a Brand Identity: • Logo Graphic TRY IT! Can you identify the following RETAIL CHAINS based on a part of their logo graphic… • Color Use • Typefaces • Visual Library - Photos - Illustrations 27Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  4. 4. 04: VISUAL IDENTITY Elements of a Brand Identity: • Logo Graphic Keeping your logo graphic from being distorted enhances its ability to be recognized quickly and easily. • Color Use • Typefaces • Visual Library - Photos - Illustrations 28Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  5. 5. 04: VISUAL IDENTITY Protect your brand from an early demise… Don’t mess with the logo. The Stretched The Low or Squished The Tilted The Re-colored The Retyped Resolution logo logo logo logo logo 29Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  6. 6. 04: VISUAL IDENTITY Elements of a Brand Identity: • Logo Graphic • Color Use TRY IT! Match these restaurants with their brand colors… Pizza Hut Chili’s IHOP Dunkin Donuts KFC Burger King Starbucks Taco Bell • Typefaces • Visual Library - Photos - Illustrations 30Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  7. 7. 04: VISUAL IDENTITY Elements of a Brand Identity: • Logo Graphic • Color Use Using your organization’s color palette reinforces your established brand • Typefaces • Visual Library - Photos - Illustrations 31Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  8. 8. Serif Ex: Times, Georgia • Most easily read typefaces04: VISUAL IDENTITY • Good for use in paragraph text • 12-14pt (14pt is ideal for older audiences). Elements of a Brand Identity: • Logo Graphic Sans-Serif Ex: Arial, Trebuchet, Verdana • Color Use • Great to show contrast for headlines, subheads and call-out text. • Typefaces • Usually used 2pt larger than paragraph text. Establish a consistent set of typefaces (fonts) that you use in your materials… and stick Display Ex: Trajan, Papyrus, Comic Sans with them! • Good for conveying a theme • Mostly used sparingly for headlines, where they can be • Visual Library displayed at 18pts or larger. • Always test for readability! - Photos - Illustrations Script Ex: Mistral, Holly • Can be VERY difficult to read. • Not for paragraph text. • Alternate idea: Use italicized versions of traditional fonts. 32Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
  9. 9. Photos:04: VISUAL IDENTITY Elements of a Brand Identity: • Logo Graphic • Color Use • Typefaces • Visual Library Compile a library of stock images and photos that you have taken on your own. Reuse illustrations and icons across your materials. Illustrations: 33Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

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