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Event branding and identity
- 1. Brand & Identity Design for an Event PGDP PART I
- 2. What is a brand? PGDP
- 3. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. ~Seth Godin Event Branding
- 5. Brand Brand Identity Logo Colour Typography Graphic Language T Event Branding T
- 7. Typography Day 2016 Project Submission Deadline: 27th August 2015 Competition Deadline: 30th August 2015 Event Branding
- 8. What is a Design or Creative Brief? Event Branding
- 9. What is a Design or Creative Brief? 1. Background 2. Objective 3. Target Audience 4. Message 5. Competition 6. Distinguishing Characteristics 7. Creative Considerations 8. Tone 9. Deliverables Event Branding
- 10. Design Brief >> Background Corporate Event Who is the client and what is their current situation? What is the event and it’s theme? eg. History of the event; Purpose; Institutes its visited; Received previously; Event Branding
- 11. Design Brief >> Objectives Corporate Event What is the client trying to accomplish? What is the event trying to accomplish? eg. Bringing design schools together; Promoting typography; Event Branding
- 12. Design Brief >> Target Audience Corporate Event Who are the client’s ideal customers? Who is the event meant for? eg. Art & design students, professionals & faculty; Event Branding
- 13. Design Brief >> Message Corporate Event What is the client trying to say? What is the event trying to say? eg. Theme: “Typography & Education”; Typography; Collaboration; Event Branding
- 14. Design Brief >> Competition Corporate Event Who are the client’s biggest competitors? What are the event’s competitors? eg. Previous Typography Days’; Event Branding
- 15. Design Brief >> Distinguishing Characteristics Corporate Event What makes the client unique? What makes the event unique? eg. Srishti; Theme; Event Branding
- 16. Design Brief >> Creative Considerations Corporate Event Does the client have any specific directive? Does the event have any specific directive that should be applied to the work? eg. Theme scope; Event Branding
- 17. Design Brief >> Tone Corporate Event What personality does the client want to project to their audience? What personality should the event project to it’s audience? eg. Philosophical; Bold; Fun; Event Branding
- 18. Design Brief >> Deliverables Corporate Event What does the client need for brand identity? What does the event need for it’s brand identity? eg. Logo; Collaterals; Event Branding
- 20. What is a Mood Board? Event Branding
- 21. Event Branding Mood Board >> Research Keywords Feminine Monochrome Classic Vintage Tropical Bright
- 22. Event Branding
- 23. Event Branding Mood Board >> Research Open to interpretation Colour & Tone Look outside the industry Keep it loose Does it line up?
- 24. Event Branding Mood Boards Exercise IV Briefs to Boards
- 25. Brand & Identity Design for an Event PGDP PART II Brainstorming
- 27. Alex Osborn’s Four Basic Rules Event Branding
- 28. Event Branding Alex Osborn’s Four Basic Rules RULE I Defer Judgement
- 29. Event Branding Alex Osborn’s Four Basic Rules RULE II Quantity: Fluency & Flexibility
- 30. Event Branding Alex Osborn’s Four Basic Rules Exercise V Quantity: Circles galore
- 31. Event Branding Alex Osborn’s Four Basic Rules RULE II Quantity: Fluency & Flexibility • Magnify • Minify • Multiply • Rearrange • Reverse • Combine • Adapt • Modify • Substitute • Put to other
- 32. Event Branding Alex Osborn’s Four Basic Rules RULE III “Free Wheel”
- 33. Event Branding Alex Osborn’s Four Basic Rules RULE IV Combine & Improve
- 34. Event Branding Alex Osborn’s Four Basic Rules Exercise VI “Type-writing”
- 35. Brand & Identity Design for an Event PGDP PART III Elements of Identity
- 36. Brand Brand Identity Logo Colour Typography Graphic Language T Event Branding T
- 37. Brand Identity >> Colour • Consider the media • How many colours • Client considerations Event Branding
- 38. Brand Identity >> Typography • How many typefaces do you need • Where will it be used • Where will you find them Event Branding
- 39. Brand Identity >> Typography Start with the logo Event Branding
- 40. Brand Identity >> Typography Start with the logo Refer to your brief & mood board Event Branding
- 41. Brand Identity >> Typography Consider contrast AND similarity Event Branding
- 42. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Avenir Option a: Bernard MT Condensed Option b: Palatino Linotype Option c: Chaparral Pro
- 43. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Avenir Option a: Bernard MT Condensed Avenir Option b: Palatino Linotype Avenir Option c: Chaparral Pro Avenir
- 44. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Avenir Option a: Bernard MT Condensed Avenir Option b: Palatino Linotype Avenir Option c: Chaparral Pro Avenir
- 45. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Avenir Option a: Bernard MT Condensed Avenir Option b: Palatino Linotype Avenir Option c: Chaparral Pro Avenir
- 46. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Avenir Option a: Bernard MT Condensed Avenir Option b: Palatino Linotype Avenir Option c: Chaparral Pro Avenir
- 47. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Lucida Blackletter Option a: Optima Option b: Comic Sans MS Option c: Futura
- 48. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Lucida Blackletter Option a: Optima Lucida Blackletter Option b: Comic Sans MS Lucida Blackletter Option c: Futura Lucida Blackletter
- 49. Brand Identity >> Typography Consider contrast AND similarity Event Branding Type 1: Lucida Blackletter Option a: Optima Lucida Blackletter Option b: Comic Sans MS Lucida Blackletter Option c: Futura Lucida Blackletter
- 50. Brand & Identity Design for an Event PGDP PART IV Graphic language
- 51. What is graphic language? • Broad visual elements that support a logo • Built visual system • May include icons, patterns, photographs etc. Event Branding
- 52. Graphic language. Consider… 1. Where will the elements be used? -collaterals, event space etc 2. How will the work together? -functionality, colour scheme, style 3. What is appropriate? - does it fit the design brief description Event Branding
- 53. Graphic language. Get started… 1. Look at the logo 2. Revisit the mood board 3. Consider the concepts 4. Experiment Event Branding
- 54. Example #1 Notice the repetition of logo as a form to make abstract pattern
- 55. Example #2 Notice the consistent colour scheme and stage layout
- 56. Brand & Identity Design for an Event PGDP PART V Brand Guidelines
- 57. What is a Brand Guideline? • Set of rules to maintain brand identity • Establishes the voice and personality of the brand • Basis for all interactions on behalf of a brand – personal communications, social media, advertising and design • Proper use and communication of the brand identity Event Branding
- 58. What’s in a Brand Guideline? • What is the correct spelling and use of the brand names? • What images are associated with the brand? • In what ways can/should the logo be used? • What are people allowed to say about the brand? • What marketing tactics are preferred or encouraged versus what marketing tactics should not be used? Event Branding
- 59. Brand Guideline Event Branding • Overview- history, vision, mission • Logo specifications & usage • Typography palette • Color palette • Image use specifications • Collateral design specifications • Design layouts and grids for print and web- based projects • Writing style and voice • Visual examples to support each rule
- 60. Brand Guideline >> Logo Usage Event Branding
- 61. Brand Guideline >> Logo Usage Event Branding
- 62. Brand Guideline >> Logo Usage Event Branding
- 63. Brand Guideline >> Typography Event Branding
- 64. Brand Guideline >> Colours Event Branding
- 65. Brand Guideline >> Visual language Event Branding
- 66. Brand Guideline >> Visual Language Event Branding
- 67. Brand Guideline >> Imagery Event Branding
- 68. Brand Guideline >> Collaterals Event Branding