1. Redesign Workshop
Texas Center for Community Journalism
Texas Christian University
March 9-11, 2011
REDESIGN
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 Branding
Strong visual identities
Memorable images and visual cues
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
7. Visual Branding
Strong visual identities
Memorable images and visual cues
new brands
uplift brands
extend brands
advance brands
communicate brands
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
8. Visual Branding
Strong visual identities
Memorable images and visual cues
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
9. Visual Branding
The first thing we need…
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
10. Visual Branding
The first thing we need…
The company’s goals
The company’s mission
The company’s vision
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
11. Visual Branding
Addison Whitney
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
12. Visual Branding
How do we get the right vision?
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
13. Visual Branding
The creative brief
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
14. Visual Branding
The creative brief
Project Summary
General project information, goals
Relevant background information
Who your target audience is, and what they care about
Perception/Tone/Message
How will this be used/Guidelines/Restrictions
Who is the competition and what makes you stand out
Single-minded word or phrase to describe your ideal logo
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
15. Visual Branding
The creative brief
Who 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 Branding
The 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 Branding
What
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 Branding
What
makes
the
best
logo?
Keep it simple
Use of color scheme
Making it memorable
Use appropriate fonts and font size
Make it scalable
REDESIGN
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, 2011
REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011
39. REDESIGN
WORKSHOP
TEXAS
CENTER
FOR
COMMUNITY
JOURNALISM
TCU
MARCH
9-‐11,2011