Brand Identity Presentation - PowerPoint

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					          The
BEST-CASE SCENARIO
 Survival Presentation:
              THE BEST-CASE SCENARIO

 You have the full support of your administration and colleagues.

  You have all the tools, talent and money to pull off a full scale,
              organization-wide branding program.

  Everybody within your organization loves everything you do,
             and you win lots of industry awards.

 Your efforts pay off with measurable results that catapults your
             organization into stratospheric success.

 You win the Nobel peace prize for bringing order and clarity to
            a visually troubled and confused public.

You get something out of this presentation that will help you either
              personally or professionally or both.
    Branding.




                Who are you?
                Branding is about mind and emotional share.
                It‟s about how you want your customers, clients,
                community, and cohorts to think about YOU.


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    What a Brand Identity does for your organization.



                  Demonstrates enduring values of local, national
                  and global efforts.

                  Builds familiarity with work.

                  Clearly differentiates you from others.

                  Raises profile to create impact with consistency
                  from market to market.

                  Helps to promote a meaningful relationship
                  with your customers and clients.




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    The mark of a great Brand Identity.



                  A great brand knows itself.

                  Is in for the long haul.

                  Taps into emotions.

                  Tells a story that is never completely finished.

                  And has consistency and integrity in design.

                  In other words, a great brand identity is an
                  organization‟s committed, and supportive partner.



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    Elements that express your Brand Identity.



                 Consistent and correct use of your brand identity will
                 communicate the fundamental values and qualities of
                 your organization through look and feel. And it will
                 significantly increase the „stickiness‟ factor of your brand.

                 The essential elements of a brand identity system are:

                          Language
                          Photography
                          Typography
                          Color
                          Signature
                          Design & Layout
                          Production Guidelines


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    Language.




                It’s not only what you say,
                but HOW you say it.
                Informed language choices complement compelling
                graphics in a visual identity system.

                The style of writing underscores how your organization
                best expresses itself through a wide range of media.




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    Formal outlets for expression.


                          One-on-one relationships
                          Television
                          Radio
                          Magazines
                          Newspapers
                          Web sites
                          Direct Mail
                          Email
                          Newsletters
                          Brochures
                          Scientific journals
                          Annual reports
                          Video and film
                          Presentations
                          Special Events
                          Signs, displays and exhibits
                          Your voicemail!
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    Photography. A few pointers.



         Use a photo before an illustration when you want to tell it like it is
         to your audience. A bad photo beats a bad illustration any day.


         If you are the photographer.
         Find something interesting about your subject. The color, shape,
         background, location, activity, etc. Photos should tell a story.

         Point of view. Move yourself around the subject. Look up. Look
         down. Sit on the floor, or stand on a chair.

         Reduce red eye. have people look at a light before you shoot them.
         This will reduce their pupil size.

         Use a flash outdoors if the subjects face is hidden in shadow.


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    Photography. A few more pointers.



         When shooting people, get rid of as much clutter around them.
         (e.g. stuff on their desks, walls.) The exception is if they had an
         enormous amount of clutter and that was the subject of the story!

         People with glasses should tilt their head slightly to avoid
         reflection in the lenses.

         Arrange groups of people so that they relate to one another or to
         their shared activity.

         Keep the camera stable (unless you‟re going for blurry).


         If you are not the photographer.
         Tell them what you want, and get out of the way!


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    Cropping that photograph.



                Crop to the area of interest. Ask yourself what visual
                information is important to the story. Salvage a bad
                photo by cropping out the „fat‟.




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    Nice shoes.




G
Scanning photos.



     Scan at least twice the lpi at 100%.

     Newspapers print at 85-100 lpi so scan images at 170-200 dpi

     Magazines print at 133-150 lpi so scan images at 266-300 dpi

     Printers screen at 133-150 lpi so scan images at 266-300 dpi

     Check your printer/publication spec sheet for line res.

     For Digital Presentations or a Web site. Applications such as
     PowerPoint, use 72 dpi jpegs.

     Digital Photos. Convert to desired resolution and color mode
     (Grayscale, RGB, or CMYK) before placing in medium.


A
    Type basics.



                   Creative, consistent type use enhances the message
                   and expresses a brand personality.

                   Fonts: Select one or two typefaces that impact
                   consistency and emotion in your publications. Usually a
                   serif font is used for titling and most text, while a sans
                   serif is the secondary typeface used for subheads,
                   captions, charts, etc.

                   Use a minimum of 9 point type and a maximum of 14
                   point type for body copy. Be aware of your audience age.

                   Use judgment with column width and leading (line
                   spacing) when using a specific font size.



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    Type. A little testing is a good thing.



       This is a test to see what font at what   This is a test to see what font at what
       size with what leading reads and looks    size with what leading reads and
       best in a similar sized column width.     looks best in a similar sized column
       You should do this for publications       width. You should do this for
       with a lot of body copy – especially      publications with a lot of body copy –
       newsletters and brochures.                especially newsletters and brochures.




       This is a test to see what font at        This is a test to see what font at
       what size with what leading reads         what size with what leading
       and looks best in a similar sized         reads and looks best in a similar
       column width. You should do this          sized column width. You should
       for publications with a lot of body       do this for publications with a lot
       copy – especially newsletters and         of body copy – especially
       brochures.                                newsletters and brochures.



D
    The backbone of a Brand Identity is called your Signature.



         The elements of an organization‟s signature.

         Logotype: The specially set typestyle for the name of your
         organization.

         Symbol: A logo or visual that is attached to your identity.
         It is usually in the same place with your logotype on all collateral.
         A well executed logo can tell the whole story of a business.
         A logo is your flag.
                               .
         Symbol color: Always use the same color for your symbol.

         Tagline: The words that your company uses for your mission,
         motto, message, etc.



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    Care and feeding of your Signature.



         Consistent Use: Did we mention that the CONSISTENT application
         of a brand signature for your organization is essential to building
         familiarity and visibility and to protect your trademark rights?!

         Creating boundaries for the troops.
         Proper Placement of Signature
         Proper Clear Space around your logo
         Minimum Size of logo
         When co-logoing is appropriate, etc.

         List the don'ts for your organization‟s logo use. Some examples:
         Do not rearrange or alter the established configurations
         Do not substitute other typefaces
         Do not skew, stretch or condense the signature
         Do not add “effects” such as drop shadows or ghosting


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    Looking at the bigger picture.



                  Your approach to a unified design and layout takes
                  broad stroke thinking on your part, and an almost
                  obsessive effort to adhere to the principles and
                  guidelines set forth in your organizations brand
                  identity manual.

                  You will be challenged to find and create compelling
                  images, evocative colors, expressive typography, and
                  enlightening language to create something that tells
                  the world who you (organization) are.

                  The result is that the reader/viewer becomes
                  connected with you and your message.

                  You are creating fans for your brand.

P
    Business Stationary.



         Letterhead: Pre-printed letterhead may be used for various
         business documents, including general letters, memoranda or
         facsimiles. You can even select the font and size for your letters,
         memos, faxes, etc. This also applies to business cards, envelopes,
         note cards, etc.

         Business cards often create the first impression of your brand.

         Envelopes and mailing labels are the external shell of your brand.
         They are seen first when mail is received and also need to
         maintain consistent standards.

         Create templates for letterhead and business cards, envelopes.




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    Brochures & Booklets.



                 Brochures and booklets must have a quick impact
                 and a lasting impression.

                 Some guidelines:
                 Correct and discerning use of color
                 Relevant images
                 Smart and clear copy
                 Correct use of signature elements
                 Within budgetary constraints
                 Meets desired goals




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    Newsletters.



                   Newsletters are time-intensive and costly to produce, so
                   consider whether this vehicle is the most strategic way to
                   engage a specific audience.

                   Other communications tools may be more effective at
                   reaching audiences traditionally served by newsletters.

                   Some guidelines:
                   Correct and discerning use of color
                   Relevant images
                   Smart and clear copy
                   Correct use of signature elements
                   Within budgetary constraints
                   Meets desired goals



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    Annual Reports.



                 Annual reports are an important branding tool.

                 They can aid in fundraising by communicating your
                 work to major donors, trustees and other key
                 audiences. They also provide an overview of your
                 organization to policymakers, research
                 organizations, and other important constituencies.

                 Some guidelines:
                 Correct and discerning use of color
                 Relevant images
                 Smart and clear copy
                 Correct use of signature elements
                 Within budgetary constraints
                 Meets desired goals

O
    All the other stuff.



                   Special publications such as cards, invitations,
                   board meeting programs, posters and calendars
                   can and should be part of the brand identity … all
                   the way down to the Post-it notes.

                   Create a PowerPoint template that uses the font,
                   colors and visual/verbal style of your brand identity.

                   Introduce figures and graphs very simply by not
                   adding a lot of data to each slide, but build on the
                   information.

                   And follow the guide lines!




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    Signage. Also known as wayfinding. Also known as environmental graphics.



                   Signs provide identification and directional
                   guidance for the locations of your organization.

                   Make a bold statement, so that you have
                   immediate recognition. Include your logo!




S
    Grid and bear it!



                  Templates and grids can save time, money and take
                  the guesswork out of CONSISTENT communication.

                  A grid is a series of vertical and horizontal guidelines
                  which provide structure for consistent and organized
                  placement of typography and other visual elements.

                  A template is an open container with pre-established
                  grids so that you can dump in the content.

                  Your figures and graphs can also be based on a grid
                  system. This is all part of the brand build.




I
    Grid Sample.




S
    Grid Sample.




T
    Pick papers that fit your brand and budget.



         Pick a few papers and use them throughout all your
         publications. This will save time, money and a lot of
         frustration for your organization.

         And, of course, consistent use of the same papers will help
         build your brand identity.

         Paper Stock: Use a paper finish that succeeds in transmitting
         the „feel‟ of your organization and is sensitive to your viewer. For
         example, if your primary audience are people over 85, don‟t use
         glossy finishes — they cause a glare problem.

         Color: printed products will achieve the greatest impact if
         printed on white, smooth paper stock of good quality. Avoid
         flecked paper stocks as photos and type become “muddy” on
         the page. Use these for covers.
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    Vendors and how to save some money.



         The lowest quote does not necessarily produce the best overall
         results. It is a good idea for most projects to get at least three
         comparative print bids.

         The more complicated the job is, the more money it will cost.

         The higher the quantity, the smaller the unit cost.

         Bleeds cost more because you need more paper.

         Design using standard sheet sizes. (e.g. 8 ½ x 11)

         Ask the printer how you can trim a bid.

         Use stock photography.

N
    A branding mantra.




                Never do chintzy in any of your organizations print,
                broadcast, or collateral materials.

                If your print, broadcast or collateral piece is chintzy,
                then your message is chintzy.


                Give everything value!


C
    Did you do your assignment?



                Everything adds up to C O N S I S T E N C Y !
                Forms, notepads, stationery, brochures all contribute to
                the company‟s image. Like the vote … it really counts!

                The goal of all branding is an emotional tie between
                your organization and your client or customers. It's not
                just slapping a logo on a coffee mug ... remember,


                it's your identity.



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