Advertisement Layout and Design

Guidelines and importance of a brand identity

Five general guidelines White space

You see and read at least the headlines of ads that have more white space.

White space (ohiobar.org)

White space (ohiobar.org)

Be clever There’s nothing that can compete with a

clever headline; not even good design.

Be clever (http://www.dzinepress.com)

Be clear After your clever headline has garnered

attention, specifically tell readers what to do and give them the means to do so.

Be clear (http://www.dzinepress.com)

Be brief Keep the copy simple and to the point.

Be brief (http://www.dzinepress.com)

Be brief (http://adoholik.com/wp-content/uploads/2011/01/hotwheels_police_ticket.jpg)

Use color when you can It always attracts the eye. Great way to use contrast and repetition.

Use color when you can (http://www.dzinepress.com)

White space, be clever, be clear, be brief http://stuckwithpins.deviantart.com/art/SWP-Beach-Party-08-flyer-90361853

Brand identity

The feedback “It looks like the emblem of some failed low-

fare spinoff of a major airline,” wrote Slate’s Tom Scocca.

Refinery29 compared the logo to “that awkward cap-sleeved tee with the rhinestone letters you find while thrift shopping that’s neither vintage nor new, but definitely not cool.”

“Created in Microsoft Word/WordArt” – lots of people

Crap Logo Yourself

What went wrong?

What went wrong? They destroyed a strong brand identity. “Clean, classic clothing and accessories help

customers express their individual sense of style. Gap, which opened its first store more than 40 years ago, continues to build its brand presence around the world.” -- Gap.com

What went wrong? “It's an iconic brand with many millions of customers,

most of who have bought in to the brand on the basis of its style. Wouldn't the time for listening have been before unilaterally replacing the very symbol of whatever Gap style is? Icons, by their very nature, are familiar and comfortable and reassuring and cherished. They confer respect and even sentiment. They are the vaults for brand equity. So tinkering with them, much less changing them wholesale, has always been a risky undertaking. That's because the value of the equity derives directly from the customers' emotional investment in the brand. The more iconic the brand, the greater is that value. We aren't merely customers of Volvo and eBay and Tropicana orange juice and Gap; we see ourselves as owners.”

– Bob Garfield, Advertising Age, http://adage.com/article?article_id=146506

Developing a brand identity, adapted from David Arnold’s The Handbook of Brand Management

The position must be relevant to the customer.

It must be based on the brand’s strength. It should distinguish the brand from its

competitors. It must be communicable, i.e., not too

complex.

Case study (from Designer’s Guide to Marketing by Betsy Newberry, 1997)

Barrington Litigation consulting firm White Design guides Barrington identity

program.

Barrington

Case study: Barrington

Case study: Barrington

Case study: Barrington