How to brand your newspaper
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Redesign Workshop Texas Center for Community Journalism Texas Christian University March 9-11, 2011 REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 911,2011
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Transcript of How to brand your newspaper
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
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
h?p://www.youtube.com/watch?v=lOb81CX7TfA
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding is not just about logos
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding is about using tools
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Strong visual identities Memorable images and visual cues
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Strong visual identities Memorable images and visual cues
new brands uplift brands extend brands advance brands communicate brands
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Strong visual identities Memorable images and visual cues
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
The first thing we need…
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
The first thing we need…
The company’s goals
The company’s mission
The company’s vision
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Addison Whitney
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
How do we get the right vision?
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
The creative brief
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
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
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
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?
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
The creative brief
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Everyone wants a logo
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What is a logo?
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
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
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What makes the best logo?
Keep it simple
Use of color scheme
Making it memorable
Use appropriate fonts and font size
Make it scalable
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What tools do I use?
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What tools do I use?
Typography
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Serifs – classic Sans Serifs – modern Decorative – distinct Cursive – informal Script – elegant
http://www.collegehumor.com/video:1908292
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What tools do I use?
Color
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Blue: trustworthy, dependable, responsible, secure.
Red: aggressive, energetic, provocative, danger
Green: health, freshness, serenity, wealth, prestige
Yellow: optimism, positivism, light, warmth
Purple: mystery, sophistication, spirituality, royalty. Lavender evokes nostalgia and sentimentality.
Pink: Hot - energy, youthfulness, fun, excitement Dusty - sentimental. Lighter - romantic.
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Orange: exuberance, fun, vitality, gregarious
Brown: simplicity, durability, stability
Black: serious, bold, powerful, classic
White: simplicity, cleanliness and purity
Warm colors send an outgoing, energetic message
Cool colors are calmer and more reserved
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
http://kuler.adobe.com/
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
What tools do I use?
Art
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Jim Parkinson h?p://www.typedesign.com
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
But there is so much more…
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Visual Branding
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
Corporate Idenaty Manual Branding Guide
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
REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
