Presentation 0623-c
Transcript of Presentation 0623-c
Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
05 Consistency
04 VisualIdentity
03 Message01 Relevance
02 Audience
The TOP 5 Aspects of a Successful Brand
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITYPeople attribute personality to servicesand products based on their appearanceand how they interact.
Elements of a Brand Identity:
• Logo Graphic • Color Use • Typefaces • Visual Library - Photos
- Illustrations
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
TRY IT!Can you identify the followingRETAIL CHAINS based on a partof their logo graphic…
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Keeping your logo graphic frombeing distorted enhances itsability to be recognizedquickly and easily.
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
Protect your brand from an early demise…
Don’t mess with the logo.
The Stretched or Squished
logoThe Tilted
logoThe Re-colored
logoThe Retyped
logo
The LowResolution
logo
04: VISUAL IDENTITY
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
TRY IT!Match these restaurants with their brand colors… Pizza Hut Chili’s IHOP Dunkin Donuts KFC Burger King Starbucks Taco Bell
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
Using your organization’scolor palette reinforces yourestablished brand
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library - Photos
- Illustrations
Establish a consistent set oftypefaces (fonts) that you usein your materials… and stickwith them!
Serif
Sans-Serif
Display
Script
Ex: Times, Georgia
• Most easily read typefaces• Good for use in paragraph text• 12-14pt (14pt is ideal for older audiences).
Ex: Arial, Trebuchet, Verdana
• Great to show contrast for headlines, subheads and call-out text.• Usually used 2pt larger than paragraph text.
Ex: Trajan, Papyrus, Comic Sans
• Good for conveying a theme• Mostly used sparingly for headlines, where they can be displayed at 18pts or larger.• Always test for readability!
Ex: Mistral, Holly
• Can be VERY difficult to read.• Not for paragraph text.• Alternate idea: Use italicized versions of traditional fonts.
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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.
04: VISUAL IDENTITY
Elements of a Brand Identity:
• Logo Graphic
• Color Use
• Typefaces
• Visual Library
Compile a library of stock imagesand photos that you have takenon your own. Reuse illustrationsand icons across your materials.
Illustrations:
Photos:
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