consistency in communication design. a strategic approach to communications determine the most...

Consistencyin

CommunicationDesign

A strategic approach to communications

• Determine the most appropriate communications tactics – does it always make sense to print?

• Achieve greater impact, implement high quality, effective communications.

• Create resource efficiency for both personnel and material.

Objectives

Electronic outreach is an effective strategy to reach the public

Effective use of personnel and material

• Engineers, managers, and administrative staff producing postcards, flyers, etc. is NOT an effective use of their time

• By combining print runs, the city saves money and resources• Producing electronic material instead of printed material saves

additional funds• For example: The amount of paper expected to be saved

annually by producing the new electronic version of the city’s “Grady Grapevine”: 8,400 sheets

• Using multiple methods of communication achieves better results

• Create a standard appeal that brands our city• Leverage the mileage we have from the marketing campaign yet

establish a distinct city presence• Take advantage of the branding power of our website• Ensure consistency and better alignment• Streamline our process• Establish standards and protocols for the use of logo, website

address, ADA information, etc• Create the ability to target

• Externally to appeal to diverse customer needs• Internally to reflect the uniqueness of our programs and

departments

Creating Professional Publications

Previous City of Renton publications

Diverse subject matter but no cohesive design standard, inconsistent logo use and no unified presence.

Previous City of Renton publications

• Design inconsistent between city departments; sometimes inconsistent even within same department

• Many city brochures/flyersare being designed byengineers, administrativestaff and wide rangeof staff

Recent City of Renton publications

Diverse subject matter with numerous color choices and distinctive

presentation, while subsequently providing cohesive design standard, a more

consistent logo use and unified presence.

Recent City of Renton publications

• Create high-quality professional publications without expending additional resources while leveraging our “brand”

• Consistent use of city brand, city logo and “Ahead of the Curve”

• Consistent placement of website and other key information

City’s Look

• New city “brand” isconsistent and cohesive, while allowing diversity with the use of images and color choices to target various audiences, promote varying events anddifferentiatedepartments

Recent City of Renton publications

• Use of “Wave”with city logopulls fromwell establisheddesign elementssuch as the city’shome page onthe web

Recent City of Renton publications

• Design lends itself well to photographs and many diverse functions, including posters, brochures, flyers, and Power Point presentations

Recent City of Renton publications

• We’ve trained key staff to use standard software and follow consistent design guidelines

• Templates allow consistent look that is replicable by any/all members of trained communications team

City’s current letterhead, business cards

• Out-of-date e-mail addresses• Outdated color paper stock• Lack of consistency, with several

variations of business cards (e.g. gold foil on some, printed others)

• Complicated and more expensive printing process

• “Ahead of the Curve” marketing campaign logo not included on business cards

Proposed new letterhead, business cards

• Includes new e-mail addresses• Utilizes same “family” of paper,

therefore no additional costfor transition to new paper

• New business cards, stationery and envelopes will be transitioned into service without incurring undue additional costs

• Streamlines printing process and potentially saves cost

• City-wide needs assessment and roll-out of design options• Create design templates and manual• Transition to new stationary• Create centralized photo library • Continue communications training

Next Steps

Examples

• “Wave” -vs- “Swoosh”

Examples

• “Wave” -vs- “Swoosh”

Examples

• “Wave” -vs- “Swoosh”

Examples

• “Ahead of the Curve” use. When? Where?

Front Cover Back Cover

Examples

• “Ahead of the Curve.” When? Where?

Upper Right

Examples

• “Ahead of the Curve.” When? Where?

Upper Right Lower Right

Examples

• “Ahead of the Curve.” When? Where?

Upper Right Lower Right

Back Page, Centered

Examples

• Color. Have fun with it…

Examples

• Color. Have fun with it…

Examples

• Color. Have fun with it…

Discussion

• Any questions? Comments? Suggestions?

• City-wide needs assessment and roll-out of design options• Create design templates and manual• Transition to new stationary• Create centralized photo library • Continue communications training

Next Steps