graphic design and branding
TRANSCRIPT
GRAPHIC DESIGNBranding your Organization Through the Visual Medium
Graphic Design: Branding your Organization
Our Design ProcessI. What is Graphic Design - A Basic
Overview and Common Rules-of-Thumb.
II. Graphic Design and the Organization
III.Outlets and Branding GuidelinesIV.Our Design Process
What is Graphic Design?• The visual communication of an idea through a combination of words, images and symbols.• A unique visual representation of an organization’s mission, services or platform.• The artistic and creative use of letters, shapes, colors and layouts used to convey a message.
How and Where is it Used?• Graphic Design is everywhere from gum wrappers and t-shirts to billboards and flying blimps. It is used to persuade, stimulate, organize, impact, identify and attract attention through a visual medium.• Most organizations use graphic design in some way through:
brochures logos flyers business cards
websites postcards stationary advertisements
Basic Rules-of-Thumb• A creative logo or promotional flyer can support any organization’s branding strategies.• Always keep in mind the following:
The Audience: Age, Culture, Gender Etc. Layout: People often read left to right in a Z pattern
Typography: Readability and correlation to message
Image: Resolution and relation Color: Warm, bright, mellow, cool etc.
Why Use Graphic Design?• Graphic design plays a huge role in an organization’s image and branding. • Unlike words that require a paragraph to convey a message; a logo, picture or advertisement can trigger a memorable emotion immediately after viewing.• Graphic designers can take an idea and develop creative designs that are eye-catching and unique, that will help an organization standout and attract attention.
Graphic Design & BrandingI. What is Graphic Design - A Basic
Overview and Common Rules-of-Thumb.
II. Graphic Design and your Organization
III.Outlets and Branding GuidelinesIV.Our Design Process
Communicating
• Depending on the organization, the intended message may not always be clear cut. The following examples show how different logo’s can change over time to keep up with an altering market and message.
• Key questions to ask in preparing for graphic design work:• What does an organization want to communication
through its logo, marketing material, website etc.?• What messages, emotions and behaviors do they
want to provoke?• Who is the target audience?• Are there specific colors that relate to their
organization?
Through Graphic Design?
I. The NBC Peacock
• The NBC Peacock was created in 1956 and designed to showcase NBC programming in (then a new medium) color TV. • Since then, the Peacock has appeared on everything from coffee cups, beach towels and key chains, to playing cards, beanie babies and t-shirts.
Communicating Through Graphic Design?
•The Peacock's longevity in television and as a corporate logo for NBC has lasted for over 50 years.
II. Animal Planet – New vs. Old Logo
•They eliminated the globe and the elephant, replacing them with an "animalistic boldness“.
Old Logo
New Logo
Communicating Through Graphic Design?
• The Animal Planet channel recently revised its logo in order to match their new programs that now carry wild themes.
•The intention of the makeover was to attract more adult viewers, with television shows that emphasize animals’ feral nature.
III. Google – Changing with the seasons with ‘google-doodles’• Known as the top search engine
online that offers up to date and valuable information to online ‘googlers’.• The company uses various features of the logo which compliment and refer to birthdays of famous people like Leonardo Di Vinci and Dr. Martin Luther King; holidays like 4th of July and Christmas, and specific events such as The Olympics and The World Cup.
Communicating Through Graphic Design?
Outlets and GuidelinesI. What is Graphic Design - A Basic
Overview and Common Rules-of-Thumb.
II. Graphic Design and the Organization
III.Outlets and Branding GuidelinesIV.Our Design Process
Where to Use Graphic Design• Graphic design will apply to almost every aspect of an organization.• A new logo• A website layout• Organization stationary• Print and Digital Advertisements • Tri-fold brochures
• Promotional items• Business Cards• Event Flyers• Email Signatures• Media Folders• Store Signs
Where to Use Graphic DesignStationar
yProm
o Items
Advertisements
Websites
Email Signature
Store Signs
Branding Guidelines • An organization does all the work of logo creation, coining a tagline, and branding a website; of course, they must register and copyright the brand, logo and all accompanying assets, but that’s not all! • Create Branding Guidelines: There are many ways of branding an organization’s collateral, website etc., and sometimes they're used the wrong way. •What To Be Prepared For If You Don’t Have Branding Guidelines:• The risk of inconsistencies in the intended design and use
of message across a variety of mediums.• Wrong type fonts, colors, clarity, and positioning of the
design on stationary, ads, promotional material etc. • Inconsistent messages possibly resulting in the
miscommunication of a mission.
Our Design ProcessI. What is Graphic Design - A Basic
Overview and Common Rules-of-Thumb.
II. Graphic Design and the Organization
III.Outlets and Branding GuidelinesIV.Our Design Process
Custom Vs. Basic Designs• Since our clients work on a variety of different budgets, and require different levels of complexity in their graphic design work, we offer two levels of service to meet their needs:• Custom Design: • Based on an hourly quote • Completely customizable design from scratch
• Basic Design:• A pre-determined price• Client can choose from a plethora of pre-
designed templates, in which they can add a minimized level of customization to the design.
•
Printing• While we do not print designs in-house, we have formed a partnership with a quality printing service in order to provide clients with a professional grade print job, at an affordable price.• Additionally, if a client would prefer to use a printer in their local area we can find one that will meet the standards of their print job.• Every client is provided with the electronic version of any graphic design work they have purchased through us. So, should additional printing be needed in the future, their designs are ready to go.
Our Graphic Design Process• Step 1: Terms & Confirmation Agreement must be received and interview gets scheduled.• Step 2: Interview takes place• The following questions are asked:
• Business/Organization Name• Describe in one sentence or two what your business is
about.• Any specific colors needed or favorite colors?• Slogan (Example: “We are here to serve you”)• Any specific images, objects, or design ideas?• First two questions are mandatory. The rest are optional.• Timeframe and process is explained to client.
• Step 3: Client will receive two samples of logo concept via email and he/she is made aware that there is a 7-day timeframe to submit the logo of choice and/or revisions.
Our Graphic Design Process• Step 4: Client emails logo of choice and/or submits changes needed to the logo. • Step 5: Logo changes are made according to request(s) within a week from being received or less.• Step 6: • Pre-Designed Promo - Once changes are completed, if any,
an email is sent with final formats for web and printing services (PNG and JPEG files)
• Custom Design - Once changes are completed, if any, an email is sent with the final formats attached and a CD with about 10 different file formats is mailed to the client.
• Work is finalized
• The possibilities for how graphic design will help brand a an organization are endless. One thing is for sure, whatever an organization chooses as their representation can leave a permanent impression on their constituents, future donors and volunteers.
In Conclusion
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