kent 10 4 1 final

PROJECT BOOK

Agriculture is a complex science. Consumers are disconnected from their food source and are uneducated about advancements and solutions that create a safe, affordable and abundant food supply. The University of Florida’s Institute of Food and Agricultural Sciences provides a multi-dimensional approach to extend and communicate real-world, life-changing research to an audience beyond academia.

THE FUTURE. SOLVED.

GROWTH HAPPENS EVERYWHERE. IT HAPPENS IN FIELDS. IT HAPPENS IN PEOPLE.

TABLE OF CONTENTS

01 The Brand. Solved. 6 Brand Research The IFAS Story 8 Brand Positioning 10 Brand Objective 12 Target Audience 14 SWOT 16 Action Plan 18

02 The Feel. Solved. 20 Creative Development Moodboard 22 Logo Development 24 Color and Type 26 Infographic 28

03 The Look. Solved. 30 Style Guide Logo & Usage 32 Typography & Voice 34 Color Palette 36 Images and Textures 38

04 The Mix. Solved. 40 Design Solutions Digital Magazine 42 Print Magazine 44 Website 46 Blog 48 Point of Purchase Displays 50 Awareness Videos 52

THE IFAS STORY 8BRAND POSITIONING 10BRAND OBJECTIVE 12TARGET AUDIENCE 14SWOT 16ACTION PLAN 18

BRAND RESEARCH

Brand Research

7

THE BRAND. SOLVED.

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THE IFAS STORYA RICH HISTORY

Celebrating 150 years of the Morrill Act, the land grant university system is associated with a diverse range of stakeholders. This group includes farmers, students, scientists and consumers, affecting agriculture, the environment and life sciences.The University of Florida’s Institute of Food and Agricultural Sciences (IFAS) is Florida’s land grant institution that incorporates teaching, research and extension. The organization has solidly supported the acronym as the institution’s brand and logotype. As the institution continues to develop, departments continue to grow and so does the disconnect between the consumer and audience. Additionally, the demographics of the public served by institutions like IFAS have changed from “dominantly rural” to “more urban” (Abrams, Meyers, Irani, & Baker, 2010). The potential impact of IFAS’ services and offerings are becoming lost within a fragmented messaging strategy and expired brand.

With such a broad audience, the need for a simple, unifying message and brand is key to the continued success of the organization and land grant systems. The evolution of what has become a complex and encompassing system of support has really challenged the integrity of the IFAS brand.

The project will offer a simple and unified brand by proposing the creation of a multi-dimensional branding campaign that will unite all entities of the institution while expressing each of the services and offerings. The plans for a multimedia campaign for research, extension and education will be highlighted by the introduction of a new brand name, communication strategy, and both visual and verbal guidelines.

The College of Agriculture was adopted in 1906 by the university. IFAS was organized in 1964.

Brand Research

9

IFAS THEN

IFAS boasts a rich history of growth and success. Linked to the establishment of Florida Agricultural College in Lake City during 1884, the College of Agriculture was officially adopted by the University of Florida in 1906. The creation of the college was a result of the Morrill Act of 1862, which created land-grant universities across the country. Signed by President Abraham Lincoln in 1862, this legislation demonstrated the importance of education and practical arts of agriculture and mechanics. Additionally, the legislation provided Americans access to an affordable education that many may not have been able to experience (Lincoln’s Vision: Access to Knowledge, n.d.).

IFAS was officially organized into one unit in April 1964 by Florida’s higher education governing board. The reorganization demonstrated the connected workflow of each research station, college, school, program, and service offered by the institution.

IFAS NOW

Today, IFAS has grown exponentially into all 67 counties throughout 1,249 buildings and 27,279 acres across Florida. IFAS programs include: 16 on-campus academic programs, 12 Research and Education Centers, extension offices in all 67 counties, four Research and Demonstration sites and five statewide locations for undergraduate degree programs (About IFAS, n.d.).

IFAS is divided into three main units: research, extension and education.

1862 1884 1906 1964

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BRAND POSITIONINGThe current structure of IFAS is divided into three major entities: research, extension, and the College of Agricultural and Life Sciences (teaching). The research component focuses on fundamental and applied research that affects Florida agriculture and natural resources. Legislation in 1914 developed the support for universities to offer educational programs to communities and consumers, “extending” the research findings to the public in a way that could be used and understood. The IFAS extension component partners with local and county governments to provide programs promoting sustainable agriculture, environmental stewardship, financial literacy, nutrition and other life skills. This link between research and the public created by extension is one of the most important values of IFAS.

The final component of IFAS is the College of Agricultural and Life Sciences (CALS). CALS was developed under the original land-grant legislation and later adopted by the University of Florida as an affordable and practical,

educational opportunity for Americans. CALS is a proactive unit of IFAS, offering an education across more than 20 undergraduate majors. The college enrolls over 5,000 students (IFAS Divisions, Schools, and Departments, n.d.).

One of the biggest issues facing the current IFAS brand is simply related to growing pains. As IFAS has grown and developed, it has become a complex and dynamic institution. With this evolution, however, the IFAS brand identity has not evolved to reflect the growth and change of the organization. As more units were added and additional services were offered, the brand became fragmented as each unit developed their own identity. The current brand has simply lost touch with the overall message that would suggest connectivity among research, extension and teaching. This disconnect creates further potential threats to the IFAS brand by not sharing a consistent story.

The link between research and the public created by extension is one of the most important values of IFAS.

Brand Research

11

In addition to these weaknesses, other threats that affect the UF/IFAS brand include: uneducated consumers, anti-agriculture groups, and traditional brand loyalists. Additionally, because UF/IFAS affects so many audiences, the broad and diverse target audience should also be considered a weakness given the current branding efforts.

In 2005, IFAS created the world’s 1st research center for the shipping, storage & sale of perishable food.

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The Citrus Research & Education Center is IFAS’ oldest & largest experiment station; entire focus: citrus.

Brand Research

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BRAND OBJECTIVEAgriculture is a complex science. Consumers are disconnected from their food source and are uneducated about advancements and solutions that create a safe, affordable and abundant food supply. The University of Florida’s Institute of Food and Agricultural Sciences provides a multi-dimensional approach to extend and communicate real-world, life-changing research to an audience beyond academia.

The re-branding project for IFAS will bring together design and technology to connect consumers and agriculturalists across Florida with science and agriculture. The new brand image will reflect the organization’s evolution into a complex, research-driven institution that works to improve lives. The brand will communicate a simple and progressive message that clearly defines the role of IFAS in the lives of consumers, farmers, and other agriculturalists

THEME

The theme for the new IFAS brand involves a fusion of science and simplicity to extend and communicate real-world, life-changing research to an audience beyond academia.

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Brand Research

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TARGET AUDIENCEGROWING SUPPORTERS

Since the introduction of the land grant university system and the establishment of IFAS, the impact and scope of the organization have dramatically changed. Early on, the focus was to provide farmers with the research they needed to produce safer products and higher volumes. Times have changed and the gap between the farm gate and the dinner plate is larger than ever.

An expanded target audience for the IFAS brand now includes farmers, ranchers, researchers, educators, students, legislators, stakeholders, and consumers.

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SWOT ANALYSIS

STRENGTHS

• Rich-research history• Solid college/education foundation• Potential high-impact infrastructure• County level connection through extension• Industry support

WEAKNESSES

• Disconnected business units• Disconnected education, research and exten-

sion units• Failing youth extension programs• Administrative turnover• Failing communication and branding efforts

OPPORTUNITIES

• Dissemination of research for public to use and un-derstand

• Improve youth extension programs to develop in-formed citizens

• Advertise IFAS services and offerings• Create awareness of IFAS accomplishments

THREATS

• Uneducated consumer• Anti-agriculture groups• Traditional brand loyalists• Legislative budget cuts• Diverse audience

This analysis assesses the current state of the organization’s brand by evaluating current strengths and weaknesses, while identifying opportunities for growth and potential threats that could affect the organization’s brand moving forward.

Brand Research

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IFAS scientists are researching ways to make sure water is used efficiently on crops, lawns, other areas.

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IFAS research is a first line of defense to any challenge to Florida’s agricultural and natural resources industries.

Brand Research

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ACTION PLAN

SIMPLIFY

Provide understandable, simplified content to communicate advancements in technology and research.

CONNECT

Share life stories and connect consumers with real people in the agricultural industry.

BRAND

Consistently identify research, extension and education as IFAS units and focus on the connection between all three.

DELIVER

Distribute consistent messaging through various channels to accommodate a broad target audience: farmers, ranchers, legislators, consumers, students, and researchers.

1 2 3 4

MOOD BOARD 22LOGO DEVELOPMENT 24COLOR & TYPE 26INFOGRAPHIC 28

CREATIVE DEVELOPMENT

Creative D

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THE FEEL. SOLVED.02

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MOOD BOARDThe modern mood board uses bright colors both in the color palette as well as the beautiful imagery selected. This brings a fresh, new look and feel to the IFAS brand. The geometric patterns suggest modernism and connectivity.

No other competitor has used a “modern” approach to their brand. Connecting the modern feel with agriculture will definitely differentiate the IFAS brand from other competitors.

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SKETCHES

Creative D

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LOGO DEVELOPMENTThe helix logo represents the growth of the organization in addition to the fusion and evolution of science and agriculture.

DNA strands incorporate an infinite number of chromosome patterns. Together, they make up who we are. IFAS has evolved into a diverse organization, with efforts in research, extension and education. Together, these efforts are creating a brighter future for agriculture and the world.The logo features a stylized helix, which forms into a stem and leaf. This not only represents the growth of IFAS, but the dedication to the agricultural industry.

DNA and chromosomes are complex. Agriculture and science are complex. The visual representation of IFAS creates a simple message of unity, responsibility and hope.

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COLOR & TYPELOGO COLORS

In addition to the logo representing the fusion of science and agriculture, the new brand and logo unites the evolved entities of IFAS: research, extension, and education. Creatively using the color palette selected for the brand, the three colors are used harmoniously in the logo to show connectivity and unity. The vivid color palette gives the face of IFAS a fresh, bold new look.

LOGO TYPE

One of the main strategies of the entire campaign is to simplify everything about the IFAS brand, in order for more of the expanded target audience to understand the value and impact of the organization. The typeface for the logo had to be clean and simple, showcasing the IFAS acronym in its most basic form. A thin, sans serif font was selected to use consistently throughout the brand.

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IFAS was part of the group to first publish the DNA sequence for the strawberry.

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THE BRAND. SOLVED.

Agriculture is a complex science. Consumers are disconnected with their food source and are

uneducated about advancements and solutions to create a safe, a� ordable and abundant food

supply. The University of Florida’s Institute of Food and Agricultural Sciences provides a multi-

dimensional approach to extend and communicate real-world, life-changing research to an

audience beyond academia.

RESEARCH

Conducted research on the IFAS brand revealed many strengths and

weaknesses.

1 2 3 4COMPETITOR RANKING

Similarities to Competitors:

• Education, research,

and extension units

are evident

• Land Grant Institution,

part of the UC System

Di� erences from

Competitors:

• Incorporates

environmental science

in branding

• Focus includes

community

development and

citizenship


• Land Grant Institution

(only one in

Pennsylvania)

• Heavy research

emphasis

Di� erences from

Competitors:

• Uses common

university brand

• Focus includes global

issues and perspective

• Use of extension not

as evident



• Include education,

research and

extension units

Di� erences from

Competitors:

• Uses unique brand to

encompass all units

• Manages 4 state

agencies

• Encompasses other

universities with

similar programs

• Focus includes critical

issues



• Divided into 3 units:

research, education

and extension

Di� erences from

Competitors:

• Huge population for

potential impact

• Does not use

consistent brand

across units

• Focus includes

enhancing life

SWOT ANALYSIS

STRENGTHS

• Rich-research history

• Solid college/education foundation

• Potential high-impact infrastructure

• County level connection through extension

• Industry support

WEAKNESSES

• Disconnected business units

• Disconnected education, research and exten-

sion units

• Failing youth extension programs

• Administrative turnover

• Failing communication and branding e� orts

OPPORTUNITIES

• Dissemination of research for public to use and

understand

• Improve youth extension programs to develop

informed citizens

• Advertise IFAS services and o� erings

• Create awareness of IFAS accomplishments

THREATS

• Uneducated consumer

• Anti-agriculture groups

• Traditional brand loyalists

• Legislative budget cuts

• Diverse audience

TARGET AUDIENCE

CONSUMERS

FARMERSAGRICULTURALISTS

COLLEGE STUDENTS YOUTH

RESEARCHERSLEGISLATORS

INDUSTRY STAKEHOLDERS

THE LOOK. SOLVED.

The re-branding project for IFAS will bring together design and technology to connect

consumers and agriculturalists across Florida with science and agriculture. The new brand image

will re� ect the organization’s evolution into a complex, research-driven institution that works

to improve lives. The brand will communicate a simple and progressive message that clearly

de� nes the role of IFAS in the lives of consumers, farmers, and other agriculturalists.

STYLE GUIDE

The helix logo represents the growth of the organization in addition

to the fusion and evolution of science and agriculture.

LOGO

PRIMARY

SECONDARY

COLOR AND TYPOGRAPHY

Corbert

AaBbCcDdEeFfGgHhIiJj

KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

01234567890(!@#$%^&*)

Minion Pro

AaBbCcDdEeFfGgHhIiJjKk

LlMmNnOoPpQqRrSsTtUu

VvWwXxYyZz

01234567890(!@#$%^&*)

HelveticaAaBbCcDdEeFfGgHhIiJjKk


VvWwXxYyZz

01234567890(!@#$%^&*)

CMYK | 100 26 0 0

RGB | 0 142 212

CMYK | 0 63 100 0

RGB | 244 125 32

CMYK | 30 0 100 0

RGB | 191 215 48

PRIMARY COLOR PALETTE

IMAGERY

THE MIX. SOLVED.

Collectively, the media mix will illustrate the new theme for IFAS and work to achieve the goal

of educating the public about agriculture and the impact IFAS makes in the advancement of the

industry. The broad spectrum of the media mix (social media, print, electronic media and video)

will work together to communicate a uni� ed message to a very diverse target audience.

NEW, CONSUMER-

FOCUSED WEBSITE

Another major key in the redesign and media mix

is a consumer-oriented resource that is loaded

with simple, easy-to-understand content as well

as a uni� ed portal for all IFAS units. Although the

new site will be consumer-oriented, industry and

stakeholder portals and sections will be available

to communicate with those audiences.

CONSUMER LIFESTYLE &

SOLUTIONS MAGAZINE

One of the biggest strategies of the rebranding

campaign would be to develop a consumer/

lifestyles magazine that connects IFAS and

agriculture with the consumer. This content, as

mentioned in the other pieces of the media mix,

would highlight achievements and help explain

the complexities of agriculture in a consumer-

focused, simplistic voice.

PROTOTYPES

DIGITAL MAGAZINE

An electronic form of the consumer lifestyles

magazine will be the highlight of the media mix,

in my opinion. This will bring together di� erent

parts of the mix together to deliver a media-rich

resource for information. The content will feature

research achievements, stakeholder connections,

educational highlights, and extension success

stories. To make the content even more dynamic,

video interviews and other forms of content will

supplement the articles.

IN THE FIELD WITH IFAS

BLOG

To make the connection between IFAS (research,

education and extension) even stronger, blog

content will be created to create a personable

relationship with the researchers, educators,

extension specialists and industry stakeholders.

This would be considered supplemental to the

print and digital magazine content.

POINT OF PURCHASE

DISPLAYS & INFORMATION

To extend knowledge even further to the

consumer, a print campaign to include displays

and small cards would be placed with Florida

produce or other commodities to explain where

food comes from and the methods of production

used. This helps bridge the gap between the

farm and the consumer, which creates a more

con� dent consumer. Ideally, this would be a

partnership with the Department of Agriculture

and supermarkets across Florida.

AGRICULTURAL

AWARENESS ADS

General awareness ads for agriculture would

use IFAS research, extension and education

achievements as a vehicle to help more people

understand agriculture. These videos would be

made available on media channels like YouTube

and Vimeo, while also embedding them into

a new, consumer-focused IFAS website and in

digital publications. The video content will be

based on content featured in magazines as well

as blogs to help connect the consumer with the

industry and organization.

THE FUTURE. SOLVED.

Water management, citrus greening, and food safety are just a couple of the numerous

issues that not only IFAS works to provide solutions for, but they also a� ect Florida’s citizens

and economy. By posing “the future” as an issue and working to solve it, the brand becomes

universal - encompassing scienti� c and social issues. IFAS provides something for everyone, and

developing a universal brand will help share this message.

THE BRAND. SOLVED.






RESEARCH


weaknesses.




and extension units

are evident



Di� erences from

Competitors:

• Incorporates


in branding

• Focus includes

community

development and

citizenship



(only one in

Pennsylvania)

• Heavy research

emphasis

Di� erences from

Competitors:

• Uses common

university brand




as evident




research and

extension units

Di� erences from

Competitors:


encompass all units

• Manages 4 state

agencies


universities with

similar programs


issues




research, education

and extension

Di� erences from

Competitors:


potential impact

• Does not use

consistent brand

across units

• Focus includes

enhancing life

SWOT ANALYSIS

STRENGTHS






WEAKNESSES



sion units




OPPORTUNITIES


understand


informed citizens



THREATS






TARGET AUDIENCE

CONSUMERS





THE LOOK. SOLVED.






STYLE GUIDE



LOGO

PRIMARY

SECONDARY


Corbert


KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

01234567890(!@#$%^&*)

Minion Pro



VvWwXxYyZz

01234567890(!@#$%^&*)



VvWwXxYyZz

01234567890(!@#$%^&*)

CMYK | 100 26 0 0

RGB | 0 142 212

CMYK | 0 63 100 0

RGB | 244 125 32

CMYK | 30 0 100 0

RGB | 191 215 48


IMAGERY

THE MIX. SOLVED.





NEW, CONSUMER-

FOCUSED WEBSITE









SOLUTIONS MAGAZINE









PROTOTYPES

DIGITAL MAGAZINE












BLOG








POINT OF PURCHASE












AGRICULTURAL

AWARENESS ADS












THE FUTURE. SOLVED.






THE BRAND. SOLVED.






RESEARCH


weaknesses.




and extension units

are evident



Di� erences from

Competitors:

• Incorporates


in branding

• Focus includes

community

development and

citizenship



(only one in

Pennsylvania)

• Heavy research

emphasis

Di� erences from

Competitors:

• Uses common

university brand




as evident




research and

extension units

Di� erences from

Competitors:


encompass all units

• Manages 4 state

agencies


universities with

similar programs


issues




research, education

and extension

Di� erences from

Competitors:


potential impact

• Does not use

consistent brand

across units

• Focus includes

enhancing life

SWOT ANALYSIS

STRENGTHS






WEAKNESSES



sion units




OPPORTUNITIES


understand


informed citizens



THREATS






TARGET AUDIENCE

CONSUMERS





THE LOOK. SOLVED.






STYLE GUIDE



LOGO

PRIMARY

SECONDARY


Corbert


KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

01234567890(!@#$%^&*)

Minion Pro



VvWwXxYyZz

01234567890(!@#$%^&*)



VvWwXxYyZz

01234567890(!@#$%^&*)

CMYK | 100 26 0 0

RGB | 0 142 212

CMYK | 0 63 100 0

RGB | 244 125 32

CMYK | 30 0 100 0

RGB | 191 215 48


IMAGERY

THE MIX. SOLVED.





NEW, CONSUMER-

FOCUSED WEBSITE









SOLUTIONS MAGAZINE









PROTOTYPES

DIGITAL MAGAZINE












BLOG








POINT OF PURCHASE












AGRICULTURAL

AWARENESS ADS












THE FUTURE. SOLVED.






Creative D

evelopment

29

INFOGRAPHICTHE DESIGN JOURNEY

The infographic developed for the IFAS brand campaign is a visual, design story of the development of the new identity. The journey begins by identifying key findings in brand research and ends with applications of the developed brand.

THE BRAND. SOLVED.






RESEARCH


weaknesses.




and extension units

are evident



Di� erences from

Competitors:

• Incorporates


in branding

• Focus includes

community

development and

citizenship



(only one in

Pennsylvania)

• Heavy research

emphasis

Di� erences from

Competitors:

• Uses common

university brand




as evident




research and

extension units

Di� erences from

Competitors:


encompass all units

• Manages 4 state

agencies


universities with

similar programs


issues




research, education

and extension

Di� erences from

Competitors:


potential impact

• Does not use

consistent brand

across units

• Focus includes

enhancing life

SWOT ANALYSIS

STRENGTHS






WEAKNESSES



sion units




OPPORTUNITIES


understand


informed citizens



THREATS






TARGET AUDIENCE

CONSUMERS





THE LOOK. SOLVED.






STYLE GUIDE



LOGO

PRIMARY

SECONDARY


Corbert


KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

01234567890(!@#$%^&*)

Minion Pro



VvWwXxYyZz

01234567890(!@#$%^&*)



VvWwXxYyZz

01234567890(!@#$%^&*)

CMYK | 100 26 0 0

RGB | 0 142 212

CMYK | 0 63 100 0

RGB | 244 125 32

CMYK | 30 0 100 0

RGB | 191 215 48


IMAGERY

THE MIX. SOLVED.





NEW, CONSUMER-

FOCUSED WEBSITE









SOLUTIONS MAGAZINE









PROTOTYPES

DIGITAL MAGAZINE












BLOG








POINT OF PURCHASE












AGRICULTURAL

AWARENESS ADS












THE FUTURE. SOLVED.






THE BRAND. SOLVED.






RESEARCH


weaknesses.




and extension units

are evident



Di� erences from

Competitors:

• Incorporates


in branding

• Focus includes

community

development and

citizenship



(only one in

Pennsylvania)

• Heavy research

emphasis

Di� erences from

Competitors:

• Uses common

university brand




as evident




research and

extension units

Di� erences from

Competitors:


encompass all units

• Manages 4 state

agencies


universities with

similar programs


issues




research, education

and extension

Di� erences from

Competitors:


potential impact

• Does not use

consistent brand

across units

• Focus includes

enhancing life

SWOT ANALYSIS

STRENGTHS






WEAKNESSES



sion units




OPPORTUNITIES


understand


informed citizens



THREATS






TARGET AUDIENCE

CONSUMERS





THE LOOK. SOLVED.






STYLE GUIDE



LOGO

PRIMARY

SECONDARY


Corbert


KkLlMmNnOoPpQqRrSs

TtUuVvWwXxYyZz

01234567890(!@#$%^&*)

Minion Pro



VvWwXxYyZz

01234567890(!@#$%^&*)



VvWwXxYyZz

01234567890(!@#$%^&*)

CMYK | 100 26 0 0

RGB | 0 142 212

CMYK | 0 63 100 0

RGB | 244 125 32

CMYK | 30 0 100 0

RGB | 191 215 48


IMAGERY

THE MIX. SOLVED.





NEW, CONSUMER-

FOCUSED WEBSITE









SOLUTIONS MAGAZINE









PROTOTYPES

DIGITAL MAGAZINE












BLOG








POINT OF PURCHASE












AGRICULTURAL

AWARENESS ADS












THE FUTURE. SOLVED.






LOGO & USAGE 32TYPOGRAPHY & VOICE 34COLOR PALETTE 36IMAGERY 38

STYLE GUIDE

Brand Research

31

THE LOOK. SOLVED.

03

Sty

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LOGO & USAGE

PRIMARY

SECONDARY

Style G

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USAGE

The logo signature must be surrounded an all sides by clear space.

The size of the IFAS logo should not be less than one inch in length, and proportions should not be altered.

The full-color logo is always preferred. Single color variants may be used as a substitute if a full-color option is not available.

The original digital art should always be used. The logo cannot be redrawn, re-proportioned, modified, or stylized in any way.

UNACCEPTABLE USAGES

CLEAR SPACE

0.5

0.5

Sty

le G

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TYPOGRAPHY & VOICETYPOGRAPHY

The IFAS brand reaches an extremely diverse audience. A simple, minimalistic font was chosen to reflect the modernism of the organization while contributing to the simplicity of the message. The Corbert font should be used for all tag lines and headings. For print publications, Minion Pro should be used for body content. For web and digital applications, Helvetica should be used for content.

VOICE

Simplistic and relatable. Agriculture and what the IFAS organization stands for can be extremely complex and confusing. The IFAS brand will avoid academic jargon when communicating a message to the public. Messages will reveal pride in the organization’s accomplishments and show hope for solutions.

TAGLINE

The tagline “The Future. Solved.” should be used dynamically to share the IFAS message and story. “The Future.” can be replaced with another one or two word topic or issue that relates to the application of the tagline and IFAS, i.e. “World Hunger. Solved.”

Style G

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CorbertAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz01234567890(!@#$%^&*)

Minion ProAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz01234567890(!@#$%^&*)

HelveticaAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz01234567890(!@#$%^&*)

TYPOGRAPHY

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COLOR PALETTEBRAND COLORS

The vivid color palette of the IFAS brand brings a fresh, new look to the visual identity. The color palette is designed to represent several key terms of the brand theme, including real-world, fusion, beyond, and progressive.

Agriculture is naturally beautiful. The palette represents various elements of the industry and compliments photography well when used together for different forms of media.

Additionally, the color palette is designed to differentiate the research, extension and education units of IFAS. The following assignments will be used to represent each unit when an independent identity is appropriate:

• Orange - Research• Blue - Education• Green - Extension

The secondary color palette should only be used to compliment the primary color palette when an independent unit identity is being used.

Style G

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CMYK | 100 26 0 0RGB | 0 142 212

CMYK | 0 63 100 0RGB | 244 125 32

CMYK | 30 0 100 0RGB | 191 215 48

CMYK | 85 50 0 0RGB | 27 117 188

CMYK | 0 80 95 0RGB | 241 98 41

CMYK | 100 0 100 0RGB | 0 166 81

PRIMARY COLOR PALETTE SECONDARY COLOR PALETTE

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IMAGERYNATURAL BEAUTY

IFAS has grown from providing simple, farming solutions to developing new plant breeds, creating best management practices, solving global issues like world hunger, and so much more.

Images should include tight shots, closely-zoomed in on an object or group of objects. This creates an intimate feeling between the viewer and object. This up-close-and-personal feeling will be used to help foster a relationship with the viewer and bridge the gap between them and the fruit, as an example in several of the photos. This creates a “simple” focus.

Photos highlight agriculture’s natural beauty. Fruits incorporate vivid colors and fields create an illusion of infinite depth. Images used will take advantage of the natural colors and be simply composed to create a “refreshed” feeling.

Photos of IFAS scientists and researchers “in the field” are encouraged to help connect the public with the science, and give recognition to the successes of the organization. The selected photos are focused on the “action” of the shot or a smile “during” the process. Each of these compositions contribute to the simple, united, and positive directives of the theme.

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DIGITAL MAGAZINE 42PRINT MAGAZINE 44WEBSITE 46BLOG 48POINT OF PURCHASE 50AWARENESS VIDEOS 52

DESIGN SOLUTIONS

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DIGITAL MAGAZINEA DIGITAL HUB

A digital form of the consumer lifestyles magazine will be the highlight of the media mix. This will bring together various parts of the mix to deliver a media-rich resource for information. The content will feature research achievements, stakeholder connections, educational highlights, and extension success stories.

To make the content even more dynamic, video interviews and other forms of content will supplement the articles. The dynamic mix of media will speak to a wide range of the broad target audience. Because the content is also communicated through various other channels, engagement and interaction can be encouraged to those where digital delivery is an obstacle.

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PRINT MAGAZINEPRINT IS STILL KING

One of the biggest strategies of the rebranding campaign would be to develop a consumer/lifestyles magazine that connects IFAS and agriculture with the consumer. This content, as mentioned in the other pieces of the media mix, would highlight achievements and help explain the complexities of agriculture in a consumer-focused, simplistic voice. This asset will focus on the late adopters of the target audience who prefer print sources of information.

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CONSUMER-FOCUSED WEBSITELET’S FOCUS

Another major key in the redesign and media mix is a consumer-oriented resource that is loaded with simple, easy-to-understand content as well as a unified portal for all IFAS units. Although the new site will be consumer-oriented, industry and stakeholder portals and sections will be available to communicate with those audiences. The vibrant color palette of the campaign will help segment the site into sections and attract viewers.

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BLOGGET IN THE FIELD

To make the connection between IFAS (research, education and extension) even stronger, blog content will be created to create a personable relationship with the researchers, educators, extension specialists and industry stakeholders. This would be considered supplemental to the general magazine content. The purpose of this asset is to further engage the audience, informing and connecting them with researchers, farmers and other stakeholders of IFAS. By connecting stakeholders, the impact of IFAS is more relevant. A simple, one-page parallax blog will create a one-on-one experience for the reader.

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POINT OF PURCHASE DISPLAYSKNOW YOUR FARMER, KNOW YOUR FOOD

To extend knowledge even further to the consumer, a print campaign to include displays and small cards would be placed with Florida produce or other commodities to explain where food comes from and the methods of production used. This helps bridge the gap between the farm and the consumer, which creates a more confident consumer. Ideally, this would be a partnership with the Department of Agriculture and supermarkets across Florida. Vivid imagery and personable photos of farmers will help the consumer connect with content.

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AWARENESS VIDEOSSHOW TIME

General awareness ads for agriculture would use IFAS research, extension and education achievements as a vehicle to help more people understand agriculture. These videos would be made available on media channels like YouTube and Vimeo, while also embedding them into a new, consumer-focused IFAS website and in digital publications.

The video content will be based on content featured in magazines as well as blogs to help connect the consumer with the industry and organization. Although designed to communicate to consumers, the ads will also serve as recognition to those involved in the industry and IFAS. Most importantly, the ads will not only communicate about the impact IFAS has, but also tell the story of agriculture. Warm, bright coloring should be used to help develop a positive story.

REFERENCESRESEARCH

A brand transformation on the web. (n.d.). Retrieved from http://www.bronsonma.com/work/1/texas-am

About IFAS. (n.d.). Retrieved from http://ifas.ufl.edu/about-IFAS.shtmlAbrams, K., Meyers, C., Irani, T., & Baker, L. (2010). Branding the land grant university:

stakeholders’ awareness and perceptions of the tripartite mission. Journal of Extension, 48(6), Retrieved from http://www.joe.org/joe/2010december/a9.php

Color symbolism theories. (n.d.). Retrieved from http://www.colormatters.com/color-symbolism/color-symbolism-theories

IFAS divisions, schools, and departments. (n.d.). Retrieved from http://ifas.ufl.edu/departments-schools.shtml

Lincoln’s vision: Access to knowledge. (n.d.). Retrieved from http://landgrant.ufl.eduLupton, E. (2012, January 25). Typeface review: Ideal sans. Retrieved from http://

typographica.org/typeface-reviews/ideal-sans/Mok, C. (2003, May 1). Time for change. Retrieved from http://www.aiga.org/time-for-

change/

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handshake.php

IFAS was created in 1964 to consolidate the agricultural, natural resources, and life sciences teaching, research and extension programs at the University of Florida. IFAS is a federal-state-county partnership throughout Florida, dedicated to improving lives by sharing information about agriculture, natural resources and life sciences.

For educational purposes only. Kevin Kent, Full Sail University. 2013.

kent 10 4 1 final

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