After the AuditAfter the Audit

How to organize the How to organize the “messy closet.”“messy closet.”

Branding/Rebranding ProcessBranding/Rebranding Process Phase 1: Research/DevelopmentPhase 1: Research/Development

– Brand auditBrand audit– Briefing with client about audience, reputation, what’s Briefing with client about audience, reputation, what’s

working/not in working/not in their viewtheir view Phase 2: Design DevelopmentPhase 2: Design Development

– Standards and prototype developmentStandards and prototype development– Focus group/client meeting to narrow optionsFocus group/client meeting to narrow options– Based on results of focus group, create one Based on results of focus group, create one

concept/”look” and create finalized manual to concept/”look” and create finalized manual to standardize implementationstandardize implementation

Phase 3: ImplementationPhase 3: Implementation– Apply the graphic standards to all collateral materialsApply the graphic standards to all collateral materials

Show as “before/afters,” create as templatesShow as “before/afters,” create as templates Phase 4: Repeat (in a few years!)Phase 4: Repeat (in a few years!)

Phase 1: Phase 1: Research/OrientationResearch/Orientation

Your Your questionsquestions about Brand Audit about Brand Audit

Your Your findingsfindings from Brand Audit from Brand Audit

Design Development: Design Development: Standards/PrototypesStandards/Prototypes

What are implications of brand audit for What are implications of brand audit for graphic design? graphic design?

Develop an “identity system” or coherent Develop an “identity system” or coherent concept described in a manual.concept described in a manual.

““Fix” what is broken and show it in samples Fix” what is broken and show it in samples of various materialsof various materialsDemonstrate interaction of logos, images, colors, Demonstrate interaction of logos, images, colors,

layouts, copylayouts, copyTry out very different concepts and “test” with client Try out very different concepts and “test” with client

to see which is best “fit.”to see which is best “fit.”

Phase 2: Graphic Standards Phase 2: Graphic Standards How-toHow-to

Change of plans: Break into groups NOW.Change of plans: Break into groups NOW. Each group will create a “graphic Each group will create a “graphic

standards manual” and a prototype of standards manual” and a prototype of what they will be designing.what they will be designing.

Elements of the standards and the Elements of the standards and the prototype will be “tested” in a focus group prototype will be “tested” in a focus group Week 5 or 6Week 5 or 6– St. Stephen’s will assemble a small group of St. Stephen’s will assemble a small group of

staff, board, clients to give their staff, board, clients to give their opinions/feedback.opinions/feedback.

Graphic Standards CharacteristicsGraphic Standards Characteristics

Created in order to make an “identity Created in order to make an “identity system” aspect of a brand sustainable, system” aspect of a brand sustainable, consistent over time.consistent over time.

Builds in some flexibility/choiceBuilds in some flexibility/choice But maintains a “look” and But maintains a “look” and

standardizationstandardization– Often non-designers are creating letters, Often non-designers are creating letters,

brochures, etc.brochures, etc.– Can see it as an “instruction” manual, too.Can see it as an “instruction” manual, too.

Graphic Standards CharacteristicsGraphic Standards Characteristics

Include into about theoretical Include into about theoretical aspects of the brand and how the aspects of the brand and how the design choices influence brand design choices influence brand identity.identity.

Very thorough, anticipating future Very thorough, anticipating future publications, variety of media, etc. publications, variety of media, etc. where brand appears.where brand appears.

Graphic Standards CharacteristicsGraphic Standards Characteristics

Include both narrative and diagrams Include both narrative and diagrams describing measurements, applications, describing measurements, applications, samples.samples.– Typefaces that should be used exclusivelyTypefaces that should be used exclusively

Serif and sans serif (showing caps, lowercase, sm Serif and sans serif (showing caps, lowercase, sm caps.caps.

Acceptable type sizes for different materialsAcceptable type sizes for different materials

– Exceptable/unacceptable uses of logoExceptable/unacceptable uses of logo– Acceptable color paletteAcceptable color palette

Acceptable use of background screen (percentages)Acceptable use of background screen (percentages)

– Layouts/amount of white spaceLayouts/amount of white space– Images: content, composition, colorImages: content, composition, color

Graphic Standards In ActionGraphic Standards In Action

Link to my Delicious page (course Link to my Delicious page (course site) has great source of graphic site) has great source of graphic standards for nonprofits.standards for nonprofits.

Otterbein manual: it really works!Otterbein manual: it really works! Blue Cross of NCBlue Cross of NC: the basics: the basics SmithsonianSmithsonian Alzheimer’s AssociationAlzheimer’s Association: see photo : see photo

specs/layout.specs/layout.

Graphic Standards In ActionGraphic Standards In Action

What would What would you put in you put in such a manual such a manual to fix this?to fix this?

Photo usePhoto use TypefaceTypeface ColorColor LogoLogo CopywritingCopywriting

Phase 2: Standards How-toPhase 2: Standards How-to Begin by sharing findings of YOUR audit and Begin by sharing findings of YOUR audit and

your ideas for “fixes.”your ideas for “fixes.” Can divide up labor in group any way you Can divide up labor in group any way you

wish.wish.– Make only one person in charge of contact Make only one person in charge of contact

Kimberly if neededKimberly if needed Prototypes need to be complete, but won’t Prototypes need to be complete, but won’t

be graded directly.be graded directly.– At end of quarter, however, finished designs will At end of quarter, however, finished designs will

be!be! Once prototype created, each individual Once prototype created, each individual

student will write a “focus group discussion student will write a “focus group discussion guide” for a grade.guide” for a grade.

Phase 2: Prototype How-toPhase 2: Prototype How-to At break, write on a piece of paper At break, write on a piece of paper

the followingthe following– 11stst and 2 and 2ndnd choice of work groups choice of work groups– Anyone you’d rather NOT work withAnyone you’d rather NOT work with

After demo/lab, I should be able After demo/lab, I should be able announce the groups.announce the groups.

Thursday: After two software demos, Thursday: After two software demos, work in class on design standards.work in class on design standards.

Then What?Then What?

Next Tues.: Tour from 1:30-2:30 at Next Tues.: Tour from 1:30-2:30 at St. Stephen’sSt. Stephen’s– Chance to get any additional materials Chance to get any additional materials

not easily emailed.not easily emailed.– Take your own (better) photos?Take your own (better) photos?

Next Thursday: More about focus Next Thursday: More about focus group and discussion guide group and discussion guide assignmentassignment