rebranding your a/e/c firm: what, when, how

RebrandingYour Firm

davidlecours.comS M P S N AT I O N A L W E B I N A R | @SMPShq @davidlecours

Rebranding Your Firm:

Life Cycle

Birth Growth Maturity Decline Death

Life Cycle

Birth Growth Maturity Decline Rebirth

Life Cycle

Birth Growth Maturity Rebirth

Life Cycle

perception

reality

You Will Rebrand

Agenda1) What is a Rebrand - Q&A2) When to rebrand - Q&A3) How to rebrand - Q&A4) Conclusion

Learning Outcomes1) Clarify the confusion, rebranding vs. logo refresh

2) Recognize when to rebrand

3) Learn the process for a successful rebrand

4) Understand DIY vs. hire an outside consultant

5) Gain a realistic expectation of ROI of a rebrand

Who is This Guy?

EnoughAbout Me

Your Brandis Not

Your Logo

A New Logois Not

Rebranding

So, What isBrand?

Logo Positioning

Service

Reputation

CultureHistory

1st Impression

Awareness

Loyalty

Tagline

Office

Founders Spokesman

Your Brand

Not what you say it is,it’s what they say it is.

Reputation

A series of small gestures made

consistently over time.

BRANDA shortcut aroundintellectual proof.

So, What isRebranding?

New Term

Logo Logo Refresh

Name + Logo Identity Refresh

Logo + Positioning Rebrand

Name + Logo + Positioning Rebrand

RebrandingProducts vs.

Services

Wordmarkvs.

Symbol

Wordmark Symbol

B2B Service B2C Product

Distinctive Name Emblem on Product

Focus on name You have big media

Link to subsidiaries

Questions?

When to ReBrand?

When Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone

Change in Strategy

If your firm is known for what it used to be,

not what it aims to be

Life Cycle

perception

reality

“We have already far outgrown our original use case of only sending large files, and our name should reflect where we are as a company today as well as where we want to go in the future.”

–Hightail CEO

When to Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone

= stand-alone reason for rebrand

Change in Ownership

Sport Venue Group

namelogo

positioning A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.

“As the world becomes more populous, and ever-advancing technology separates us into audiences of one, our expertise becomes more relevant. Our singular focus is to design containers of emotion for the collective energy of lots of passionate people.”

– Joe Spear, Populous Senior Principal

Why Rebrand?1) Change in strategy2) Change of ownership 3) Brand is rotten4) Coming of age5) Significant milestone

Brand isRotten

Time for a Facelift

L E C O U R S D E S I G N . C O M

infographic via The Logo Co.

L E C O U R S D E S I G N . C O M

infographic via The Logo Co.

Coming of Age

Of Age

Startup Growth Maturity Decline Rebirth

SignificantMilestone

Balancing artistic expression in design with environmental sensitivity

positioning

Questions?

DIY vs.Consultant

DIY (In-House) Pros1) Save Money?2) Easier to Sell Upstream 3) Control

Consultant Pros1) Hire an Expert2) Save Time3) Objectivity / Referee4) Stakeholder Buy-In5) Credibility for Launch6) Outsource Blame

How to Hirea Consultant

RebrandingProcess

Rebranding Process1) Discovery2) Planning3) Brand Platform 4) Brand Name5) Brand Signature (logo)6) Application7) Launch

Discovery

L E C O U R S D E S I G N, I N C .I N C .

Brand Audit

BRAND TOUCHPOINTS EFFECTIVENESS RATING COMMENTS

-2 -1 0 +1 +2

STRATEGIC PLAN

Purpose Statement

Vision Statement TBD

Target Audience

Positioning Statement TBD

Core Values / Beliefs

SWOT Analysis Competitive Audit covers this

SMART Goals yearly goals in mktg plan, 5 year missing

MARKETING PLAN

Budget 6% low for 25 person firm

Key Initiatives w/ Timeline july–dec needs updating

Personnel Responsible elizabeth as point person

Promotional Mix great variety

IDENTITY

Firm Name see addendum

Logo / Brand ID see addendum

Brand Guide Collateral Quickguide, Brand Guidelines

Business Cards odd die-cut, old tagline & services

Stationery odd die-cut, old tagline & services

Correspondence Forms missing scribble

Slogan/Tagline represents multi-disciplinary design

Color Palette warm, california modern

Typography Palette avenir is warm, apporachable, modern

URL has name within good, a bit long

Email Signature has old tagline, delete email address

Construction Documents excellent title block

Exterior Signage monument sign good, no door sign

Interior Design

Meeting Rooms some may prefer privacy

Reception Area bookshelf says Sage archetype

Answering the Phone pleasant, clear brand ID

Trade Show Booth n/a for B2C

Buck Slips clever and friendly

Job Site Signs QR code nice, old services, tagline

Brand Name Archetype Positioning Icon Style Regional Focus Target Fee Structure Industry Recognition Media / Press Web Site Social Media

Rios Clemente Hale Studios Jester

Los Angeles based studio that specializes in multi-disciplinary design.

Note: Most RCH residential work is landscape architecture only, or landscape driven.

Mark Rios, FAIA, FASLA - creative, integrated designer

ContemporaryResidential + Commercial

West HollywoodBrentwoodMontecito

Entertainment IndustryModernistsQuirky, Kooky

15% AIA/CC Awards AIA/LA AwardsASLA AwardsLA Business Council Awards

Hauser, AD, LA Times, Los Angeles Mag-azine, Landscape Architect China, Luxe, Interior Design, Architectural Record, Dwell Magazine PR firm: Taylor & Company

http://www.rchstudios.com/Work & Studio Navcurated hero projectsTeam - all employees w/photo, bioFull screen

Facebook - active, PR driven, 105Twitter - @RCH, active, PR driven, 30LinkedIn - 215Houzz

Marmol Radziner Outlaw/Rebel

Full service architectural firm that provides a range of services including architectural design, interior design, landscape design, furniture design, jewelry design and prefab. Also a design/build firm.

Ron Radziner - rockstar designer & builder

ContemporaryResidential + CommercialMid-Century Modern Today, Palm Springs/California Modernists

Los Angeles Palm Springs West LAVenice

Modernist PuristsCelebrities - Tom FordRestoration Enthusiasts

15-18% AIA/CC Firm of the YearInternational Property AwardsSouthern California Development ForumCalifornia Construction Best ofSunset Western Home AwardsStructural Engineering Assoc., ASLA

Monograph, AD, Luxe, Dwell, Palm Springs Life, Residential Architect, NY Times Magazine, Interior Design, Garden Design, LA Times, AD 100Interior Design 25th Hall of Fame

http://www.marmol-radziner.comnav by servicesmall photos

Twitter - @MarmolRadziner, ac-tive, PR driven, 635, @ronradzz 36Facebook - Semi Active, 818, PRLinkedIn - 237Houzz

Appleton & Associates Regular Guy/Sage

Specializing in the planning and design of custom residential, institutional and commer-cial projects for both private and public clients, our projects include additions, restorations and the adaptive reuse of existing buildings, new construction. Traditional

Marc Appleton - likeable, easy going, elegant traditional architect

TraditionalResidential Spanish Revival

Los AngelesSanta Monica Santa Barbara

Understated TraditionalistsNew ClassicistsLoyal Patrons

15-18% AIA/LAAppleton-Whittel Research Ranch Fndn.Dean’s Council of the Yale School of Architecture.ICAA Arthur Ross Award

4 books, 14 AD stories, Robb Report, Town & Country, AD100 every year since 1991, The Classicist, House & Garden, European Homes & Gardens, InStyle, LA Times Magazine, Sunset, LA Times, Period Homes, Traditional Building

http://www.appleton-architects.comsmall photos, weak typographysame site for 10+ years

PinterestFacebook - 6Houzz

Landry Design Group RulerHigh end residential architectureService oriented philosophy

Richard Landry - international pedigree, style over substance

Modern + ClassicResidential Flashy Euro Estates, Mansions

Beverly Hills Bel AirWest Los Angeles

Flashy, Celebrity, ShowyInternational Clients

$75/ft. International Property AwardBuilders Choice AwardGold Nugget Award

Monograph: Modern to ClassicMonograph: Private EstatesAD 100 Since 2000Robb Report

http://www.landrydesigngroup.comclunky, awkward, poor photos, horrible design

Facebook - 99Houzz

Richard Manion Architecture Sage/Magician

Classical Architecture for the 21st CenturyPrecise planning. Meticulous workmanship. His-torical accuracy. Preeminent practitioner on the West Coast of traditional architecture.

Richard Manion - European historical influence, understated

TraditionalResidentialBig EstatesRegional English, French, Italian and Mediterranean influences

Los AngelesHolmby HillsBeverly ParkGlobal - Shanghai, Singapore, UAE

Traditionalists 7% (exception, not rule)

AIANatural Trust for Historic PreservationLos Angeles ConservancyICAA

Monograph, AD, Veranda, Angeleno, Forbes, California Homes, Robb Report, The Legendary Estates of Beverly Hills, Dream Homes Los Angeles, Perspectives on Design: California, Franklin Report. Mktg+Media firm: Domain

http://www.richardmanion.com/Includes presentations on videoweak attempt at a blog

Facebook - 91Houzz

Aidlin Darling Design Explorer

Bridges the demands of artistic endeavor, en-vironmental responsibility, functional pragmat-ics, and financial considerations. As a multi-disciplinary firm, we believe that innovations discovered through the process of design and construction can be applied to projects of any scale, use, or purpose.

Joshua Aidlin - foodieDavid Darling - sustainability

ResidentialCommercial (Bar, Rest. Winery) Warm ContemporaryContextual Craft

San FranciscoNorCal

Design Enthusiasts in NorCal ? AIA/CC Merit AwardsEuropean Center for Architecture Art Design and Urban StudiosAIA SF AwardsIIDA NorCal AwardsCooper Hewitt/Smithsonian National Design Awards Nominee InteriorsJames Beard Foundation Rest. Design

Azure, California Home+Design, Green-Source, Residential Architect, Dwell, Global Style, Interior Design, IIDA, San Francisco Magazine, SF Chronicle, Form, ARC CA, Reuse, Architectural Record, Eco Structure

http://www.aidlindarlingdesign.com/clean, minimal, black, modernistthorough Credits sectioncurated hero projects (10)large photos + models, sketchescumbersome for views of projects

Facebook - 14houzz

Backen, Gillam, Kroeger Architects

Regular Guy/ Explorer

Very best in design and project management in a number of specialty building types, includ-ing private residences, resorts, restaurants and wineries. Regionalist

Howard Backen, FAIA - Rustic Architect to the Stars

Regionalist / Transitional ResidentialWineries, Hospitality

San Francisco (Sausalito office)Napa (St. Helena office)

Robert Redford typesRegionalists

15% Hospitality DesignAIANEA Progressive Architecture

AD 100, Robb Report 30Andrew Harpers Hideaway ReportsAngeleno, California Homes, Conde Nast Traveler, Elle Decor, House & Garden, Interiors, Metropolitan Home

http://www.bgarch.comclunky, amateur, poor blurry photog-raphy, no sense of values/beliefs

Facebook - 20

Planning

PHASES, ESTIMATES AND TIMING

The rough estimates below are for strategic consulting and creative execution, not printing.

1. Discovery

Contribution of questions for internal, external surveys

Analysis of survey results

Attend Strategic Planning retreat - Possibly deliver a keynote speech (see davidlecours.com for topics)

Brand Audit - Review all current brand touchpoints

Competitive Audit - Review top 5–7 competitors

$10k - Early Fall 2013

2. Brand Planning

Recommendations based on insights from Discovery phase

Develop specific brand projects with budgets and timing

Develop brand planning brief

$3k - Late Fall 2013

3. Brand Platform

Clarify or refine Purpose, Vision, Values

Develop brand positioning statement, personality traits, archetype, tagline

$5k - Late Fall 2013

4. Brand Name

Review question from survey: MSA vs. Murray, Smith & Associates

Does existing name support brand platform?

Explore new names vs. explore refining existing name

Naming exploration, loose trademark search, URL search, naming refinement

Formal trademark search would be done through a intellectual property attorney

$5k–$7k - February 2014

5. Brand Signature (Logo)

Research, Design Exploration, Refinement, Mock Application

$7k–10k - March 2014

6. Brand Application

Delivery of color, pattern, typography (font), palette

Application of new logo to stationery system, vehicles, job site signage, building signage

Application to SOQ, Proposal Templates

$15–20 - May 2014

7. Brand Launch

Creation of brand standards guide

Presentation on the development, and internal training, of the new brand

All company celebration

$3k–$5k July 2014

8. Website

New website using responsive design, delivery of a Content Management System

$25k–75k July 2014 (if begun late Fall 2013)

murray, smith & associates proposal | page 5

Begin with End in Mind

ManageExpectations

Making Sausage

Strategic Br ief

CLIENT :

DATE :

CLIENT CONTACT :

PHONE # :

JOB DESCRIPTION :

JOB # : Evens Architects, Kirkpatrick Architects

Nov. 28, 2012

Erik Evens, Grant Kirkpatrick, Meg Touborg

203.644.0372

Brand Identity Packages

Task & Goals (WHAT ARE WE TRYING TO ACHIEVE , WHY NOW? , AND HOW CAN THIS BE MEASURED? )

Positioning (WHAT MAKES US UNIQUE? , HOW DOES THIS BENEFIT CLIENTS? HOW DO WE COMPARE TO THE COMPETITION? )

Target (WHO DO WE WANT TO BE DOING BUSINESS WITH? )

Values (IF WE CONSISTENTLY DELIVER ON THESE PROMISES , OUR BRAND WILL BUILD )

Personality ( IF THIS BRAND WERE A PERSON , WHAT TRAITS DETERMINE THEIR LOOK & FEEL )

Scope (PRACTICAL RESTRAINTS )

The Purpose of both brands is “to design beautiful homes that enrich people’s lives.” These

homes fall into two separate aesthetic specialties: traditional and warm contemporary. As a

result, two distinct brand identities, will represent the KAA Design parent company. To

complement the brand names of Evens Architects and Kirkpatrick Architects, there is a need

for distinct visual brand identities. Success can be measured by communicating the values and

personalities of each brand.

Evens Architects is an architecture firm creating distinctly personal homes rooted in the legacy of

great traditions. The enduring qualities of comfort and beauty in traditional American

architecture add richness and value to the places we craft for our clients.

Kirkpatrick Architects is an architecture firm focused on the benefits and authenticity of warm

contemporary residential design. Our clients trust us to design a home that is unique and deeply

personal.

Both brands seek clients that “value design and trust us to deliver a home that is unique and

deeply personal.”

Awareness: We consider it our duty to foster awareness of the value of design.

Integrity: We insist on authenticity in our work, and honesty and accountability in all we do.

Collaboration: We believe that many voices bring richness to our endeavors.

Beauty: We maintain that beauty is essential to human happiness.

Fun: We love what we do.

Place: We respect the site, and all that it offers the homes we design.

Kirkpatrick Architects will adopt the personality of the existing KAA Design brand identity.

Evens Architects can be described as: simple, natural, organic, symmetrical, elemental, classic,

traditional, elegant, mysterious, reassuring, confident. Themes to be explored: sacred geometry,

golden mean, Fibonacci sequence, crests, Beaux-Arts, ICAA.

While a visual tie-in to KAA Design, and to each other, is desired, communicating each brand’s

distinct personality is more important. The brand identities need to work well in print and digital

media. The goal is to launch both brands publicly by early February 2013. Deliverables are

described in the project estimate.

L E C O U R S D E S I G N , I N C .I N C .

786 DEL RIO AVE , suite a, ENCINITAS , CAL IFORNIA 92024

760.632.7619 760.632.7649 fax DAVID@LECOURSDESIGN.COM

BrandPlatform

Projects/Case Studies

Market SheetsService Sheets

Pocket Folder

Firm Brochure

Name, LogoStationery

FormsConst. Docs.

3Brand Guide:

color, type,vehicles,

job site signsoffice

SOQ Materials (Print & PDF)Brand Identity

ProposalTemplates

Web SiteAdvertising

5Event Marketing

Trade ShowsSeminars

5Thought Leading:

BODPublic Speaking

Trade WritingWebinars

5Social NetworksE-Mail Marketing

BlogVideoTwitter

Holiday PromoPromo Items

5Public

RelationsPublicity

5Case StudiesWhite Papers

5 5Networking:

Professional Org.Community

5Awards

Competitions

MarketingPlan

2Strategic

3 year Plan

why we exist (purpose)

how we will get there (values/beliefs)

SWOT Analysis

where we are going (vision)

who will join us (target)

why they’ll join us (positioning story)

SMART Goals

1 year Plan

how we will get there

which vehicles (at right)

who will drive

cost & timing

dashboard

Recruit & Retain Great Clients & Talent

How To Build aService Brand

©lecoursdesign, inc. 2003–2012

UniqueProcesstm

StrategicAlliances

Referral System

Projects/Case Studies

Market SheetsService Sheets

Pocket Folder

Firm Brochure

Name, LogoStationery

FormsConst. Docs.

3Brand Guide:

color, type,vehicles,

job site signsoffice

SOQ Materials (Print & PDF)Brand Identity

ProposalTemplates

Web SiteAdvertising

5Event Marketing

Trade ShowsSeminars

5Thought Leading:

BODPublic Speaking

Trade WritingWebinars

5Social NetworksE-Mail Marketing

BlogVideoTwitter

Holiday PromoPromo Items

5Public

RelationsPublicity

5Case StudiesWhite Papers

5 5Networking:

Professional Org.Community

5Awards

Competitions

MarketingPlan

2Strategic

3 year Plan

why we exist (purpose)

how we will get there (values/beliefs)

SWOT Analysis

where we are going (vision)

who will join us (target)

why they’ll join us (positioning story)

SMART Goals

1 year Plan

how we will get there

which vehicles (at right)

who will drive

cost & timing

dashboard

Recruit & Retain Great Clients & Talent

How To Build aService Brand

©lecoursdesign, inc. 2003–2012

UniqueProcesstm

StrategicAlliances

Referral System

Platform

A statement describing who will hire you and why.

POSITIONING

We are a type of firm1

offering flagship service2

to category of clients3.Our core brilliance4 provides

specific benefits5.

We are marketing consultants1

offering brand strategy 2 to A/E/C firms.3

Our Core Brilliance Marketing4 helps firms fight commoditization

to win new business.5

namelogo

positioningstatement

A global design practice specializing in creating environments that draw people and communities together for unforgettable experiences.

Positioning Mistakes1) Not Having One2) What’s True, Not Unique3) Can’t Be Demonstrated 4) Emphasis on Wrong Things

What AboutTaglines?

Monogram Your Shirt,Not Firm

Take Your Name OffThe Door

Good Firm Names1) Easy to Say, Spell2) Available, URL, Social 3) < 7 syllables4) Align With Brand Platform5) Are Scalable

Strategic Br ief

CLIENT :

DATE :

CLIENT CONTACT :

PHONE # :

JOB DESCRIPTION :

JOB # : Evens Architects, Kirkpatrick Architects

Nov. 28, 2012

Erik Evens, Grant Kirkpatrick, Meg Touborg

203.644.0372

Brand Identity Packages

Task & Goals (WHAT ARE WE TRYING TO ACHIEVE , WHY NOW? , AND HOW CAN THIS BE MEASURED? )

Positioning (WHAT MAKES US UNIQUE? , HOW DOES THIS BENEFIT CLIENTS? HOW DO WE COMPARE TO THE COMPETITION? )

Target (WHO DO WE WANT TO BE DOING BUSINESS WITH? )

Values (IF WE CONSISTENTLY DELIVER ON THESE PROMISES , OUR BRAND WILL BUILD )

Personality ( IF THIS BRAND WERE A PERSON , WHAT TRAITS DETERMINE THEIR LOOK & FEEL )

Scope (PRACTICAL RESTRAINTS )

The Purpose of both brands is “to design beautiful homes that enrich people’s lives.” These

homes fall into two separate aesthetic specialties: traditional and warm contemporary. As a

result, two distinct brand identities, will represent the KAA Design parent company. To

complement the brand names of Evens Architects and Kirkpatrick Architects, there is a need

for distinct visual brand identities. Success can be measured by communicating the values and

personalities of each brand.

Evens Architects is an architecture firm creating distinctly personal homes rooted in the legacy of

great traditions. The enduring qualities of comfort and beauty in traditional American

architecture add richness and value to the places we craft for our clients.

Kirkpatrick Architects is an architecture firm focused on the benefits and authenticity of warm

contemporary residential design. Our clients trust us to design a home that is unique and deeply

personal.

Both brands seek clients that “value design and trust us to deliver a home that is unique and

deeply personal.”

Awareness: We consider it our duty to foster awareness of the value of design.

Integrity: We insist on authenticity in our work, and honesty and accountability in all we do.

Collaboration: We believe that many voices bring richness to our endeavors.

Beauty: We maintain that beauty is essential to human happiness.

Fun: We love what we do.

Place: We respect the site, and all that it offers the homes we design.

Kirkpatrick Architects will adopt the personality of the existing KAA Design brand identity.

Evens Architects can be described as: simple, natural, organic, symmetrical, elemental, classic,

traditional, elegant, mysterious, reassuring, confident. Themes to be explored: sacred geometry,

golden mean, Fibonacci sequence, crests, Beaux-Arts, ICAA.

While a visual tie-in to KAA Design, and to each other, is desired, communicating each brand’s

distinct personality is more important. The brand identities need to work well in print and digital

media. The goal is to launch both brands publicly by early February 2013. Deliverables are

described in the project estimate.

L E C O U R S D E S I G N , I N C .I N C .

786 DEL RIO AVE , suite a, ENCINITAS , CAL IFORNIA 92024

760.632.7619 760.632.7649 fax DAVID@LECOURSDESIGN.COM

RELIABLE

SECURE

INTEGRITY

TRUSTED AS ADVISOR

TRADITIONAL ⁄CLASSIC

TRANSPARENT

CREATIVE

TRUSTED ADVISOR/CAPTAINCook HarborNorthWestTrue NorthTruNorthCompassSextantAt The HelmTraverse BayRock TraverseEagle RouteMountain RouteCaribou RouteRidge RouteSherpaRetirement SherpaNavigatorNavigated BayNavigated ShelterNavigated IRAAnchorAnchor PeakGreen AnchorSage PeakSagewoodSagestoneSpyglassGreen HarborHarborpointHarbor EscortGreenPointBluePointeBeaconThe IRA BeaconLighthouseLandmarkGuidepointIlluminated PathApex PathMajestic Path_______ PathHarborLightAlexandriaRangeLightPharosPathwayPathfinder

SECURE FUTUREBlue SpringsPanoramaOpen TerrainProvinceVistaVictoriaHudson BayPacific Bay_______ BayEvergreenEverblueForest BaySecure ForestSunriseDaybreakSecured RouteSage InletGreen HarborStone HarborHarborgateEagle Harbor_______ HarborSafeMarkTouchStoneMeriweatherClearWaterEmerald BayEmerald HarborStoneFieldSherwoodSurewoodMeadowbrookGolden HarborBlue Bird

TRUSTED ADVISOR/CAPTAINCook HarborNorthWestTrue NorthTruNorthCompassSextantAt The HelmTraverse BayRock TraverseEagle RouteMountain RouteCaribou RouteRidge RouteSherpaRetirement SherpaNavigatorNavigated BayNavigated ShelterNavigated IRAAnchorAnchor PeakGreen AnchorSage PeakSagewoodSagestoneSpyglassGreen HarborHarborpointHarbor EscortGreenPointBluePointeBeaconThe IRA BeaconLighthouseLandmarkGuidepointIlluminated PathApex PathMajestic Path_______ PathHarborLightAlexandriaRangeLightPharosPathwayPathfinder

SECURE FUTUREBlue SpringsPanoramaOpen TerrainProvinceVistaVictoriaHudson BayPacific Bay_______ BayEvergreenEverblueForest BaySecure ForestSunriseDaybreakSecured RouteSage InletGreen HarborStone HarborHarborgateEagle Harbor_______ HarborSafeMarkTouchStoneMeriweatherClearWaterEmerald BayEmerald HarborStoneFieldSherwoodSurewoodMeadowbrookGolden HarborBlue Bird

IRA INVESTMENTS, INC.

SAGE HARBOR

Humans Are Visual, Blink

A Logo Should1) Represent You in Absentia2) Communicate Vision3) Be Professional 4) Demonstrate Design Savvy5) Be a Seal of Approval

E V E N S A R C H I T E C T Sa KAA Design company

4201 REDWOOD AVE, LOS ANGELES, CA 90066TEL 310-821-1400 . FAX 310-821-1440

www.evensarc.com

ERIK EVENS AIA . PRINCIPAL ERIK@EVENSARC .COM

4201 REDWOOD AVE, LOS ANGELES, CA 90066TEL 310-821-1400 . FAX 310-821-1440

www.evensarc.com

STEPHEN STRAUGHAN . ASSOCIATE STEVE@KAADESIGNGROUP.COM

4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066TEL 310-821-1400 . FAX 310-821-1440

www.evensarc.com

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4201 REDWOOD AVENUELOS ANGELES, CA 90066

www.evensarc.com

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3/2 front: 13-5-1 U, 156-1-U, Natural TBD back: 13-5-1 U, 6-1-6 U

2/2 front: 13-5-1 U, TBDback: 13-5-1 U, 6-1-6 U

Second Sheet (not shown, only logo ornament)1/0 front: 13-5-1 U

2/0 front: 13-5-1 U, 6-1-6 U

2/2 front: 13-5-1 U, TBDback: 13-5-1 U, 6-1-6 U

4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066310-821-1400 . INFO@EVENSARC.COM . www.evensarc.com

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THE STRAND RESIDENCE H E R M O S A B E A C H , C A L I F O R N I A

An authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home balances privacy and panorama. Horizontal and

vertical teak shutters infuse the material palette with warmth and texture - a nod to an-other British Colonial influence, that of the West Indies....Read More >>

East Meets West

4201 Redwood Avenue, Los Angeles, CA 90007310 821 1400 tel www.evensarc.com

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David LecoursLecoursDesign, Inc.786 Del Rio Avenue, Suite AEncinitas, CA 92024

East Meets WestMany people, and particularly those with East Coast roots, have strong connections to British Colonial architecture. In the early twentieth century, a large number of East Coasters took up residence in Southern California, building regal homes in Pasadena and Downtown Los Angeles. They also built smaller weekend retreats along the coast in areas like Ocean Park and Venice Beach where were still find finely preserved examples of a more casual version of the British Colonial tradition.

The Strand Residence illustrates an effort to bring an authentic interpretation of British Colonial architecture to the West Coast. Built for a young family, this beachfront home bal-ances privacy and panorama. Horizontal and vertical teak shutters infuse the material palette with warmth and texture - a nod to another British Colonial influence, that of the West Indies.

Evens ArchitectsArt Luna Garden DesignTim Clarka Interior DesignJD GroupManolo Langis (front) Erhard Pfeiffer (inset)

ArchitectureLandscape

InteriorsConstructionPhotography

e v e n s a r c h i t e c t sa KAA Design company

4201 redwood avenue, los angeles, ca 90066 | 310.821.1400 www.evensarc.com

310.821.1400 evensarc.com

Jonathan Club Beach Entry Pavilion Sketch 02-14-13E V E N S A R C H I T E C T S

a KAA Design company

How toProtect Your Investment

pmsc m y k r g b

18 67 89 5 196 107 55

14 49 88 1 216 142 61

13-5-1 U

58 55 58 29 97 89 84 156-1-6 U

30 30 35 0 182 168 158 156-1-2 U

6-1-6 U

cmyk = cyan, magenta, yellow, blackUsed for print, also called 4 color process rgb = red, green, blue used for on-screen

pms = pantone matching system requirespantone inks for consistent commercial printing

LOGOLOGO

Obey the Logo Laws:Never stretch the logo horizontally or vertically. Never change the colors, fonts or orientation. Avoid shrinking the logo smaller than 1.5" wide. Enlarging the logo is fine, but only if using a .pdf file.

ea_logo_clr_rev.pdfea_logo_clr_rev.png

ea_logo_clr.pdfea_logo_clr.jpg

ea_logo_bw.pdfea_logo_bw.jpg

COLORCOLOR

TYPOGRAPHYTYPOGRAPHY

BRAND NAMEBRAND NAME Our formal legal name is KAA Design Group, Inc. DBA Evens Architects. KAA Design Group is our parent company and is more for internal use. Outwardly we prefer to be known as Evens Architects. While it may be tempting to shorten this name to Evens Arc/Arch or EA, please resist. We are architects and we prefer to use that word in our brand name. EA may be used for internal verbal communication to distinguish between KA, but never for external communication. Our website URL is evensarc.com.

OUR FOCUSOUR FOCUS traditional residential design anchored in history but attuned to the spirit and needs of the modern world

If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice.

STATIONERYSTATIONERY PaperCrane’s Kid Finish, Fluorescent White 90# Cover 2-ply for business cardsCrane’s Text, Fluorescent White, Unwatermarked80# text for letterhead, 2nd sheets, envelopes

PrinterBurdgeCooper, rep: Don Burdge1565 E 23rd Street, Los Angeles, CA 90011800.421.8703, don@burdgecooper.com

EV E NS A RC HITE CTS

Adobe Garamond Pro Regular, Italic, small caps1

Adobe Garamond Pro Semibold, Italic, small caps1

Adobe Garamond Pro Bold, Italic1 small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop

11 pt. Regular for body text, w/ 13 pt. leading12 pt. Semibold small caps for sub-headlines2

24 pt. or larger Bold for headlines2 best to set tracking to 100

Quick Guide To Our Brand Identity

pmsc m y k r g b

18 67 89 5 196 107 55

14 49 88 1 216 142 61

13-5-1 U

58 55 58 29 97 89 84 156-1-6 U

30 30 35 0 182 168 158 156-1-2 U

6-1-6 U

cmyk = cyan, magenta, yellow, blackUsed for print, also called 4 color process rgb = red, green, blue used for on-screen

pms = pantone matching system requirespantone inks for consistent commercial printing

LOGOLOGO

Obey the Logo Laws:Never stretch the logo horizontally or vertically. Never change the colors, fonts or orientation. Avoid shrinking the logo smaller than 1.5" wide. Enlarging the logo is fine, but only if using a .pdf file.

ea_logo_clr_rev.pdfea_logo_clr_rev.png

ea_logo_clr.pdfea_logo_clr.jpg

ea_logo_bw.pdfea_logo_bw.jpg

COLORCOLOR

TYPOGRAPHYTYPOGRAPHY

BRAND NAMEBRAND NAME Our formal legal name is KAA Design Group, Inc. DBA Evens Architects. KAA Design Group is our parent company and is more for internal use. Outwardly we prefer to be known as Evens Architects. While it may be tempting to shorten this name to Evens Arc/Arch or EA, please resist. We are architects and we prefer to use that word in our brand name. EA may be used for internal verbal communication to distinguish between KA, but never for external communication. Our website URL is evensarc.com.

OUR FOCUSOUR FOCUS traditional residential design anchored in history but attuned to the spirit and needs of the modern world

If words are the content, then typography is the voice used when communicating visually. Adobe Garamond Pro is our principal font, chosen for its traditional voice.

STATIONERYSTATIONERY PaperCrane’s Kid Finish, Fluorescent White 90# Cover 2-ply for business cardsCrane’s Text, Fluorescent White, Unwatermarked80# text for letterhead, 2nd sheets, envelopes

PrinterBurdgeCooper, rep: Don Burdge1565 E 23rd Street, Los Angeles, CA 90011800.421.8703, don@burdgecooper.com

EV E NS A RC HITE CTS

Adobe Garamond Pro Regular, Italic, small caps1

Adobe Garamond Pro Semibold, Italic, small caps1

Adobe Garamond Pro Bold, Italic1 small caps only available in character panel of Adobe Illustrator, InDesign or Photoshop

11 pt. Regular for body text, w/ 13 pt. leading12 pt. Semibold small caps for sub-headlines2

24 pt. or larger Bold for headlines2 best to set tracking to 100

Quick Guide To Our Brand Identity

MeasuringSuccess

Quantitative&

Qualitative

“Not everything that can be counted counts,

and not everything that counts can be counted.”

–Albert Einstein

Qualitative

Quantitative

Your MileageWill Vary

Firm Size Consulting & Creative

10–30 $10k–25k

30–100 $20k–50k

100–500 $35k–100k

500+ $100k–250k

$50k to rebrand

50 p = $5M Revenue

Lifespan 5 yrs. = $25M Revenue

5 yrs. = 50 projects

1 project = $100k

Timing4 mo.–1 year

Questions?

Conclusion

Life Cycle

perception

reality

New Term

Logo Logo Refresh

Name + Logo Identity Refresh

Logo + Positioning Rebrand

Name + Logo + Positioning Rebrand

RebrandingYour Firm

davidlecours.comS M P S N AT I O N A L W E B I N A R | @SMPShq @davidlecours

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