Class presentation

1. Brand & Identity
Design for an Event
PGDP
PART I

2. What is a brand?
PGDP

3. A brand is the set of expectations, memories,
stories and relationships that, taken
together, account for a consumer’s decision to
choose one product or service over another.
~Seth Godin
Event
Branding

4. Brand Brand Identity
Event
Branding

5. Brand
Brand Identity
Logo Colour
Typography Graphic Language
T
Event
Branding
T

6. Design Brief
&
Mood Board
Event
Branding

7. Typography Day
2016
Project Submission Deadline: 27th August 2015
Competition Deadline: 30th August 2015
Event
Branding

8. What is a
Design or Creative
Brief?
Event
Branding

9. What is a
Design or Creative
Brief?
1. Background
2. Objective
3. Target Audience
4. Message
5. Competition
6. Distinguishing
Characteristics
7. Creative
Considerations
8. Tone
9. Deliverables
Event
Branding

10. Design Brief >> Background
Corporate Event
Who is the client
and what is their
current situation?
What is the event
and it’s theme?
eg.
History of the event;
Purpose;
Institutes its visited;
Received previously;
Event
Branding

11. Design Brief >> Objectives
Corporate Event
What is the client
trying to
accomplish?
What is the event
trying to
accomplish?
eg.
Bringing design
schools together;
Promoting
typography;
Event
Branding

12. Design Brief >> Target Audience
Corporate Event
Who are the client’s
ideal customers?
Who is the event
meant for?
eg.
Art & design
students,
professionals &
faculty;
Event
Branding

13. Design Brief >> Message
Corporate Event
What is the client
trying to say?
What is the event
trying to say?
eg.
Theme: “Typography
& Education”;
Typography;
Collaboration;
Event
Branding

14. Design Brief >> Competition
Corporate Event
Who are the client’s
biggest
competitors?
What are the
event’s
competitors?
eg.
Previous Typography
Days’;
Event
Branding

15. Design Brief >> Distinguishing Characteristics
Corporate Event
What makes the
client unique?
What makes the
event unique?
eg.
Srishti;
Theme;
Event
Branding

16. Design Brief >> Creative Considerations
Corporate Event
Does the client
have any specific
directive?
Does the event
have any specific
directive that
should be applied
to the work?
eg.
Theme scope;
Event
Branding

17. Design Brief >> Tone
Corporate Event
What personality
does the client
want to project to
their audience?
What personality
should the event
project to it’s
audience?
eg.
Philosophical;
Bold;
Fun;
Event
Branding

18. Design Brief >> Deliverables
Corporate Event
What does the
client need for
brand identity?
What does the
event need for it’s
brand identity?
eg.
Logo;
Collaterals;
Event
Branding

19. Event
Branding
Design/Creative
Briefs
Exercise III Design Briefs

20. What is a
Mood Board?
Event
Branding

21. Event
Branding
Mood Board >> Research
Keywords
Feminine
Monochrome
Classic
Vintage
Tropical
Bright

22. Event
Branding

23. Event
Branding
Mood Board >> Research
Open to interpretation
Colour & Tone
Look outside the industry
Keep it loose
Does it line up?

24. Event
Branding
Mood Boards
Exercise IV Briefs to Boards

25. Brand & Identity
Design for an Event
PGDP
PART II Brainstorming

26. What is
Brainstorming?
Event
Branding

27. Alex Osborn’s
Four Basic Rules
Event
Branding

28. Event
Branding
Alex Osborn’s
Four Basic Rules
RULE I Defer Judgement

29. Event
Branding
Alex Osborn’s
Four Basic Rules
RULE II Quantity: Fluency & Flexibility

30. Event
Branding
Alex Osborn’s
Four Basic Rules
Exercise V Quantity: Circles galore

31. Event
Branding
Alex Osborn’s
Four Basic Rules
RULE II Quantity: Fluency & Flexibility
• Magnify
• Minify
• Multiply
• Rearrange
• Reverse
• Combine
• Adapt
• Modify
• Substitute
• Put to other

32. Event
Branding
Alex Osborn’s
Four Basic Rules
RULE III “Free Wheel”

33. Event
Branding
Alex Osborn’s
Four Basic Rules
RULE IV Combine & Improve

34. Event
Branding
Alex Osborn’s
Four Basic Rules
Exercise VI “Type-writing”

35. Brand & Identity
Design for an Event
PGDP
PART III Elements of Identity

36. Brand
Brand Identity
Logo Colour
Typography Graphic Language
T
Event
Branding
T

37. Brand Identity >> Colour
• Consider the media
• How many colours
• Client considerations
Event
Branding

38. Brand Identity >> Typography
• How many typefaces do you need
• Where will it be used
• Where will you find them
Event
Branding

39. Brand Identity >> Typography
Start with the logo
Event
Branding

40. Brand Identity >> Typography
Start with the logo
Refer to your brief & mood board
Event
Branding

41. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding

42. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Avenir
Option a: Bernard MT Condensed
Option b: Palatino Linotype
Option c: Chaparral Pro

43. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Avenir
Option a: Bernard MT Condensed Avenir
Option b: Palatino Linotype Avenir
Option c: Chaparral Pro Avenir

44. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Avenir
Option a: Bernard MT Condensed Avenir
Option b: Palatino Linotype Avenir
Option c: Chaparral Pro Avenir

45. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Avenir
Option a: Bernard MT Condensed Avenir
Option b: Palatino Linotype Avenir
Option c: Chaparral Pro Avenir

46. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Avenir
Option a: Bernard MT Condensed Avenir
Option b: Palatino Linotype Avenir
Option c: Chaparral Pro Avenir

47. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Lucida Blackletter
Option a: Optima
Option b: Comic Sans MS
Option c: Futura

48. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Lucida Blackletter
Option a: Optima
Lucida Blackletter
Option b: Comic Sans MS
Lucida Blackletter
Option c: Futura
Lucida Blackletter

49. Brand Identity >> Typography
Consider contrast AND similarity
Event
Branding
Type 1: Lucida Blackletter
Option a: Optima
Lucida Blackletter
Option b: Comic Sans MS
Lucida Blackletter
Option c: Futura
Lucida Blackletter

50. Brand & Identity
Design for an Event
PGDP
PART IV Graphic language

51. What is graphic language?
• Broad visual elements that support a logo
• Built visual system
• May include icons, patterns, photographs etc.
Event
Branding

52. Graphic language.
Consider…
1. Where will the elements be used? -collaterals,
event space etc
2. How will the work together? -functionality,
colour scheme, style
3. What is appropriate? - does it fit the design
brief description
Event
Branding

53. Graphic language.
Get started…
1. Look at the logo
2. Revisit the mood board
3. Consider the concepts
4. Experiment
Event
Branding

54. Example #1
Notice the repetition of logo as a form to make
abstract pattern

55. Example #2
Notice the consistent colour scheme and stage
layout

56. Brand & Identity
Design for an Event
PGDP
PART V Brand Guidelines

57. What is a Brand Guideline?
• Set of rules to maintain brand identity
• Establishes the voice and personality of the brand
• Basis for all interactions on behalf of a brand –
personal communications, social media,
advertising and design
• Proper use and communication of the brand
identity
Event
Branding

58. What’s in a Brand Guideline?
• What is the correct spelling and use of the brand
names?
• What images are associated with the brand?
• In what ways can/should the logo be used?
• What are people allowed to say about the brand?
• What marketing tactics are preferred or encouraged
versus what marketing tactics should not be used?
Event
Branding

59. Brand Guideline
Event
Branding
• Overview- history,
vision, mission
• Logo specifications &
usage
• Typography palette
• Color palette
• Image use specifications
• Collateral design
specifications
• Design layouts and
grids for print and web-
based projects
• Writing style and voice
• Visual examples to
support each rule

60. Brand Guideline >> Logo Usage
Event
Branding

61. Brand Guideline >> Logo Usage
Event
Branding

62. Brand Guideline >> Logo Usage
Event
Branding

63. Brand Guideline >> Typography
Event
Branding

64. Brand Guideline >> Colours
Event
Branding

65. Brand Guideline >> Visual language
Event
Branding

66. Brand Guideline >> Visual Language
Event
Branding

67. Brand Guideline >> Imagery
Event
Branding

68. Brand Guideline >> Collaterals
Event
Branding

69. Event
Branding
Done. For now.
FIN