Your firm should be continually growing its expertise and capabilities. In the last 5-10 years, you probably added new markets and new services. You may have an entirely new strategic direction. Is the public perception of your firm keeping up, or is it stuck in the past? It could be time for a rebrand.
Rebranding is not a panacea. But done well, it can energize a tired brand. All A/E/C firm brands go through a life cycle. So it's nearly guaranteed that, at some point in your career as a firm owner or marketer, your firm will go through a rebrand. From gaining Board of Directors' approval, to budgeting, managing the process, managing expectations, and rolling it out, this can be a delicate process. Just ask Yahoo, The Gap, and UPS.
This slide deck is from a webinar designed to help you navigate the process of what, when, and how to complete a successful A/E/C firm rebranding.
8. intro
Agenda
1) What is a Rebrand - Q&A
2) When to rebrand - Q&A
3) How to rebrand - Q&A
4) Conclusion
9. intro
Learning Outcomes
1) 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
37. “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
38.
39.
40.
41.
42. WHEN
When to Rebrand?
1) Change in strategy
2) Change of ownership
3) Brand is rotten
4) Coming of age
5) Significant milestone
= stand-alone reason for rebrand
45. name
logo
positioning
A global design practice
specializing in creating
environments that draw
people and communities
together for unforgettable
experiences.
46. “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
47. WHEN
Why Rebrand?
1) Change in strategy
2) Change of ownership
3) Brand is rotten
4) Coming of age
5) Significant milestone
58. WHEN
When to Rebrand?
1) Change in strategy
2) Change of ownership
3) Brand is rotten
4) Coming of age
5) Significant milestone
= stand-alone reason for rebrand
74. Brand Audit
BR A ND TOU CH P OI NTS
EFFECTIVE NE SS RATING
-2
-1
0
+1
COM MEN TS
+2
STRATEGIC PLAN
Purpose Statement
Vision Statement
TBD
Target Audience
Positioning Statement
TBD
Core Values / Beliefs
SWOT Analysis
SMART Goals
Competitive Audit covers this
yearly goals in mktg plan, 5 year missing
MARKETING PLAN
Budget
Key Initiatives w/ Timeline
Personnel Responsible
Promotional Mix
6% low for 25 person firm
july–dec needs updating
elizabeth as point person
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
Slogan/Tagline
missing scribble
represents multi-disciplinary design
75. ale Studios
ciates
roup
Architecture
sign
Kroeger
Archetype
Positioning
Los Angeles based studio that specializes in
multi-disciplinary design.
Jester
Outlaw/Rebel
Regular Guy/Sage
Ruler
Sage/Magician
Explorer
Regular Guy/
Explorer
Icon
Style
Mark Rios, FAIA, FASLA creative, integrated designer
Contemporary
Residential + Commercial
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
Contemporary
Residential + Commercial
Mid-Century Modern Today,
Palm Springs/California Modernists
Specializing in the planning and design of
custom residential, institutional and commercial 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
Traditional
Residential
Spanish Revival
High end residential architecture
Service oriented philosophy
Richard Landry - international pedigree,
style over substance
Modern + Classic
Residential
Flashy Euro Estates, Mansions
Classical Architecture for the 21st Century
Precise planning. Meticulous workmanship. Historical accuracy. Preeminent practitioner on the
West Coast of traditional architecture.
Richard Manion - European historical
influence, understated
Traditional
Residential
Big Estates
Regional English, French, Italian
and Mediterranean influences
Bridges the demands of artistic endeavor, environmental responsibility, functional pragmatics, and financial considerations. As a multidisciplinary 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 - foodie
David Darling - sustainability
Residential
Commercial (Bar, Rest. Winery)
Warm Contemporary
Contextual Craft
Very best in design and project management
in a number of specialty building types, including private residences, resorts, restaurants and
wineries. Regionalist
Howard Backen, FAIA Rustic Architect to the Stars
Regionalist / Transitional
Residential
Wineries, Hospitality
Note: Most RCH residential work is landscape
architecture only, or landscape driven.
78. PHASES,
G
nting.
A N D T I M I N g and creative execution, not pri
ultin
E S T I M AT E S
ic cons
are for strateg
mates below
The rough esti
urveys
rnal, external s
1. Discovery
topics)
r inte
cours.com for
of questions fo
h (see davidle
Contribution
sults
keynote speec
ey re
ly deliver a
Analysis of surv
retreat - Possib
ic Planning
uchpoints
Attend Strateg
rrent brand to
Review all cu
titors
Brand Audit top 5–7 compe
udit - Review
Competitive A
ll 2013
$10k - Early Fa
very phase
ning
hts from Disco
2. Brand Plan
sed on insig
d timing
mendations ba
ith budgets an
Recom
d projects w
p specific bran
Develo
ing brief
p brand plann
Develo
2013
$3k - Late Fall
form
lues
tagline
3. Brand Plat
ose, Vision, Va
its, archetype,
e Purp
onality tra
Clarify or refin
statement, pers
positioning
Develop brand
2013
$5k - Late Fall
Associates
urray, Smith &
nd Name
4. Bra
y: MSA vs. M
on from surve
platform?
Review questi
support brand
name
isting name
finement
Does existing
lore refining ex
rch, naming re
vs. exp
ames
rch, URL sea
erty attorney
Explore new n
trademark sea
tellectual prop
, loose
ration
rough a in
Naming explo
ould be done th
ark search w
Formal tradem
ary 2014
5k–$7k - Febru
$
Logo)
Application
d Signature (
nement, Mock
. Bran
5
ration, Refi
h, Design Explo
Researc
h 2014
7k–10k - Marc
$
cation
tte
ignage
. Brand Appli
hy (font), pale
age, building s
6
, typograp
job site sign
of color, pattern
tem, vehicles,
Delivery
tionery sys
new logo to sta
Application of
sal Templates
82. N C .
S I G N ,I
S D E
IA 92024
E C O U R
S, CALIFORN
A
L
e a, E N C I N I T
E S IG N .C O M
R I O A V E , su it
ID@ L E C O U R S D
6 DEL
78
6 4 9 fa x D A V
6 1 9 7 6 0 .6 3 2 .7
7 6 0 .6 3 2 .7
f
rategic Brie
St
D AT E :
PHONE #:
Ta s k & G o a ls
P o s it io n in g
203.644.0372
JO B # :
k Architects
ects, Kirkpatric
Evens Archit
C L IE N T :
eg Touborg
Kirkpatrick, M
A C T : Erik Evens, Grant
C L IE N T C O N T
ty Packages
R IP T IO N : Brand Identi
JO B D E S C
Nov. 28, 2012
990.1
EASURED?)
N T H IS B E M
CA
These
?, A N D H O W
E , W H Y N OW
people’s lives.”
IE V
es that enrich
Y IN G T O A C H
. As a
AT A R E W E T R
beautiful hom
(WH
contemporary
design
is “to
nd warm
traditional a
f both brands
pany. To
tic specialties:
The Purpose o
aesthe
ign parent com
a need
two separate
the KAA Des
omes fall into
will represent
itects, there is
h
d identities,
kpatrick Arch
alues and
o distinct bran
hitects and Kir
sult, tw
ens Arc
unicating the v
re
names of Ev
red by comm
ent the brand
can be measu
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ties. Success
al brand identi
u
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ach brand.
rsonalities of e
pe
P E T IT IO N ? )
OM
RE TO THE C
O W E C O M PA
W D
legacy of
C L IE N T S ? H O
s rooted in the
T H IS B E N E F IT
ES
ersonal home
U E ?, H O W D O
K E S U S U N IQ
ng distinctly p
creati
l American
( W H AT M A
hitecture firm
ty in traditiona
an arc
nd beau
ns Architects is
s of comfort a
Eve
ring qualitie
r our clients.
ions. The endu
ces we craft fo
great tradit
lue to the pla
chness and va
d ri
y of warm
architecture ad
and authenticit
deeply
n the benefits
t is unique and
firm focused o
n a home tha
n architecture
ust us to desig
Architects is a
Kirkpatrick
Our clients tr
ential design.
resid
contemporary
personal.
nique and
Ta r g e t
ome that is u
S S W IT H ? )
O IN G B U S IN E
s to deliver a h
E D
n and trust u
E WA N T T O B
(WHO DO W
at “value desig
ts th
Va lu e s
eek clien
Both brands s
al.”
deeply person
)
D W IL L B U IL D
S, OUR BRAN
IS E
e of design.
THESE PROM
D E L IV E R O N
ness of the valu
aware
in all we do.
S IS T E N T L Y
(IF W E C O N
duty to foster
accountability
esty and
ider it our
ons
hon
86. Strategic
Plan
2
>
Marketing
Plan
3 year Plan
1 year Plan
why we exist (purpose)
how we will get there
how we will get there (values/beliefs)
which vehicles (at right)
SWOT Analysis
who will drive
where we are going (vision)
cost & timing
who will join us (target)
>
dashboard
Communication Vehicles
1
why they’ll join us (positioning story)
SMART Goals
Platform
H
P
96. HOW
Good Firm Names
1) Easy to Say, Spell
2) Available, URL, Social
3) < 7 syllables
4) Align With Brand Platform
5) Are Scalable
97. nique and
Ta r g e t
that is u
TH?)
BUSINESS WI
eliver a home
st us to d
TO BE DOING
design and tru
D O W E WA N T
(WHO
ts that “value
Va l u e s
eek clien
Both brands s
al.”
deeply person
WILL BUILD)
, OUR BRAND
S
of design.
ESE PROMISE
LIVER ON TH
s of the value
nes
we do.
T LY D E
ntability in all
E CONSISTEN
to foster aware
(I F W
esty and accou
ider it our duty
P e r s o n a li t y
cons
, and hon
Awareness: We
eavors.
ity in our work
ess to our end
on authentic
sist
bring richn
Integrity: We in
t many voices
tha
piness.
on: We believe
to human hap
essential
Collaborati
that beauty is
intain
Beauty: We ma
design.
.
the homes we
ve what we do
at it offers
Fun: We lo
site, and all th
ect the
Place: We resp
& FEEL)
THEIR LOOK
identity.
S DETERMINE
Design brand
, W H AT T R A I T
isting KAA
RE A PERSON
IS BRAND WE
nality of the ex
o
(IF TH
adopt the pers
will
classic,
al, elemental,
symmetric
geometry,
tural, organic,
s: simple, na
xplored: sacred
es to be e
escribed a
itects can be d
onfident. Them
Evens Arch
assuring, c
mysterious, re
ant,
rts, ICAA.
aditional, eleg
rests, Beaux-A
tr
quence, c
n, Fibonacci se
golden mea
hitects
Kirkpatrick Arc
brand’s
nicating each
d, commu
digital
other, is desire
INTS)
each
RESTRA
ll in print and
CTICAL
work we
ign, and to
Scope (PRA
-in to KAA Des
entities need to
tie
d id
bles are
While a visual
rtant. The bran
2013. Delivera
February
more impo
personality is
ublicly by early
distinct
brands p
to launch both
al is
media. The go
ate.
e project estim
described in th
98. RELIABLE
SECURE
INTEGRITY
TRUSTED AS ADVISOR
TRADITIONAL⁄CLASSIC
TRANSPARENT
CREATIVE
TRUSTED
ADVISOR/
CAPTAIN
Cook Harbor
NorthWest
True North
TruNorth
Compass
Sextant
At The Helm
Traverse Bay
Rock Traverse
Eagle Route
Mountain Route
Caribou Route
Ridge Route
Sherpa
Retirement Sherpa
Navigator
Navigated Bay
Navigated Shelter
Navigated IRA
Anchor
Anchor Peak
Green Anchor
Sage Peak
Sagewood
Sagestone
Spyglass
Green Harbor
Harborpoint
Harbor Escort
GreenPoint
SECURE FUTURE
Blue Springs
Panorama
Open Terrain
Province
Vista
Victoria
Hudson Bay
Pacific Bay
_______ Bay
Evergreen
Everblue
Forest Bay
Secure Forest
Sunrise
Daybreak
Secured Route
Sage Inlet
Green Harbor
Stone Harbor
Harborgate
Eagle Harbor
_______ Harbor
SafeMark
TouchStone
Meriweather
ClearWater
Emerald Bay
Emerald Harbor
StoneField
Sherwood
Surewood
Meadowbrook
99. SAGE
HARBOR
IRA I NVESTMENTS, INC.
TRUSTED
ADVISOR/
CAPTAIN
Cook Harbor
NorthWest
True North
TruNorth
Compass
Sextant
At The Helm
Traverse Bay
Rock Traverse
Eagle Route
Mountain Route
Caribou Route
Ridge Route
Sherpa
Retirement Sherpa
Navigator
Navigated Bay
Navigated Shelter
Navigated IRA
Anchor
Anchor Peak
Green Anchor
Sage Peak
Sagewood
Sagestone
Spyglass
Green Harbor
Harborpoint
Harbor Escort
GreenPoint
SECURE FUTURE
Blue Springs
Panorama
Open Terrain
Province
Vista
Victoria
Hudson Bay
Pacific Bay
_______ Bay
Evergreen
Everblue
Forest Bay
Secure Forest
Sunrise
Daybreak
Secured Route
Sage Inlet
Green Harbor
Stone Harbor
Harborgate
Eagle Harbor
_______ Harbor
SafeMark
TouchStone
Meriweather
ClearWater
Emerald Bay
Emerald Harbor
StoneField
Sherwood
Surewood
Meadowbrook
109. 3/2 front: 13-5-1 U, 156-1-U, Natural TBD
back: 13-5-1 U, 6-1-6 U
STEPHEN STRAUGHAN . ASSOCIATE
STEVE @ KAADESIGNGROUP.COM
ERIK EVENS AIA . PRINCIPAL
ERIK @ EVENSARC.COM
4201 REDWOOD AVE, LOS ANGELES, CA 90066
TEL 310-821-1400 . FAX 310-821-1440
www.evensarc.com
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a KAA Design company
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EVE N S A RCHITECTS
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>>
2/2
front: 13-5-1 U, TBD
back: 13-5-1 U, 6-1-6 U
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4201 REDWOOD AVENUE, LOS ANGELES, CALIFORNIA 90066
www.evensarc.com
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a KAA Design company
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Second Sheet (not shown, only logo ornament)
1/0
front: 13-5-1 U
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2/2
front: 13-5-1 U, TBD
back: 13-5-1 U, 6-1-6 U
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a KAA Design company
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EVENS A RCHITECTS
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4201 REDWOOD AVE, LOS ANGELES, CA 90066
TEL 310-821-1400 . FAX 310-821-1440
www.evensarc.com
111. East Meets West
THE STRAND RESIDENCE
HERMOSA
BEACH
,
CALIFORNIA
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 another British Colonial influence, that of the West Indies....Read More >>
EVE N S A RCHITECTS
a KAA Design company
4201 Redwood Avenue, Los Angeles, CA 90007
310 821 1400 tel www.evensarc.com
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112. evens architects
a KAA Design company
4201 redwood avenue, los angeles, ca 90066 | 310.821.1400 www.evensarc.com
East Meets West
Many 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.
Architecture
Landscape
Interiors
Construction
Photography
Evens Architects
Art Luna Garden Design
Tim Clarka Interior Design
JD Group
Manolo Langis (front)
Erhard Pfeiffer (inset)
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 balances privacy and panorama. Horizontal and vertical teak shutters infuse the material palette
with warmth and texture - a nod to
another British Colonial influence,
>> David Lecours
that of the West Indies.
LecoursDesign, Inc.
786 Del Rio Avenue, Suite A
Encinitas, CA 92024
113. EVE N S A RCHITECTS
a KAA Design company
310.821.1400
evensarc.com
114. EVE N S A RCHITECTS
a KAA Design company
Jonathan Club Beach
Entry Pavilion Sketch
02-14-13
124. EVENS ARCHITECTS
Quick Guide To Our Brand Identity
BRAND 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 FOCUS
traditional residential design anchored in history but attuned to the spirit and needs of the modern world
LOGO
EVENS A RCHITECTS
a KAA Design company
EVENS A RCHITECTS
EVENS A RCHITECTS
a KAA Design company
a KAA Design company
ea_logo_clr.pdf
ea_logo_clr.jpg
ea_logo_bw.pdf
ea_logo_bw.jpg
ea_logo_clr_rev.pdf
ea_logo_clr_rev.png
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.
TYPOGRAPHY
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.
Adobe Garamond Pro Regular, Italic, small caps1
Adobe Garamond Pro Semibold, Italic, small caps1
Adobe Garamond Pro Bold, Italic
1
small caps only available in character panel of
Adobe Illustrator, InDesign or Photoshop
11 pt. Regular for body text, w/ 13 pt. leading
12 pt. Semibold small caps for sub-headlines2
24 pt. or larger Bold for headlines
2
best to set tracking to 100
125. TYPOGRAPHY
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.
Adobe Garamond Pro Regular, Italic, small caps1
Adobe Garamond Pro Semibold, Italic, small caps1
Adobe Garamond Pro Bold, Italic
1
11 pt. Regular for body text, w/ 13 pt. leading
12 pt. Semibold small caps for sub-headlines2
24 pt. or larger Bold for headlines
small caps only available in character panel of
Adobe Illustrator, InDesign or Photoshop
2
best to set tracking to 100
COLOR
c
y
k
r
g
b
pms
18
67
89
5
196
107
55
13-5-1 U
14
49
88
1
216
142
61
6-1-6 U
58
55
58
29
97
89
84
156-1-6 U
30
STATIONERY
m
30
35
0
182
168
158
156-1-2 U
Printer
BurdgeCooper, rep: Don Burdge
1565 E 23rd Street, Los Angeles, CA 90011
800.421.8703, don@burdgecooper.com
cmyk = cyan, magenta, yellow, black
Used for print, also called 4 color process
rgb = red, green, blue used for on-screen
pms = pantone matching system requires
pantone inks for consistent commercial printing
Paper
Crane’s Kid Finish, Fluorescent White
90# Cover 2-ply for business cards
Crane’s Text, Fluorescent White, Unwatermarked
80# text for letterhead, 2nd sheets, envelopes
140. WHEN
When to Rebrand?
1) Change in strategy
2) Change of ownership
3) Brand is rotten
4) Coming of age
5) Significant milestone
= stand-alone reason for rebrand