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Small business
  branding
Leave design to the
    professionals
Would you hire your neighbor to build
you a house because he likes to tinker
      around in the garage? No.
Toolkit Outcome:
We’re not designing logos now, we’re
building a foundation. You know your
business best. We’re looking for:
• And understanding of basic branding
• A visual statementyour audience and
  mission
           sense of

• A visual guide/map (moodboard)
Step 1: Customers

• You’ve probably already done this.
• Let’s think about your BEST customer.
Best Customer
•   Age:
•   Occupation:
•   Gender:
•   Income:
•   Where does this person live? Do they rent or own?
•   How does this person get to work:
•   Where do they get their information? friends/family/media, etc
•   What are their musical tastes?
•   Are they married or single? Do they have children?
•   Where do they shop? online/instores/tv?
•   What are their favorite stores?
Best Customer
•   What is their prized possession?
•   What are their bad and good habits?
•   What keeps them up at night?
•   Do they like to try things before they buy? Music, makeup...
•   Are they good at managing money or time?


• This list can go on and on.
Step 2:
  Mission Statement
• Be specific, please:
• (name of business) sells/provides
  (type of product or service) to
  (short best customer description)
  so they (benefit to customer).
Step 3: Word List
• Make acompany thatthat resonate with
  YOUR
         list of words
                       will
                            describe

  YOUR best customer.
• Specific, visually-rich words
• At least 10 of them
Sally’s Great Word List
Phoenix (resilience, drive, calculated risk, constant effort, hard work, my success is
function of client’s success)
T-shirt slogan (an inside joke, comedy, laughter, boiling ideas down to few key words,
optimism)
Seanchai (Gaelic for storyteller or old talker) (act-of-writing, stories, words, grammar,
history, transfer of knowledge, thought leader)
Purple brain (I say that my brain changes color when I speak French or am fully engaged in
conceptual conversation; this is happiness for me)
Lounge chair (sun shining down on you, satiation, work is done, you can relax now;
reward)
Bordeaux (rich, cultured, appreciative, tasteful, well-traveled and educated—also a subset
of a set—one wine among many, speaking to organization)
Roman Viaducts Slash Stonehenge (innovation, invention, community, momentum, family,
heritage, legacy, functioning unit, leadership, ritual, ceremony)
Pangea (name of our planet when all continents were connected) (interconnected, global,
human context, global economy, global trends)
Straght A’s (perfection, perfection can be enemy of good, diligence, integrity, tiereless, you
see what you get, transparent)
Couch (homey, relief, comfortable, homey, safe, the right solution at the right time)
Image Sites
Stick your words into these sites’ search boxes for
image results and save the ones you like.
• veer.com
• istockphoto.com
• images.google.com
• Flickr.com
• gettyimages.com
• jupiterimages.com
• paper-source.com
• crateandbarrel.com (I like to ask clients to choose a duvet cover)
• reprodepot.com (I like to ask clients to choose fabrics)
Step 4: Moodboard
Sally’s Moodboard
Sally’s Concepts
Final logo
             Sally OnMedia
             digital + social + visible


             SALLY O’DOWD :: PRESIDENT
             sallyonmedia.com
             sally@sallyonmedia.com
             773-458-3750




             SallyOnMedia
               digital + social + visible
SallyOnMedia
                                                                                                     digital + social + visible


Logo Usage Guide
The typefaces used in the logo are Avenir and Mrs Eaves Small Caps.


Typeface options:
SANS SERIF: Avenir Light, Light Oblique, Roman, Oblique, Heavy, Heavy Oblique

SERIF: Mrs Eaves Roman, Small Caps, Italic, Bold

Also, Arial and regular Helvetica is fine for Web.


Color options:
Primary Colors:      SPOT              CMYK                 RGB             HEX

Purple               520C              64, 100, 12, 0       124, 43, 131    7C2B83

Orange               158C              0, 61, 97, 0         245, 128, 37    F58025

Blue                 5425C             30, 4, 0, 31         128, 161, 182   80A1B6



Secondary Colors: SPOT                     CMYK             RGB             HEX

Navy                  548C                 100, 24, 0, 64   0, 68, 106      00446A           Secondary colors to be used as
                                                                                             complimentary colors for web or
Yellow                142C                 0, 28, 76, 0     253, 190, 87    FFCC66           print, never to replace logo colors.

Lt. Grey              Cool Grey 7          0, 0, 0, 37      173, 175, 178   AFAFAF

Dk. Grey              Cool Grey 11         0, 2, 0, 68      113, 112, 115   6D6D6D




Business card:


              Sally OnMedia
              digital + social + visible

                                                                            SallyOnMedia
              SALLY O’DOWD :: PRESIDENT                                     digital + social + visible
              sallyonmedia.com
              sally@sallyonmedia.com
              773-458-3750
Small Business Branding
SallyOnMedia
                                                                                                                    digital + social + visible


Logo Usage Guide
Logo

                                                            Using the height of the mark to create a square, use the
                                                            square as a guide for white space around the logo.




                                                    SallyOnMedia
                                                      digital + social + visible




Unacceptable Uses:


     SallyOnMedia                       !"##$%&'()*"                             SallyOnMedia                     SallyOnMedia
      digital + social + visible          )*+*,"#-.-/01*"#-.-2*/*3#(              digital + social + visible       digital + social + visible


Do not change the logo colors      Do not change the logo                Do not bend, squeeze or stretch       Do not place the logo on a
to something crazy.                typeface.                             the logo.                             dark, busy photo background.


Acceptable Uses:


     SallyOnMedia                      SallyOnMedia                           SallyOnMedia                         SallyOnMedia
      digital + social + visible         digital + social + visible            digital + social + visible           digital + social + visible


Reverse the logo with all          Use the logo in all black.            Use 1-color orange on LIGHT           Reverse on a low-contrast
white.                                                                   neutral background.                   dark background.
Small Business Branding
Divine Scentiments
Divine Scentiments               Divine Scentiments               Divine Scentiments
customer profile:                mission statement:               word list:

Patty is 38. She is an artist    Divine Scentiments provides      1. healing
and teacher who also dabbles     aromatherapeutic home, bath      2. ancient
in yoga and music. She has a     and body products and            3. alternative
moderate income, is single       education to spiritually and     4. accessible
and rents an apartment in a      socially conscious individuals   5. organic
large urban area. She            so they can maintain balance     6. botanical
commutes to work via her car     health and wellbeing.            7. synergetic
or public transport depending                                     8. honest
on her mood and the weather.                                      9. nature
She prizes her friends and her                                    10. heavenly
experiences with them above
all and loves sharing music
and inspiration with them. She
loves to read: books, the
internet, magazines, whatever.

This customer loves
knowledge; she’s very
spiritual, but also down to
earth. She loves coffee and
tea, traveling, and novel
experiences. She loves music
and movies.
Divine Scentiments Moodboard
Concepts
Divine Scentiments Final Packaging
Small Business Branding

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Small Business Branding

  • 1. Small business branding
  • 2. Leave design to the professionals Would you hire your neighbor to build you a house because he likes to tinker around in the garage? No.
  • 3. Toolkit Outcome: We’re not designing logos now, we’re building a foundation. You know your business best. We’re looking for: • And understanding of basic branding • A visual statementyour audience and mission sense of • A visual guide/map (moodboard)
  • 4. Step 1: Customers • You’ve probably already done this. • Let’s think about your BEST customer.
  • 5. Best Customer • Age: • Occupation: • Gender: • Income: • Where does this person live? Do they rent or own? • How does this person get to work: • Where do they get their information? friends/family/media, etc • What are their musical tastes? • Are they married or single? Do they have children? • Where do they shop? online/instores/tv? • What are their favorite stores?
  • 6. Best Customer • What is their prized possession? • What are their bad and good habits? • What keeps them up at night? • Do they like to try things before they buy? Music, makeup... • Are they good at managing money or time? • This list can go on and on.
  • 7. Step 2: Mission Statement • Be specific, please: • (name of business) sells/provides (type of product or service) to (short best customer description) so they (benefit to customer).
  • 8. Step 3: Word List • Make acompany thatthat resonate with YOUR list of words will describe YOUR best customer. • Specific, visually-rich words • At least 10 of them
  • 9. Sally’s Great Word List Phoenix (resilience, drive, calculated risk, constant effort, hard work, my success is function of client’s success) T-shirt slogan (an inside joke, comedy, laughter, boiling ideas down to few key words, optimism) Seanchai (Gaelic for storyteller or old talker) (act-of-writing, stories, words, grammar, history, transfer of knowledge, thought leader) Purple brain (I say that my brain changes color when I speak French or am fully engaged in conceptual conversation; this is happiness for me) Lounge chair (sun shining down on you, satiation, work is done, you can relax now; reward) Bordeaux (rich, cultured, appreciative, tasteful, well-traveled and educated—also a subset of a set—one wine among many, speaking to organization) Roman Viaducts Slash Stonehenge (innovation, invention, community, momentum, family, heritage, legacy, functioning unit, leadership, ritual, ceremony) Pangea (name of our planet when all continents were connected) (interconnected, global, human context, global economy, global trends) Straght A’s (perfection, perfection can be enemy of good, diligence, integrity, tiereless, you see what you get, transparent) Couch (homey, relief, comfortable, homey, safe, the right solution at the right time)
  • 10. Image Sites Stick your words into these sites’ search boxes for image results and save the ones you like. • veer.com • istockphoto.com • images.google.com • Flickr.com • gettyimages.com • jupiterimages.com • paper-source.com • crateandbarrel.com (I like to ask clients to choose a duvet cover) • reprodepot.com (I like to ask clients to choose fabrics)
  • 14. Final logo Sally OnMedia digital + social + visible SALLY O’DOWD :: PRESIDENT sallyonmedia.com sally@sallyonmedia.com 773-458-3750 SallyOnMedia digital + social + visible
  • 15. SallyOnMedia digital + social + visible Logo Usage Guide The typefaces used in the logo are Avenir and Mrs Eaves Small Caps. Typeface options: SANS SERIF: Avenir Light, Light Oblique, Roman, Oblique, Heavy, Heavy Oblique SERIF: Mrs Eaves Roman, Small Caps, Italic, Bold Also, Arial and regular Helvetica is fine for Web. Color options: Primary Colors: SPOT CMYK RGB HEX Purple 520C 64, 100, 12, 0 124, 43, 131 7C2B83 Orange 158C 0, 61, 97, 0 245, 128, 37 F58025 Blue 5425C 30, 4, 0, 31 128, 161, 182 80A1B6 Secondary Colors: SPOT CMYK RGB HEX Navy 548C 100, 24, 0, 64 0, 68, 106 00446A Secondary colors to be used as complimentary colors for web or Yellow 142C 0, 28, 76, 0 253, 190, 87 FFCC66 print, never to replace logo colors. Lt. Grey Cool Grey 7 0, 0, 0, 37 173, 175, 178 AFAFAF Dk. Grey Cool Grey 11 0, 2, 0, 68 113, 112, 115 6D6D6D Business card: Sally OnMedia digital + social + visible SallyOnMedia SALLY O’DOWD :: PRESIDENT digital + social + visible sallyonmedia.com sally@sallyonmedia.com 773-458-3750
  • 17. SallyOnMedia digital + social + visible Logo Usage Guide Logo Using the height of the mark to create a square, use the square as a guide for white space around the logo. SallyOnMedia digital + social + visible Unacceptable Uses: SallyOnMedia !"##$%&'()*" SallyOnMedia SallyOnMedia digital + social + visible )*+*,"#-.-/01*"#-.-2*/*3#( digital + social + visible digital + social + visible Do not change the logo colors Do not change the logo Do not bend, squeeze or stretch Do not place the logo on a to something crazy. typeface. the logo. dark, busy photo background. Acceptable Uses: SallyOnMedia SallyOnMedia SallyOnMedia SallyOnMedia digital + social + visible digital + social + visible digital + social + visible digital + social + visible Reverse the logo with all Use the logo in all black. Use 1-color orange on LIGHT Reverse on a low-contrast white. neutral background. dark background.
  • 19. Divine Scentiments Divine Scentiments Divine Scentiments Divine Scentiments customer profile: mission statement: word list: Patty is 38. She is an artist Divine Scentiments provides 1. healing and teacher who also dabbles aromatherapeutic home, bath 2. ancient in yoga and music. She has a and body products and 3. alternative moderate income, is single education to spiritually and 4. accessible and rents an apartment in a socially conscious individuals 5. organic large urban area. She so they can maintain balance 6. botanical commutes to work via her car health and wellbeing. 7. synergetic or public transport depending 8. honest on her mood and the weather. 9. nature She prizes her friends and her 10. heavenly experiences with them above all and loves sharing music and inspiration with them. She loves to read: books, the internet, magazines, whatever. This customer loves knowledge; she’s very spiritual, but also down to earth. She loves coffee and tea, traveling, and novel experiences. She loves music and movies.