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Brand & Identity Design for an Event
PGDP
PART I
What is a brand?
PGDP
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
Brand Brand Identity
Event Branding
Brand
Brand Identity
Logo Colour
Typography Graphic Language
T
Event Branding
T
Design Brief &
Mood Board
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Typography Day 2016
Project Submission Deadline: 27th August 2015 Competition Deadline: 30th August 2015
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What is a Design or Creative
Brief?
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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
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Design Brief >> BackgroundCorporate 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
Design Brief >> ObjectivesCorporate Event
What is the client trying to
accomplish?
What is the event trying to
accomplish?
eg. Bringing design schools together; Promoting typography;
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Design Brief >> Target AudienceCorporate Event
Who are the client’s ideal customers?
Who is the event meant for?
eg. Art & design students, professionals & faculty;
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Design Brief >> MessageCorporate Event
What is the client trying to say?
What is the event trying to say?
eg. Theme: “Typography & Education”; Typography; Collaboration;
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Design Brief >> CompetitionCorporate Event
Who are the client’s biggest
competitors?
What are the event’s
competitors?
eg. Previous Typography Days’;
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Design Brief >> Distinguishing Characteristics
Corporate Event
What makes the client unique?
What makes the event unique?
eg. Srishti; Theme;
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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;
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Design Brief >> ToneCorporate 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;
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Design Brief >> DeliverablesCorporate Event
What does the client need for brand identity?
What does the event need for it’s
brand identity?
eg. Logo; Collaterals;
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Event Branding
Design/Creative Briefs
Exercise III Design Briefs
What is a Mood Board?
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Event Branding
Mood Board >> ResearchKeywords
Feminine Monochrome
Classic Vintage Tropical Bright
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Event Branding
Mood Board >> ResearchOpen to interpretation
Colour & Tone Look outside the industry
Keep it loose Does it line up?
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Mood BoardsExercise IV Briefs to Boards
Brand & Identity Design for an Event
PGDP
PART II Brainstorming
What is Brainstorming?
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Alex Osborn’s Four Basic Rules
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Event Branding
Alex Osborn’s Four Basic Rules
RULE I Defer Judgement
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Alex Osborn’s Four Basic Rules
RULE II Quantity: Fluency & Flexibility
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Alex Osborn’s Four Basic Rules
Exercise V Quantity: Circles galore
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
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Alex Osborn’s Four Basic Rules
RULE III “Free Wheel”
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Alex Osborn’s Four Basic Rules
RULE IV Combine & Improve
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Alex Osborn’s Four Basic Rules
Exercise VI “Type-writing”
Brand & Identity Design for an Event
PGDP
PART III Elements of Identity
Brand
Brand Identity
Logo Colour
Typography Graphic Language
T
Event Branding
T
Brand Identity >> Colour
• Consider the media
• How many colours
• Client considerations
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Brand Identity >> Typography
• How many typefaces do you need
• Where will it be used
• Where will you find them
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Brand Identity >> Typography
Start with the logo
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Brand Identity >> Typography
Start with the logo
Refer to your brief & mood board
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Brand Identity >> Typography
Consider contrast AND similarity
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Brand Identity >> Typography
Consider contrast AND similarity
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Type 1: Avenir
Option a: Bernard MT Condensed
Option b: Palatino Linotype
Option c: Chaparral Pro
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
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
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
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
Brand Identity >> Typography
Consider contrast AND similarity
Event Branding
Type 1: Lucida Blackletter
Option a: Optima
Option b: Comic Sans MS
Option c: Futura
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
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
Brand & Identity Design for an Event
PGDP
PART IV Graphic language
What is graphic language?
• Broad visual elements that support a logo
• Built visual system
• May include icons, patterns, photographs etc.
Event Branding
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
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Graphic language.
Get started…
1. Look at the logo
2. Revisit the mood board
3. Consider the concepts
4. Experiment
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Example #1
Notice the repetition of logo as a form to make abstract pattern
Example #2
Notice the consistent colour scheme and stage layout
Brand & Identity Design for an Event
PGDP
PART V Brand Guidelines
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
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?
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Brand Guideline
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• 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
Brand Guideline >> Logo Usage
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Brand Guideline >> Logo Usage
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Brand Guideline >> Logo Usage
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Brand Guideline >> Typography
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Brand Guideline >> Colours
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Brand Guideline >> Visual language
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Brand Guideline >> Visual Language
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Brand Guideline >> Imagery
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Brand Guideline >> Collaterals
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Done. For now.FIN
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