Event branding and identity

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

Event Branding

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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Design/Creative Briefs

Exercise III Design Briefs

What is a Mood Board?

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Mood Board >> ResearchKeywords

Feminine Monochrome

Classic Vintage Tropical Bright

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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


PGDP

PART II Brainstorming

What is Brainstorming?

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Alex Osborn’s Four Basic Rules

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RULE I Defer Judgement

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RULE II Quantity: Fluency & Flexibility

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Exercise V Quantity: Circles galore

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RULE II Quantity: Fluency & Flexibility

• Magnify • Minify • Multiply • Rearrange • Reverse

• Combine • Adapt • Modify • Substitute • Put to other

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RULE III “Free Wheel”

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RULE IV Combine & Improve

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Exercise VI “Type-writing”


PGDP

PART III Elements of Identity

Brand

Brand Identity

Logo Colour

Typography Graphic Language

T

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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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Start with the logo

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Start with the logo

Refer to your brief & mood board

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Consider contrast AND similarity

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Event Branding

Type 1: Avenir

Option a: Bernard MT Condensed

Option b: Palatino Linotype

Option c: Chaparral Pro



Event Branding

Type 1: Avenir

Option a: Bernard MT Condensed Avenir

Option b: Palatino Linotype Avenir

Option c: Chaparral Pro Avenir



Event Branding

Type 1: Avenir






Event Branding

Type 1: Avenir






Event Branding

Type 1: Avenir






Event Branding

Type 1: Lucida Blackletter

Option a: Optima

Option b: Comic Sans MS

Option c: Futura



Event Branding

Type 1: Lucida Blackletter Option a: Optima

Lucida Blackletter Option b: Comic Sans MS

Lucida Blackletter Option c: Futura

Lucida Blackletter



Event Branding

Type 1: Lucida Blackletter Option a: Optima

Lucida Blackletter Option b: Comic Sans MS

Lucida Blackletter Option c: Futura

Lucida Blackletter


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


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

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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 >> 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