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Seeds and Fruit Case Study
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BRAND POWER!
Starring…
What is a brand?
• Logo?
• Pantone colors?
• Font?
• Formatting?
Brand Visuals vs BRAND
• Brand visuals are the clothes that your brand wears.
• Your brand is what differentiates you from your competition.
• Your brand is your promise to your customers.
• Your brand is the share of mind you hold in each person.
YOUR BRAND IS THE CAKEYOUR BRAND VISUALS ARE THE ICING…
What are YOUR brand visuals?
• Logo
• Tagline
• Pantone colors
• Font
• Formatting
• Email signature
• Phone greeting
• Social media regulations
• Dress code
• Client
Lisa, why does my brand need to be consistent?
• Sports Authority
• Apple iPhone 3GS
• 2008 Presidential Campaign
• KMart
• It’s unprofessional to have an inconsistent brand.
• Erodes brand equity
• Erodes credibility
Seeds and Fruit Logo and Elements
• Georgia
• Fertile ground graphic
• White background
• Fuzzy rust dividing lines
• Seeds of inspiration. Fruit of labor
Acceptable Seeds and Fruit Brand Visual Usage
Unacceptable Seeds and Fruit Brand Visual Usage
Seeds and Fruit Tagline and Usage
• Acceptable:
• Seeds of inspiration. Fruit of labor.
• Unacceptable:
• Seeds of Inspiration. Fruit of Labor.
• Seeds of inspiration, fruit of labor.
• Seeds of inspiration—Fruit of labor
• Seeds of inspiration. Fruits of labor.
Seeds and Fruit Font and Formatting
• For body copy: Georgia, Georgia, Georgia!
• Phone number: Periods? Parentheses? Dashes?
• Address: St. or Street? Ave. or Avenue? Ste. or Suite? Sixth or 6th?
• Keep it consistent every time.
• Determine your standards and stick to them!
Unacceptable Seeds and Fruit Font and Formatting
Seeds and Fruit Brand
• Differentiator(s)
• Promise
• Share of Mind
Seeds and Fruit Brand
• Differentiator(s) • Format (no art snobs)• Art of the people• Exclusive interviews• Shirtless men• International• Copy/Photo balance
Seeds and Fruit Brand
• Promise
• Varied arts content• Frequent updates• Lots of photos• Probing questions• New talent• Shirtless men
Seeds and Fruit Brand
• Share of Mind
• Who has the best art blog?
• Who always has new interviews?
• Who finds artists I may not know about?
• Who nourishes my delicate design sensibilities?
• Who posts pictures of shirtless men?
THAT’S YOUR BRAND!