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The ATTC Network Visual IdentityMay 2008
Webinar: Melanie Adkins, M.A.
Get to kNOw…
2
Today’s Road Map
• Intro to presentation• A MarStudies: Repositioning
keting Context • Case• What is Visual Identity?• ATTC Network Visual Identity
3
Who am I?
“Like a good neighbor..”
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THE RESPONSE PROCESS: FOUR MODELS
StagesAIDA model
Hierarchy of effects model
Innovation adoption
model
Information processing
model
Cognitive Stage Attention
Awareness
KnowledgeAwareness
Presentation
Attention
Comprehension
Affective Stage
Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Yielding
Retention
Behavioral Stage Action Purchase
Trial
AdoptionBehavior
Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001
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Case Study: Sonic Corporation
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Case Study: Miller Lite
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Corporate Identity
Magazine Advertising
Brochures
Power Point Templates
Newsletters
Trade Show Displays
Promotional Products
Branding
Advertising
Media Kits
Publication Design
Brochure Design
Registration Format
Visual Identity
Logo
Style Guide
Stationery System
Website
Signage
Sales Focus
Awareness Focus Awareness
Focus
What is a Visual Identity?Sales Focus
8
THE RESPONSE PROCESS: FOUR MODELS
StagesAIDA model
Hierarchy of effects model
Innovation adoption
model
Information processing
model
Cognitive Stage Attention
Awareness
KnowledgeAwareness
Presentation
Attention
Comprehension
Affective Stage
Interest
Desire
Liking
Preference
Conviction
Interest
Evaluation
Yielding
Retention
Behavioral Stage Action Purchase
Trial
AdoptionBehavior
Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001
…This is where
Visual Identity Lives
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• Opportunity for repositioning• Increases recognition • Increases professionalism• Increases *perceived dependability
*Branding 101: Perception is EVERYTHING!!
Benefits of Strengthening our Visual Identity
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A Starting Point: The ATTC Network Style Guide
• Logo • Color Palette • Font• Stationery• Brochures, Fliers• Website, E-Pubs• Power Point Slides• Wordsmithing
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PART I: “People” logomark
PART II: Unifying Tagline
PART III: Defining Tagline
Logo: Overview
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Logo: Part I
“Nude”
With Regional Center
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Logo: PART 2
Logo: Part II - Unifying Tagline
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Logo: PART 3
Logo: Part III - Defining Tagline
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Logo: Part I, II and III Combined
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SECONDARYPRIMARY
Color Palette: For All Publications
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Color Palette: A Closer Look
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Color Palette: Reversing the Logo
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Color Palette: What NOT to DO!
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Paper Stock
•Bright white, uncoated paper stock is preferred.
•Natural tone or off-white paper stock will have a tendency to mute these colors, thereby projecting an inconsistent image of the organization.
•IN NO EVENT SHALL FLOURESCENT OR COLORED PAPER OF ANY KIND BE USED FOR THE ORGANIZATION’S COLLATERAL.
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Titles/Headers/etc: Body Copy:
Font Type: For all Publications
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Stationery
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Brochures, Flyers
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Website, E-Pubs
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PTT Slides: Title Pages, Customized
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PPT Slides: Title Pages, Generic
A
B
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PPT Slides: 2nd Pagers
C
B
A
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WordsmithingUSE:The ATTC NetworkThe Network
NEVER USE:ATTC’sThe ATTCThe National Network
USE:Regional CenterThe CenterThe ATTC Regional Center
NEVER USE:RC’sReg Centers
USE:The ATTC National OfficeThe National OfficeThe Central East ATTC Central EastThe Mid-America ATTCMid-America
NEVER USE:NOCEATTCMAATTC
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Coming in the Style Guide..
• Blending Initiative references
• Credentialing VIPs
• Cataloging Publications
• APA style guide reminders
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The ATTC Network Visual Identity
“A brand is a living ENTITY, and it is enriched or undermined
cumulatively over time, the product of a thousand small gestures.”
Michael Eisner, Disney CEO
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More to Come…
•Always contact me with questions
•We’re happy to help with templates
•All these items will be posted for your use
•iNSiDER: Promotions and Branding, find templates
Melanie Adkins, M.A.
Communications Manager
(816) 235-6988