THE BRAND
THE BRAND A brand is a name, term, design, or other feature that distinguishes one seller's product from those of others.
THE BRAND A brand is a name, term, design, or other feature that distinguishes one seller's product from those of others.
WHAT MAKES APPLE’S BRAND DIFFERENT FROM MICROSOFT’S?
YOUR BRAND
LOGO
YOUR BRAND
LOGO
YOUR BRAND FONTS
LOGO
YOUR BRAND FONTS
serif sans serif
LOGO
YOUR BRAND FONTS
COLORS
LOGO
YOUR BRAND FONTS
COLORS
VOICE
AUTHORITATIVE CALL TO ACTION
VOICE
AUTHORITATIVE CALL TO ACTION
INFORMATIVE
90% OF WHAT YOU PRODUCE
VOICE
AUTHORITATIVE CALL TO ACTION
INFORMATIVE
90% OF WHAT YOU PRODUCE
FUN
A MUST!
VOICE
AUTHORITATIVE CALL TO ACTION
INFORMATIVE
90% OF WHAT YOU PRODUCE
FUN
A MUST!
AUTHENTIC YOUR CULTURE
VOICE
MAKE YOUR IMPRESSION ...AND QUICKLY
seconds
IN 2000 ??
AVERAGE ATTENTION SPAN OF A
12
seconds
IN 2015 ??
AVERAGE ATTENTION SPAN OF A
8.25
seconds
AVERAGE ATTENTION SPAN OF A
9 Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press | Research Date: April 2nd, 2015
PERCENT OF WORDS READ ON WEB PAGES WITH
111 words or less
49
%
PERCENT OF WORDS READ ON WEB PAGES WITH
593 words or less
28
%
Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press | Research Date: April 2nd, 2015
VISUALS GET
94
%
more views than
text-based information
TIME MANAGEMENT & PREPARATION
• BEING PREPARED IS THE DIFFERENCE BETWEEN 9 RETWEETS AND 119 RETWEETS • CERTAIN SITUATIONS CALL FOR CERTAIN TYPES OF GRAPHICS • CONSTRUCT TEMPLATES TO YOUR LIKING AHEAD OF TIME -PREPARATION BEFOREHAND IS VITAL
TIME MANAGEMENT & PREPARATION
• KEEP IN MIND AS TO WHAT’S IMPORTANT • THERE ARE NO LIMITATIONS (YET) ON PUTTING INFORMATION OUT THERE - KEEP YOUR INTENT ON ONE, SINGLE IDEA OR TARGET ... NOT THREE OR FOUR AT ONCE • SHARE THESE PLATFORMS FOR A CONSISTENT LOOK & FEEL
TEMPLATES ARE YOUR BEST FRIEND
SOCIAL MEDIA
1x1 1x2 2x1
SOCIAL MEDIA
1x1
SOCIAL MEDIA
MATCHUPS AWARDS PROMOTIONS IN-GAME PLAYER PROFILES
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
WEBSITE
ACHIEVEMENTS NEW HIRES GAME PROMOTIONS FEATURE STORIES
WEBSITE
WEBSITE
IS YOUR BRAND REPRESENTED IN YOUR EMAIL?
FLYERS POSTERS ADS POSTCARDS
WOMEN’S VOLLEYBALL
CONNECT WITH US
/OhioStateWomensVolleyball
WOMEN’S
MEN’S
BASKETBALL
@ohiostatewvball
#GoBucks
CONNECT WITH US
/OhioStateMensBasketball
@OhioStateHoops
#GoBucks
BASKETBALL
CONNECT WITH US
/OhioStateWomensBasketball
@OhioState_WBB
#GoBucks
TEMPLATES OVERVIEW • Evaluate what makes sense to develop a template for (look at what you produced this past year) • Different platforms require different templates/set-ups • Keep them simple and concise
PHOTOGRAPHY CHOOSE YOUR PHOTOS WISELY and create
As communicators, our goal is to get across the message in the most concise way. Photography is a great tool to accomplish this.
EVOKE EMOTIONS
CONFIDENCE INTENSITY FOCUS INVITING JOYFUL
EVOKE EMOTIONS
PHOTO APPLICATIONS
PHOTO APPLICATIONS
PHOTO APPLICATIONS
USING GRAPHICS AS NOTES
• AN ENTIRE PAGE, WHEN STARTING OUT A PHOTOSHOP DOCUMENT 8.5 x 11 in. (2550 x 3300), CAN EASILY BE USED AS BOTH A GRAPHIC AND A FULL PAGE FOR YOUR NOTES • SHARE ON FACEBOOK AND SHRINK DOWN TO UNDER 6MB TO BE ABLE TO TWEET • THE KEY IS GET AS MUCH PERTINENT INFORMATION AS POSSIBLE ON A PAGE WITHOUT OVERWHELMING THE CONSUMER
USING GRAPHICS AS NOTES
• START OUT A GRAPHIC/ TEMPLATE IN PHOTOSHOP AND IMPORT INTO InDESIGN & LEAVE ROOM FOR MALLEABLE INFO - TRANSFORM STATS AND OTHER INFO THERE GP 5
G 0
A 2
PTS 2
PIM --
GWG 0
PPG 0
SHG 0
SOG 8
SG% 0.00
GP 5
G 0
A 0
PTS 0
PIM --
GWG 0
PPG 0
SHG 0
SOG 1
SG% 0.00
GA 7
SAVES 107
GP 4
MIN 241:42
MIN% 80.11
+/+3
+/+2
SOG 114
SV% .939
GAA 1.74
SO 1
WINS 1
LOSSES 2
GP 5
G 1
A 1
PTS 2
PIM --
GWG 0
PPG 1
SHG 0
SOG 16
SG% 6.25
GP 5
G 0
A 0
PTS 0
PIM 6
GWG 0
PPG 0
SHG 0
SOG 6
SG% 0.00
FEB272015 | 7:30pm (CST) | COMPTONFAMILYICEARENA | SOUTH BEND, Ind.
38
• DON’T USE WORDS WHEN YOU DON’T HAVE TO (I.E. ... PEOPLE RELATE TO FLAGS JUST AS WELL AS ‘CAN’ OR ‘GER’)
+/-2
+/+1
• EXPORT THIS ENTIRE PAGE AS A PDF - BRING IT INTO PHOTOSHOP AND SHARE IT SOCIALLY! THIS IS WHY SOMETIMES, THE LESS TEXT, THE BETTER! IT’S EASIER FOR PEOPLE TO PICK UP INFORMATION
AND VICE VERSA...
THIS IS A CHANCE TO BRING VISION TO LIFE! IT SOUNDS REDUNDANT FROM THE LAST PAGE, BUT IT’S NOT - YOU CAN ALREADY HAVE SOMETHING IMPORTANT FROM YOUR NOTES THAT’S BURIED ON PAGE 29 - BUT THIS IS A WAY TO REALLY ARTICULATE THAT POINT IN A CREATIVE WAY THAT CAN RELATE TO MORE OF THE MASSES
PUT IMPORTANT NOTES IN UNTRADITIONAL PLACES NOT ONLY WAS THIS GRAPHIC SHARED ON ALL SOCIAL MEDIA PLATFORMS, BUT IT WAS USED AS AN INSIDE COVER ON POSTSEASON MEDIA GUIDE - GRAPHICS CAN BE SIMPLY CONSTUCTED FOR RETWEETS AND EYEBALLS, BUT THEY CAN AND SHOULD BE EDUCATIONAL AS WELL
AND VICE VERSA... WHAT HAPPENS WHEN YOU GO TO TWEETDECK WHILE PUTTING THIS TOGETHER...
...RANDOMLY STUMBLED UPON THIS AS A CURRENTY AND PERFECT EXAMPLE OF KEEPING IT SIMPLE AND EFFECTIVE AS A NOTE
WE ARE NOT GRAPHIC DESIGN PROS
...THE TRANSITION IS NOT EASY!
...OKAY, THAT MIDDLE ONE IS JUST MEAN.
K.I.S.S. (Keep It Simple, Stupid)
IT’S PRETTY OBVIOUS GRAPHICS EVOKE
...HUMAN EMOTION
. . . AND YEAH, THE COOLER THE - THE BETTER
K.I.S.S. (Keep It Simple, Stupid)
THE SIMPLEST THING...
...CAN LOOK SO AWESOME
K.I.S.S. (Keep It Simple, Stupid)
WHAT ARE WE NOW?!
ARE WE...
OR ? WORK WITHIN YOUR BOUNDARIES
BE ACCURATE WITH YOUR INFORMATION
REMEMBER: LESS IS MORE
...BUT ALWAYS WORK TO GET BETTER. CREATE A SCHEDULE OF TUTORIALS OR GET AN OFFICE ACCOUNT TO A PREMIUM WEBSITE (I.E. --> LYNDA.COM)
IT’S MUCH EASIER (...AND FASTER) TO GET NOTICED ON SOCIAL MEDIA FOR A WRONG SCORE GRAPHIC THAN A TYPO IN A PRESS RELEASE
MAKE YOUR INFORMATION DIGESTIBLE - LOOK WHO CLUTTERED THIS PAGE IS! KEEP YOUR ELEMENTS CONCISE AND FOCUSED
WHAT DOES 98% OF SOCIETY LOOK LIKE NOW
...ESPECIALLY SIDs
THIS IS HOW THE INFOMATION WE DISSEMINATE IS NOW CONSUMED...
NOT
WORKFLOW MANAGING YOUR PROJECTS & ASSETS
1 SYSTEM SETUP - EVALUATE WHAT YOU CURRENTLY USE - ARE THERE AREAS OF IMPROVEMENT?
1
2
SYSTEM SETUP
FILE ORGANIZING
- EVALUATE WHAT YOU CURRENTLY USE
- A CONSISTENT NAMING STRUCTURE
- ARE THERE AREAS OF IMPROVEMENT?
- SEARCHABLE
EXAMPLES
EXAMPLES Academic All-Big Ten Honorees Lucas Bailey, Sophomore Ryan Borcherding, Senior Carter Brown, Junior Turner Evans, Senior Robby Haus, Junior Kacy Kapinos, Junior Ben Karr, Senior
John Kelly, Sophomore Rick Lewis, Senior Evan Mulchrone, Senior Johnny Pearson, Sophomore Tyler Pfister, Junior David Planning, Senior Cameron Stephens, Senior Jake Withers, Sophomore
EXAMPLES Academic All-Big Ten Honorees Lucas Bailey, Sophomore Ryan Borcherding, Senior Carter Brown, Junior Turner Evans, Senior Robby Haus, Junior Kacy Kapinos, Junior Ben Karr, Senior
John Kelly, Sophomore Rick Lewis, Senior Evan Mulchrone, Senior Johnny Pearson, Sophomore Tyler Pfister, Junior David Planning, Senior Cameron Stephens, Senior Jake Withers, Sophomore
EXAMPLES
EXAMPLES
EXAMPLES
EXAMPLES
REFERENCES INSPIRATION | TOOLS | DOWNLOADS
REFERENCES FONTS | TEXTURES | BRUSHES | PHOTOS
• Dafont.com (Free)
• Publicarchivedomain.com (Free)
• Sportsfonts.squarespace.com ($)
• Stripegenerator.com (Free)
• Brusheezy.com (Free)
• Textures8.Com (Free)
• Fbrushes.com (Free)
• Cgtextures.com (Free)
• Designercandies.net (Free)
• Canva.com (Free/$)
• Infogr.am (Free/$)
REFERENCES INSPIRATION | TUTORIALS
Behance.com
Lynda.com ($)
Dribbble.com
Tutsplus.com ($)
Teaminfographics.com
LayersMagazine.com (Free)
Pinterest.com
Tv.Adobe.com (FREE)
Twitter.com
CreativeBloq.com (Free) Skillshare.com ($) Youtube.com (Free)
THANK YOU ANDY DeVITO @DeVitoDesign devito.17@osu.edu
MARK MAJEWSKI @markmajewski mark.majewski@bc.edu