Brand Identity Process
. Brand personality, style, tone & attitude . Brand positioning compared to other brands . Brand awareness, positives and negatives . Brand image, how your audience views you . Marketing objectives & challenges . Present brand moodboards
1
RESEARCH & ANALYSIS
2
DESIGN STRATEGY
. Kick-off meeting . Review name meaning and history . Evaluate current assets . Determine unique brand values . Target audience profiles . Key brand benefits, product offerings . Research top 5 closets competitors
2014 Spear Design Group. All rights reserved. Proprietary & Confidential
3
LOGO EXPLORATION
. Primary color palette . Corporate font selection . Logo applications . Logo size & freespace . Application to a real-world applications . Supplied as digital PDF file
. Further development of logo concept . Showing color applied to each . Logo lockup with full name . Logo lockup with tag line . Logo lockup with sub brands
4
CREATIVE DEVELOPMENT
. Based on moodboard selection . Explore logo shape, concept and style . Typographic treatments . Designs that combine the best aesthetics . Easily identifiable and recognizable . Present logo directions
5
BRAND IDENTITY
6
BRAND GUIDELINES
. Further refinement of specific elements . Logo 1, 2 and full color versions . Lockups with full name, tag line, sub brands . Master logo vector files . Print 300dpi CMYK EPS files . Digital 72dpi RGB PNG files
7
LAUNCH PROGRAM
. Roll out key marketing materials . Launch strategy (soft & hard) . Leverage the new brand identity . Generate digital artwork . Pre/Post production with venders . Printing estimates
URTA
In need of a visual refresh. A fractured brand. Lacking heritage awareness. Known primarily for the URTA’s. Not known for it’s other offers. Off grad students radar.
Meanwhile, the core issue was that:
URTA was a lackluster brand, in need of more drama.
Our strategic focus became to:
Create a modern identity to attract theatre students and universities.
HISTORY BUILD ON YOUR STORY:
• Nearly 50 years in the theatrical education and training sector • Founded in 1969 to help universities and colleges across the U.S. benefit from a combined recruiting process and begin relationships with local theaters looking to hiring recent graduates • URTA has grown to provide a variety of programs in advertising, payroll services, internships, continuing education and more • Considered the gold standard in professional training of future artists • Offers a unique bridge to the next wave of theatre artists
RESEARCH & ANALYSIS: YOUR BRAND TODAY
Strategy STEP 2: DESIGN STRATEGY Target Audience & Objectives Moodboards
TARGETS
URTA’S TARGET AUDIENCE:
1: PRIMARY
2: SECONDARY
3: TERTIARY
• Students
• Staff/Administrative
• Casting Directors
• Age 18 - 34
• Production Staff
• Theatre Faculty
skewed towards female
• Sponsors
Marketing, General Manager
• Agents
OBJECTIVES URTA’S BRAND OBJECTIVES:
Establish a strategic platform that will frame the foundational building blocks to take the URTA brand to the next level and empower the organization to successfully achieve business goals now and in the future. This includes:
BRAND IDENTITY
To establish a strong and ownable identity that will guide all of URTA’s communications, in print and online
BRAND MESSAGING
To broaden URTA’s existing target audience by clearly communicating the breadth of your offers
BRAND POSITIONING
To further strengthen URTA’s positioning as the gold standard in professional training of future artists
Concept A STEP 3: Logo Design Exploration
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Standard letterforms
URTA
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Custom letterforms
RTA
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Identity Design Boarder represents the stage
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Identity Design Symbolic color field represents the energy of a live performance
Concept A: Corporate Stationary
Scott L. Steele Executive Director 1560 Broadway, Suite 1103 New York, NY 10036 212 221 1130 212 869 2752 SLSteele@urta.com www.utra.com
UR TA RTA
Spear Design Group. All rights reserved. Proprietary & Confidential
WE SET THE STAGE FOR YOU
Concept A: Member ID badge
EXECUTIVE DIRECTOR Scott L. Steele
Spear Design Group. All rights reserved. Proprietary & Confidential
RTA W E S E T T H E S TA G E F O R Y O U
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: Custom URTA typeface
ABCDEFGH
IJKLMNOPQ
RSTUVWXYZ
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: 50th Anniversary Poster
12 9 6 9 0 1 0 2 0 1 2 2 0 1 2 2 0 1 3 2 0 1 3 2 0 1 4 2 0 1 4 2 0 1 5 2 0 1 5 2016 W E
S E T
T H E
S T A G E
F O R
Y O U
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept A: 50th Anniversary Poster
19 69 W E
S E T
T H E
S T A G E
F O R
Y O U
Concept B: Audition poster
2016 NATIONAL UNIFIED AUDITIONS & INTERVIEWS Spear Design Group. All rights reserved. Proprietary & Confidential
Actors, Directors, Designers, Technicians, Stage & Theatre Managers Chicago Feb 4 - 11
New York City Jan 29 - Feb 2
W E
S E T
T H E
S T A G E
San Francisco Feb 13 - 14
F O R
Y O U
Concept A: Poster campaign
ALL THE WORLD’S A STAGE Spear Design Group. All rights reserved. Proprietary & Confidential
William Shakespeare, 1599
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept A: Poster campaign
BREAK A LEG Spear Design Group. All rights reserved. Proprietary & Confidential
Good Luck
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept A: Poster campaign
THEATRE IS
LIFE CINEMA IS ART
Spear Design Group. All rights reserved. Proprietary & Confidential
TV IS FURNITURE
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept A: Poster campaign
I’M NOT REAL I’M THEATRE Spear Design Group. All rights reserved. Proprietary & Confidential
Lady Gaga
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept B STEP 3: Logo Design Exploration
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Identity Design
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Logo lockup
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Custom letterforms represent rays of light
Concept B: Member ID badge
W E
S E T
T H E
Scott L. Steele
Spear Design Group. All rights reserved. Proprietary & Confidential
EXECUTIVE DIRECTOR
S T A G E
F O R
Y O U
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Custom URTA typeface
F ABCDE GHI
JKL MNOPQ
RSTUVWXYZ
W E
S E T
T H E
S T A
F O R
Y O U
G
university resident theatre association
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: Poster Design
E
S E T
T H E
S T
S
1
T I
A G E
I N C E
9 6 9
N
university resident theatre association
Spear Design Group. All rights reserved. Proprietary & Confidential
Concept B: 50th Anniversary Poster
G
Concept B: 50th Anniversary Poster
S E T T I N G
T H E
S T A G E
S I N C E
1 9 6 9
Concept B: Audition poster
AUDITIONS New York City Jan 29 - Feb 2 Chicago Feb 4 - 11 San Francisco Feb 13 - 14
Actors Directors Designers Technicians Stage Managers Theatre Managers
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept B: Launch poster campaign series
Spear Design Group. All rights reserved. Proprietary & Confidential
W E
S E T
T H E
S T A G E
F O R
Y O U
W E
S E T
T H E
S T A G E
F O R
Y O U
W E
S E T
T H E
S T A G E
F O R
Y O U
W E
S E T
T H E
S T A G E
F O R
Y O U
Concept B: Poster campaign
Theater Baden, Germany
PLAY IT COOL
Spear Design Group. All rights reserved. Proprietary & Confidential
West Side Story, 1956
W E
S E T
T H E
S T A G E
F O R
Y O U
Spear Design Group. All rights reserved. Proprietary & Confidential
DRAMA IS F REAL LI E WITH ALL THE BORING PARTS CUT OUT
Alfred Hitchcock, 1956
W E
S E T
T H E
S T A G E
F O R
Y O U
Radio City Music Hall, NYC
Concept B: Poster campaign
Concept B: Merchandise, tote bag
WE SET THE STAGE FOR YOU Spear Design Group. All rights reserved. Proprietary & Confidential
University Resident Theatre Association
Concept A Logo
Concept B Logo
Spear Design Group. All rights reserved. Proprietary & Confidential
W E
RTA W E S E T T H E S TA G E F O R Y O U
S E T
T H E
S T A G E
F O R
Y O U
URTA STEP 4: Creative Development
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VERTICAL LOGO Full Color / Gradation of light
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VERTICAL LOGO SYSTEM
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LOGO SYSTEM Brand extension
UNI R E SV E R S T H EI D E N I T Y A S S AT R ET OCI AT I O N
W ET SE E T HA G E ST
GOL S TA D CE ND
RTIF A R D I C AT ION
URTA STEP 5: Brand Identity
URTA STEP 6: Brand Guidelines
C O R P O R AT E C O L O R PA L E T T E
04
COL
GOLD LOGO
PA N TO N E# 75 4 8
ORS
HEADLINES
PA N TO N E# 75 89
HEADLINES
COLOR IS ONE OF THE MOST POWERFUL OF ELEMENTS .
BL ACK
I T H A S T R E M E N D O U S E X P R E S S I V E Q U A L I T I E S . U N D E R S TA N D I N G T H E U S E S O F C O L O R I S C R U C I A L T O E F F E C T I V E C O M M U N I C AT I O N .
TEXT
PA N TO N E# C O O L G R E Y 6
U R TA . C O M
PHOTOGRAPHY
PA N T O N E# 2 74 5
Cheers! FIONA SPEAR Spear Design Group 16 Greene St, New York, NY 10013 Fiona@SpearDesignGroup.com SPEARDESIGNGROUP.COM