3. 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
9. 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
10. Design Brief >> Background
Corporate 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
11. Design Brief >> Objectives
Corporate Event
What is the client
trying to
accomplish?
What is the event
trying to
accomplish?
eg.
Bringing design
schools together;
Promoting
typography;
Event
Branding
12. Design Brief >> Target Audience
Corporate Event
Who are the client’s
ideal customers?
Who is the event
meant for?
eg.
Art & design
students,
professionals &
faculty;
Event
Branding
13. Design Brief >> Message
Corporate Event
What is the client
trying to say?
What is the event
trying to say?
eg.
Theme: “Typography
& Education”;
Typography;
Collaboration;
Event
Branding
14. Design Brief >> Competition
Corporate Event
Who are the client’s
biggest
competitors?
What are the
event’s
competitors?
eg.
Previous Typography
Days’;
Event
Branding
15. Design Brief >> Distinguishing Characteristics
Corporate Event
What makes the
client unique?
What makes the
event unique?
eg.
Srishti;
Theme;
Event
Branding
16. 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;
Event
Branding
17. Design Brief >> Tone
Corporate 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;
Event
Branding
18. Design Brief >> Deliverables
Corporate Event
What does the
client need for
brand identity?
What does the
event need for it’s
brand identity?
eg.
Logo;
Collaterals;
Event
Branding
51. What is graphic language?
• Broad visual elements that support a logo
• Built visual system
• May include icons, patterns, photographs etc.
Event
Branding
52. 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
Event
Branding
57. 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
Event
Branding
58. 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?
Event
Branding
59. Brand Guideline
Event
Branding
• 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