Projecting a Professional Association Image, Jeff Fisher, LogoMotives. Track 2, Presentation 5

1. Projecting a professional
association image
g
Jeff Fisher
Engineer of Creative Identity
Jeff Fisher LogoMotives
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2. Presentation Outline
Put your best face forward
What image is being communicated?
Communication from my creative mind
y
Longevity of an image
Consistency of an image
Don’t try this at home
Design resource possibilities
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3. Put your best face forward
All businesses,
organizations and
i ti d
events should
be represented
by a simple, bold,
eye-
eye-catching, and
memorable graphic
image which will
convey the desired
message with ith
visual clarity.
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4. Put your best face forward
An existing graphic
representation of
t ti f
an identity that is
not best serving its
desired purpose,
or an impending
name change,
may create an
identity crisis for
an organization
i ti
or association.
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5. Put your best face forward
y
Rebranding, or
the updating of an
identity, does not
require the loss of
the recognizable
historical or visual
perspective th
ti the
target audience
may have of a
business entity
or organization.
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6. What image is being communicated?
In addition to identifying a business or association,
a successful logo will often convey a great deal of
additional information to the viewer:
The actual services of the business/organization
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Geographic or historic landmarks associated with
the business or organization
Images and messages important to the business
or organization leadership and member base.
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7. Communication from my creative mind
It’s not just a design that
will l k pretty on a T-shirt:
ill look T- hi
A. River - with eastside
orientation from city
B. People - four joined in
an association
C. Community unity
and a roundabout
D. Portland city blocks
E. Non-threatening and
Non-
clever acronym - with
water drop imagery
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8. Longevity of an image
g y g
A well-designed, trend
well-
free, identity system f an
f id i for
association, or business,
may have a lifespan of a
decade or two.
With event images, I
encourage my clients to
“re-
“re-use and recycle”
- in getting the most from
promotion dollars and to
dollars,
create a visual reputation
in the marketplace.
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9. Consistency of an image
One of the most important
elements of a successful
organization, business or
event identity is consistent
usage i all applications.
in ll li ti
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10. Don’t try this at home
Don t
Having a computer and software programs
does not a designer make.
g
A “contest” is not the best way to end up with
an effective graphic identity for a business
event or association
association.
Make use of a design professional - or design
student - who understands the creative
process.
Plan ahead to allow the time required for the
best graphic result
result.
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11. Design resource possibilities
Contract with your neighborhood professional
graphic design expert.
Make use of students at your local high schools
and design or art institutions.
Work with schools to create a program of
having a design intern work within your office.
Establish a pro bono relationship with a
designer having a passion for your efforts.
Find a corporate/business sponsor, or local
arts patron, to assist in funding your graphic
patron,
design needs.
needs.
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12. In Conclusion…
The K I S S Principle
K.I.S.S.
Communicate clearly
Ensure graphic longevity
Maintain consistency
Make use of the best graphic design
resources available
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