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How to brand your newspaper
- 1. Redesign Workshop Texas Center for Community Journalism Texas Christian University March 9-11, 2011 REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 2. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 3. Visual Branding h?p://www.youtube.com/watch?v=lOb81CX7TfA REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 4. Visual Branding Visual Branding is not just about logos REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 5. Visual Branding Visual Branding is about using tools REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 6. Visual Branding Strong visual identities Memorable images and visual cues REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 7. Visual Branding Strong visual identities Memorable images and visual cues new brands uplift brands extend brands advance brands communicate brands REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 8. Visual Branding Strong visual identities Memorable images and visual cues REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 9. Visual Branding The first thing we need… REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 10. Visual Branding The first thing we need… The company’s goals The company’s mission The company’s vision REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 11. Visual Branding Addison Whitney REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 12. Visual Branding How do we get the right vision? REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 13. Visual Branding The creative brief REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 14. Visual Branding The creative brief Project Summary General project information, goals Relevant background information Who your target audience is, and what they care about Perception/Tone/Message How will this be used/Guidelines/Restrictions Who is the competition and what makes you stand out Single-minded word or phrase to describe your ideal logo REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 15. Visual Branding The creative brief Who are you? What do you do? What are your goals? How would you like to be perceived? Who is your audience, demographics? Who is your primary competitor? List logos you like and why? What keywords describe your business? REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 16. Visual Branding The creative brief REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 17. Visual Branding Everyone wants a logo REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 18. Visual Branding What is a logo? REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 19. Visual Branding What is a logo? Primary symbol for your business A total of all the values you stand for Something you spend the most time and money on ( Therefore it is very costly to get wrong ) An icon that has to be meaningful for years A symbol that should make you proud REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 20. Visual Branding What makes the best logo? Keep it simple Use of color scheme Making it memorable Use appropriate fonts and font size Make it scalable REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 21. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 22. Visual Branding What tools do I use? REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 23. Visual Branding What tools do I use? Typography REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 24. Visual Branding Serifs – classic Sans Serifs – modern Decorative – distinct Cursive – informal Script – elegant http://www.collegehumor.com/video:1908292 REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 25. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 26. Visual Branding What tools do I use? Color REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 27. Visual Branding Blue: trustworthy, dependable, responsible, secure. Red: aggressive, energetic, provocative, danger Green: health, freshness, serenity, wealth, prestige Yellow: optimism, positivism, light, warmth Purple: mystery, sophistication, spirituality, royalty. Lavender evokes nostalgia and sentimentality. Pink: Hot - energy, youthfulness, fun, excitement Dusty - sentimental. Lighter - romantic. REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 28. Visual Branding Orange: exuberance, fun, vitality, gregarious Brown: simplicity, durability, stability Black: serious, bold, powerful, classic White: simplicity, cleanliness and purity Warm colors send an outgoing, energetic message Cool colors are calmer and more reserved REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 29. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 30. Visual Branding http://kuler.adobe.com/ REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 31. Visual Branding What tools do I use? Art REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 32. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 33. Visual Branding Jim Parkinson h?p://www.typedesign.com REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 34. Visual Branding But there is so much more… REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 35. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 36. Visual Branding REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 37. Visual Branding Corporate Idenaty Manual Branding Guide REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 38. Redesign Workshop Texas Center for Community Journalism Texas Christian University March 9-11, 2011 REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011
- 39. REDESIGN WORKSHOP TEXAS CENTER FOR COMMUNITY JOURNALISM TCU MARCH 9-‐11,2011