A complete branding case study
Posted in: Branding
This case study shows the branding process from concept and design to the application and branding of website, collaterals, website and signage.
Typografik was hired by Executive Director Paul D’Agostino to redesign the corporate logo signature, color scheme and collaterals for the Child Abuse Council from Tampa, Florida.
The complete branding process:
Shown below is the original logo signature and some of the collaterals used previously by the Child Abuse Council. The color combination was not very engaging, different colors were used for different publications including shades that didn’t relate to the main color scheme which was green and purple. There were serious typographic flaws and the identity was not being used systematically.
The very first step in the development of a brand is the conceptualization of the logo signature. The new logo signature is the visual synthesis of what the corporation does.”Brainstorming” and sketching is a very important part the process. Large and small studios start (or should) start here. From these sketches and illustrations a symbol or symbols are chosen to be the potential new logo signature. These sketches are properly rendered and brought into Illustrator or Fontographer for vectorization. This creates clean symbols that are resolution independent. The new symbol will be the main visual identifier for the corporation.
After the symbols have been rasterized a few choices are presented to the client as the final choices. Usually three to four choices are presented to the client. But If some of these symbols are good more options can be shown as finals. The next image shows the different symbol alternatives shown to the Child Abuse Council as finals.
The next step in the process is to select the typographic family that will become the new corporate font. Type is arranged in families and the various weights are “family members” some fonts are very complete and have quite a few family members or weights while others like display fonts have only one weight. A combination of text and display fonts can be used for different purposes. Text fonts are suitable for collaterals and display fonts are ideal for a logo type or billboards and signage.
Next is the development of a color scheme commonly known as the “Color palette” this is the combination of primary, secondary and accent colors. Colors are no longer referred to as: “Lime Green” or “Fire Engine red” but as “PMS 376″ and “Process Red” PMS stands for Pantone Matching System. Pantone colors are used literally by all printers from around the globe.
These colors can be used in every possible combination for the screen or printed collaterals. These Pantone colors have a screen equivalent for web design, these are called HEX colors.
Once the type families have been chosen and a color scheme has been created is time to bring the chosen logo signature and colors together to create the brand. The brand is much more than just the logo, it is the systematic use of all the previously mentioned elements and their application to printed or electronic materials.
The following materials shown are the different flyers, postcards, newsletter design and campaign that were branded according to the new visual guidelines. Something very important to mention is that Mr. D’Agostino worked very closely with Typografik, it is important to hear the clients opinions and the reactions of other team members. These materials were tested with different groups to asses the visual impact and communicative factors. Mr. D’Agostino gave Typografik artistic license to make decisions which, is the very best to let the creative people be creative.
The materials shown above are the corporate folder and corporate brochure. Below are the first flyer used to announce the new identity and a poster to promote the Child Abuse Council services.
The following posters are a campaign designed by Typografik to celebrate the Council’s 30th Anniversary. The campaign has a very good response from donors and organizations that support the Child Abuse Council.
The following materials are the corporate identity kit, annual reports and newsletter design. For a preview of the new corporate website please visit the web design section.
