Transcript Get to kNOw: ATTC Network Style Guide

Get to kNOw…
The ATTC Network Visual Identity
May 2008
Webinar: Melanie Adkins, M.A.
Today’s Road Map
• Intro to presentation
• A MarStudies: Repositioning
keting Context
• Case
• What is Visual Identity?
• ATTC Network Visual Identity
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Who am I?
“Like a good neighbor..”
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THE RESPONSE PROCESS:
FOUR MODELS
Stages
Cognitive
Stage
Affective
Stage
Behavioral
Stage
AIDA
model
Attention
Interest
Desire
Action
Hierarchy of
effects
model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Innovation
adoption
model
Information
processing
model
Presentation
Awareness
Attention
Comprehension
Interest
Yielding
Evaluation
Retention
Trial
Adoption
Behavior
Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001
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Case Study:
Sonic Corporation
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Case Study:
Miller Lite
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What is a Visual Identity?
Sales Focus
Sales Focus
Corporate Identity
Magazine Advertising
Brochures
Power Point Templates
Newsletters
Awareness
Focus
Trade Show Displays
Promotional Products
Visual Identity
Branding
Logo
Advertising
Style Guide
Media Kits
Stationery System
Publication Design
Website
Brochure Design
Signage
Registration Format
Awareness
Focus
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THE RESPONSE PROCESS:
FOUR MODELS
Stages
Cognitive
Stage
Affective
Stage
Behavioral
Stage
AIDA
model
Attention
Interest
Desire
Action
Hierarchy of
effects
model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Innovation
adoption
model
Information
processing
model
Presentation
Awareness
Attention
Comprehension
Interest
Yielding
Evaluation
Retention
Trial
Adoption
…This is where
Visual Identity Lives
Behavior
Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001
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Benefits of Strengthening
our Visual Identity
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Opportunity for repositioning
Increases recognition
Increases professionalism
Increases *perceived dependability
*Branding 101: Perception is
EVERYTHING!!
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A Starting Point:
The ATTC Network Style Guide
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Logo
Color Palette
Font
Stationery
Brochures, Fliers
Website, E-Pubs
Power Point Slides
Wordsmithing
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Logo: Overview
PART I: “People” logomark
PART II: Unifying Tagline
PART III: Defining Tagline
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Logo: Part I
“Nude”
With Regional
Center
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Logo: Part II - Unifying Tagline
Logo: PART 2
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Logo: Part III - Defining Tagline
Logo: PART 3
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Logo: Part I, II and III Combined
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Color Palette: For All Publications
PRIMARY
SECONDARY
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Color Palette: A Closer Look
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Color Palette: Reversing the Logo
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Color Palette: What NOT to DO!
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Paper Stock
•Bright white, uncoated paper stock is preferred.
•Natural tone or off-white paper stock will have a
tendency to mute these colors, thereby
projecting an inconsistent image of the
organization.
•IN NO EVENT SHALL FLOURESCENT OR
COLORED PAPER OF ANY KIND BE USED
FOR THE ORGANIZATION’S COLLATERAL.
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Font Type: For all Publications
Titles/Headers/etc:
Body Copy:
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Stationery
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Brochures, Flyers
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Website, E-Pubs
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PTT Slides: Title Pages, Customized
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PPT Slides: Title Pages, Generic
A
B
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PPT Slides: 2nd Pagers
A
B
C
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Wordsmithing
USE:
The ATTC Network
The Network
USE:
Regional Center
The Center
The ATTC Regional Center
USE:
The ATTC National Office
The National Office
The Central East ATTC
Central East
The Mid-America ATTC
Mid-America
NEVER USE:
ATTC’s
The ATTC
The National Network
NEVER USE:
RC’s
Reg Centers
NEVER USE:
NO
CEATTC
MAATTC
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Coming in the Style Guide..
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Blending Initiative references
Credentialing VIPs
Cataloging Publications
APA style guide reminders
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The ATTC Network
Visual Identity
“A brand is a living ENTITY, and it is
enriched or undermined
cumulatively over time, the product
of a thousand small gestures.”
Michael Eisner, Disney CEO
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More to Come…
•Always contact me with questions
•We’re happy to help with templates
•All these items will be posted for your use
•iNSiDER: Promotions and Branding, find templates
Melanie Adkins, M.A.
Communications Manager
(816) 235-6988
[email protected]
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