BUILDING

A BRAND

AND OTHER ART KNOWLEDGE YOU NEED

DURING A BUILDING PROJECT

WE WILL DO A BRIEF

OVERVIEW OF…

What is Branding?

Fonts

Colors

File Types

Picking a Graphic Designer

(if you don’t already have one)

WHAT IS BRANDING?

Simply put, your brand is your promise to

your customer.

BUT WHAT IS IT

REALLY…

A name, symbol or

design that identifies

and differentiates you

from everyone else.

(Its how you know which

eye liner to pick up)

HUH?

A visual

representation of

your reputation.

Which car

company would

you trust more…

CONSISTENCY

Its beyond your logo, its the experience

and customer service people expect from

you – and that needs to be consistent.

WHAT

COMPANY’S

CAFETERIA IS

THIS?

LETS PLAY A GAME!

PEPSI!

NO… COCA-COLA

WHAT IS THE

NAME OF THIS

STORE?

THE APPLE STORE!

WHOSE CORPORATE

OFFICES ARE THESE?

YOU HAVE

TO GET THIS

ONE…

NOW…

THE HARD

ONES…

THINGS TO TAKE INTO

CONSIDERATION WITH BRANDING

FONTS…

Whatever you choose (or are using),

keep it consistent in your signage.

A A A ASan Serif Serif Script/Cursive Decorative

DOES YOUR

FONT MATCH

YOUR

BUILDING?

MODERN, CLEAN,

MINIMALIST, ANGULAR

ASan Serif

CLASSICAL, ROMAN,

HISTORY, PERMANENCE

ASerif

WHIMSICAL,

COUNTRY, PERSONAL

AScript/Cursive

HAS FLAIR, CHARACTER,

PERSONALITY

ADecorative

HOW DOES IT WORK IN YOUR

SIGNAGE?

THINGS TO TAKE INTO

CONSIDERATION WITH BRANDING

COLORS…

Do you have a set color

palette?

If the colors are consistent

in your website and

marketing, why not bring it

through your building?

On a screen

RGB

Printed on Paper

CMYK

Printed on Other

PMS

WHAT KIND OF COLORS DO

YOU USE?

#00a79d

For Making Graphics

HEX code

PMS –

PANTONE MATCHING SYSTEM

http://www.ginifab.c

om/feeds/pms/

#00a79d

FILE TYPES

.JPG (Joint Photographic Experts Group)

.TIFF (Tagged Image File Format)

.PNG (Portable Network Group)

.PDF (Portable Document File)

.PSD (Photoshop Document)

.AI (Adobe Illustrator)

.EPS (Encapsulated PostScript)

.ZIP

A WHAT?

.JPEG (Joint Photographic Experts Group)

As the quality of a JPEG file increases (resolution), so does the file size and the file download time. Does not support transparency.

.TIFF (Tagged Image File Format)

The ability to store image data

in a lossless format makes a TIFF

file a useful image archive, because,

unlike standard JPEG files, a TIFF

file using lossless compression

(or none) may be edited and re-saved

without losing image quality.

THEY DO THAT?

.PNG (Portable Network Group)

File format that supports transparency. PNG was designed for

transferring images on the Internet, not for professional-quality

print graphics, and therefore does not support non-RGB color

spaces such as CMYK.

.PDF (Portable Document File)

Adobe document reader that allows portability. Often used on the

Web for better control of page layout.

LAYERS OF A PDF…

PRINTING THE LAYERS…

PRINTING THE LAYERS…

YOU SHOULD NEVER

SEE THESE!

.PSD (Photoshop Document)*

Native bitmap file format of the Adobe Photoshop graphical

editing application.

.AI (Adobe Illustrator)*

File format of the

Adobe illustrator

graphical editing application.

OH REALLY?

.EPS (Encapsulated PostScript)

Simply, an EPS file is a PostScript program, saved as a single file that includes a low-resolution preview "encapsulated" inside of it, allowing some programs to display a preview on the screen.

.ZIP

Compressed files take up less

storage space and can be

transferred to other computers

more quickly than uncompressed

files. You can also combine

several files into a single

compressed folder.

OPENING A .ZIP FILE

WHAT IS RESOLUTION?

Image resolution is the detail

an image holds. The term

applies to raster digital

images, film images, and

other types of images. Higher

resolution means more image

detail. Resolution units can be

tied to physical sizes or to the

overall size of a picture.

RASTER VS VECTOR?

AND WHY DO I CARE?

Raster graphics image is a dot matrix data structure representing

a generally rectangular grid of pixels, or points of color, viewable

via a monitor, paper, or other display medium. (jpg, psd)

AND VECTOR…?

Vector graphics is the use of

geometrical primitives such as

points, lines, curves, and

shapes or polygons—all of

which are based on

mathematical expressions—to

represent images in computer

graphics. (png, pdf, ai, eps)

Breathe – that’s the end of the

boring stuff.

WHY DO YOU NEED THIS INFO?

Well, you actually

don’t… if you

have a designer.

WHAT ARE SOME THINGS YOU

LOOK FOR IN A DESIGNER?

Portfolio

Previous Experience

Clear Communication Skills

Plus some other stuff

PORTFOLIO

Look at their portfolio to make sure their ‘style’ matches what your library wants.

(e.g. don’t hire a death metal/motorcycle illustrator)

PREVIOUS EXPERIENCE

It helps if they have

been though this

process before. Not

all artists can do

the same type of

project, so make

sure this isn’t their

first rodeo.

CLEAR COMMUNICATION

SKILLS

Are they

professional?

Do they hit

deadlines?

What is the best

form of

communication for

both of you?

CONTRACTS

Do they make sure everyone is on the same page as far as expectations, needs, and timelines?

Did you review everything?

Would you buy a house without a contract?

HINTS

You can have the designer and the printer/sign maker email

directly so you don’t have to play middle man.

Ask your builder if they have any recommendations -- they

also might have one on staff!

Do you have any community partners that recently went

through the building process? Do they have

recommendations?

QUESTIONS?

Thanks for sitting

through this!

Feel free to

contact me with

any questions…

Kacey@esrl.org