consistency in communication design. a strategic approach to communications determine the most...
TRANSCRIPT
Consistencyin
CommunicationDesign
A strategic approach to communications
• Determine the most appropriate communications tactics – does it always make sense to print?
• Achieve greater impact, implement high quality, effective communications.
• Create resource efficiency for both personnel and material.
Objectives
Electronic outreach is an effective strategy to reach the public
Effective use of personnel and material
• Engineers, managers, and administrative staff producing postcards, flyers, etc. is NOT an effective use of their time
• By combining print runs, the city saves money and resources• Producing electronic material instead of printed material saves
additional funds• For example: The amount of paper expected to be saved
annually by producing the new electronic version of the city’s “Grady Grapevine”: 8,400 sheets
• Using multiple methods of communication achieves better results
• Create a standard appeal that brands our city• Leverage the mileage we have from the marketing campaign yet
establish a distinct city presence• Take advantage of the branding power of our website• Ensure consistency and better alignment• Streamline our process• Establish standards and protocols for the use of logo, website
address, ADA information, etc• Create the ability to target
• Externally to appeal to diverse customer needs• Internally to reflect the uniqueness of our programs and
departments
Creating Professional Publications
Previous City of Renton publications
Diverse subject matter but no cohesive design standard, inconsistent logo use and no unified presence.
Previous City of Renton publications
• Design inconsistent between city departments; sometimes inconsistent even within same department
• Many city brochures/flyersare being designed byengineers, administrativestaff and wide rangeof staff
Recent City of Renton publications
Diverse subject matter with numerous color choices and distinctive
presentation, while subsequently providing cohesive design standard, a more
consistent logo use and unified presence.
Recent City of Renton publications
• Create high-quality professional publications without expending additional resources while leveraging our “brand”
• Consistent use of city brand, city logo and “Ahead of the Curve”
• Consistent placement of website and other key information
City’s Look
• New city “brand” isconsistent and cohesive, while allowing diversity with the use of images and color choices to target various audiences, promote varying events anddifferentiatedepartments
Recent City of Renton publications
• Use of “Wave”with city logopulls fromwell establisheddesign elementssuch as the city’shome page onthe web
Recent City of Renton publications
• Design lends itself well to photographs and many diverse functions, including posters, brochures, flyers, and Power Point presentations
Recent City of Renton publications
• We’ve trained key staff to use standard software and follow consistent design guidelines
• Templates allow consistent look that is replicable by any/all members of trained communications team
City’s current letterhead, business cards
• Out-of-date e-mail addresses• Outdated color paper stock• Lack of consistency, with several
variations of business cards (e.g. gold foil on some, printed others)
• Complicated and more expensive printing process
• “Ahead of the Curve” marketing campaign logo not included on business cards
Proposed new letterhead, business cards
• Includes new e-mail addresses• Utilizes same “family” of paper,
therefore no additional costfor transition to new paper
• New business cards, stationery and envelopes will be transitioned into service without incurring undue additional costs
• Streamlines printing process and potentially saves cost
• City-wide needs assessment and roll-out of design options• Create design templates and manual• Transition to new stationary• Create centralized photo library • Continue communications training
Next Steps
Examples
• “Wave” -vs- “Swoosh”
Examples
• “Wave” -vs- “Swoosh”
Examples
• “Wave” -vs- “Swoosh”
Examples
• “Ahead of the Curve” use. When? Where?
Front Cover Back Cover
Examples
• “Ahead of the Curve.” When? Where?
Upper Right
Examples
• “Ahead of the Curve.” When? Where?
Upper Right Lower Right
Examples
• “Ahead of the Curve.” When? Where?
Upper Right Lower Right
Back Page, Centered
Examples
• Color. Have fun with it…
Examples
• Color. Have fun with it…
Examples
• Color. Have fun with it…
Discussion
• Any questions? Comments? Suggestions?
• City-wide needs assessment and roll-out of design options• Create design templates and manual• Transition to new stationary• Create centralized photo library • Continue communications training
Next Steps