Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

05 Consistency

04 VisualIdentity

03 Message01 Relevance

02 Audience

The TOP 5 Aspects of a Successful Brand

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Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITYPeople attribute personality to servicesand products based on their appearanceand how they interact.

Elements of a Brand Identity:

• Logo Graphic • Color Use • Typefaces • Visual Library - Photos

- Illustrations

26

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

TRY IT!Can you identify the followingRETAIL CHAINS based on a partof their logo graphic…

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

27

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

Keeping your logo graphic frombeing distorted enhances itsability to be recognizedquickly and easily.

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

28

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

Protect your brand from an early demise…

Don’t mess with the logo.

The Stretched or Squished

logoThe Tilted

logoThe Re-colored

logoThe Retyped

logo

The LowResolution

logo

04: VISUAL IDENTITY

29

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

TRY IT!Match these restaurants with their brand colors… Pizza Hut Chili’s IHOP Dunkin Donuts KFC Burger King Starbucks Taco Bell

30

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

Using your organization’scolor palette reinforces yourestablished brand

31

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library - Photos

- Illustrations

Establish a consistent set oftypefaces (fonts) that you usein your materials… and stickwith them!

Serif

Sans-Serif

Display

Script

Ex: Times, Georgia

• Most easily read typefaces• Good for use in paragraph text• 12-14pt (14pt is ideal for older audiences).

Ex: Arial, Trebuchet, Verdana

• Great to show contrast for headlines, subheads and call-out text.• Usually used 2pt larger than paragraph text.

Ex: Trajan, Papyrus, Comic Sans

• Good for conveying a theme• Mostly used sparingly for headlines, where they can be displayed at 18pts or larger.• Always test for readability!

Ex: Mistral, Holly

• Can be VERY difficult to read.• Not for paragraph text.• Alternate idea: Use italicized versions of traditional fonts.

32

Funded by the US Department of Labor. Pathways TA Social Marketing Initiative.

04: VISUAL IDENTITY

Elements of a Brand Identity:

• Logo Graphic

• Color Use

• Typefaces

• Visual Library

Compile a library of stock imagesand photos that you have takenon your own. Reuse illustrationsand icons across your materials.

Illustrations:

Photos:

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