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Two Steps is a nonprofit organization promoting the real importance of community relationships. The goal is to bring neighbors two steps closer to the things that make up positive communities. Based on Gestalt psychology, the broken connection points of the logo mark create a visual want for a unified whole and embodies the promise of Two Steps’ intended experience—to not only be connected, but to feel connected in one’s own community. Due to the flexibility of the tagline, the signature acts as the mark does and becomes customizable. The secondary marks allow the brand to resonate with specific targeted audiences by the four broken sections representing: suburban, urban, commercial, and rural communities.
Citation preview
Closer To CommunityTwo Steps Brand Identity Manual
steps
Kathryn BellDesigner
Brand Identity Manual
02 • Profile
04 • Brand Visuals
Identity
08 • Logo marks
10 • Logo signatures
12 • Size restrictions
14 • 100% black logo
16 • Grayscale logo
18 • Vertical & horizontal marks
20 • Vertical & horizontal signatures
22 • Unacceptable treatments
24 • Clear space requirements
26 • Primary & secondary colors
28 • Primary & secondary typefaces
Business System
34 • Business cards
36 • Letterhead
40 • Envelopes
Brand Identity Manual
Print Collateral
44 • Brochure
46 • Fundraising flyer
Environmental Graphics
50 • Spoke accessories
52 • Door hangers
54 • Community graphics
Digital
58 • Avatar
60 • iphone digital application
62 • Website
Process
66 • Moodboards
68 • Notes
70 • Naming
72 • Logo iterations
76 • Sitemap & wireframes
78 • User personas
2
The goal is to bring neighbors two steps closer to the things that make up positive communities.
ProfileTwo Steps is a nonprofit organization promoting the real importance of community relationships. Two Steps strives to eliminate the common feeling of isolation, believing it’s not enough to be connected, it’s about feel-ing connected in one’s own neighborhood. Two Steps originated in Saginaw, Michigan and is making efforts to expand their brand nationwide. Positive neighborhoods lead to happier lives and it all begins with the foundation of healthy relationships. Studies have shown that build-ing rapport within communities increases happiness, decreasing stress and in turn lengthens life spans. Its goal is to bring neighbors two steps closer to things that make up a positive community.
Its strategy consists of customizable signature marks, an annual event, and awareness tactics. Customizable sig-natures are used to form a sense of belonging toward the Two Steps brand, targeting the four types of communi-ties: suburban, urban, commercial, and rural.
Two Steps devotes its annual event toward extending a hand to one another. It acts as an icebreaker to introduce neighbors, hoping to, one day, become a nation-wide declared day. Lost virtues like warm greetings, eye contact, and hospitality return to the forefront of daily routines. As relationships are built and nurtured, people begin to value the impact made in their everyday lives.
Two Steps positions its organization to appeal to every-one within a community, meeting the needs of residents, businesses, and town representatives. As beneficiaries of Two Steps, ideal living environments and networking advantages are formed. The relationships made between homeowners carry over from neighborhood blocks to local businesses and organizations within communities. Churches, associations, and small businesses have the opportunity to take advantage of Two Steps day and host a welcome gathering to promote their specific needs. Two Steps day also allows respected community members like mayors, law enforcement workforces, and fire depart-ments to network with the people of their jurisdiction.
Two Steps is motivated by the well-being for a single individual, community, and nation. A recent study shows that odds for survival rise by fifty percent if connec-tions are made between friends, family, neighbors, and colleagues. Close-knit relationships within a local area can lead to positive changes. More people choosing to buy local aids the economy. Childhoods are enriched when safety is established through familiarity and trust. Adults can confide in neighbors to look after homes, fulfil favors, or simply socialize with.
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steps
4
Design visuals and patterns are used to emphasize multiple design references of the primary mark.
Visuals & patternsThe design visuals and patterns are used to emphasize multiple design references of the primary mark. The yellow strokes of the mark resemble road marks and the shapes resemble neighborhood layouts. These distinct shapes are taken out and applied to patterns. The dots within the “2” are take out and applied to a polka-dotted pattern. The dots become a texture to represent connec-tion points or population dots.
Also, road maps become visual elements used to represent the neighborhood layout for each type of community For example, spaced out road are rural areas and winding, close-knit roads represent suburban areas.
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6
Commercial
Suburban
7
Rural
Urban
8
The broken connection points create a visual want for a unified whole.
Primary markThe Two Steps primary mark is the foundation for the brand’s identity. The mark embodies the promise of Two Steps’ intended experience—to not only be con-nected, but to feel connected in one’s own community.
The symbol is a world-shaped circle, holding connection points to form the number two in the brand’s name. The broken connection points create a visual want for a unified whole, based on Gestalt psychology. The yellow strokes resemble road marks and the shapes resemble neighborhood layouts. The type is set in Helvetica Neue, similar to existing road sign lettering. Due to multiple design references, the mark has to be treated in a thoughtful and considered manner.
Secondary marksThe secondary marks allow the brand to resonate with specific targeted audiences. The broken sections of the two are used to represent the four types of communities: suburban, urban, commercial, and rural.
The kinetic logo allows a sense of belonging to form toward the Two Steps brand, relating to more people. Once each section, representing a community, is adapted and symbolically accepted, they can be applied aside from the words “Two Steps”.
9
steps
stepssteps
steps steps
Primary mark
Secondary marks
1010
Due to the flexibility of its tagline, the signature acts as the mark does, and becomes customizable.
Primary signatureThe signature is used to further communicate who Two Steps is and what they promote. The tagline can be read as part of the title, reading “Two steps closer to community” or it can be read as its own sentence aside from the name. Due to the flexibility of its tagline, the signature acts as the mark does and becomes customizable. This feature furthers Two Steps’ mission to connect community neighborhoods while relating to individuals on a personal level.
Secondary signaturesEach of the four symbols identifies itself using second-ary signatures. There are specific pairings of marks to taglines. For example, the yellow section representing suburban areas is paired with the “Closer to suburban communities” tagline. However, users are given the right to substitute “communities” for a specific city or region apart of a branded community type.
1111
stepsCloser to commercial communities
stepsCloser to community
stepsCloser to rural communities
stepsCloser to suburban communities
stepsCloser to urban communities
Primary signature
Secondary signatures
12
Two Steps doesn’t like to hide. Size restrictions help maintain its visibility.
Mark size restrictionsAll vertical marks have a minimum size of 0.2443" X 0.2684"
All horizontal marks have a minimum size of 0.58" X 0.17"
Signature size restrictionsAll vertical signatures have a minimum height of 1.26" The minimum width is proportional to the height due to multiple signature lengths.
All horizontal marks have a minimum height of 0.645". The minimum width is proportional to the height due to multiple signature lengths.
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steps
0.2443" X 0.2684"
steps
0.58" X 0.17"
stepsCloser to community
Height of 1.26"
stepsCloser to community
Height of 0.645"
14
The all black option is only to be used when color or grayscale can absolutely not be achieved.
100% black marksThe all black option is only to be used when color or grayscale absolutely not be achieved. The primary mark is the only mark available in 100% black because it is the only one that consists of two values. The other marks are 3 color.
100% black signaturesThe all black option is only to be used when color or grayscale absolutely not be achieved. The primary signature is the only signature available in 100% black because it is the only one that consists of two values. The other signatures are 3 color.
15
steps steps
stepsCloser to community
stepsCloser to community
100% black marks
100% black signatures
16
The grayscale options should only be used when color cannot be achieved.
steps
steps
steps
steps
Grayscale marksThe grayscale options are available in all symbol types and can only be used when color cannot be achieved. The highlighted sections of the 2 are 20% black. The un-highlighted sections of the 2 are 70% black. The circle and type are 90% black.
steps
17
Grayscale signaturesThe grayscale options are available in all signature types and can only be used when color cannot be achieved. The highlighted sections of the 2 are 20% black. The non-highlighted sections of the 2 are 70% black. The circle and type are 90% black.
stepsCloser to commercial communities
stepsCloser to urban communities
stepsCloser to community steps
Closer to rural communities
stepsCloser to suburban communities
18
Logo mark options are available in color, grayscale, and 100% black.
Vertical marksThese are some possible vertical , primary mark options. They are available in color, grayscale, 100% black. The available bounding box options are white, yellow, gray, and 100% black.
These are some possible secondary, vertical mark options. They are not available in 100% black due to highlighted portions of the “2” in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.
Horizontal marksThese are the only possible horizontal, primary mark options. It is available in color, grayscale, 100% black. The available bounding box options are white, yellow, gray, and 100% black.
These are the only possible secondary, horizontal mark options. They are not available in 100% black due to highlighted portions of the “2” in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.
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steps
stepssteps
steps
steps
stepssteps
steps steps
stepssteps steps
steps
steps
steps
20
Signature options are available in color, grayscale, and 100% black.
Vertical signaturesThese are the only possible vertical, primary signature options. It is available in color, grayscale, 100% K. The available bounding box options are white, yellow, gray, and 100% K.
These are the only possible secondary, vertical signature options. They are not available in 100% K due to high-lighted portions of the 2 in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.
Horizontal signaturesThese are the only possible primary, horizontal signa-ture options. It is available in color, grayscale, 100% K. The available bounding box options are white, yellow, gray, and 100% K.
These are the only possible secondary, horizontal signature options. They are not available in 100% K due to highlighted portions of the 2 in Two Steps. It is available in color and grayscale. The available bounding box options are white and yellow.
21
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community steps
Closer to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
stepsCloser to community
22
To remain identifiable and to provide a sense of belonging, the logo must be treated appropriately.
Unacceptable treatments for the 2The dots of the 2 cannot be removed. Highlighted por-tions of the 2 cannot be highlighted in any other way than originally designed. The stroke of the 2, cannot be enhanced in anyway.
step step
step
s s
ssteps
Unacceptable treatments for the scaleNo signature or mark can change in letter spacing or orientation. There can not be a change in proportions
step
s
stepssteps
s t e p s
23
Unacceptable treatments for the circleNo signature or mark should have the 2, in Two Steps, out of the circle. The circle can not be changed to a low contrasting color against the yellow 2. The only colored combinations are yellow on gray, white on black, gray on white. The size of the circle can not change.
steps steps
steps steps
Unacceptable treatments for the taglineNo signature can have a change in style by bolding or using italics to emphasis a certain word. The size of type must be consistant throughout and cannot be enhanced or reduced in size. The rule line cannot be removed The tagline can not be flush left or right. It has to stay cen-tered to the rule line.
step
step
s
s
stepsCloser to community
Closer to community
Closer to community
stepsCloser to community
24
Clear space requirements maintain the brand’s maximum legibility, function, and identity.
Clear space requirementsConsistent proportional spacing is significant throughout each brand mark and signature. The proportion require-ments maintain the brand’s maximum legibility, function, and identity. The clear space zone is calculated around the perimeter of each brand component. The clear space is proportionate to the cap height of the word “steps” in the brand mark. The spacing requirements apply to all brand components including marks, signatures, and symbols.
cap height
clear space
1/4 cap height
1/2 cap height
3/4 cap height
25
steps
Mark with bounding box
Symbol
stepsCloser to community
Signature
stepsMark
26
Colors resemble stoplights, yellow street marks, gray community sidewalks, and a rose red accent.
Primary colors
Secondary colors
PANTONE 7 U • CMYK 20 11 12 30 • RGB 155, 158, 160 • HTML 9B9EA0
PANTONE 199 U • CMYK 0 96 80 0 • RGB 221, 80, 97 • HTML DD5061
PANTONE 11 U • CMYK 30 17 8 51 • RGB 122, 125, 129 • HTML 7A7D81
PANTONE 344 U • CMYK 45 0 39 0 • RGB 142 216 172 • HTML 8ED8AC
PANTONE YELLOW U • CMYK 0 0 93 0 • RGB 255, 232, 0 • HTML FFE800
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28 Identity
Helvetica Neue, similar to existing road sign lettering, is paired with ArcherPro, a complimentary serif typeface.
Primary typefaceArcherPro is used as a secondary typeface. If ArcherPro is not a feasible option the alternative is the typeface Rockwell.
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
E x t r a L i g h t
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
L i g h t
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
B o o k
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
M e d i u m
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
S e m i b o l d
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
ArcherPro
B o l d
30
Secondary typefaceHelvetica Neue (T1) is used as a secondary typeface. If Helvetica Neue is not a feasible option the alternative is the typeface Arial.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
35 Thin
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
37 Thin Condensed
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
47 Light condensed
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
55 Roman
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
57 Condensed
31
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
6 5 M e d i u m
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
9 5 B l a c k
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
9 7 B l a c k C o n d e n s e d
A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
Helvetica Neue (T1)
7 7 B o l d C o n d e n s e d
32
33
Business System
stepsCloser to community
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Rhonda WebbFounder
P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518
steps
November 10, 2012
Jack Johnson
4545 N. Smith Rd.
Saginaw, MI 48603
Dear Mr. Johnson,
Two Steps Campaign was started in order to create and strengthen partnerships among neighbors. The neighborhood environment is enhanced when there is cooperation among neighbors and a sense of caring permeates the community. We must begin the process of creating and maintaining relationships with our neighbors to affect positive change in our neighborhoods.
Without first establishing some level of communication it can be difficult to have positive relationships between neighbors. The simplest infringement can quickly escalate to dangerous conditions if the element of cooperation and friendly communication has not been previously introduced.
A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.
Regards,
Rhonda Webb
Donald O’haire
3455 Willow Street
Saginaw, MI 48603
Two Steps
P.O. Box 5747
Saginaw, MI 48603-5747steps
Two Steps
P.O. Box 5747
Saginaw, MI 48603-5747stepsDonald O’haire
3455 Willow Street
Saginaw, MI 48603
Two Steps
P.O. Box 5747
Saginaw, MI 48603-5747steps
34
Two Steps resonates with anyone receiving their business cards through community patterned, personalized backs.
Business CardsThe business cards use community patterns throughout each one. Each person who has a business card in their name, has a personalized back, with their home community pattern.
35
stepsCloser to community
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Rhonda WebbFounder
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Jeffery WillardVice President
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Wayne ClarkeCouncil Member
stepsCloser to community
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Katie BruensPresident
stepsCloser to community
stepsCloser to community
36
The letterhead will be used to greet, inform, and motivate recipients.
LetterheadThe letterhead is 8.5x11" with full bleeds. Everyone receiving a letterhead includes shareholders, stakeholders, and prospects of Two Steps. Contact information is always provided.
37
P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518
steps
November 10, 2012
Jack Johnson
4545 N. Smith Rd.
Saginaw, MI 48603
Dear Mr. Johnson,
Two Steps Campaign was started in order to create and strengthen partnerships among neighbors. The neighborhood environment is enhanced when there is cooperation among neighbors and a sense of caring permeates the community. We must begin the process of creating and maintaining relationships with our neighbors to affect positive change in our neighborhoods.
Without first establishing some level of communication it can be difficult to have positive relationships between neighbors. The simplest infringement can quickly escalate to dangerous conditions if the element of cooperation and friendly communication has not been previously introduced.
A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.
Regards,
Rhonda Webb
38
stepsCloser to community
Phone 989-392-6518Website www.twosteps.orgAddress P.O. Box 5747 • Saginaw, MI 48603
Rhonda WebbFounder
1/2"
3.8"
3.8"
System specificationsThe units and increment measurements are required all letterhead and business card print pieces.
0.5"
39
P.O. Box 5747 • Saginaw, M • 48603-5747 • www.twosteps.org • 989-392-6518
steps
November 10, 2012
Jack Johnson
4545 N. Smith Rd.
Saginaw, MI 48603
Dear Mr. Johnson,
Two Steps Campaign was started in order to create and strengthen partnerships among neighbors. The neighborhood environment is enhanced when there is cooperation among neighbors and a sense of caring permeates the community. We must begin the process of creating and maintaining relationships with our neighbors to affect positive change in our neighborhoods.
Without first establishing some level of communication it can be difficult to have positive relationships between neighbors. The simplest infringement can quickly escalate to dangerous conditions if the element of cooperation and friendly communication has not been previously introduced.
A Bingham Young University study of social networks, looked at over 300,000 people across 4 continents over a 7 year period. The study concluded that having good friends appears to boost the survival rates of individuals. The lead researcher, professor Juliane Holt-Lundstad noted that “When someone is connected to a group and feels a responsibility for other people, that sense of purpose and meaning translates to taking better care of themselves and taking fewer risks.” She reports that social connections - friends, family, neighbors or colleagues improve our odds of survival by 50%.
Regards,
Rhonda Webb
2.5"
0.5"
2.5" 1"
0.5"
40
The envelopes are nonprofit friendly. There is a special occasion option and a standard black and white option.
EnvelopesThere are two envelope options available, one full color and one black and white version. The black and white version is printed directly on the envelope. The full color version has an all yellow flap with full color return address labels for special occasions.
41
Donald O’haire
3455 Willow Street
Saginaw, MI 48603
Two Steps
P.O. Box 5747
Saginaw, MI 48603-5747steps
Donald O’haire
3455 Willow Street
Saginaw, MI 48603
Two Steps
P.O. Box 5747
Saginaw, MI 48603-5747steps
Print Collateral
Please join us for Two Steps’ first
annual bowling fundraiser event.Saturday, May 21, 2012
Stardust Lanes3:00 pm–5:00 pmRegistration begins at 2:30 pm
_____ Yes, please register me for the first annual Two Steps’ fundraising event.
Name
Address
City, State, Zip
Ph.#
Enclosed is my check for:
_____ $150 full bowling lane priviledges (up to six bowlers on a single lane)
_____ $75 half bowling lane priviledges (single lane shared with another team of three)
Event DetailsStardust Lanes Address3750 Bay RoadSaginaw, MI
Team prices$150.00 team of six$75.00 team of threeIncludes pizza, pop, prizes and more
Registration InformationOnline: www.twosteps.org Phone: 989-392-6518
Registration ends May 11, 2012
Payment informationSend to: P.O. Box 5747 Saginaw, MI 48603 -5747
Enclose your check or money order and make payable to “Two Steps”.
Please fill this form out completely. Enclose your check or money order Make payable to Two Steps.
Send to: P.O. Box 5747 Saginaw, MI 48603 -5747steps
44
BrochureThe brochure is a 15 x 7" roll fold with four pockets in the inside. The brochure contains a layout that introduces all the secondary logo symbols and the communities they represent. Other information consists of it’s founder, goals, purpose and annual events.
The roll fold shell acts as a folder with basic organization information to be printed off in bulk, stored, and saved for inserts. The pockets allow for print materials to stay up-to-date and for additional inserts to be interchanged.
The pockets shown hold personal stories regarding impactful neighborhood experiences. The inserts can be printed on 8.5 x 11" paper, using house printers.
The 3.5 x 7" inserts make for easily updated information, resulting in cost effective flexibility.
45
Two steps closer to safety
Two steps closer to fellowship
Two steps closer to support
Two steps closer to hospitality
Two steps closer to friends
Two steps closer to generosity
Two steps closer to playmates Two steps
closer to favors
Two steps closer to opportunity
Two steps closer to comfort
Two steps closer to conve-nience
Commercial AreasUrban Areas Rural AreasSuburban Areas
Folder
46
Fundraising flyers get the word out in a bright convenient fashion.
Fundraiser flyerThe flyers are posted around communities, in store windows, office bulletin boards and on electrical poles. They have a perforated RSVPs attached to the bottom and are a form of accessibility to fundraising information in addition to website exposure.
47
Please join us for Two Steps’ first
annual bowling fundraiser event.Saturday, May 21, 2012
Stardust Lanes3:00 pm–5:00 pmRegistration begins at 2:30 pm
_____ Yes, please register me for the first annual Two Steps’ fundraising event.
Name
Address
City, State, Zip
Ph.#
Enclosed is my check for:
_____ $150 full bowling lane priviledges (up to six bowlers on a single lane)
_____ $75 half bowling lane priviledges (single lane shared with another team of three)
Event DetailsStardust Lanes Address3750 Bay RoadSaginaw, MI
Team prices$150.00 team of six$75.00 team of threeIncludes pizza, pop, prizes and more
Registration InformationOnline: www.twosteps.org Phone: 989-392-6518
Registration ends May 11, 2012
Payment informationSend to: P.O. Box 5747 Saginaw, MI 48603 -5747
Enclose your check or money order and make payable to “Two Steps”.
Please fill this form out completely. Enclose your check or money order Make payable to Two Steps.
Send to: P.O. Box 5747 Saginaw, MI 48603 -5747steps
Environmental Graphics
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a rural area.
steps
50
Spoke accessories make for unique conversation starters, initiating friendly rapport.
Spoke accessoriesBicycle spoke accessories become a creative and unique environmental graphic to bring awareness to Two Steps. They become conversation starters, carrying out the goal to initiate conversation. The spoke accessories is taken from each of the four sections of the Two Steps logo. Neighborhood residents can wear their own type of communities on their bicycles.
51
52
Door hangers act as ice-breakers to get neighbors two steps closer to lasting relationships.
Door hangerDoor hangers are downloadable attachments available on the Two Steps website. The door hanger works as an ice-breaker when introductions take place between neighbors on Two Steps day. Participants simply knock on the door, remind neighbors of the door hanger you left a day or two earlier so people can introduce themselves.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a rural area. I live in a suburban area.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a commercial area. I live in an urban area.
steps steps stepssteps
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a rural area. I live in a suburban area.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a commercial area. I live in an urban area.
steps steps stepssteps
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a rural area. I live in a suburban area.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a commercial area. I live in an urban area.
steps steps stepssteps
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I pledge to extend a hand of friendship to a neighbor on my block or in my community on Saturday, May 21, 2012.
Here is my address:
Two steps closer to:
Write your name or a neighborly trait.
I live in a rural area.
steps
54
Community graphicsEnvironmental graphics are a powerful emotionally resonate tool. Everyday, window-seat viewers pass by Two Steps’ eye-catching signs, bicyclists, and water towers. Using the secondary community-specific logos, the area in which a graphic is placed can be personalized.
The more the brand is seen, people feel a sense of belonging.
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Digital Applications
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The avatar is a motion graphic that morphs into the logo
1 2 3
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4 5 6
steps steps
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The digital application encourages community members to buy local, displaying searched local businesses nearest them.
iphone applicationThe iphone application gets users connected with local businesses closest to them. When people stay local and buy from self-employed, “mom and pop” businesses, community is being built. Employers get the favor returned, building the economy up. It is also a benefit for community members. mothers can find close-by daycares and people gain awareness of the area around them.
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Home page
WebsiteTwoSteps.org provides neighborhood blogs, news and updates related to Two Steps exposure, as well as, interactive quizes and their nonprofit overview. Event information, downloadable attachments, and up-to-date fundraising information are also displayed. Bloggers’ have displayed icons associated with what community they live in. The icons are the available logo symbols.
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Blog page
Participate page
Process
Participate Newsworthy About
Home Social Media
Blog
CheckingSavingsSummariesTransactionse-statements
Doorhangers
Tips & quiz
CheckingSavingsSummariesTransactionse-statements
Newspaper
Web exposure
CheckingSavingsSummariesTransactionse-statements
Overview
History
Contact
STEPS
66
Moodboards & inspiration to get the mind rolling and to build a vision.
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Idea generation and planning documentation
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1. Two Steps Directions
2. Est. Unity
3. Address & Est.
4. Building Blocks
5. Power in Numbers
6. Numbered In The Thousands
7. Two-way Street
8. Opportunity Knocks
9. Avenues
10. Personal Delivery
11. Yards Away
12. Go The Extra Mile
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Naming options went from 100, down to 12, then to 1. Two Step Directions was condensed down to Two Steps.
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1. Proximity
2. Yards Away
3. Yards From Me
4. Yard Care
5. Lawn Care
6. Block Party
7. Around The Block
8. Building Blocks
9. Building a Home
10. House To House
11. House To Home
12. Housing A Home
13. Returning Home
14. Home Address
15. Where The Heart Is
16. Back Home Roots
17. Setting Up Roots
18. Establish (EST.) Roots
19. Establish (EST.) unity
20. Establish (EST.) Care
21. Address
22. Address Joy
23. Address & Est.
24. Address and Establish
25. Address Relationships
26. Address Too
27. Power In Numbers
28. Power In House Numbers
29. Public Numbers
30. Public Domain
31. A Numbers Game
32. A Name Game
33. Safety In Numbers
34. Numbered In The Thousands
35. Numbered Among The Best
36. Number Up
37. Down The Right Road
38. Paving The Way
39. Paving The Road
40. Up The Road
41. Up The Way
42. Full Circle Drive
43. Neighborhood Network
44. No Labor Neighbor
45. Favor Neighbor
46. Won’t You Be My Neighbor?
47. Neighbors Helping Neighbors
48. Proud Neighbor
49. Like A Good Neighbor
50. The Friend Next Door
51. Two Step Directions
52. Two-way Street
53. Street Smarts
54. Discovering Avenues
55. Avenues
56. Cross Paths
57. Cross The Road
58. Beat A Path
59. Both Ends Meet
60. Making Ends Meet
61. Interact Ave.
62. Homemade Blv.
63. Homemade Relationships
64. Door to Door
65. Door Prize
66. Rapport Due
67. Return To Sender
68. Inviting Friends
69. Open Invitation
70. Community Care
71. Introducing Community
72. Meet and Greet
73. Greeted With A Smile
74. Reside On Our Side
75. Reside In One Another
76. Residing In Confiding
77. Dwelling Place
78. Reside Here
79. Reside
80. Reality
81. Relationship Reality
82. Close Quarters
83. No Commute Communication
84. Resident
85. Reaping Residents
86. Resonate
87. Porch Lit Experience
88. Opportunity Knocks
89. Knock Into Shape
90. DeLIVEry
91. Personal Delivery
92. Property
93. Proparty
94. Join
95. Connect
96. Running A Tight Ship
97. Fellowship
98. Relationship
99. Go The Extra Yard
100. The Extra Mile
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First round for thumbnail and digital logo iterations.
STEPS
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STEPS
Stepssteps
twosteps
II STEPS
IISTEPS
2steps
2STEPS
Steps2
two steps
2 STEPS
2STEPStwosteps
S2
Steps
STEPS
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Experimentation of the number two leading up to the final logo.
stepssteps steps
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2steps
2222 2
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The website sitemap and wireframe form the structure of the site.
Participate Newsworthy About
Home Social Media
Blog
CheckingSavingsSummariesTransactionse-statements
Doorhangers
Tips & quiz
CheckingSavingsSummariesTransactionse-statements
Newspaper
Web exposure
CheckingSavingsSummariesTransactionse-statements
Overview
History
Contact
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Footer
Header
Newsworthy
DOORHANGERS
Download your Two Steps doorhanger here.
It’s ready for you to print and personalize. For best results print on cardstock or thick paper. You may want to cut a diagonal slash and circle at the top to prepare it for hang-ing. You can also keep it as is, to carry with you on the annual Two Steps Day.
Participate About Blog
TWO STEPS
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Randy Willard
Age: 62
Location: Saginaw, MI
Computer: Windows PC, cable modem
Browser: Firefox
Web use: Email, banking, and renal sales for around two hours a week.
Likes: Downloadable documents and photos, clean layout, and direct links.
Dislikes: Numerous options, advertisements, and unexpected errors.
Personal benefit: As a farmer, good neighbors form tight bonds when workers are low or equipment needs fixing. Those bonds turn into “at the drop of a hat” favors done by friends and act as lifelines when times are hard.
User personas allowed the website to adhere to the specific needs of its audience range.
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Erica Landry
Age: 17
Location: Saginaw, MI
Computer: Mac, wireless
Browser: Safari
Web use: Email, ordering, social networking, school for about 15 hours a week.
Likes: Effective search engines and fast loading.
Dislikes: Unlabelled pdf documents and clutter
Personal benefit: I move around a lot and getting settled in to a new neighborhood each time is difficult. Everyone seems to know each other already so it is hard to feel at home. Two Steps could be a good excuse for neighbors to reach out and not make it awkward.
Two Steps: Brand Identity Manual • Designer: Kathryn Bell
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