Final complete version of presentation with Isabelle and Lesley notes

Presentation by

Katherine Drabek,

Isabelle Boullet, and

Lesley Lim

April 20th, 2010

Kits House Brand

Introductions – Katherine, Isabelle, and Lesley

Housekeeping

Presentation Structure

But first…

Kits House Brand Presentation 2

What is a brand - Katherine

Kits House visual identity - Isabelle

Conclusion - Lesley

Presentation Structure


How it is communicated

What is Branding and why brand

Understanding our Brand and the tools

What is a Brand



You already have a brand - Let’s investigate it

Kits House Mission, Vision and Values

• Mission: We are dedicated to strengthening our

community through leadership, collaboration and

opportunity• Vision: The West side of Vancouver is a healthy, safe

and vibrant community where everyone thrives.• Values: Leadership, collaboration, opportunity

Kits House Brand and How it is Communicated


• The brand is a play. All of us are the

audience• We have a public face• People will form opinions about us• How do we demonstrate our mission,

vision and values?

Why Should we care about our Brand?


• To create greater public awareness of Kits

House and our community• To build our political clout• To reinforce our mission, vision and values• To increase financial support for Kits House• To motivate our audiences to spread our

message through word of mouth advertising

Why is it important…

… to build a strong, consistent Kits House brand?


Branding is determining: 1. Who we serve and who we influence2. Who we wish to be, serve and influence3. Defining the qualities that communicate who

we are to our various audiences4. Creating a plan for and managing the

communication of those qualities

What is branding?

• A brand becomes the personification of an organization. It takes

• on the characteristics of a person.• If Kits House were a person, what would

he or she be like?


• Our logo represents our

organization. It identifies

us on things and in places

• A logotype is a thing. Without

an environment

it has very little to say

• Branding starts when the logo is

placed into an environment

Is the logo our brand?


• Positive environments that reflect the goals and

values of Kits House will reflect well on the

Organization and will

hopefully deliver the

desired messages• Placed into a poor

environment it can

misrepresent or confuse

Kits House goals and

values and reflect negatively on the organization

Is the logo our brand?


• The purpose of branding is to evoke an emotional response

• Effective branding means presenting the Kits House persona consistently, appropriately and prolifically

• The Kits House brand is the spirit of the organization embedded in every action, communication, product, service, environment and initiative

Why Brand?


Who are we?

We are an organization whose purpose is to

_______________________________


Who are our audience?

• Our members• Potential members• Volunteers• The (business) community• Our sponsors and potential sponsors• Governments, municipal, provincial and federal

• Members of the media• Allied organizations• The general public


Understand Our Brand

• Understand the Organization, its mission and

values, its goals

• Understand what needs to be communicated

• Understand why it’s being communicated

• Know the “language” of your audience

• Make sure the logo is featured prominently


The tools…

• Our name

• Our mission, values and goals

• Our logo

• The talents, insight, creativity and

hard work of the people who plan, create,

write, administer and deliver everything

Kits House does

Kits House logos

Kits House colours and fonts

Visual identity guidelines

Kits House visual identity



Kits House logo before the concept of the brand

There is a variation in proportions (use of shift key to resize proportionally),in colour, in composition, and in design.

Kits House visual identity: logos


New Kits House Logos, two distinct logos, one entity: the primary horizontal version

Proportions

Any other logo, including partners logos, should always be smaller than Kit House logo on Kits House materials.



Secondary logos, vertical and compact

Depending on the size of the application, the audience and the type of communication, there are two smaller versions of the

logo for more flexibility. These versions will replace the primary logo when legibility is a concern.



Clear space or exclusion zone



Distance between elements


The kits house logo and the ANHBC logo should be separated as much as possible.

The website address should be at least 2 inches away from the logo and shouldn’t be bigger in size than the words “Kitsilano Neighbourhood House” or smaller than the logo tagline, as in the following example:


Kits House colours and fonts usedbefore the concept of the brand

Kits House visual identity: colours and fonts


Kits House colours and fontsbefore the concept of the brand (continued)

During the rebranding process, not only did we

create a consistent logo with a consistent set of

colours, which will become the brand colours,

but we also selected two main typefaces to

set the tone of voice for Kits House.



Kits House brand colours

5 colours and the black colour for copy only. The colours come in three shades formore flexibility.

They will have tobe created on your computer by entering the value RGB or CMYK* (print and online applications)



Kits House brand fonts

Arial regular:ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

Arial narrow:ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

Body copy and main headlines(see guidelines for restrictions

and details)

Smaller headlines to contrast with Arial regular(see guidelines for restrictions

and details)


Kits House Brand: Brand guidelines


Kits House brand guidelines

How to Brand ourselves

Key elements for success

What it takes

Conclusion


What can we explain better

How else can we help

Comments and feedback

Questions?


Documents

Final complete version of presentation with Isabelle and Lesley notes