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Strategic Insight for the best design practices as we move forward as communicators.
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THE BRAND
THE BRANDA brand is a name, term, design, or other feature that distinguishes one seller's product from those of others.
THE BRANDA brand is a name, term, design, or other feature that distinguishes one seller's product from those of others.
WHAT MAKES APPLE’S BRAND DIFFERENT
FROM MICROSOFT’S?
YOUR BRAND
LOGO
YOUR BRAND
LOGO
FONTS
YOUR BRAND
LOGO
FONTS
YOUR BRAND
serifsans serif
LOGO
FONTS COLORS
YOUR BRAND
LOGO
FONTS COLORS VOICE
YOUR BRAND
VOICE
AUTHORITATIVECALL TO ACTION
VOICE
AUTHORITATIVECALL TO ACTION
INFORMATIVE90% OF WHAT YOU PRODUCE
VOICE
AUTHORITATIVECALL TO ACTION
INFORMATIVE90% OF WHAT YOU PRODUCE
FUNA MUST!
VOICE
AUTHORITATIVECALL TO ACTION
INFORMATIVE90% OF WHAT YOU PRODUCE
FUNA MUST!
AUTHENTICYOUR CULTURE
MAKE YOUR IMPRESSION ...AND QUICKLY
AVER
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8.25
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Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press | Research Date: April 2nd, 2015
or less
PERCENT OF WORDS READ ONWEB PAGES WITH
111 words
49 %
or less
PERCENT OF WORDS READ ONWEB PAGES WITH
593 words
28 %Source: National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press | Research Date: April 2nd, 2015
information
VISUALS GET
text-based
94 %
more views than
TIM
E M
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AG
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EN
T
& P
RE
PA
RA
TIO
N
• BEING PREPARED IS THE DIFFERENCE BETWEEN 9 RETWEETS AND 119 RETWEETS
• CERTAIN SITUATIONS CALL FOR CERTAIN TYPES OF GRAPHICS
• CONSTRUCT TEMPLATES TO YOUR LIKING AHEAD OF TIME -- PREPARATION BEFOREHAND IS VITAL
TIM
E M
AN
AG
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EN
T
& P
RE
PA
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• KEEP IN MIND AS TO WHAT’S IMPORTANT
• THERE ARE NO LIMITATIONS (YET) ON PUTTING INFORMATION OUT THERE - KEEP YOUR INTENT ON ONE, SINGLE IDEA OR TARGET ... NOT THREE OR FOUR AT ONCE
• SHARE THESE PLATFORMS FOR A CONSISTENT LOOK & FEEL
TEMPLATES ARE YOUR BEST FRIEND
2x1
1x2
1x1
SOCIAL MEDIA
SOCIAL MEDIA
1x1
SOCIAL MEDIA
MATCHUPSAWARDS
PROMOTIONSIN-GAME
PLAYER PROFILES
SOCIAL MEDIA
SOCIAL MEDIA
SOCIAL MEDIA
WEBSITE
ACHIEVEMENTSNEW HIRES
GAME PROMOTIONSFEATURE STORIES
WEBSITE
WEBSITE
IS YOUR BRAND REPRESENTED IN
YOUR EMAIL?
FLYERSPOSTERS
ADSPOSTCARDS
MEN’SBASKETBALL
/OhioStateMensBasketball @OhioStateHoops #GoBucksCONNECT WITH US
WOMEN’SBASKETBALL
/OhioStateWomensBasketball @OhioState_WBB #GoBucksCONNECT WITH US
WOMEN’SVOLLEYBALL
/OhioStateWomensVolleyball @ohiostatewvball #GoBucksCONNECT WITH US
TEMPLATES OVERVIEW
• Evaluate what makes sense to develop a template for (look at what you produced this past year)
• Different platforms require different templates/set-ups
• Keep them simple and concise
PHOTOGRAPHYCHOOSE YOUR PHOTOS WISELY
and create
As communicators, our goal is to get across the message in the most concise way.
Photography is a great tool to accomplish this.
EVOKE EMOTIONS
CONFIDENCEINTENSITY
FOCUSINVITING
JOYFUL
EVOKE EMOTIONS
PHOTO APPLICATIONS
PHOTO APPLICATIONS
PHOTO APPLICATIONS
US
IN
G G
RA
PH
IC
S
AS
NO
TE
S• AN ENTIRE PAGE, WHEN STARTING OUT A PHOTOSHOP DOCUMENT 8.5 x 11 in. (2550 x 3300), CAN EASILY BE USED AS BOTH A GRAPHIC AND A FULL PAGE FOR YOUR NOTES
• SHARE ON FACEBOOK AND SHRINK DOWN TO UNDER 6MB TO BE ABLE TO TWEET
• THE KEY IS GET AS MUCH PERTINENT INFORMATION AS POSSIBLE ON A PAGE WITHOUT OVERWHELMING THE CONSUMER
US
IN
G G
RA
PH
IC
S
AS
NO
TE
S• START OUT A GRAPHIC/TEMPLATE IN PHOTOSHOP AND IMPORT INTO InDESIGN & LEAVE ROOM FOR MALLEABLE INFO - TRANSFORM STATS AND OTHER INFO THERE
• DON’T USE WORDS WHEN YOU DON’T HAVE TO (I.E. ... PEOPLE RELATE TO FLAGS JUST AS WELL AS ‘CAN’ OR ‘GER’)
• EXPORT THIS ENTIRE PAGE AS A PDF - BRING IT INTO PHOTOSHOP AND SHARE IT SOCIALLY! THIS IS WHY SOMETIMES, THE LESS TEXT, THE BETTER! IT’S EASIER FOR PEOPLE TO PICK UP INFORMATION
FEB272015 | 7:30pm (CST) | COMPTONFAMILYICEARENA | SOUTH BEND, Ind. 38
GP G A PTS PIM +/-5 0 2 2 - - +3
GWG PPG SHG SOG SG%0 0 0 8 0.00
GP G A PTS PIM +/-5 0 0 0 - - +2
GWG PPG SHG SOG SG%0 0 0 1 0.00
GP MIN MIN% GA SAVES SOG4 241:42 80.11 7 107 114
SV% GAA SO WINS LOSSES.939 1.74 1 1 2
GP G A PTS PIM +/-5 1 1 2 - - -2
GWG PPG SHG SOG SG%0 1 0 16 6.25
GP G A PTS PIM +/-5 0 0 0 6 +1
GWG PPG SHG SOG SG%0 0 0 6 0.00
THIS IS A CHANCE TO BRING VISION TO LIFE!
IT SOUNDS REDUNDANT FROM THE LAST PAGE, BUT IT’S NOT - YOU CAN ALREADY HAVE SOMETHING IMPORTANT FROM YOUR NOTES THAT’S BURIED ON PAGE 29 - BUT THIS IS A WAY TO REALLY ARTICULATE THAT POINT IN A CREATIVE WAY THAT CAN RELATE TO MORE OF THE MASSES
PUT IMPORTANT NOTES IN UNTRADITIONAL PLACES
NOT ONLY WAS THIS GRAPHIC SHARED ON ALL SOCIAL MEDIA PLATFORMS, BUT IT WAS USED AS AN INSIDE COVER ON POSTSEASON MEDIA GUIDE - GRAPHICS CAN BE SIMPLY CONSTUCTED FOR RETWEETS AND EYEBALLS, BUT THEY CAN AND SHOULD BE EDUCATIONAL AS WELL
AN
D V
IC
E V
ER
SA
...
AN
D V
IC
E V
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SA
...
WHAT HAPPENS WHEN YOU GO TO TWEETDECK WHILE PUTTING THIS TOGETHER...
...RANDOMLY STUMBLED UPON THIS AS A CURRENTY AND PERFECT EXAMPLE OF KEEPING IT SIMPLE AND EFFECTIVE AS A NOTE
...THE TRANSITION IS NOT EASY!
...OKAY, THAT MIDDLE ONE IS JUST MEAN.
WE ARE NOT GRAPHIC DESIGN PROS
K.I
.S.S
. (K
eep
It S
impl
e, S
tupi
d)
...HUMAN EMOTIONIT’S PRETTY OBVIOUS GRAPHICS EVOKE
. . . AND YEAH, THE COOLER THE - THE BETTER
K.I
.S.S
. (K
eep
It S
impl
e, S
tupi
d)
...CAN LOOK SO AWESOMETHE SIMPLEST THING...
K.I
.S.S
. (K
eep
It S
impl
e, S
tupi
d)
OR
?
ARE WE...WHAT ARE WE NOW?!
WORK WITHIN YOUR BOUNDARIES
...BUT ALWAYS WORK TO GET BETTER. CREATE A SCHEDULE OF TUTORIALS OR GET AN OFFICE ACCOUNT TO A PREMIUM WEBSITE (I.E. --> LYNDA.COM)
BE ACCURATE WITH YOUR INFORMATION
IT’S MUCH EASIER (...AND FASTER) TO GET NOTICED ON SOCIAL MEDIA FOR A WRONG SCORE GRAPHIC THAN A TYPO IN A PRESS RELEASE
REMEMBER:LESS IS MORE
MAKE YOUR INFORMATION DIGESTIBLE - LOOK WHO CLUTTERED THIS PAGE IS! KEEP YOUR ELEMENTS CONCISE AND FOCUSED
...ESPECIALLY SIDsWHAT DOES 98% OF SOCIETY LOOK LIKE NOW
NOT
THIS IS HOW THE INFOMATION WE
DISSEMINATE IS NOW CONSUMED...
WORKFLOWMANAGING YOUR PROJECTS & ASSETS
SYSTEM SETUP
- EVALUATE WHAT YOU CURRENTLY USE
- ARE THERE AREAS OF IMPROVEMENT?
1
SYSTEM SETUP
- EVALUATE WHAT YOU CURRENTLY USE
- ARE THERE AREAS OF IMPROVEMENT?
FILE ORGANIZING
- A CONSISTENT NAMING STRUCTURE
- SEARCHABLE
1 2
EXAMPLES
EXAMPLESAcademic All-Big Ten HonoreesLucas Bailey, SophomoreRyan Borcherding, SeniorCarter Brown, JuniorTurner Evans, SeniorRobby Haus, JuniorKacy Kapinos, JuniorBen Karr, Senior
John Kelly, SophomoreRick Lewis, SeniorEvan Mulchrone, SeniorJohnny Pearson, SophomoreTyler Pfister, JuniorDavid Planning, SeniorCameron Stephens, SeniorJake Withers, Sophomore
EXAMPLESAcademic All-Big Ten HonoreesLucas Bailey, SophomoreRyan Borcherding, SeniorCarter Brown, JuniorTurner Evans, SeniorRobby Haus, JuniorKacy Kapinos, JuniorBen Karr, Senior
John Kelly, SophomoreRick Lewis, SeniorEvan Mulchrone, SeniorJohnny Pearson, SophomoreTyler Pfister, JuniorDavid Planning, SeniorCameron Stephens, SeniorJake Withers, Sophomore
EXAMPLES
EXAMPLES
EXAMPLES
EXAMPLES
REFERENCES INSPIRATION | TOOLS | DOWNLOADS
REFERENCESFONTS | TEXTURES | BRUSHES | PHOTOS
• Dafont.com (Free)
• Sportsfonts.squarespace.com ($)
• Brusheezy.com (Free)
• Fbrushes.com (Free)
• Designercandies.net (Free)
• Infogr.am (Free/$)
• Publicarchivedomain.com (Free)
• Stripegenerator.com (Free)
• Textures8.Com (Free)
• Cgtextures.com (Free)
• Canva.com (Free/$)
REFERENCESINSPIRATION | TUTORIALS
Lynda.com ($)
Tutsplus.com ($)
LayersMagazine.com (Free)
Tv.Adobe.com (FREE)
CreativeBloq.com (Free)
Skillshare.com ($)
Youtube.com (Free)
Behance.com
Dribbble.com
Teaminfographics.com
Pinterest.com
Twitter.com
