Nicole Trudeau Presentation WMA 2011

Brand Development at the Getty

Presented by:

Nicole TrudeauSenior Designer, Design DepartmentThe J. Paul Getty Museum

The J. Paul Getty MuseumDesign Department

1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687

Tel 310 440 7248www.getty.edu




Introduction

How do we define brand?

brand \’brand\ n

3 a (1) : a mark made by burning with a hot iron to attest manufacture of quality or to designate ownership (2) : a printed mark made for similar purposes : trademark 4 a : a class of goods identified by name as the product of a single firm of manufacturer

—Merriam-Webster’s Collegiate Dictionary

A brand is a combination of language, images, colors, fonts, and logos for promotional materials tailored to our specific audiences.

—Getty Design department




Introduction

Key Steps

Intellectual Audit • Get to know your client: What is their mission? • Who is the target audience(s)? • Are there similar organizations that are competition?

Communications Audit • Review existing elements (print, web, etc.) • What slogans are in use? • What is working? What isn’t?

Development of Brand Strategy • Find a model to follow to stay on track • Learn from other brands • What parts will make up your brand?

Implementation • Address unique needs • Style Guide • Empower “brand shepards”

A Case Study:The Getty MuseumEducation Department




Intellectual Audit

Z







Intellectual Audit:Know Your Client Know your client.

What is their mission?The Education department at the J. Paul Getty Museum offers a range of educational programs of the highest quality at both the Getty Center and the Getty Villa, enabling visitors to engage and better understand the art objects on view.

Who is their target audience(s)?The audiences we serve include adults, college students and faculty, K-12 teachers and their students, families with kids, teens, community groups, and museum educators.

Identify similar or competing organizationsIn our case, other art institutions with similar Education programs




Intellectual Audit:Know Your Client Identify keywords.

Custom “Mad Libs”

Brainstorm key words and phrases that define the brand, the client and the audience(s).




Intellectual Audit:Know Your Client

AccessibleApproachableActiveMeaningfulArtfulNewExperientialEngagingHandsomeUnexpectedStimulatingInspirationalConsistentCleanClearLook

LearnDrawGutsyProvocativeEnticingDirectSimpleClearClassicTraditionalDiscussInterpretDiscoverTryPlay[ful]Fun

WelcomeComfortableTogetherEnjoyCreateInspireTeachQuestionRichLivelyFreshExploreDiscoverObserveInventEducate

Identify keywords.From our exercise we compiled a list of terms for future designs.




Intellectual Audit:Know Your Client Internal Organization

Venn Diagram

• Assess programs

• Identify key audiences

• Define Overlap




Intellectual Audit:Know Your Client

Similar Organizations?Look at competitors and learn from them.

Museum of Modern Art, NY California Academy of Sciences, SF

Tate Museums, UK Walker Art Center, MN

3

6 Teacher workshopsGain practical tips and build your own expertise with professional development opportunities at the Academy.

10 Lessons & kitsBring hands-on science activities into your classroom with the Academy’s downloadable lessons and portable kits.

21 Careers in Science Intern Program

22 Teachers’ Website

24 Calendar

14 Field tripsEngage your students with a visit to the Academy’s aquarium, planetarium, and natural history exhibits.

18 BioForum

20 Teacher Institute on Science and Sustainability

Education at the California Academy of Sciences

Family Activity Guide

AGES

5+

Look closely at the painting. Share three things you notice with your friend or family member.

Though this painting is subtitled White on White, the whites in the painting are different. Can you find a cooler, bluish white in the painting? Where do you notice a warmer, yellowish white?

Malevich believed that color and texture were so important that nothing else was needed to make a painting complete.

The two whites the artist used in this painting have different values. The value of a color is how light or dark it is.

Look at the values of gray below. Using your pencil, try to re-create them in the empty boxes. (Hint: use the side of your pencil and experiment with pressing gently and firmly.)

4. Find Suprematist Composition: White on White by Kazimir Malevich.

Look around. Color is everywhere. It occurs naturally—for example, in flowers and birds’ feathers. Things can also be given color, with paint or dye. Artists use color to represent what they see or to express a feeling or idea.

Find the Painting and Sculpture Galleries on the fifth floor to explore some of the different ways artists use color.

Floor 54

5 3 2

1

Gallery Entrance

Stairs toFloor 4

This Family Activity Guide offers questions for guided looking, activities, and suggestions for further exploration. Please note that not all works are on view at all times. For information on Family Programs at MoMA, please visit MoMA.org/family.

Bro

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yellow yellow-orange

orange orange-red

red

red-violet violet

blue-violet

blue

blue

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gree

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green-yellow

Color

Yellow, red, and blue are primary colors. Primary colors are those we use to make other colors. Toward the end of his career, Mondrian painted mostly with primary colors, plus white, gray, and black.

Look around. All of the works in this gallery are by Mondrian. What do you notice that is the same? What is different?

Family Programs are made possible by an endowment established by the William Randolph Hearst Foundation. Major annual support is provided by The Allwin Family Foundation.

To make a gift in support of Education Programs at The Museum of Modern Art, please call the Development Office at (212) 333-6591 or e-mail [email protected].

A few years before he painted Broadway Boogie Woogie, Mondrian moved to New York City.

Mondrian liked the tall buildings, square city blocks, and flashing colored lights of Times Square.

He also liked boogie-woogie jazz music and was thinking about jazz’s offbeat rhythm when he made this painting.

In the space below, draw a picture of what comes to mind when you think of New York City. Consider what colors you would use to represent this place. When you get home, add those colors to your drawing.

5. Find Broadway Boogie Woogie by Piet Mondrian.

3

Welcome

Tate LiverpoolTate Liverpool is housed in the Albert Dock and is an ideal place to start exploring the city’s rich cultural heritage. In spring 2009 a brand new display from the DLA Piper Series opened focusing on sculpture, and includes key pieces by René Magritte, Pablo Picasso and Henry Moore. Exhibition highlights this year include Colour Chart: Reinventing Colour 1950 to Today; Joyous Machines: Jean Tinguely and Michael Landy; and Modernism and the Black Atlantic.

The DLA Piper Series is a continuous display of exemplary works of modern and contemporary art from the Tate Collection.

Sponsored by

Tate ModernTate Modern is situated on London’s vibrant South Bank close to St Paul’s Cathedral and Shakespeare’s Globe Theatre. UBS Openings: Tate Modern Collection showcases international modern and contemporary art by artists such as Salvador Dalí, Andy Warhol and Jeff Koons. Each of Tate Modern’s four wings focuses on a major art movement; post-war abstraction and figuration; Surrealism; Arte Povera; and Cubism, Futurism and Vorticism. Exhibitions coming up include The Artist in the Age of Publicity, John Baldessari and Francis Alÿs.

UBS Openings:Explore Tate Modern Collection Displays

Tate St IvesOn a spectacular site overlooking Porthmeor Beach, Tate St Ives presents exhibitions of international modern and contemporary art alongside works from the Tate Collection. Forthcoming exhibitions include The Dark Monarch: Magic & Modernity in British Art, Dexter Dalwood and St Ives Artists and the Tate Collection. Tate St Ives also comprises the Barbara Hepworth Museum and Sculpture Garden, which offers a remarkable insight into one of Britain’s most important twentieth-century artists.

Tate Schools & Teachers 2009–10Tate Britain Tate Liverpool Tate Modern Tate St Ives

Education at the California Academy of Sciences 2009-2010

Communication Audit

EThe J. Paul Getty MuseumDesign Department






Marketing Audit:Review,

Research, Find Inspiration

Survey Existing Materials

Find a place (a BIG table!)

where you can leave all materials

out for awhile. Encourage others to come and add

post-its with their opinions.

• What is working? What isn’t?

• Find key audiences Do their materials have a similar look and feel?

• Find successful design elements

• Organize!






Language & Visuals Audit• What slogans are in use?

• What language is overused?

In our case: “Explore”, “Learn”, “Discover”

• Are images and illustrations conveying the right message?

K–12 S

cho

ol V

isits

We offer tw

o types of free school visits to suit your curricular

goals and scheduling needs. All program

s require one adult

(non-student over age eighteen) for every fifteen students.

Attendance at a Teacher O

rientation Workshop is req

uired

for all teachers bringing Self-Guided or G

uided groups to the

Getty Villa for the first tim

e.

Self-G

uid

ed V

isits

Monday, W

ednesday–Friday

• Classroom

teacher-led gallery tours

• Up to 120 students

• Visit duration determined by teacher

Guid

ed V

isits

Wednesday–Friday

• A one-hour interactive tour facilitated

by a Getty Villa G

allery Teacher

• Up to sixty students

• Explore lesson topics at

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Teacher R

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and educational center dedicated to

the study of the arts and cultures of ancient Greece, R

ome, and

Etruria. With objects dating from

6500 b.c. to a.d. 400, the collection

contains monum

ental sculptures as well as artifacts of everyday life.

Over 1,200 w

orks are on view in tw

enty-three galleries devoted to

the permanent collection, w

ith four additional galleries for changing

exhibitions.

The galleries are arranged by theme and include G

ods and

Goddesses, D

ionysos and the Theater, and Stories of the Trojan War,

among others. Visitors view

the artworks in the context of their use in

classical societies for a deeper understanding of the ancient world.

For updates on exhibitions and events, subscribe to the free e-Getty

newsletter at w

ww

.getty.edu/subscribe.

Le

arn

ing to

Lo

ok

Make w

orld-class art a meaningful part of your students’ lives!

Reservations for school visits booked on a first-com

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basis beginning June 1, 2009. Visit ww

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etty.edu/education today.

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Muse

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Visit A

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and L

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Intended to be used in

conjunction with your

museum

visit:

• Pre- and Post-Visit

Activities

• Visit Worksheets

and Lessons

Teach

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rtExch

ange

• Connect w

ith other

teachers and learners

via e-mail

• Discuss issues related

to art education

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Looking to Connect

Th

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with original w

orks of art and feature links to California State C

ontent Standards for

Visual Arts, Language A

rts, Science, and History-Social Science. The Villa’s dram

atic

architecture, modeled after a first-century- a.d. R

oman country house; lush gardens;

breathtaking views of the Pacific O

cean; and shaded picnic areas provide

a mem

orable and educational field trip.

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Receive m

onthly updates about:

• Professional development

• New

online teaching

resources

• New

s related to Getty

school visits

ww

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Explore meaningful strategies for teaching w

ith works of art

through seminars, lectures, discussions in the galleries, and

art-making activities.

• K–12: Tw

o-hour Wednesday Teacher W

orkshops

Four-day Villa Sum

mer Institute

Pro

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For th

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Get Inspired• Find things that speak to your hopes for the brand.

• Don’t limit yourself!

Create an inspiration board.

This will keep you on track as the

brand moves forward.






Get Inspired• What can we learn from other successful for-profit brands?

- Consistent application of brand elements (color, identity, language, image tone and style)






Sympathy for existing brands.

MUSEUM/vertical.eps

6/8 point

7/9 point

8/10 point

9/11 point

10/12 point The J. Paul Getty Museum

1200 Getty Center Drive, Suite 1000Los Angeles, CA 90049-1687Tel 310 440 7300www.getty.edu

The J. Paul Getty Museumat the Getty Center


The J. Paul Getty Museum


















6/8 point

7/9 point

8/10 point

9/11 point

10/12 point The Getty Research Institute


The Getty Research Institute












GRI/vertical.eps

The Getty Conservation Institute


The Getty Conservation Institute

We have an existing corporate identity in place that must be related to the sub-brand we establish.

6/8 point

7/9 point

8/10 point

9/11 point

10/12 point The J. Paul Getty TrustCommunications Department

1200 Getty Center Drive, Suite 403Los Angeles, CA 90049-1681Tel 310 440 7360Fax 310 440 7722www.getty.edu

The J. Paul Getty TrustCommunications Department








6/8 point The J. Paul Getty TrustCommunications Department


TRUST/vertical.eps

Connect with your legal department

or consult private counsel if you have

questions about the legality of the brand

you develop.






Understand the law.Trademarks™ and Registered® identities can be complicated.

In our case, we legally could not modify the corporate wordmark in any way, so many of our initial logo ideas were nixed. We could have saved time and effort had we consulted our attorney earlier on.

Connect with your legal department

Familyp rograms

ducation ducationFamily

ducationFamily ducation

Adult

ducationAdult

ducationSchool

& Teacher

Education at the J. Paul Getty Museum

SCHOOLEducation at the J. Paul Getty Museum

Option A-6


at the J. Paul Getty Museum

Education

Education

at the Getty Center

Brand Strategy







Brand Strategy

Define your audiences.

FamilyPrograms appealing to a multigenerational group of parents and children

SchoolPrograms targeting K-12 students and their teachers

Adult / GeneralPrograms for adults, including college students; or programs that bridge the above audiences




Brand Strategy

Logo Model“Parent” Logo

[Existing Getty Identity]

“Child” Logo

[maintains element(s) of the “Parent” but adds a color/font to distinguish itself]

Mine the web!

Search for inspirational logo

systems online.




Brand Strategy

“Parent” Logo[Existing Getty Identity]

“Child” (Audience-Based) Logos

[maintains element(s) of the “Parent” but adds a color/font to distinguish itself]

Logo Hierarchy





Brand Strategy

Kit of PartsThe new brand is a combination of consistently-applied elements unique to each audience group:

1. Language / Tone

2. Images

3. Color Palette

4. Fonts

5. Illustrations / Dingbats

6. Site Distinction

7. Logo




Brand Strategy

1. Language / Tone2. Images3. Color Palette4. Fonts5. Illustrations /

Dingbats6. Site Distinction7. Logo

Kit of Parts

VillaThe Getty

30-second

lookIn this activity, your students can discover what they’re missing if they look at a work of art for only thirty seconds!

Instructions1. Ask students how long they

think adults at museums look at works of art. Ask them to record their responses. Tell them that studies have determined that the average viewer spends about thirty seconds looking at a work of art.

2. Show your students the poster, then put it aside after thirty seconds.

3. Ask your students to consider these questions after viewing the poster:

u How many figures are in the work of art?

u What do you think the people are doing?

u How would you describe the scene?

u When do you think the piece was made? What do you see that makes you think so?

4. Show the students the poster again. Talk to them about what they might have missed by guiding them through a careful reexamination of the piece.

Did the second look help your students better see and understand the work of art? Why or why not?

Try this activity with real works of art at the Getty Center or the Getty Villa!

Explore other lessons for your classroom, such as Reading Stories in Art, Looking at Body Language, and Writing to See at www.getty.edu/education/teachers.

A c t i v i t y

Water Jar with Herakles and the Hydra, Etruscan, made in Caere (in present-day central Italy), about 525 b.c. Black-figured hydria attributed to the Eagle Painter. Terracotta, 44.6 x 33 cm (179⁄16 x 13 in.). The J. Paul Getty Museum, 83.ae.346

The Getty CenterWith works dating from the eighth through the twenty-first century, the Getty Center’s collection contains European drawings, paintings, illuminated manuscripts, sculpture, and decorative arts, as well as American, European, and Asian photographs.

the Getty villaThe Getty Villa is a museum and educational center dedicated to the study of the arts and cultures of ancient Greece, Rome, and Etruria. With objects dating from 6500 b.c. to a.d. 400, the collection contains monumental sculptures as well as artifacts of daily life.

Book your 2010–11 field trip beginning June 1, 2010!

2 plan your tripK–12 School VisitsWe offer a variety of free gallery and outdoor site experiences to suit your curricular goals and scheduling needs.

Guided visits Highly participatory lessons in the galleries taught by professional Museum educators

Self-Guided visits Teachers independently lead their students through the galleries

Student Architecture A docent-led exploration of the gardens and theand Garden tours* architecture of the Getty Center (*Getty Center only) All programs require one adult (non-student over age eighteen) for every fifteen students.

you can do more at www.getty.edu/education/teachers.

Professional Development Half- and full-day workshops, weeklong summer institutes, and a yearlong program for K–5 teachers Resources for TeachersCurricula, lesson plans, and an informative e-newsletter

Resources for Students Educational games, videos, and interactive Web pages

visit www.getty.edu/education/teachers and go to “Planning a Visit to the Museum.”

1 choose a site

Exciting changing exhibitions at our two sites showcase works of art from our permanent collection and objects on loan from museums around the world.

Both sites offer unforgettable experiences with original works of art and programs with links to California Content Standards. The architecture, gardens, views, and picnic areas at our two sites will make your classroom’s field trip memorable!

Your visit request is booked on a first-come, first-served basis beginning June 1.

3 act now!

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CenterThe Getty

The Drawing Lesson, about 1665, Jan Steen (Dutch, 1626–1679). Oil on panel, 49.2 x 41.2 cm (193⁄8 x 161⁄4 in.). The J. Paul Getty Museum, 83.pb.338 ©

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School and teacher Programsat the J. Paul Getty Museum2010–11

For assistance call (310) 440-7300.

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Brand Strategy

1. Language / Tone2. Images3. Color Palette4. Fonts5. Illustrations /

Dingbats6. Site Distinction7. Logo

Kit of Parts

VillaThe Getty

30-second














A c t i v i t y













1 choose a site




3 act now!

© 2

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J. P

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Fonts

Language/toneImages Color paletteAll drawn from the School set

Site distinctionLogo

4

1

2

3

7 6

6




Brand Strategy

Font System

Family

Ch wdahead

Potato Cut

Prater

Blockhead

SCHOOL

Helvetica Neue Std

Prater

Blockhead[opt ions for k-5]

Ink Gothic

REM Collection[opt ions for 6-12, & college]

ADULT/GENERAL

LT Syntax

Minion

[ inst itut ional fonts]

Helvetica Neue Std

Ink Gothic

REM Collection

[opt ions for college & young profess ionals]

Evolving Styles.

Like fashion, fonts go out of style. Find

sites like veer.com or fonts.com and

plan to replace display fonts in 5

years or less.




Located next to the OUTDOOR THEATER

A special gift for your classroomPresent this flyer when you bring your students to the Museum Store and receive a free gift.

Limit one per classroom

Museum STORE

© 2011 J. Paul Getty Trust

VISITthe

›› ››

at the Getty Villa

for a selection of educational and well-priced toys, games,

and books for kids.

Prices start at

Many items under

50¢

$5.00

Brand StrategyFamily Audience


See and Explore Family Room Explore this innovative space for kids and parents. Located in the Museum Courtyard near the East Pavilion.

Art Detective Cards Pick up these free cards to follow clues, find art, and solve mysteries! Available outside the Family Room and in the family cart in the Museum Courtyard.

Family Tour on GettyGuide™ Audio PlayerListen to fun facts about art jazzed up with music, sound effects, and more. Available in the Museum Entrance Hall for a fee.

Eats and Treats Visit the Cafe, the Garden Terrace Cafe, or one of our coffee carts for everything from burgers to soft serve.

Central Garden Explore this living work of art designed by artist Robert Irwin!

Visit www.getty.edu.

Check your Today at the Getty Center sheet for more details about family programs or stop by the Information Desk.

•

•

at the Getty Museum

Want to know more?

Fun Facts Wire Sculpture, or Something More?It’s one of the first things you see when you step off the tram—a giant sculpture by artist Martin Puryear that looks like a fishnet or a human head in profile. What do you see? Build your own tube sculpture in the Family Room!

Hidden Treasures? If you look closely at the travertine wall panels throughout the Getty Center, you might see fossilized pieces of leaves, feathers, branches, and other objects left in the stone from thousands of years ago. What can you find?

A Magic Ride The tram has no driver—it runs by itself on a cushion of air and is guided by electric magnetic strips. What did you see on your tram ride?

english español

discoverdiscover

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take one tome uno

imagineimagine

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eproduction Restricted. This draw

ing and its contents are the property of the J. Paul G

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useum, Exhibition D

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ent. The use of sam

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the right to reproduce or publish without ex-

press authority in writing from

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It is the responsibility of the manufacturer/

fabricator/ contractor to verify all dimensions

and report any discrepancies to the J. Paul Getty

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Examples

Regresa después del 25 de julio para tomar

parte en Casas Celestiales, nuestra segunda actividad

durante este verano.

Come back after July 25 to take part in

Heavenly Homes, our second activity this summer!

Los sábados + domingos

11:00 a.m.–3:30 p.m.

19 de junio–5 de septiembre

Please sign in and pick up a

clipboard and activity handout.

Follow our staff through the Central

Garden and explore some nature.

Return to the table to create your

own garden-inspired work of art!

Por favor firma tu nombre y recoge

un sujetapapeles y el folleto

de actividades.

Sigue nuestro personal por

el jardín y explora la naturaleza.

¡Regresa a la mesa para crear tu propia

obra de arte inspirada por el jardín!

FamilyEducation at the J. Paul Getty Museum


at the Getty Center


at the Getty Villa

7/9 point



at the Getty Center


at the Getty Villa

8/10 point



at the Getty Center


at the Getty Villa

9/11 point



at the Getty Center


at the Getty Villa

10/12 point


6/8 point


at the Getty Center


at the Getty Villa

1200 Getty Center Drive, Suite 1000

Los Angeles, CA 90049-1687


Saturdays + Sundays

11:00 a.m.–3:30 p.m.

June 19–September 5

2

Recommended for participants ages 5 and up. Children under 16 must be accompanied by an adult.

Recomendado para participantes de 5 años y mayores. Los niños menores de 16 deben ser acompañados por un adulto.





We will attend. Number of Adults Number of CHIldreN

We will not attend.

We will ride the provided bus that leaves the school at 9:30 a.m.

We will drive our car and will need a parking reservation.sign up now to reserve seats on the

bus or to make parking reservations.

Please complete this form and

give it to your teacher by

If you are coming by car, we will arrange for free parking.

Mention your school or say "Getaway Day" at the kiosk.

The Museum is located at 1200 Getty Center Drive. From

the 405 freeway, take the Getty Center Drive exit and

follow the signs to the Getty Center.

Children under 16 must be accompanied by an adult at

all times.

questions? Ask your teacher, e-mail [email protected],

or call (310) 440-6766.

Come with your school community

of students, teachers, staff, families,

and friends to enjoy works of art and

exciting activities!

when

meet at

return trip


getaway day

Education


at the Getty Center

Education


at the Getty CenterteACHer’s NAme

studeNt’s NAme

Adult’s NAme

e-mAIl

Brand StrategySchool Audience Examples

act now! School and Teacher Programsat the J. Paul Getty Museum2010–11

VillaThe Getty

30-second














A c t i v i t y













1 choose a site




3 act now!

© 2

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J. P

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CenterThe Getty


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The GettyCenterThe Sisters Bonaparte

Meet the Children of the Getty

N

The sisters are reading a letter from their father. They have not seen him for a long time. Their uncle was Napoleon, the leader of France in the early 1800s.

FUN FACTS:

Lots of kids your age are in works of art at the Getty. How are their lives similar to or different from yours?

Look closely at the work of art before you answer the questions.

You can talk to a partner about what you find.

The Sisters Zénaïde and Charlotte Bonaparte

By Jacques-Louis David, 1821

• Pretend you could sit on the couch in this painting.

How would it feel?• Look at the clothes the girls are wearing. How are

they the same as or different from what you wear?

• Imagine what the father wrote in his letter to his

daughters.




Brand StrategyAdult/General

Audience Examples

Adult Gallery Course


Artist in Context: Jean-Léon Gérôme and 19th-Century France

Saturday, August 14 and 21, 2010

Instructors: Alice Cisternino Jackel and Christine Spier

Duel after the Ball (about 1857)

Getty Research Institute Lecture Hall and Exhibitions Pavilion

Studio Course:

Edible Gardening

in Antiquity


Friday, May 7, 2010; 10:00 a.m.–2:00 p.m.

(Repeats Saturday, May 8 and Saturday May 9, 2010; 10:00 a.m.–2:00 p.m.)

The Herb Garden, The Getty Villa

Gardens are an integral part of the Getty Villa. In antiquity, they functioned as an important

part of domestic space. Join gardening expert Ryan Hoffman to explore the Villa's outdoor

spaces with a hands-on project that brings the ancient world alive—literally!

Villa Education Studio and gardens

Open to 16 participants; $105, $95 students

For more information, go to getty.edu or call (310) 440-7300.

EducationThe J. Paul Getty Museum

EducationThe J. Paul Getty Museumat the Getty Center

a collection of art-making ideas by artists

STUDIO PROJECT

1

Image: Xu Bing in his Brooklyn studio, 2001

Photo by Morna Livingston Design © 2010 J. Paul Getty Trust

Picture Writing By Xu BingArt can talk. It can talk about a feeling, like feeling happy or

feeling sad. It can talk about an idea, like the idea “money” or

the idea “television.” It can talk about something simple like the

word “cherry,” or it can talk about something complicated, like

how people and the earth are connected.

So today I want you to try to talk with drawing. I want you to

write an entire thought or idea in pictures. Make the pictures as

simple as possible. In fact, try to make the pictures so simple that

your friends and teachers can understand what you are saying just

by looking at the pictures. Draw the pictures almost like you are

writing a sentence. Try to get rid of anything from the pictures that doesn’t help

them to talk in a clear and simple way. Write your thought or

idea in pictures and don’t tell anyone what you are trying to say.

Then show what you have drawn to your neighbor. Let her or him

“read” it. Since 2003, I have been working on a project called “Book from

the Ground.” The goal is to take all of the simple pictures and

icons that we see around us every day and put them in one place.

It will be like a dictionary with no words and just pictures that

everyone can understand. This is what art does—it talks.

Activity SummaryTopic: Communicating without wordsSuitable for

• Begining level • Intermediate level • Advanced levelSuggested media • Drawing

Xu Bing

Implementation




6




Implementation

Become a salesman.Collaborate with your client and other stakeholders in the brand so everyone feels like they have played a part. Build rapport with key stakeholders by introducing them to the discussion and valuing their opinions early on.

Building a brand means:

• Fostering relationships with other stakeholders

• Presenting and sharing ideas for feedback

• Empowering key players with ownership

• Building comfort level amongst users

• Supplying the necessary support to make the brand successful

• Keeping in mind budgets and priorities




Implementation

Become a salesman.Over the course of a year and a half, we presented....

and presented...

and presented some more...




Implementation

Create a style guide.After decisions are made, generate a style guide that de-scribes the brand in detail.

Include necessary brand elements, but also discuss:

• workflows

• roll out priorities

• appoint shepherds for the brand

• available training and support

• the perspectives of designer and client

Use your camera!

Appoint an associate to record milestone

meetings where decisions are made

and materials are presented. It is a great

record of process and can inform the

final result!




Implementation

Unique Solutions?

Define their needs and address them.• Self-Publishing Templates for flyers and signage Bridge software barriers (Mac - PC)

• PDFs and Online Resources

• Image Library

Learn the programs your client uses.

In our case, MS Word was the prevailing program in use, so

our templates had to be created in that

program for ease of use. This required designer’s to have

training to fulfill our client’s needs.




SummaryIntellectual Audit • Get to know your client: What is their mission? • Who is the target audience(s)? • Are there similar organizations that are competition?

Communications Audit • Review existing elements (print, web, etc.) • What slogans are in use? • What is working? What isn’t?

Development of Brand Strategy • Find a model to follow to stay on track • Learn from other brands • What parts will make up your brand?

Implementation • Address unique needs • Style Guide • Empower “brand shepards” • Manage spin-off (Public Programs, Retail, etc.)




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Travel

Nicole Trudeau Presentation WMA 2011