Developing Our Visual Brand

THE FUNDAMENTALS OF VISUAL BRANDING
1. A positive, well-developed visual brand
• Create a distinct identity
• Project a professional, innovative image
• Develop greater visibility for your business
• Attract, retain and solidify your customer
base
http://www.iqchannels.com/blog/tag/develop-your-visual-brand/
http://www.daviscreative.com/6-08Images/RackCard2-09cropped.pdf

GPS... NAVIG ATING YOUR FUTURE!

THE FUNDAMENTALS OF VISUAL BRANDING (CONT.)

2. A cohesive logo is inherent to the success of your
brand.
• Be simple, easy-to-read, yet memorable.
• Distinguish yourself from your peers.
• Evoke the essence of what you offer.
• Look good on a variety of materials & media.
• Translate well to B&W as well as color.
• Define your business thru the use of fonts and
colors.


THE FUNDAMENTALS OF VISUAL BRANDING (CONT.)

3. A memorable, well-thought out tagline compliments
your logo and solidifies your brand.
• Consists of 3-7 words maximum.
• Sums up the tone and premise of your program.
• Positions your service in the mind of the
member.
• Sets you apart from your peers.



EVEN IF YOU’RE SMALL,
BEHAVE LIKE A BIGGER BRAND
Your visual brand is a “strategic asset”. Make sure it’s
pervasive in your organization’s communication channels in
order to:
1.) Engage your audience
2.) Increase trust
• Printed materials Communication
• Website Channels
• Social media
• Mobile apps
http://michaelkreutzfeldt.com/


HOW DO WE WANT VISITORS TO “FEEL”
WHEN THEY SEE ASRS / GPS BRANDED IMAGERY?

• Energized • Exciting • Applicable
• Confident • Empowering • Non-
• Intrigued • Easy threatening
• Curious • Fun • Young
• Inspired • Secure • Motivated
• Trust • Personal • Cared for

Team
Updated
with team feedback Brainstorming!
after 11/6/12 meeting.

HOW DO WE WANT VISITORS TO “THINK”
WHEN THEY SEE ASRS / GPS BRANDED IMAGERY?

• Simple • Hassle-free • Cared for
• Intuitive • Easy to use • On my side
• Informed • Important • Personal
• Trust • Urgency • Relevant
• Time saving • Forward thinking • Friendly

Team
Updated
with team feedback Brainstorming!
after 11/6/12 meeting.

Now that we’ve determined
how we want members to
emotionally and intellectually
respond to the GPS brand,
how can we direct those type
of unconscious responses
through our choices of colors?

Let’s take a look!

COLOR PSYCHOLOGY AND EMOTIONAL RESPONSE

RED PURPLE
Action, Adventure, Aggressive, Blood, Danger, Dr Ceremony, Expensive, Fantasy, Justice, Mystery
ive, ,
Energy, Excitement, Love, Passion, Strength, Vig Nobility, Regal, Royalty, Sophistication, Spirituali
or ty
PINK Appreciation, Delicate, Femininity, Floral, Gentle, BROWN Calmness, Depth, Earth, Natural, Roughness,
Girly, Gratitude, Innocence, Romantic, Soft, Tran Richness, Simplicity, Serious, Subtle, Utility,
quil Woodsy
ORANGE BLACK
Affordable, Creativity, Enthusiasm, Fun, Jovial, Authority, Bold, Classic, Conservative, Distinctiv
Lighthearted, High-Spirited, Youthful e,
Formality, Mystery, Secrecy, Serious, Tradition
YELLOW
Caution, Cheerful, Cowardice, Curiosity, Happine GREY Authority, Corporate
ss, Mentality, Dullness, Humility,
Joy, Playful, Positivity, Sunshine, Warmth Moody, Practicality, Respect, Somberness, Stabi
lity
GREEN Crisp, Environmental, Fresh, Harmony, Health,
Healing, Inexperience, Money, Nature, Renewal, WHITE Cleanliness, Innocence, Peace, Purity, Refined,
Tranquility Sterile, Simplicity, Surrender, Truthfulness
BLUE
Authority, Calm, Confidence, Dignity, Established
, http://www.directmailmarketing101.com/tag/colors-and-emotional-response/
Reference: Color Psychology in Logo Design 122 Jun 01, 2009 / Erik
Loyalty, Power, Success, Secure, Trustworthy
Peterson

USING OUR “FEEL & THINK” LISTS…
ANDWHAT WE’VE LEARNED ABOUT COLOR PSYCHOLOGY,
LET’S ZERO IN ON COLOR CHOICES FOR OUR BRAND:

• Foundational / Base • Accent Color #3
Color • Rationale for this color choice.
• Rationale for this color choice. • Accent Color #4
• Accent Color #2 • Rationale for this color choice.
• Rationale for this color choice.

Team
For examples of
color palettes, look at Brainstorming!
the ASRS Style Guide.

PULLING THE SPECIFIC
COLOR PALETTE TOGETHER
As you know, simply picking “blue” isn’t quite enough
since there’s a gazillion variations of blue (and every
other color out there as well!)

Once you’ve decided what your foundational color is
(the one used at the base for your designs), you may
want help picking a complementary palette of accent
colors, such as http://www.colorcombos.com/


PSYCHOLOGY & TYPOGRAPHY
Just as we learned with color, the choices of images and typography also
influence peoples’ perceptions and the choices they make (and, as we
mentioned before, the CONTEXT has a huge impact as well, as you’ll see in a
moment).
To illustrate this concept in action…
Here are a couple of fascinating video studies that show people’s responses to
given messages – unconscious conformity, conscious reactance (non-
conformity), and their reactions to perceived authority vs non-authority:

http://dtdriven.wordpress.com/2012/03/18/psychology-and-typography-the-
manipulation-of-choice/

http://dtdriven.wordpress.com/2012/03/18/psychology-and-typography-the-manipulation-of-choice


PSYCHOLOGY & TYPOGRAPHY

Threatrical Retro Vibe Formal Af
Whimsic Fr i e n d l y
al Western
Old School Contemporary
Gothic Bohemian
Professional Technical Universal


READABILITY BY MEDIUM
Before we go crazy with selecting fonts because they’re “fun” let’s consider where
our messages will be conveyed?

PRINTED MATERIALS
Studies comparing the “readability” of various fonts for ease of reading, retention of
message, decreased eye strain and fatigue, strongly recommend, by a 2-to-1 margin, using
classic serif fonts for large blocks of text in PRINTED materials.

ELECTRONIC MEDIA
For pixel-based ELECTRONIC media (where the reader is viewing text online) the opposite
is true. Because electronic media is based on light particles, the bulkiness of a sans serif
font (no “footers”) is recommended for legibility and decreased eye strain.

With all the tablets, smart phones and online
social communication and interaction,
what font stands out amongst the rest?

One font to
rule them
all?

Well, kinda.
“Helvetica (also called Arial) dominates in media
and advertising not because it's trendy but
because it’s the social media typeface of choice.

while Helvetica remains bold and
obvious, even in point sizes below 12.”

http://www.businessinsider.com/why-helvetica-is-the-only-typeface-advertisers-will-use-in-the-future-2012-11

http://www.adweek.com/news/advertising-branding/voice-your-helveti-topia-awaits-145214#1


GPS FONTOLOGY:
The Basics. GPS Style.
Because of the “readability” factor & The accent or decorative font chosen
also for consistency with the ASRS to represent the GPS style is where
visual style, I’d like to recommend we we can use that “font psychology” to
stick with the following for BODY influence & express what GPS is
TEXT (large blocks of copy) – about. Going back to our “feel &
think” lists let’s pull out some key
• For Printed Materials words that we think we can convey
• Time New Roman font family with a font choice to leave a GPS
observer gut impression of our
• For Electronic Media “brand”. We’ll brainstorm on the next
• Arial font family page and begin looking at some
fonts that could fit that niche’.

For examples of
the ASRS font families, refer
to the ASRS Style Guide.

GPS FONTOLOGY… EXPRESSING “GPS STYLE”!
Response… Possible font…
• Desired “feel / think” • Corresponding expressive
response font
response font
response font
response font
response font
• Desired “feel / think” •
response
Team
Corresponding expressive
font
•
For examples of
Desired font selections
the possible “feel / think” Brainstorming!
• Corresponding expressive
refer to the FONT LIST hand-
response out.
font GPS... NAVIG ATING YOUR FUTURE!

GPS... NAVIGATING YOUR FUTURE!

Developing Our Visual Brand

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Developing Our Visual Brand