MDM650: Week 4 Reflection

Connecting/Synthesizing/Transforming

When it came to research for the asset demos and the brand guide I looked into what others did. I looked into sites that made promotional items to find out the most common specifications and how they previewed their products. For the brand guide I looked at guides that accomplished what I needed and then combined the best of them. The most research was done in the creation of the media assets. A lot of them would only be good advertisements if people were willing to keep them around. One article I found was a study that looked into what made certain outdoor advertisements successful. The study found that being creative wasn’t enough, it had to also be conspicuous (Wilson, Baack, & Till, 2015, p. 255). This made me realize that I had to make signs that would draw the eye towards them. So, for the billboards, I looked into locations where the signs would be displayed to see what was around them. I found that they either had dark buildings or hardware around them or they were in front of trees and plants. This led to me making the decision to have a majority of the sign a bright yellow. This combined with other bright colors would help make it pop from its surroundings. In the case of the pole banners, they would be surrounded mostly by sand or crème colored buildings. This led to me using the blues, greens, and oranges to help it pop.

Signage demo of one possible location

Signage demo of the other possible location

When designing the bumper sticker, I wasn’t sure what would make it successful. In research, rather than looking up sources about bumper stickers I looks into articles that talked about why promotional items helped a brand. In this search I found an article by Ott (2001) that spoke about how “[a]dding a reasonably priced promotional product to a direct mail promotion usually generates far greater response rates, which reduces the cost per unit of the mailing and increases your success”. This made me realize that the item doesn’t necessarily have to be successful just on its own. In the beginning of the brand, a lot of time will need to be spent introducing it to the community. Adding a lightweight item to a mailing campaign will make people more interested because they want to learn why they are getting this freebie. And while they may throw away the informational flyer, they are less likely to get rid of the item.

Problem Solving

One issue I had was to simplify my work and give the elements space. This was most seen in my billboard. The first one was trying to layer too many elements on top of each other and it crammed too many ideas together. I also did not take into account that as people would drive by, they would have trouble seeing so many fine details. The first draft featured a strip of photos that went under the logo. One, the photos clashed with the logo and they merged into a jumble of shapes. Two, people driving by will not have the time to digest what the photos are. And if they do, they probably won’t have the time to digest the rest of the sign. I tried a solution where the photos had a cut out around the logo. This still had the issue of being too cluttered and from a distance they still merged. The final draft ended up eliminating this element. By eliminating the photos, the sign lost the ability to portray the area. Since the issue before had been complexity, I went simple. In my dynamic vision board, I had made a caricature of the Strip. Since these used simple designs, it allowed me to portray the area without over complicating the sign. The sign also featured a winding road. This did not fit with the imagery that the logo was portraying. I straightened out the road and put it where the strip of photos was to help fill blank space, but I stopped it before the logo.

Draft One

Draft Two

Final Draft

 

Innovative Thinking

When starting on the media asset assignment, I first went looking where to go to make these objects. I did this because I knew that the sites would not only give me specifications for sizes and prices, but it would also show how they showcase their assets. This became the most important for the pole banners. For most of the other assets I knew I could just find a picture of a surface, use the perspective warp tool in Photoshop, and edit my assets onto them. When I did this for the pole banners though, they still had this uncanny feeling. When looking at Glenn’s (n.d.) work for Little Mexico I saw that all her assets looked real. And when looking at Signs.com (n.d.) I saw that their products looked very real too. I didn’t have the money or time to order these assets and take photos. But I did have very good Photoshop and painting skills. For all my other assets I did not have to do much aside from a warp because they were on very flat surfaces. The pole banners had hardware running through them and seams which made them look folded and wrinkled. So, after adding the warp I went in and painted in the seam so that the banner looked like it was wrapped around the hardware.

An example found on Signs.com

My asset demo

Another time I had to innovate was working on the brand guide. I first started looking between different sites that informed people on how to make brand guides. Then I went and found actual brand guides that had features that fit my project. The first that I liked was the Skype brand guide: https://download.skype.com/share/blogskin/press/skype_brandbook.pdf (Andrys, 2019). I liked the fun loose feeling it had and I thought it would give a good idea of how to portray my brand characteristics Warm and Familiar. The Skype brand book used voice to make it seem like the brand was talking to the reader. I tried to incorporate this into my version where I could. I made the language a bit more relaxed and tried to use we rather than they. A problem with the Skype brand guide though was that it was a bit too loose. I found the layouts kind of empty. I knew I would have to handle a lot of images without using the same layout for every page, but I also wanted some order. I then searched for a brand guide that handled its photos really well. This is when I found the brand guide for Macaroni Grill: http://superbigcreative.com/project/macaroni-grill-brand-book/ (Superbig, n.d.). It was drier and classier than what my brand was, but it used their photos in ways that didn’t make the pages look all the same. There were shared layouts for common themes but each type of page hand a certain way to handle its assets. So, I combined the way that Skype used space and color to make the book fun and friendly with the way that Superbig used general rules to make it look organized.

A page from Skype’s brand guide

A page from Macaroni Grill’s brand guide

A page from my brand guide

Acquiring Competencies

1. Expand Research (Academic, Conceptual): This made me realize that I did not have to find research specific about what I was making. I found that researching what I wanted to do rather than what I was making was more helpful because it led me to the concept of why it will work.
2. Layouts (Occupational, Technical): For this one I learned how to create rules for page layouts and how to treat the pages. Creating certain layouts for certain types of information helped me create layouts that looked organized and similar without being the same. I also learned how to approach an open book rather than a page. When someone is looking at the brand guide, they won’t look at a single page they will look at both pages together, even if they only read one at a time.
3. Layering (Occupational, technical): When creating my logo and assets I learned how to take layering elements into the account of designs. My logo had the issue where it had spaces other elements could show through. This made me realize that the element around and under the logo could change its perceived shape. So, I made sure to plug up unnecessary holes and to give elements space.
4. Space (Occupational, Conceptual): I learned that crowding too many objects together or not showing all of an element can change its perceived form. Sometimes the simplest designs are the most effective.
5. Trusting the design (Occupational, Conceptual): My original assets featured a phone number to call if they wanted to find out more. I did this so there was something tangible to follow back to my district. I learned though that I need to trust my designs to interest people enough to google the district.
6. Focus (Occupational, Conceptual): I learned that to make my brand guide successful I would need to keep the pages focused. I would have a lot of room to work, I didn’t need to cram five concepts onto one page.
7. Workflow (Academic, Technical): For this I learned to carefully plan time to both research and work. Allowing time for research helps to establish a good understanding so that I can make more effective designs. In a job setting you already have time set aside because you are at your work hours. In an educational setting you need to fit it in-between everything else in your life.
8. Simplicity (Occupational, Conceptual): Over the review sessions I found that the simpler designs were more successful because there was less information to digest. The less information to digest the quicker the viewer gets to your point.
9. Looking at the status quo (Academic, Conceptual): I learned that looking at what has been establish and meeting those standards is a good minimum. Being a student means getting the basics down first, once we have more experience under our belt we can learn how to better innovate.

 

From here I am going to touch up my design brief. I am going to add all the new information to it so that it is more cohesive with the brand guide. I will also start to better memorize the research and reasoning I have done so I can better communicate my brand. I communicate well when given the opportunity to write it out. In a verbal form I lose some of my specificity and I can’t keep resources straight. By nailing this information down I can better defend my design choices.

 

References

Andrys, S. (2019, January 8). 36 Great Brand Guidelines Examples. Retrieved from https://www.contentharmony.com/blog/great-brand-guidelines/#voice-tone

Glenn, K. W. (n.d.). Kara Williams Glenn Media Design Portfolio. Retrieved from https://www.karawilliamsglenn.com/#/little-mexico-branding/

Ott, B. (2001). Keep Your Name out Front. On Wall Street, 11(2), 62. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=4292693&site=ehost-live

Signs.com. (n.d.). Custom Light Pole Banners. Retrieved from https://www.signs.com/pole-banners/

Superbig. (n.d.). Macaroni Grill Brand Book. Retrieved from http://superbigcreative.com/project/macaroni-grill-brand-book/

Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising, 34(2), 232–261. https://doi-org.oclc.fullsail.edu/10.1080/02650487.2014.996117

 

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Andover Strip Brand Guide

Andover Strip Debrief

What was the original Problem to be solved by creating new identity branding? Has the purpose of the brand been met in your materials?

The original problem was that Andover needed an identifiable district that would pull more of the through traffic into the businesses. Previously, Andover was only seen as a suburb of Wichita. Its biggest pulls were that it’s one of the best places for home ownership and the school district does well. These are good benefits for permanent residents but there wasn’t a lot to pull in people moving through the area. By creating the Andover Strip, it creates a place that will persuade people to stop by. The city has the amphitheater but that can only be used a few times during the warmer months. The YMCA is also a big pull but the range of people it appeals to is limited. The Andover Strip creates something that can be promoted and utilized all year round and it gets the local businesses involved because more people coming to the area means more customers. The purpose is met in the materials because one: it introduces the district to people and two: assets like the billboard and notebook can actively show images of the area and its amenities.

 

Will the brand identity and asset designs be perceived as appropriate to the brand attributes? What aspect(s) of the design, specifically, make it so?

The designs play on warm by using bright colors and imagery of the sun. Familiar and authentic is shown by using images or graphics showing the community. Dynamic is shown through use of the strip itself and using lines and shapes that resemble a strip of road. All the assets also stick closely to the color palette which helps establish a visual identity.

 

Does the design convey the intended message? If so, explain how. If not, how might this be corrected?

The designs convey the intended message that this district is a warm and friendly place. One way this is done is through the imagery of the logo. The sun portrays warmth and the rising sun creates an uplifting feeling. The other design elements used in the assets make sure to use saturated colors to make the pieces bright and colorful.

 

Are the media choices effective in sharing the community’s brand? Explain how the design leads to increased interest or better visibility.

The signs are effective because they use bright colors to grab attention as people drive down the streets. The rest of the assets are objects that will be highly visible outside the community or will change hands. Items like the bag and the sticker will be seen by the owner’s sphere of influence when they use the bag at the market or drive around with the sticker on their car. The pen and the notebook serve as a constant reminder of the district as they are kept on a desk or carried around for notes. A pen is also something that is shared or borrowed. The designs use the name of the district and the logo in prominent places to help build recognition.

 

Is the design expected or unexpected? Is that good or bad? Explain why.

The design is a bit unexpected. The core of the brand has remained fairly consistent in that it focuses on promoting the compassion and empathy that the businesses and people have for their community. How it evolved visually was unexpected though. Originally to tie in the fact that the area promoted movement and that it was dynamic, I was going to incorporate more curves into designs. During a brainstorming session though, I came across a logo design that looked good but used straight lines. This meant I had to adjust the visual identity accordingly. This is good because these are what the early stages are meant for. The first idea is rarely the best. So better if solutions are found during the development stages they should be implemented. It is better to experiment now rather than after the assets have been implemented.

 

Is there anything about the design that should be finessed, adjusted, or reconsidered?

I would add a wider range of custom graphics. Using photos works well to familiarize people with the area. Custom graphics though work for projects that need simplicity or good contrast. I would also incorporate more simplicity into designing the assets. I would try to use space more effectively and keep design to one or two elements rather than just trying to stuff the canvas.

Design Brief Updated

Here is an updated version of the design brief for the Andover Strip.

SilviaH_DesignBrief

Andover Strip Media Assets Final Draft

(Click to enlarge images)

Signage

Billboards have the ability to advertise to people while they are on the move or while they are stuck at a light. Signage like this though needs a design that can pull the eyes of the drivers. A study found that because the viewer’s attention can easily be focused somewhere else, the signage needs to also be not only creative but also conspicuous (Wilson, Baack, & Till, 2015, p. 255). This design does this by using bright colors to draw the eye. Billboards along Kellogg would be the best choice for location. Much of the traffic that the district sees are people traveling from smaller towns like Augusta, Winfield, Rosehill, etc. to Wichita. Kellogg is going to be the route most of them will take. One of these signs can catch their eye on their commute and then the pole banners can help steer them further into the district. This sticks to the brand by using mostly warm colors to help promote that this is a friendly environment. The pictures of the shop and squares help to tie in the business aspect.

 

Pole Banners

This asset will help connect the brand to the physical location. It will act similar to the signage and catch people’s attention as they drive through the area. Also, once the hardware is set up, these banners can be switched out. Other areas that have used pole banners do so to “let the community know about upcoming events while also adding a pop of color to single color light poles” (AMI Graphics, 2017). Since the area hosts special events, tent sales, festivals, etc. these banners can be switched out to advertise these events. Or new banners for the area can be made to reflect holidays or the time of year. These banners act to build recognition and introduce the area’s benefit. The banners feature the logo which will help people remember it and connect it to the area. Shopping and Food ties in the business side of the brand while the Family ties in the residential area.

 

Bumper Sticker/Magnet

This asset will work well as an introductory item for the brand. Stickers and magnets are fairly cheap to make, and they would easily fit into an envelope. Using a mailing campaign will help launch the brand. It will also give the local businesses a reintroduction to those that live in the area. In an article written by Ott (2001) she states that “[a]dding a reasonably priced promotional product to a direct mail promotion usually generates far greater response rates, which reduces the cost per unit of the mailing and increases your success”. While whatever flyer is included may be thrown away, they are more likely to keep a freebie. This then leaves a reminder of the brand in their home. Since these types of assets are small, the design is left simple in favour of clarity. The white background helps the sticker and the imagery stick out from the color of the surface it is applied to. This keeps the brand identity by using the logo and combining it with the tagline, and number to the information center. It communicates the essentials of the identity and gives the viewer an avenue to find out more information.

 

Tote Bag

The Andover Strip promotes movement with pedestrian friendly roads and many outdoor events. It is common to walk from shop to shop or stall to stall. This means that at the end of your time you could be left carrying close to a dozen bags. Offering totes as a freebie at festivals or block parties would one: make the visitor view the event more favorably and two: would make it easier to carry any goods they buy. A tote bag is not only a good promotional item for these events, but it can also be used in other areas of that person’s life. Alderton (2010) writes that the tote bag is such an effective branding opportunity because people use them so often at other events/meetings or as everyday briefcases. Now that more stores are starting to eliminate plastic bags, reusable totes are becoming more in demand. Having the totes used in their daily lives will also help with keeping the brand in mind during the winter when the area can’t hold as many outdoor events. This communicates the brand through the logo and the use of the Andover blue.

 

Pen

The main benefits of this asset are that it can be paired with the notebook and pens are often shared. The pen can be clipped onto the spine of the notebook to make a complete set. This will increase the chances that people will keep the items around and use them. But if there is not enough money to buy a large number of notebooks, the pens can still be made in large quantities. They are cheap to order and do not take too much inventory space. The article, The Pros and Cons of Promotional Products states that pens are often shared so they are passed around between many hands (Richard, 2017). If one person gets this pen, then they will lend it out to a friend that asks to barrow one. Or they could take it to work and someone will grab it from their desk. This will lead to more exposure for the brand. This helps communicate the brand through the color of the pen and keeping the logo at the fore front. By placing the logo at the top of the pen it keeps it visible even while using the item. The particular pen I have picked out also doubles as a stylus so the owner can switch between paper and screen. The double use also plays on the characteristic dynamic.

 

Notebook

(5in x 8in)

The brand is communicated through this asset by the use of the color palette, the logo, and the imagery. Since this asset allows for full color printing, the entire color palette is able to be utilized. The main idea for the notebook is that people would keep it on their desk or carry it around with them for notes. By having the logo and the district name on the front it allows for exposure to not just the owner but anyone that sees the notebook. The images on the front also feature the benefits, scenery, and businesses in the area. This helps give the viewer an idea of what the district is rather than just an abstract idea. The imagery acts as an advertisement. This is a benefit to this type of asset. Notebooks are able to combine functionality with traditional advertising. McMarthy and Fram (2008) conducted a study where promotional items that integrated traditional print advertising into their forms had increased brand engagement and retention. By using an item that the owner will use repeatedly, it allows for the opportunity to keep an advertisement in front of them for the brand.

 

References

Alderton, M. (2010). Conference Bags Top List of Promotional Items at Events. Successful Meetings, 59(8), 8. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=64436992&site=ehost-live

AMI Graphics. (2017, March 16). Practical Branding with Pole Banners. Retrieved from https://amigraphics.com/blog/practical-branding-with-pole-banners

McCarthy, M., & Fram, E. (2008). Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand. Journal of Promotion Management, 14(1/2), 3–15. https://doi-org.oclc.fullsail.edu/10.1080/10496490802501661

Ott, B. (2001). Keep Your Name out Front. On Wall Street, 11(2), 62. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=4292693&site=ehost-live

Richard. (2017, August 17). The Pros and Cons of Promotional Products. Retrieved from https://www.customlogocases.com/blog/pros-cons-promotional-products/

Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising, 34(2), 232–261. https://doi-org.oclc.fullsail.edu/10.1080/02650487.2014.996117

Andover Strip Media Assets Draft 01

Bumper Sticker/Magnet

This uses the characteristics warm and authentic. It is warm by using the sun as the focal point. It also does this by making the tagline a prominent part of the design. The tagline implies that the Andover Strip is the center for business. But the heart can also imply that it is the emotional or more caring side of business. It is a warm and friendly place. They care so business owners will be authentic and up front.

The visual identity of this asset is compliant with the brand because of the form and color. The form is kept consistent with the brand fonts and with the use of similar shapes (like the sun). The colors also help tie it in because it is able to utilize the full color palette.

This asset is similar to the tote bag, the pen, and the notebook. Because of the limit on space it was important to just put the most important aspects of the brand on display. This provides the logo, the tagline, the number to the information center, and a general location. Due to their small size and manufacturing cost, these would be an ideal item to include in a mailing campaign to introduce the area. Since the brand will have little recognition power at first it is important to provide information that people can quickly deduce about the location. And since this can be printed in full color like the notebook the brand color palette can be incorporated.

Using these kinds of assets are a benefit because they are often cheap to make and can be mailed out. Near the launch of the brand it would be beneficial to mail residents in the surrounding area about the new district. This would bring attention to the area and act as an introduction. In an article written by Ott she states that “[a]dding a reasonably priced promotional product to a direct mail promotion usually generates far greater response rates, which reduces the cost per unit of the mailing and increases your success”. Adding a tangible item like the bumper sticker or magnet would help give the start of the brand a bigger impact.

 

Pen

This asset promotes the characteristic dynamic. This design can be applied to any pen product but the pen I have picked out here also doubles as a stylus. It not only adds to the usefulness of the asset, but this represents how dynamic the Strip can be.

After looking at various sites that make custom promotional items, the pens only allow the use of one kind of ink. So, I had to convey the visual identity through shapes and forms. By picking a blue pen, it will still stay in the color palette. Space is also limited on this item, so it is important to get the point across. This item promotes the logo, the name, and the tagline. Since this is not an established brand yet, it is also important to give people a way to find out more. The number will connect them with the information center in Andover where they can learn about the district.

The pen is visually similar to the tote bag, the notebook, and the bumper sticker/magnet. All these assets had limited space. So, they all feature similar arrangements of the important information for the brand.

This pen can be paired with the notebooks or handed out on their own. The article, The Pros and Cons of Promotional Products states that pens are often shared so they are passed around between many hands (Richard, 2017). This helps with exposure which will help the brand get on its feet within the surrounding communities. Pens are also one of the cheaper promotional items to make so it will be easy to make a large amount.

 

Pole Banners

These banners stick to the brand by employing the familiar and warm characteristics. It shows that the strip is a place of business, but Family is put in a different color to give it importance. Yes, the Strip wants your business but it also values family, so owners won’t screw you over just to make a buck. It also uses dynamic because of the winding road. It implies movement and that there are places to go.

One way they stick to the visual identity is through their focus on business. The left side uses imagery of the businesses. The right talks out how there are shops and there are restaurants to spend your time at. Another way is that they tie in characteristics of the road itself. They have the road winding through the image and the logo plays as a focal point.

The pole banners are closely related to the signage. Since the pole banners and the signage had a chance of being displayed close together, it was important they shared a similar visual identity. They use gradients and the same road motifs.

This type of asset is handy because once the hardware is set up, they can become places to advertise dedicated to the district. At the start these banners can be used to map out the district so people know how far into Andover the district stretches. This will help people understand the district. And since the hardware is installed the banners can easily be switched to be a highly visible advertisement for special events, tent sales, or individual business (AMI Graphics, 2017). This type of flexibility will allow the advertising to change as the brand changes. For these particular designs they would act as an introduction to the brand/area. They can either be displayed together or the green one can be displayed on its own. The green one acts as a “Hello my name is…” and the orange one explains the strengths of the area.

 

Signage

The characteristic warm is shown through the use of the bright coloring and the emphasis on family in the word set. Familiar plays a part by using images of the area so that you already have an idea of the districts look before you get there. The winding road plays on dynamic by implying motion.

This communicates the visual identity by its use of color and the imagery. The colors are bright and warm. It also uses the road motif and the asphalt texture to help tie in the strip of road. The images of the area focus mostly on the business part of the community.

The billboard most resembles the pole banners and the notebook. The banners both use the road motif. It is similar to the notebook because they use the same background and they both incorporate images from the area to help with recognition.

Signage like a billboard has the ability to advertise to people while they are one the move or while they are stuck at a light. The way this advertising works differently from other forms though is that creativity is not enough. A study found that because the viewer’s attention can easily be focused somewhere else, the signage needs to also be conspicuous (Wilson, Baack, & Till, 2015, p. 255). This design does this by using a bright yellow to draw the eye.

 

Tote Bag

The tote bag shows the brand characteristics authentic and familiar. Again, this design can be applied to any bag but the bag I have chosen for the example (and often the cheaper of the options without losing quality) is a canvas bag. Using quality fibers helps promote the idea that the district deals in authentic, natural products. It plays on familiar by offering a service where it can. It can be used for events in the Andover Strip but it can also be used in other aspects in people’s lives.

This stays within the visual identity of the brand by using fonts and forms that are used throughout other design elements. Since space was limited, and this is an item that will have a lot of exposure, it uses the logo in a prominent place to help give the logo exposure and eventually recognition.

This item is visually related to the pen, the notebook, and the bumper sticker/magnet. It is mostly closely related to the pen because they share similar limitations. Both can only be printed in one ink color. But since this asset’s dominate color is white, this imagery is a reverse of the pen which has blue as the dominate color.

Andover Strip offers many events like festivals, tent sales, farmers markets, etc. Individual stalls will sometimes offer their own bags but by the end of an event, you can be left carrying over a dozen of bags. This tote bag solves this problem by providing a single vessel to carry all these products. It is also a popular freebie item because people have use for them in other parts of their life. This is especially true in states that are getting rid of plastic bags. Alderton (2010) writes that the tote bag is such an effective branding opportunity because people use them so often at other events/meetings or as everyday briefcases. This leads to other people seeing the brand outside of the district. This then leads to better exposure.

 

Notebook

This asset promotes the characteristic of dynamic and familiar. The inside cover of this notebook can have a calendar printed on it. So not only does the journal part have dynamic uses but it can also double as a calendar where they can mark special dates. In an ideal situation, they would use the calendar to mark special dates for events happening in the Strip. It uses the characteristic familiar by keeping notes for the user and by being an asset that is used often.

This asset is able to be printed in a full color so is it is able to incorporate the full brand color palette. It also incorporates images that promote the business side of the area. The asphalt texture and the banding helps incorporate imagery of the strip of road.

This asset is visually similar to the pen, the bumper sticker/magnet, and the tote bag in the arrangements of the logo, tagline, and number. But this asset does not have the same printing limitations as the other products. This product allows for full color printing. So, I was able to incorporate elements from the other assets. It is able to tie in the gradients and textured backgrounds.

The advantage of the notebook is that it combines traditional advertising with functionality. McMarthy and Fram (2008) conducted a study where promotional items that integrated traditional print advertising into their forms had increased brand engagement and retention. The cover of the notebook features images of the area with an emphasis on the businesses. So, it acts as an advertisement and a visual reminder of those areas. Another benefit is that it incorporates a calendar into the cover. The problem with promoting a calendar on its own is that it only has a certain window of usefulness. By putting it into a notebook, even if the calendar expires the notebook can still be used. This will cut down on wastage in case they do not unload the items quickly.

 

References

Alderton, M. (2010). Conference Bags Top List of Promotional Items at Events. Successful Meetings, 59(8), 8. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=64436992&site=ehost-live

AMI Graphics. (2017, March 16). Practical Branding with Pole Banners. Retrieved from https://amigraphics.com/blog/practical-branding-with-pole-banners

McCarthy, M., & Fram, E. (2008). Synergies of Promotional Products and Print Advertising in Building Brand Equity for a New Brand. Journal of Promotion Management, 14(1/2), 3–15. https://doi-org.oclc.fullsail.edu/10.1080/10496490802501661

Ott, B. (2001). Keep Your Name out Front. On Wall Street, 11(2), 62. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=4292693&site=ehost-live

Richard. (2017, August 17). The Pros and Cons of Promotional Products. Retrieved from https://www.customlogocases.com/blog/pros-cons-promotional-products/

Wilson, R. T., Baack, D. W., & Till, B. D. (2015). Creativity, attention and the memory for brands: an outdoor advertising field study. International Journal of Advertising, 34(2), 232–261. https://doi-org.oclc.fullsail.edu/10.1080/02650487.2014.996117

Andover Strip Media Assets

Andover Strip Logo

Single Color Logo

CMYK Logo

Logo Rationale

This logo features the sun cresting over Andover Road. This was inspired by the view in the mornings when the sunlight shoots down the Strip. The sun is also to tie in the city of Andover which features a sun on their logo. Tying the district to the city is to help give the people in Andover ownership of the area. Adding blue to the road also does this. The strip of road and the curving font is meant to play on the characteristic dynamic. They imply movement and fluidity. The characteristic warm is shown through the sun cresting over the road to create the feeling of a new day. This is also shown in the sun’s warm coloring. The yellow and orange help create a bright cheery mood. Familiar and authentic is shown by using a depiction of a view common to the area.

Andover Strip Logo Refinements

 

09 Rationale

This logo was chosen because it ties the district to Andover. Airey (2015) explains that making a logo relevant is important for creating connections to the client and differentiating it from competitors. The city of Andover uses a sun as the main part of its logo. By combining the sun with the strip of road it helps to establish the connection between the road and the city. Even if the words are removed the imagery still has the Andover sun raising over Andover Road. So, the design is not dependent on having the title there to explain the location. It also uses Airey’s (2015) concepts of thinking small and keeping it simple. Since this logo will be reproduced over a variety of products it still needs to be recognizable at different scales. The way that the road is set up, it is meant to also double as another set of rays for the sun. So even if it is scaled down, the overall shape still stays intact and does not get muddled. It also uses simple shapes to not over complicate the piece. This way it is easy to reproduce. And as Airey (2015) explains simplicity helps with recognition and gives the design a better chance at enduring quality. This logo communicates the brand characteristic warm by using the sun. By having the sun peaking over the road, it helps create the sense of new beginnings. It also helps the characteristic of being dynamic by adding the road. This implies movement and that there are places to travel. In Essential Elements for Brand Identity: 100 Principles for designing logos and Building Brands it explains how “the overall shape of a logo becomes a recognizable identifier for a brand” (Budelmann, Kim, & Wozniak, p. 32). Logos in Wichita primarily use circular logos. The logo for Andover though and many businesses in the district use rectangular logos. So, by using a logo that uses more of a diamond shape, it helps tie it to the area. The three competencies I used for this project include using simple shapes for communicating ideas, how to use primary external shapes to tie in the brand identity, and how to make a logo relevant to not only the community in the district but to the community in the city.

 

11 Rationale

This logo focuses on the district. The A is there to tie in the identity, Andover Strip. The strip of road is drawn so that when combined with the A is looks like an R. Both the imagery and the abbreviation of Andover Road help tie in the location. This set up helps with supporting one of Airey’s design guidelines, commit to memory. By tying in the location visual and with the abbreviation it helps the viewer remember not only the brand but the location of the brand. The simple shapes also help the viewer remember the logo and it focuses on one thing, the physical attributes of the area, to avoid confusing the viewer (Airey, 2015). It promotes the characteristic of being dynamic by using curves and a winding road. The curves help move the viewers eye through the piece and the road helps to imply movement. This logo combines using an icon and a wordmark to help combine abstract imagery with a descriptive medium. As Adams (2015) states in his lecture the goal of combing icons and wordmarks is to create “a unified logo that feels harmonious and connected”. The icon uses imagery to help promote the brand as stated before. The wordmark continues this by using similar shapes and curving lines to imply motion in a similar way that the imagery does. So, not only do they both comply with the brand, but they are also cohesive with each other. This logo stays distinctive from other logos in the area by depicting the area without using a frame. In both Wichita’s Old Town logo and the logo for the city of Andover they use frames to create a type of crest look. The Old Town logo draws the area inside a circle. The Andover logo uses a trapezoid to frame in the sun and cloud. This depicts the road by incorporating it into the overall silhouette. This creates more of a unique silhouette that will not be confused with other areas. The three competencies I practiced in this logo was how to combine the old identity (Andover Road) with the new one, how to incorporate icons and wordmarks in a cohesive fashion, and how to use silhouettes to the logo’s advantage.

 

37 Rationale

In many of the interviews conducted, one of the common reasons people came to the area was for the human factor. This was reflected in other research like online reviews for the local businesses. If someone forgot their wallet sometimes a business would take an IOU. In another case, a customer spoke about how they enjoy the craft store because it offers workshops where they can socialize with other crafters. Other reviews mention how they enjoy certain restaurants because it is close to the local YMCA. So, after working out with their friends they can then go get lunch or coffee together. This logo was chosen because it incorporates the compassion in the area. Müller (1996) writes that through a “handling of visual input it is possible to convey enormous amounts of information in a very condensed space by distributing it on conceptually and visually different levels” (p. 9). It represents the name by having the A and the S. The way that the A and the S are connected though helps to create a heart shape. This promotes the brand characteristics that show the district is warm, familiar, and authentic. The people here care. By representing these characteristics with a heart, it keeps the logo flexible so that if the types of businesses change or if a new one comes in, they can be incorporated into the brand. All businesses want to have good customer service so by targeting the logo on compassion it makes it so community businesses don’t have to change their own identities to be cohesive with the district’s brand. It also ties in the characteristic of dynamic by using curving lines and using the combination of shapes to convey three things at once. Poulin (2018) explains how the use of curves can lead the viewer’s eye through the piece. So, using curves in the logo and the font help create this dynamically. This logo uses Airey’s principle by keeping it simple, being distinct, and making it relevant. The logo only uses lines to create simple shapes that will be easy for viewers to remember. It is also distinct because it communicates compassion and togetherness without using a circle as the primary shape. In the lecture Branding for Designers, it explains that almost everyone wants to communicate community and interconnectivity, because of this an over saturation of merging circle logos have emerged in logo design (Adams, 2015). This logo is able to communicate the idea of a caring community by using a line that weaves into itself. This primary shape also stays consistent with the primary shape for the city of Andover. This keeps the logo relevant. By keeping these two consistent it helps give the city a sense of ownership over the area. Yes, the Andover Strip needs to be a distinct district but at the end of the day it is the city and the surrounding area that needs to promote the identity. The Strip itself won’t have the budget or the power to do it by themselves. The three main competencies I practiced in this assignment was being able to use design as a short hand for communicating many concepts, being able to communicate a common brand characteristic without being repetitive, and keeping the brand flexible by using an incorporeal value.

The A in the logo.

The heart in the logo.

The S in the logo.

 

References

Adams, S. (2015, March 27). Branding For Designers. Lecture. Retrieved from https://www.lynda.com/Design-Color-tutorials/Foundations-Branding-Designers/363131-2.html?org=fullsail.edu

Airey, D. (2015). Logo design love: A guide to creating iconic brand identities. Berkeley, Ca.: New Riders.

Budelmann, K., Kim, Y., & Wozniak, C. (2010). Essential elements for brand identity: 100 principles for designing logos and building brands. Beverly: Rockport.

Müller, P. (1996). Communication through Graphic Design. Cross-cultural Communications. Retrieved from http://www.prmueller.de/downloads/GraphicCommunication.pdf

Poulin, R. (2018). The language of graphic design: An illustrated handbook for understanding fundamental design principles. Beverly, MA, USA: Rockport.

Andover Strip Logo Concept Sketches

In what ways did your research inform this ideation process?

The first decision to make was where to focus the design. In an article titled How to Design the Perfect Logo for Your Company, the authors explain how conceptualizing can be helped by writing down a list of associations related to the brand (Morgan & Chavez, 2017). So, the associations I focused on were the directive words, the road, the road’s name, the city of Andover, the district name, and the businesses. After I had topics to base designs on, I tried to keep the designs simple and played with shapes that could convey the ideas. I tried to stay with these simple designs because as van Grinsven and Das (2016) states, logos with simple designs have better brand recognition in the start of its life (p. 261). This equalizes out for complex logos with repeated exposure, but repeated exposure could be an issue due to budget restraints. So, while a few logos experiment with complexity, most use simplicity.

 

In what ways can you be confident that the selected logos will effectively communicate the brand identity?

The logo designs focus on either ideas integral to the district or physical representations that are recognizable. One of the biggest appeals of the area was the human factor that people experienced while shopping here. Owners and employees got to know their customers and they did what they could to help them, even if it meant sending the business to somewhere else or taking an IOU. This familiarity and warmth is shown in number twelve with the shaking hands and the heart/letter combo of designs thirty-three through thirty-seven. These designs were meant to promote the human aspect of the area. As Airey (2015) explains making a design relevant does not always mean explicitly picturing what they do so using these incorporeal aspects help communicate values and feelings. Business is also a strong part of the district’s identity so some designs (fifteen, twenty-five, and twenty-six) focus on this aspect. The designs also use physical representations to help with recognition like the road or using elements of the Andover logo to help tie it to the community. The area has been called Minneha and Cloud City in the past, so these have also been used as design aspects. This is shown in the cloud designs and the drop of water design in number 40 (Minneha means laughing water).

 

In what ways are your solutions unique, or innovative, by comparison to existing logos found through research that represent near and competing locations?

While the Andover Strip is part of Andover it is still important to set up an identity different enough so that the two are not confused. While some of the logos incorporate elements like the sun or the clouds, it stays away from similar arrangements or shapes. It also incorporates the strip of road so that the location is always tied into the visuals.

Andover City welcome monument with logo

It differs from Old Town and from Bradley Fair because the Andover Strip logo designs aim for simplicity. The area will be at a disadvantage budget wise compared to Old Town and Bradley Fair so these logos need simple designs that can be picked up quickly. The business development expert Karl Talbot was quoted as saying, “[a] memorable logo might be deceptively easy…[s]imple is easy to recognize and remember” (PR Newswire 2013). By using simplicity in the designs, it helps give the Andover Strip an edge against these competitors. The Old Town and Bradley Fair logos try to communicate a celebratory feeling with the confetti and bright colors. These brands focus on the livelier aspects of socializing. The Andover Strip logos focus on more relaxed and familiar tones.

Old Town Logo

Bradley Fair Logo

 

What difficulties did you encounter within this concept sketching process?

The main difficulty with designing concepts was deciding whether to base the designs on values or physical attributes. Basing a design on what the district values or main concepts about the area helps promote what they stand for or how they will treat visitors. With a new brand though, recognition can be an issue so using physical attributes like the name and land marks can help with recognition. With designs that use incorporeal topics like familiarity and business, I tried to incorporate the strip of road to help tie the idea to the area. Another difficulty was trying to incorporate Andover into the logo without making it look like a logo for the city of Andover. Again, I tried to incorporate the road or the street name into the design so that the logo stays focused on the area rather than the city.

 

References

Airey, D. (2015). Logo design love: A guide to creating iconic brand identities. Berkeley, Ca.: New Riders.

AndoverKS. (n.d.). Andover Monument [Monument of Andover, Kansas welcome sign]. Retrieved from https://www.andoverks.com/613/About-Andover

Bradley Fair. (n.d.). Bradley Fair Logo [Logo for the Bradley Fair area]. Retrieved from https://bradleyfair.com/wp-content/uploads/2018/04/logo-250×300.png

Morgan, D., & Chavez, A. (2017). How to Design the Perfect Logo for Your Company. SDM: Security Distributing & Marketing, 47(5), 50. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bth&AN=122808566&site=ehost-live

Old Town Logo [Logo for the downtown area Old Town]. (n.d.). Retrieved from https://tours.360wichita.com/190386/logo.png?t=1513876796

PR Newswire. (2013, May 29). Logo Design is Vital to Brand Recognition and Marketing Strategy in Today’s Market, Karl Talbot Offers Tips. PR Newswire US. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=bwh&AN=201305290600PR.NEWS.USPR.CG20873&site=ehost-live

van Grinsven, B., & Das, E. (2016). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude. Journal of Marketing Communications, 22(3), 256–270. https://doi-org.oclc.fullsail.edu/10.1080/13527266.2013.866593