GRAP 332 Branding Design II Instructor: Michael Shumate For your reference I have included a typical "shopping list"

of components for a typical (if there is such a thing) corporate identity. Keep in mind that the nature of one company's business will dictate what components the company will need and what importance an element will have. This list is neither denitive nor complete. Feel free to remove this paragraph and use for your own clients.

Corporate Identity Checklist

Introduction c Title Page c Table of Contents c Introductory Letter/Policy statement c How to use the manual c Basic terminology Basic Identity c Preferred Identity c Acceptable Identity Variations c Staging c Preferred Identity c Identity Variations c Corporate Colors c Unacceptable Identity Variations Other Identity Components c Use of graphic elements (if any) c Logo Step and Repeat c Preferred Corporate Typography c Compatible Typography c Brand Names / Trademarks c Logotypes c Subsidiary Signatures Stationery c General Guidelines c Paper Stock c Format c Location of symbol/wordmark c Color c Typography c Executive Stationery c Letterhead c Envelope c Business Card c Managerial Stationery c Letterhead c Envelope c Business Card c Standard Stationery c Letterhead c Envelope c Business Card c Subsidiary Stationery c Letterhead c Envelope c Business Card c Misc. __________________________ Ancillary Stationery c Airmail Envelope c Window Envelope c Mailing Label c Internal Mail Envelope c Memorandum c Oversize Envelope c Corporate Checks c Reports c Misc. __________________________ Business Forms General Guidelines Paper Stock Format Color Typography Invoice Statement Purchase Order Shipping Form Proposal / Job Quote Misc. __________________________ Financial & Legal c Annual Reports c Quarterly Reports c Proxy Statements c Legal Documents c Standard Contracts c Warranty Certicates c Misc. __________________________ Advertising/Sales Promotion c Consumer Magazines c Trade Magazines c Newspaper c Television c Point-of-purchase Displays c Trade Show Exhibits c Posters c Premiums c Misc. __________________________ Marketing & Sales Literature c Quarterly Reports c Brochures c Catalogs c Tags & Labels c Direct Mail c Merchandising Aids c Uniforms c Name Tags c Misc. __________________________ Miscellaneous Literature c Corporate Periodicals c Divisional Newsletters c Employee Booklets c Dealer Publications c News Releases c Misc. __________________________ Environmental Graphics c Ofces Interiors c Decor & Furnishings c Misc. __________________________ Signage c General Guidelines c Line of Sight c Long-distance Signage c Materials c Colors
c c c c c c c c c c c c External c Plant/Building Entrance c Ofce Entrance c Retail Outlets c Directional Signage c Misc. _________________________ c Interior c Doors c Directional Signage c Misc. _________________________

Transportation General Guidelines Vehicle Types Color Typography Signage Materials Company Cars Service Vehicles Vans Buses Box Trucks Tractor Trailers Tanker Trucks Parking Lot Stickers Aircraft Rail Engines Freight Cars Ships Materials Handling Equipment Misc. __________________________ Packaging c General Guidelines c Layout c Product name c Typography c Color-coding/product lines c Legal Considerations c Sizes, packaging types, labels c Boxes c Bottles c Cans c Labels c Stickers / Price Tags c Cartons c Paper Bags c Tubes c Shipping Containers c Wrapping Paper c Misc. __________________________ Miscellaneous c Employee Pins c Matches c Gift ties c Glasses c Misc. __________________________ c Misc. __________________________ c Misc. __________________________
c c c c c c c c c c c c c c c c c c c

Brand Identity Projects

Instructor: Michael Shumate Brand identity projects are large undertakings which require overall organization and goals which are typically accomplished in phases. Phase 1: Analysis
BRIEFING SESSION

Phase 2: Design Exploration

GRAPHIC EXPLORATION

Phase 4: Implementation
BRAND IDENTITY MANUAL

Understand the current identity's strengths and weaknesses especially in terms of the company's latest plans and marketing strategies.
INTERVIEWS

A broad range of approaches are developed and evaluated. Specic work is done on the basic identity components: Wordmark, Symbol or Logo (if any) and the Corporate Colors. For a very large program, the client will be shown all the development work and will critique and be given the design team's recommendations in order to choose up to three concepts for prototype development.
PROTOTYPE DEVELOPMENT

Implement the design policies into the manual and arrange for its distribution. Phase 5: Secondary Implementation The design team may also be asked to implement the new design system for the major or all applications (stationery, vehicles, packaging, environmental graphics, signage, uniforms, advertising, business forms or other collateral materials, etc.).

About a dozen of the company's key personnel need to be interviewed in-depth to get a diversied view of the company's marketing and communication needs.
FACILITIES AND VISUAL AUDIT

The selected concepts will be applied to three or four different kinds of needed corporate applications (stationery, vehicles, packaging, signage, advertising, business forms or other collateral materials, etc.)
APPROVAL SESSION

On-site visits at a representative selection of company facilities (stores, depots, ofces, terminals, etc.) to conduct informal interviews with personnel and to make a photographic record of existing identity practices and components. Also some competitors' facilities are sometimes sampled.
RESEARCH AND REVIEW

Again, all work done in this phase is shown to management ending with the design team's recommendations for the nal identity design. The client needs to give approval and authorize the next phase. Phase 3: Design Renement
DESIGN REFINEMENT

Discover the features of your client's competitors' identities and compare with your client's existing and planned market images. This stage may also involve market research to determine public perceptions of your client in relation to its competitors.
PRESENTATION TO MANAGEMENT

Acceptable variations of the identity are explored as well as those variations which might not be appropriate for certain uses. Design staging is developed, renements are incorporated and general design guidelines are developed.
DESIGN EXTENSION

An informal reporting of your ndings to date, conclusions and recommendations are given and discussed. Management needs to conrm what components the Corporate Identity will encompass and give approval for phase 2.

The rened designs are applied or reapplied to the prototype applications and other needed applications including variations of applications (example: various kinds or models of vehicles owned by the client).
PRESENTATION TO MANAGEMENT

Demonstrate the design system, its advantages and special opportunities with recommendations for the nal design components and policies. Approval for Implementation should be given here.