apnba june 2008 conference fisher

Projecting a professional Projecting a professional association imageassociation imagegg

Jeff FisherJeff FisherEngineer of Creative IdentityEngineer of Creative IdentityEngineer of Creative IdentityEngineer of Creative Identity

Jeff Fisher LogoMotivesJeff Fisher LogoMotives

APNBA Business District Association Conference – June, 2008 1

Presentation OutlinePresentation OutlinePresentation OutlinePresentation OutlinePut Put your best face forward your best face forward What What image is being communicated?image is being communicated?Communication Communication from my creative mindfrom my creative mindyyLongevity Longevity of an imageof an imageConsistencyConsistency of an imageof an imageConsistency Consistency of an imageof an imageDon’t Don’t try this at hometry this at homeDesign Design resource possibilitiesresource possibilities


Put your best face forwardPut your best face forwardPut your best face forwardPut your best face forwardAll businesses,All businesses,

i ti di ti dorganizations andorganizations andevents should events should be represented be represented by a simple, bold, by a simple, bold, eyeeye--catching, andcatching, andmemorable graphicmemorable graphicmemorable graphic memorable graphic image which willimage which willconvey the desiredconvey the desired

ithithmessage with message with visual clarity. visual clarity.


Put your best face forwardPut your best face forwardPut your best face forward Put your best face forward An existing graphic An existing graphic

t ti ft ti frepresentation of representation of an identity that isan identity that isnot best serving itsnot best serving itsdesired purpose, desired purpose, or an impendingor an impendingname change,name change,name change, name change, may create an may create an identity crisis foridentity crisis for

i tii tian organization an organization or association.or association.


Put your best face forwardPut your best face forwardyy

Rebranding, orRebranding, orthe updating of an the updating of an identity, does notidentity, does notrequire the loss ofrequire the loss ofrequire the loss of require the loss of the recognizablethe recognizablehistorical or visual historical or visual

ti thti thperspective the perspective the target audiencetarget audiencemay have of a may have of a business entitybusiness entityor organization.or organization.


What image is being communicated?What image is being communicated?What image is being communicated?What image is being communicated?In addition to identifying a business or association, In addition to identifying a business or association, a successful logo will often convey a great deal ofa successful logo will often convey a great deal ofa successful logo will often convey a great deal of a successful logo will often convey a great deal of additional information to the viewer:additional information to the viewer:

The The actual services of the business/organizationactual services of the business/organizationgg

Geographic Geographic or historic landmarks associated or historic landmarks associated withwiththe the business or organizationbusiness or organization

Images Images and messages important to the businessand messages important to the businessor or organization leadership and member base. organization leadership and member base.


Communication from my creative mindCommunication from my creative mindCommunication from my creative mindCommunication from my creative mind

It’s not just a design that It’s not just a design that ill l k Till l k T hihiwill look pretty on a Twill look pretty on a T--shirt:shirt:

A. River A. River -- with eastside with eastside orientation from cityorientation from city

B. People B. People -- four joined infour joined inan associationan association

C. Community unity C. Community unity and a roundaboutand a roundabout

D. Portland city blocksD. Portland city blocksE. NonE. Non--threatening andthreatening and

clever acronym clever acronym -- withwithwater drop imagerywater drop imagery


Longevity of an imageLongevity of an imageg y gg y g

A wellA well--designed, trend designed, trend f id i ff id i ffree, identity system for an free, identity system for an association, or business,association, or business,may have a lifespan of a may have a lifespan of a decade or two.decade or two.

With event images, IWith event images, Iencourage my clients toencourage my clients toencourage my clients to encourage my clients to “re“re--use and recycle” use and recycle” -- in getting the most from in getting the most from promotion dollars and topromotion dollars and topromotion dollars, and to promotion dollars, and to create a visual reputation create a visual reputation in the marketplace.in the marketplace.


Consistency of an imageConsistency of an imageConsistency of an imageConsistency of an image

One of the most importantelements of a successful organization, business or event identity is consistent

i ll li tiusage in all applications.


Don’t try this at homeDon’t try this at homeDon t try this at homeDon t try this at homeHaving Having a computer and software programs a computer and software programs does not does not a designer make.a designer make.gg

A A “contest” is not the best way to end up “contest” is not the best way to end up with with an effective graphic identity for a an effective graphic identity for a business business event or associationevent or associationevent or association.event or association.

Make Make use of a design professional use of a design professional -- or or design design student student -- who understands the creative who understands the creative process.process.

Plan Plan ahead to allow the time required for ahead to allow the time required for the the bestbest graphic resultgraphic resultbest best graphic result.graphic result.


Design resource possibilitiesDesign resource possibilitiesDesign resource possibilitiesDesign resource possibilitiesContract Contract with your neighborhood with your neighborhood professional professional graphic graphic design expert.design expert.

Make Make use of students at your local high use of students at your local high schools schools and design or art institutions.and design or art institutions.

Work Work with schools to create a program of with schools to create a program of having a having a design intern work within your office.design intern work within your office.

EstablishEstablish a pro bono relationship with aa pro bono relationship with aEstablish Establish a pro bono relationship with a a pro bono relationship with a designer having designer having a passion for your efforts.a passion for your efforts.

Find Find a corporate/business sponsor, or local a corporate/business sponsor, or local arts patronarts patron to assist in funding your graphicto assist in funding your graphicarts patronarts patron, to assist in funding your graphic , to assist in funding your graphic design needsdesign needs..


In Conclusion…In Conclusion…In Conclusion…In Conclusion…

TheThe K I S S PrincipleK I S S PrincipleThe The K.I.S.S. PrincipleK.I.S.S. PrincipleCommunicate Communicate clearlyclearlyEnsure Ensure graphic longevitygraphic longevityMaintain Maintain consistencyconsistencyMake Make use of the best graphic use of the best graphic designdesignresources resources availableavailable


apnba june 2008 conference fisher

Business

association association

business entity

f id ifor association

design needs

graphic longevity

design professional

memorable graphic image

image consistency