red cross kids proposal presentation

8/4/2019 Red Cross Kids Proposal Presentation

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Red Cross: Identity & Branding

Lawrence BakerParnika Agarwal

Meagan Steinkamp


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What is Identity & Branding?

Red Cross: Identity & Branding 1

Taken from Branding, Identity, & Logo Design Explained by Jacob Cass


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Your brand is the face of your organization.It's how people will recognize you, who you

are and what you do.

Why is it important?



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Existing Identity



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Inconsistent visual branding communicates alack of confidence in brand and reducescredibility.

A strong brand & identity instills a greaterimpact on audience

Lumping all childrens material into one broad

age group loses strength

Why Change



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Divides age range into smaller groups that are

easier to target via visual identity & branding Based on physical factors that apply to all

children, regardless of mental development

Pre-Pubescent & Post- Pubescent



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People will see your colors and graphics before theyread any text and this can affect their impression of

you.

Use of the wrong colors results in the wrongimpression.

Colors influence people through psychologicalchanges and are associated with certain feelings

and meanings.

The Importance of Color

Red Cross Kids: Identity & Branding 6


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Graphs and quotes from Colour Assignment by Joe Hallock

Using Color Theory Research



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Why is it important?



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"...the use of bright and highly saturated colors can help make a

corporate identity fun, accessible, and exciting.""...children tend to like the color yellow more than adults do,

the use of yellow is necessary to maintain a child-like theme."



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Pre-Pubescent Color Examples


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Pre-Pubescent Color Palette



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Post-Pubescent Color Examples


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Post-Pubescent Color Palette



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Why?

-A logo is how people identify the brand.

- The brand needs to be identifiable by the younger agegroups to form an attachment at a younger age.

-It has to be something easily identifiable, and moreimportantly, appealing to the target age group.

Creating a Logo for Youth



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Pre-Pubescent Precedents



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Post-Pubescent Precedents



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The Red Cross is now a little but lessround and child-like

Bubble around RCK is now removed

more mature

Reduction of the amount of Yellowto match the growing dislike of thecolor with age

Red Cross Kids typeface now matchesthe Typeface for the adult Red Cross

Post-Pubescent Logo



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Logos progress and mature with age

The progression allows the child to form brand loyalty at a young age, andessentially grow with the brand into adulthood

Logo Progression



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http://www.youtube.com/watch?v=_TKiurxbWTk

Pixar puts out many successful characters that strongly resonate with a variety of age

groups. They give insight into their character creation process.

Getting into Character

http://www.youtube.com/watch?v=_TKiurxbWTkhttp://www.youtube.com/watch?v=_TKiurxbWTkhttp://www.youtube.com/watch?v=_TKiurxbWTk


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Many developers begin with a character backstory, which enriches thecharacter and gives audience material to relate with.

They begin their search by thinking about personalities that would fit therole. During this step artists rely on internal inspiration, using parts of their

own personality.

Characters personalities must be able to play off each other. For example, ifone has created two characters with very similar personalities , there isnothing dynamic in the relationship and it will fall flat.

Brainstorm Use Inspiration Observe Draft Animate

Character Research from Lightning Pixels by Russel Wooton

Creating a Character



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The Cute One- The cute character is based on the proportions of a baby, and attimes comes coupled with the expression of shyness. Big eyes, small arms.

The Screwball- The screwball generally has a long skinny body, skinny neck,low forehead, short legs, big feet, and an elongated head

The Goofy One- A goofy character will have a small head, an overbite, loosebaggy pants, and droopy eyes.

The Brute- The brutish character will have a small cranium, a large barrel likechest, small hips, short legs, long arms and large hands.

Character Descriptions from Lightning Pixels by Russel Wooton

Basic Character Types



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Existing Characters



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Cuteness is a drawing factor: proportions

based on developing bodies

Animals characters

Less emphasis on depth, but still musthave aspects of basic relatability

Pre-Pubescent Characters



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red cross kids proposal presentation

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