Improving the world through engineering the world through engineering 1 Brand Guardian Seminar 29...

Improving the world through engineering www.imeche.orgImproving the world through engineering www.imeche.org 1

Brand Guardian Seminar

29 September 2008


Visual Identity Presentation

29 September 2008

Brand Guardian Seminar


Architecture of the new identity

Visual Toolkit The Trapezium Colour palette Type Imagery Strapline Division / Group / Region

This Presentation


Currently IMechE has many brands and sub brands

Architecture

From this: To this:


Architecture of the new identity

Why have we done this?

To achieve higher awareness of the Institution Create a stronger sense of belonging for members and employees of the Institution

Signals a brand that values it reputation and beliefs

Increase cross selling potential

Help reduce costs

Architecture


New architecture has two levels:

Level 1 Level 2Masterbrand Masterbrand Endorsed

Architecture


Examples

Level 1 Level 2Masterbrand Masterbrand Endorsed

Architecture


The Trapezium: type and background

Visual Toolkit

Where it can be placed

Hero

Black


The Trapezium: size and exclusion

Visual Toolkit

Size

Minimum size 25mm No maximum in theory

Exclusion

½ height surround

1x

2x

1x

1x

1x


The Trapezium: What not to do on printed documents

Visual Toolkit

Greater London Region

Greater London Region


Colour Palette: Five colours

Visual Toolkit

RGB: 213/43/30 RGB: 119/36/50 RGB: 188/212/195 RGB: 103/92/83 RGB: 255/255/255

Bright Red

Trapezium Background without Trapezium

Dark Red

Headline colour Bright red used for highlight + balance

Steel Blue

Background colour Good academic + conservative colour

Warm Grey

Primary text colour

White

Background


Type: Print

Visual Toolkit

Serifa

Four Types: Which one to use? (4.7):

Serifa Black: Used for headlines SET IN CAPITALSSerifa Roman: Used for sub-headlines Set in upper and lower caseSerifa Light: Used for text Set in upper and lower caseSerifa Bold: Used for text highlights Set in upper and lower case


Type: Home

Visual Toolkit

MS font to use is Verdana

Use on:

Word documentsPresentationsWeb pages


Imagery: Key pointers

Visual Toolkit

1. Use photography – never illustrations

2. Imagery should be treated to create a bold, dramatic style

3. We have four broad categories: 1. Landscapes2. Topics3. Engineered products4. People

4. Remember, no image is better than a bad image


Imagery: Four categories: Landscapes

Visual Toolkit


Imagery: Four categories: Topics

Visual Toolkit


Imagery: Four categories: Engineered products

Visual Toolkit


Imagery: Four categories: People

Visual Toolkit


Imagery: Remember your audience: Easy guide

Visual Toolkit

1. Members: Landscapes and topical imagery

2. Government, industry, academia: Landscapes and topical imagery

3. Schools and students: Engineering products and people (age)

4. Public: Engineering products – external view


Imagery: Treatment

Visual Toolkit

1. Avoid bright colour imagery (helps with text)

2. Try use suitable black & white images or de-saturate the pictures


Imagery: Treatment

Visual Toolkit

1. If de-saturated does not work well – go to black and white


Imagery: Cropping

Visual Toolkit

See if the image can be improved by suitable cropping


Strapline: Improving the world through engineering

Visual Toolkit

1) Should be placed at the bottom of literature, stationary etc2) Should be in bright red, unless placed on a dark colour then white3) Should be printed in Serifa Bold in upper and lower case4) On standard A4 paper, the strapline should be in 12pt text


Divisions / Groups / Regions / Branches / Panels

Visual Toolkit

1) The standard logotypes have now been abandoned

2) Title of D/G/R set in Serifa Bold, sentence case, 12 pt, Dark Red

3) Committee/Area of D/G/R - Serifa Roman, Sentence case, 12pt, dark red

4) Should be placed at top left of document

5) Name should not be linked to Trapezium


Visual Identity Presentation

29 September 2008


What is verbal identity?

Verbal Identity


Verbal Identity

Aviva is the world’s fifth–largest insurance group and the largest insurance services provider in the UK. Together with over 45 million customers worldwide you can feel certain of your choice with Aviva, whether you invest for the future, guard against the unexpected, or protect the things that are important to you.


Verbal Identity

Nike does more than outfit the world’s best athletes. We are a place to explore potential, obliterate boundaries, and push out the edges of what can be. At Nike, it’s about bringing what you have to a challenging and constantly evolving game.


Verbal Identity

We are the voice for doctors and medical students – in constant contact with ministers, government departments and many other influential bodies. We promote the medical and allied sciences, seek to maintain the honour and interests of the medical profession and promote the achievement of high quality healthcare.


IMechE verbal identity

• Campaigning

• Opinionated

• Knowledgeable

• Authoritative

• Inspiring


Use of Headlines

Existing headline:Low-Carbon Mobility: A Sustainable Future for Transport

Energy from Waste in the UK

Tidal power in the UK: SeaGen

New headline:The road to sustainability isn’t a road

Opportunities should be seized, not thrown away

Tidal energy is more than a sea change


Before After


Events Literature


Long copy

• Write how you speak, not like a text-book

• Try and break down large bodies of text into digestible chunks

• Be clear and concise

• Use a variety of different sentence lengths to vary the pace and keep things interesting

• Short sentences make reading easier, especially if explaining something complex

• Try and break large paragraphs into smaller sentences

• Get to the point


For example

The aim of the Power Industries Division is to promote the safe, efficient, cost effective and environmentally sensible generation and utilisation of non-motive power and we will provide a national and international focus for the dissemination of mechanical engineering knowledge and best practice in that field.


For example

Our Power Industries Division focuses on promoting the safe, efficient, cost-effective and sustainable management of non-motive power. From how it’s generated and distributed, right the way through to the way it’s used, we use our knowledge of mechanical engineering to help advance the industry worldwide.


What is verbal identity?

Verbal Identity

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