DESN320 BRANDING PROJECT JACK CURTIS and BRIAN TONG · DESN320 Branding Project Jack Curtis and...

DESN320 BRANDING PROJECT

JACK CURTIS and BRIAN TONG

DESN320 Branding ProjectJack Curtis and Brian Tong

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The goals for this project were to create a cohesive brand-ing for the Access 2011 conference. The conference is the largest librarians conference in Canada and on average attracts upwards of 200 people. Up until now, Access had not been branded and each year saw a different array of poorly considered websites. The conference caters pre-dominately to the ‘librarian geeks’ and range from early 30’s to late 50’s. The conference is primarily technology base and offers a platform for fellow librarians to ‘nerd’ out and to hone their skills all while discussing and ad-dressing problems pertaining to the library.

DESIGN BRIEF


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From the get go, we started to look at previous Access branding (or lack there of) and their accompanying websites. We addressed the short comings and success-es (few) and began to develop an idea of what needed to be developed in terms of deliverables. We also began looking at other conference websites. Ranging from TED to BlizzCon, we began to paint a picture of the average branding for conferences. Ranging from technology to comics, each conference had a distinct brand that its attendants could get be-hind. We also looked at other logos and the brands they pertained to. This helped us decide what was necessary to create a concrete brand.

PREVIOUS ACCESS BRANDING


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INSPIRATION: CONFERENCE WEBSITES


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INSPIRATION: LOGOS

We looked at many vector-based logos for inspiration because we wanted to project this conference as a fun, contemporary event. We also looked at many modular logos that could be combined and recon-structed to create fresh forms.


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ACCESSACCESS

FIRST ITERATIONS

Early iterations began to take shape early. We took what we were learning from the other brands and began to add our on voice and styles. Early itera-tions focused on a modular approach. We intended to create a logo that would be used cross platform and would thusly be used in subsequent years. We began by creating systems through binary. We had a grid laid out and subsequently would fill in certain points by looking at binary code. This generated logos based upon people names and offered a very personalized logo. Here, we began to further develop the idea of a personalized and modular logo.


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HELLO, MY NAME IS

KEYNOTE SPEAKER AT

OCTOBER 19-22, 2001

VANCOUVER, BC

VANCOUVER • OCTOBER 19-22, 2011

KEYNOTE SPEAKERS : ANDREA RE IMER

J ER THORP

JON BEASLEY-MURRAY

SECOND ITERATIONS

VA NCOU VER • O CT OBER 1 9- 22 , 20 11

We toyed with the idea of offset bitmap because the conference was about breaking out of the grid and doing everything yourself. We tried variations of us-ing the character as the basis for posters, but we felt that the aesthetic was still too flat. We had to look for a new solution for “The Library is Open.”


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ACCESS BRANDING

Finally, after what seemed like endless amounts of iterations, we reached a cohesive concept. Our origi-nal iterations were far too obtrusive and metaphorical for anyone to really understand what it was we were trying to do. We dialed back the techy approach and began to look for a more humanistic approach. Here we developed the tag line “a new generation of ideas” and build a subsequent campaign off it. Tara had ex-plained that the librarians and their conferences were in a stage of flux as a new, younger generation was coming into play and the old was on its way out. Here we developed what would become out log, typeface and mascot. For the logo we combined the idea of a book meets new technology by combining the silhou-ette of a book cover and the filament of a light bulb. We then developed a word mark made from a custom

type face that was created to reflect similar elements that had been developed in the logo. Finally, we cre-ated a mascot for the campaign. The mascot embod-ied the ethos of the campaign. With an emphasis on community and the generation of ideas determined the visual elements for the mascot. The mascot was maid modular so that it could be customized year after year depending on the key note speakers. This thusly created a very well rounded concept that could be applied to subsequent conferences.


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CUSTOM TYPEFACE

SECONDARY TYPEFACE

Tomato Round CondensedMedium

ABCDEFGhIJKLMNOPqRSTUVWxYz

abcdefghijklmnopqrstuvwxyz

ITC Officina Serif StdBook

ABCDEFgHIJkLMNOPqRSTUvWxyz

abcdefghijklmnopqrstuvwxyz


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ThE LIBRARY IS OPEN

We felt it was very important to address the project in two halves. Firstly, we branded Access separately so that it could be used year after year to create brand longevity. This was key in creating a brand that would last. Secondly, we needed to address this years theme with the new branding we had just developed. The them ‘The Library is Open’ proved to be another hurdle. We needed to keep the humanistic approach that we had pushed while still maintaining our brand ethos.

Here we pushed the hand written type to create said feel. We create stickers that posed an open end-ed question that the audience is expected to answer. These stickers were then placed on top of books to visualize the metaphor of building off of old ideas to create new ones. Subsequently, posters, button pins, promo cards and the website were created to reflect the same. To keep the conference within a realistic realm, and to further emphasize the humanist ap-proach, we used photos for these deliverables.


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WEBSITE

HOME

ABOUT

HOTEL / TRAVEL

PROGRAM

REGISTRATION

SPONSORS

FOLLOW US

ON TWITTER!

© 2011 Access Conference. All rights reserved.

HOME

ABOUT Hackfest

Pre-Conference

Keynotes

Conference

HOTEL / TRAVEL

PROGRAM

REGISTRATION

SPONSORS

FOLLOW US

ON TWITTER!


HOME

>> ROLL OVER TO READ BIOS!

KEYNOTESABOUT

HOTEL / TRAVEL

PROGRAM

REGISTRATION

SPONSORS

FOLLOW US

ON TWITTER!


Andrea Reimer(@andreareimer)

Jer Thorp(@blprnt)

Jon Beasley-Murray(@jbmurray)

Andrea was elected to Vancouver City Council in 2008. She previ-ously served as a Vancouver School Board Trustee (2002-2005), the first to be elected in Canada under the Green Party banner. As a School Trustee, Andrea played a leadership role in successful ad-vocacy campaigns to restore provincial funding for public schools and worked to increase community access and expectations for the public school system. She was also one of the first elected officials

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We designed a single-page navigating website that runs on Wordpress. An open invitation to the user is presented on the website, hence the “The Library is open to yOU.” Information is accessed through roll-over icons, and sub-headers pop out. There is a Twitter feed on the right side of the main page that will constantly be refreshed as new posts are tweeted. The book in the background shifts as more information is presented on sub-pages.


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PRINTED MATERIAL

OCTOBER 19-22

VANCOUVER, BCaccess2011 . l i b ra ry.ubc .ca

SEE YOU THERE!

Our aesthetic for this year’s conference is easily transferable onto any printed material. Here we have designed a poster, promo cards to be put on desks, nametags for people to personalize, and pins. Future swag would also include T-shirts, banners, etc.


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CONCLUSION

Ultimately we feel we created a very strong and cohesive brand. After many heart aches and head aches, we feel our work shows a strong consideration for all the aspects that make a good brand. The need for brand longevity was foremost and thusly the proj-ect reflects so. Upon reflection we realized that we had doubled our work load with this approach and this offers a nice explanation for the lack of sleep. In the end, we feel we created a brand that not only are we proud, but one that also reflects nicely, the ethos of the conference.

DESN320 BRANDING PROJECT JACK CURTIS and BRIAN TONG · DESN320 Branding Project Jack Curtis and...

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