The ATTC Network Visual IdentityMay 2008

Webinar: Melanie Adkins, M.A.

Get to kNOw…

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Today’s Road Map

• Intro to presentation• A MarStudies: Repositioning

keting Context • Case• What is Visual Identity?• ATTC Network Visual Identity

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Who am I?

“Like a good neighbor..”

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THE RESPONSE PROCESS: FOUR MODELS

StagesAIDA model

Hierarchy of effects model

Innovation adoption

model

Information processing

model

Cognitive Stage Attention

Awareness

KnowledgeAwareness

Presentation

Attention

Comprehension

Affective Stage

Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Yielding

Retention

Behavioral Stage Action Purchase

Trial

AdoptionBehavior

Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001

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Case Study: Sonic Corporation

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Case Study: Miller Lite

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Corporate Identity

Magazine Advertising

Brochures

Power Point Templates

Newsletters

Trade Show Displays

Promotional Products

Branding

Advertising

Media Kits

Publication Design

Brochure Design

Registration Format

Visual Identity

Logo

Style Guide

Stationery System

Website

Signage

Sales Focus

Awareness Focus Awareness

Focus

What is a Visual Identity?Sales Focus

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THE RESPONSE PROCESS: FOUR MODELS

StagesAIDA model

Hierarchy of effects model

Innovation adoption

model

Information processing

model

Cognitive Stage Attention

Awareness

KnowledgeAwareness

Presentation

Attention

Comprehension

Affective Stage

Interest

Desire

Liking

Preference

Conviction

Interest

Evaluation

Yielding

Retention

Behavioral Stage Action Purchase

Trial

AdoptionBehavior

Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001

…This is where

Visual Identity Lives

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• Opportunity for repositioning• Increases recognition • Increases professionalism• Increases *perceived dependability

*Branding 101: Perception is EVERYTHING!!

Benefits of Strengthening our Visual Identity

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A Starting Point: The ATTC Network Style Guide

• Logo • Color Palette • Font• Stationery• Brochures, Fliers• Website, E-Pubs• Power Point Slides• Wordsmithing

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PART I: “People” logomark

PART II: Unifying Tagline

PART III: Defining Tagline

Logo: Overview

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Logo: Part I

“Nude”

With Regional Center

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Logo: PART 2

Logo: Part II - Unifying Tagline

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Logo: PART 3

Logo: Part III - Defining Tagline

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Logo: Part I, II and III Combined

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SECONDARYPRIMARY

Color Palette: For All Publications

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Color Palette: A Closer Look

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Color Palette: Reversing the Logo

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Color Palette: What NOT to DO!

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Paper Stock

•Bright white, uncoated paper stock is preferred.

•Natural tone or off-white paper stock will have a tendency to mute these colors, thereby projecting an inconsistent image of the organization.

•IN NO EVENT SHALL FLOURESCENT OR COLORED PAPER OF ANY KIND BE USED FOR THE ORGANIZATION’S COLLATERAL.

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Titles/Headers/etc: Body Copy:

Font Type: For all Publications

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Stationery

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Brochures, Flyers

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Website, E-Pubs

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PTT Slides: Title Pages, Customized

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PPT Slides: Title Pages, Generic

A

B

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PPT Slides: 2nd Pagers

C

B

A

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WordsmithingUSE:The ATTC NetworkThe Network

NEVER USE:ATTC’sThe ATTCThe National Network

USE:Regional CenterThe CenterThe ATTC Regional Center

NEVER USE:RC’sReg Centers

USE:The ATTC National OfficeThe National OfficeThe Central East ATTC Central EastThe Mid-America ATTCMid-America

NEVER USE:NOCEATTCMAATTC

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Coming in the Style Guide..

• Blending Initiative references

• Credentialing VIPs

• Cataloging Publications

• APA style guide reminders

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The ATTC Network Visual Identity

“A brand is a living ENTITY, and it is enriched or undermined

cumulatively over time, the product of a thousand small gestures.”

Michael Eisner, Disney CEO

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More to Come…

•Always contact me with questions

•We’re happy to help with templates

•All these items will be posted for your use

•iNSiDER: Promotions and Branding, find templates

Melanie Adkins, M.A.

Communications Manager

(816) 235-6988

adkinsml@ATTCnetwork.org