Download i3 Campaign(Slide Show)

i3 campaign
intro
Advertising
campaign.
Promote
awareness of the
library.
intro
Convey a message
about the library.
Visually arresting,
transmutable
design.
Multiple
permutations.
identity
What role
does branding
play in mass
communication?
What importance
does visual identity
have to an institution
or company?
identity
How can a visual
campaign change
people’s perceptions
and/or alter
behavior?
This font Capitalis Pirata, is
made entirely of parts of
readily identified
trademarks.
It was developed by Plazm
and distributed for free
online, to generate
discussion of the nature of
visual consumer culture and
the power of font design.
identity
Harmless enough?
McDonald’s didn't
think so and,
threatened legal
action against
Plazm unless it
removed
McDonald’s
arches from the
font set, claiming
that its inclusion
“diluted the
authority of the
brand.”
identity
What does this
illustrate?
Did McDonald’s overreact to Plazm’s
avante-art
provocations?
identity
Have other companies
under-reacted to
Plazm’s possible
“dilution of the
authority of the
brands?”
What does it matter?
Companies strive
to develop a
relationship with
consumers.
Brand campaigns
are instrumental in
the development
of this
relationship.
identity
Consumer
attention is a
limited resource.
Cradle to grave.
idea
Counter the increasingly popular notion that
Google is a surrogate for librarians.
What is the essence of patron/librarian
interaction?
idea
inquiry
Research begins with a question.
integrity
Librarians bring professionalism and
legitimacy to patron service.
insight
= Inquiry + integrity
Inquiry, integrity, and insight are a process,
not a product.
implementing
With the idea or concept in mind, we began
an “i” letterform study. In short, letters are
treated as shapes and arranged in patterns.
In understanding how we arrived at the
design, it is helpful to think of visual
elements as having a language
of their own.
implementing
A simple visual question. Which is friendlier,
a circle or square?
A more complex visual question is how to
represent inquiry, integrity, and insight
graphically.
Its overall shape suggests a triangle, the
geometric object with the fewest straight
lines. Visually, it signifies
parsimony,
strength,
stability.
It is multidimensional. The i’s are pointing
along different axes, with its center
providing a sense of orientation
in space.
It is dynamic. Letterforms force the eye to
move about the design.
It even has
interesting
negative
space.
It is monochromatic, the antithesis
of Google.
It is arresting.
It is modular.
You and
patron
are “i”.
Italicized
i’s are smooth
and have a
human
quality.
instances
Posters in academic departments and
the Union.
Posters to include library users
with the i3 branding.
Newspaper advertisements
in the MaineCampus.
instances
Highlighters, mouse
pads, bookmarks, etc.
UMaine Today magazine.
UMaine web site:
Current student resources
http://www.umaine.edu/current/
Online postcards using FirstClass
sent to students.
Banners at our entrances or lobbies.
Oakes room posters
or table tents.
Orientation materials.
instances
Incorporate into broadsheet for
bookstore and others.
Faculty brochure.
Postcards to faculty.
Liaisons to departments.
Promotional materials.
inquiry
inquiry