1. Advertisement Layout and Design Guidelines and importance of a brand identity

2. Five general guidelines • White space • You see and read at least the headlines of ads that have more white space.

3. White space (ohiobar.org)

4. White space (ohiobar.org)

5. Be clever • There’s nothing that can compete with a clever headline; not even good design.

6. Be clever (http://www.dzinepress.com)

7. Be clear • After your clever headline has garnered attention, specifically tell readers what to do and give them the means to do so.

8. Be clear (http://www.dzinepress.com)

9. Be brief • Keep the copy simple and to the point.

10. Be brief (http://www.dzinepress.com)

11. Be brief (http://adoholik.com/wp-content/uploads/2011/01/hotwheels_police_ticket.jpg)

12. Use color when you can • It always attracts the eye. • Great way to use contrast and repetition.

13. Use color when you can (http://www.dzinepress.com)

14. White space, be clever, be clear, be brief http://stuckwithpins.deviantart.com/art/SWP-Beach-Party-08-flyer-90361853

15. Brand identity

16. The feedback • “It looks like the emblem of some failed low-fare spinoff of a major airline,” wrote Slate’s Tom Scocca. • Refinery29 compared the logo to “that awkward cap-sleeved tee with the rhinestone letters you find while thrift shopping that’s neither vintage nor new, but definitely not cool.” • “Created in Microsoft Word/WordArt” – lots of people • Crap Logo Yourself

17. What went wrong?

18. What went wrong? • They destroyed a strong brand identity. • “Clean, classic clothing and accessories help customers express their individual sense of style. Gap, which opened its first store more than 40 years ago, continues to build its brand presence around the world.” -- Gap.com

19. What went wrong? • “It's an iconic brand with many millions of customers, most of who have bought in to the brand on the basis of its style. Wouldn't the time for listening have been before unilaterally replacing the very symbol of whatever Gap style is? Icons, by their very nature, are familiar and comfortable and reassuring and cherished. They confer respect and even sentiment. They are the vaults for brand equity. So tinkering with them, much less changing them wholesale, has always been a risky undertaking. That's because the value of the equity derives directly from the customers' emotional investment in the brand. The more iconic the brand, the greater is that value. We aren't merely customers of Volvo and eBay and Tropicana orange juice and Gap; we see ourselves as owners.” • – Bob Garfield, Advertising Age, http://adage.com/article?article_id=146506

20. Developing a brand identity, adapted from David Arnold’s The Handbook of Brand Management • The position must be relevant to the customer. • It must be based on the brand’s strength. • It should distinguish the brand from its competitors. • It must be communicable, i.e., not too complex.

21. Case study (from Designer’s Guide to Marketing by Betsy Newberry, 1997) • Barrington • Litigation consulting firm • White Design guides Barrington identity program.

22. Barrington

23. Case study: Barrington

24. Case study: Barrington

25. Case study: Barrington