Light On, Color Off Campaign

It’s not about color, it’s about you.

Christopher Ancheta, Amy Ly, & Michelle Marciel Design 154 Campaign Design Spring 2015

Table of Contents I. Introduction

Assignment.............................................................................................................. 2

Campaign Planning.............................................................................................. 3

Case Studies............................................................................................................ 4-6

Light On, Color Off Campaign ........................................................................... 7

Campaign Timeline............................................................................................... 8

Creative Brief.......................................................................................................... 9 II. Research

Editorial Text............................................................................................................ 11

Publication Decisions............................................................................................ 12

Final Editorial........................................................................................................... 13-15

III. Logo

Primary Hand Sketches......................................................................................... 17

Primary Digital Sketches....................................................................................... 18

Secondary Digital Sketches................................................................................. 19

Typography & Finalized Logo.............................................................................. 20 IV. Graphic Standard

Logo Measurements.............................................................................................. 22

Typography.............................................................................................................. 23

Proper Usage........................................................................................................... 24

Improper Usage...................................................................................................... 25

Marketing Items...................................................................................................... 26

Brochure................................................................................................................... 27-28

Business System

Business Card............................................................................................. 29

Letter Head & Envelope.......................................................................... 30

Posters....................................................................................................................... 31

Billboard, Bus Shelter Ad, & Bus Ad..................................................................... 32

Website..................................................................................................................... 33

Promotion Items...................................................................................................... 34-36

Contact Information.............................................................................................. 37

Introduction

Assignment Find a topic that you are interested in and create a full fledge campaign that is paired with research, a proposal, business system, signage, and products. Research the topic thoroughly and use the knowledge that you gain in order to construct a believable campaign. Decide on whether this project will be an awareness or call-to-action campaign. It is possible for it to be both of those qualities. Take into account the costs of each of the promotional items as well the materials that are required for this project.

Topic Search There were many different topics that the group came up with. The main type of issue we wanted to address is a social issue that includes peoples’ perceptions about themselves. After listing all the different possibilities we realized that depression started becoming recognized as an illness since the death of Robin Williams. So we wanted to attack this topic and bring into light the effects of depression on an individual. But looking at the topic even further, we realized that in posters, ads, television commericlas, and magazines tend to display only white individuals and there are rarely any other minority races that are represented. So as a group, we concluded that the topic of our campaign would be recognizing depression within minorities and helping these individuals seek treatment.

Light On, Color Off | 2

Campaign Planning After figuring out the topic of the campaign, we started to think about the message and slogan of our campaign. Initially, the slogans were created to just address the idea of depression and how the person is not alone. In addition, ideas for communicating our idea were also thought of.

We decided that having promotional items would spread our campaign ideas and the idea of creating a public service announcement would catch the attention of the public.

After figuring out the topic of the campaign, we started to think about the message and slogan of our campaign. Initially, the slogans were created to just address the idea of depression and how the person is not alone. In addition, ideas for communicating our idea were also thought of. We decided that having promotional items would spread our campaign ideas and the idea of creating a public service announcement would catch the attention of the public.

In order to organize our ideas, we wrote down potential campaign names, messages, slogans, promotional items, signage ideas, and topic focuses on post its and placed them on the wall to see a collection of ideas we had.

After analyzing the information we wrote down, we narrowed down the choices for slogans and campaign messages. The name of the campaign was a little difficult to come up with since we did not really know what we wanted our campaing to focus on. After careful thought, it was decided that “Out of the Dark” best characterized the topic.

However, this name was already taken by an existing organization on campus so a new name had to be constructed. Focusing more on the minority aspect of our campaign and the idea of coming out of darkness, we thought of a light switch with it’s off and on buttons. The final name that was constructed was “Light On, Color Off.”. After figuring out the name of the campaing, the idea for a slogan came about quickly and we decided that “It’s Not About Color, It’s About You” seemed the most appropriate.

As for promotional items, our list consisted of shirts, buttons, stickers, water bottles, tote bags, and yoga mats. After careful consideration of what relates most to our campaign, we decided to choose items that relate to the different forms of treating depression. The products that were decided on were tea infusers (calming properties of tea relieves stress), pilll boxes (to hold depression medication), shirts, buttons, and stickers.

3 | Light On, Color Off

Case Studies Man Therapy Man Therapy is an Australian online awareness campaign targeting the adult male demographic who have depression. Since depression is often seen amongst men as a stigma and not masculine, men tend to suppress depression and not seek treatment.

With online resources that range from self-help tips to community outreach, Man Therapy covers all the bases of dealing with depression, which does not have any guaranteed methods of cure. We wanted to base our campaign on similar ideologies of depression, but focus our audience on the minority population between ages 18-30, which make up a significant part of California’s population.

**research provided by Christopher Ancheta

Man Therapy

Background

Services for Target Audience

Identity and Media Campaign

Campaign Messages

Man Therapy is an online awareness and call-to-action campaign launched in 2013 and currently based in Australia.

With humor and relatability mixed in, the campaign targets men who are suffering from depression or another form of mental illness and lets them know that it is ok to share this information with others so that they may seek help. The campaign is also meant to break down gender stereotypes and stigmas associated with depression, especially the common notion that only women are capable of undergoing depression or anxiety.

With a targeted audience ranging from young men to middle-aged fathers, Man Therapy acts as a main online resource for men who are or think they are dealing with a mental health issue.

There are professional services that can be contacted as well as more individual activities such as a self-diagnosis quiz and DIY mental health tips.

Similar to Old Spice ads, Man Therapy utilizes an actor (Dr. Ironwood) who serves as humorous everyman figure to provide relatability and encouragement within the campaign’s informative online videos and promotional material. Additional videos found on Youtube chronicle success stories of men who dealt with depression and successfully overcame it. Promotional material such as coasters, business cards, and billboards have been commissioned to create a presence that extends offline.

Know the signs Know the range of treatment options Develop an action plan

Sources http://www.mantherapy.org.au/ https://www.youtube.com/watch?v=SwhSi72NCRs http://www.beyondblue.org.au/about-us/programs/mens-program/program-activities/man-therapy

Chris Ancheta | DES154 | SPRING 2015

Action on Hearing Loss Action on Hearing Loss is a visual campaign based in England that is meant to raise awareness on resources available for people with hearing impairments as well as tips to prevent the premature loss of hearing. The most provocative aspect of the campaign, its posters of real people who are rapidly losing their hearing due to listening to music at high levels. We were inspired by the photographs from this case study and strove to incorporate our own visual identity using photographs of real people that experienced depression, in order to put a face to the issue affecting many.

**research provided by Christopher Ancheta

Action on Hearing Loss

Background

Services for Target Audience

Identity and Media Campaign

Campaign Messages

Action on Hearing Loss is an awareness campaign launched in 2011. It is based in England and in the surrounding countries.

As a charity organization, staff and volunteer members work together to raise awareness about the dangers of hearing loss and encourages people to seek help before it is too late. They want to reach out to peoplewho feel stigmatized by their conditions as well as informing them with how to prevent or treat hearing loss due to tinnitus.

The organization is built on campaigning using their visual identity, fundraising and community sport events, extensive biomedical research, volunteering, and support centers. The target audience for these services are primarily the uninformed youth and the elderly who are unaware of the help they can seek nearby. Apparel and other brand merchandise is sold and given out at various fundraising events to increase awareness of the campaign.

The logo for Action on Hearing Loss contains an all-caps sans-serif typeface with a stylized strikethrough over the ‘loss’ for emphasis. The campaign is easily recognizable through the use of only cyan and magenta colors, on a white background. One of their more successful campaign projects is a visual poster and billboard series that encourages people to not listen to loud music because of its long-term effects on hearing. The visual metaphor of a drill or hammer entering the ear of an individual has generated much publicity and greatly increased awareness for the campaign’s mission and values.

Equality and life choices are not limited Everyone has the right information, advice, care and support There is a range of equipment, treatments and cures available

Sources http://www.actiononhearingloss.org.uk/ https://www.youtube.com/watch?v=l11vDP48VL0 https://www.youtube.com/watch?v=5TYPTrRcVI0

Chris Ancheta | DES154 | SPRING 2015

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Case Studies - Continued Real Beauty Real Beauty is a campaign created by the Dove company.

This company used this campaign to endorse their product.

They expanded on the idea of natural beauty and being comfortable in your own skin. Because many women are self conscious about their figure and their physical appearance, the company created this campagin to let middle age women know that they are still beautiful the way they are and that using their products will also help them look beautiful. This is an awareness campaign and also a call to action due to the fact that Dove is trying to get more consumers to purchase their products. Using public service announcements, posters, and photography, Dove launched a full fledge campaign to send out their message of “Real Beauty”.

**research provided by Amy Ly

1

Case Study

Campaign Advertising

Campaign Purpose The Dove campaign for “Real Beauty” was launched by Dove® in 2004 and was based on a well known global study titled The Real Truth About Beauty: A Global Report. Dove® strived to act as a listener of women’s insecurities. The goal of this campaign is to spark a global conversation in regards to the creation of a wider definition of beauty. The global study mentioned that beauty standards of the current generation has become limited and unattainable.

With the help of many communication vehicles, Dove® changed its campaign direction in 2010 and focused on making beauty a source of confidence, rather than anxiety. A movement for raising self-estetem.

Audience The “Real Beauty” campaign geared towards pre-teen, teen, young adult, adult, and elderly women of all races. The purpose of the campaign was to raise awareness on beauty standards and change the way all types of women see themselves.

In the “Tick Box” billboards, there was a variety of different women shown and a variety of different insecurities addressed.

“You are more beautiful than you think”

Dove® products, photography, videos, youth programs and social media played a great part in helping this campaign get their message out to the public.

Dove® used their products in the campaign to show that women could take action to make themselves feel beautiful.

As for photography, many portraits were taken of women of every race and age and the posters would be paired with personal quotes, checklists, or the Dove® products themselves. The “Tick Box” Billboards were one of the very first graphics for the campaign and became well known in American and the UK. It was contain an image and a positive and negative adjective that the viewer would check based off the image. Most of these portraits would show a woman that is confident in her own skin.

Girl scout programs were created to teach the new generation on how to celebrate the idea of real beauty.

Dove® also has a website with the title #speakbeautiful where women can tweet pictures to share how they speak beautiful about themselves daily.

Sources http://www.dove.us/Social-Mission/campaign-for-real-beauty.aspx http://hellobeautiful.com/2013/04/16/powerful-dove-tells-woen-you-aremore-beautiful-than-you-think-in-new-campaign/ http://realbeautysketches.dove.us/ http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html

Meet the Moment The Meet the Moment Campaign was created by the Clif Bar company in order to motivate people to be more active on a daily basis. They encourage adventures and taking the time to explore. This company is also using this campaign to endorse their products by having missions on the backs of their clif bars and energy drinks. Their target audience is broad and is geared towards individuals who already use their products as well as individuals who went to get going and keep our earth as a safe and fun environment for “play”.

Their major campaign strategy was creating a charity that would place the proceeds in an environmental reconstruction organization.

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**research provided by Amy Ly

2

Case Study

Campaign

Campaign Purpose

Audience & Advertising

CLIF Bar is a snack inspired by the idea of “the spirit of adventure”. In order to further express the idea and importance of outdoor, physical activity, the CLIF Bar company constructed the Meet the Moment campaign. It is a call to action campaign that tells others to get out in nature, start moving and celebrate the good times on this adventure.

Through the Meet The Moment campaign, CLIF Bar wanted to spread their message and their products to a broader audience. It is geared towards this generation of the elderly, adults, young adults, teens, and children who do not get enough outdoor activity as we should. The company is trying to motivate the public to engage in exercise and exciting outdoor experiences.

Ways in which CLIF Bar has spread their campaign is through their products, challenges, photography, and social media.

To spark the imagination of the public and to inspire others, CLIF Bar created a 20 Adventure Challenge that is printed on the back of their CLIF Bar packaging. Taking a picture of the adventure and hashtagging Meet The Moment on a social media side was part of the donation event. It also allowed individuals to share their experiences and encourage others to do the same.

Photos of people skydiving, hiking, skiing, etc. were placed on billboards and webites to share the experiences of others with the public. There were also motivational quotes added and a picture of CLIF Bars products to direct others to the company.

Project Manager Rachel Klipp stated, “We created Meet The Moment to help create a community where athletic adventure could easily be [shared], and to hopefully help inspire and spark new adventure.”

Goals and Outcomes The main idea of the Meet the Moment campaign is to have people share their outdoor experiences in order to make others aware of the importance of protecting the environments in which we “play”.

CLIF Bar started a charity fund in 2014 where the company would donate $1 for every picture labeled with the hashtag #MeetTheMoment on any social networking site. The profits were given to one of the seven environmental non-profits.

A total of $82,122.00 was collected and donated to an environmental non-profit. This donation would help protect the outdoor places people play in.

Sources http://www.meetthemoment.com/ http://www.actionhub.com/news/2014/07/24/clif-bars-meet-moment-campaign-inspires-adventure-conservation/ http://www.snowshoemag.com/2014/07/22/clif-bars-meet-the-moment-campaign/ http://www.clifbar.com/uploads/10/09/cbclogo.jpg

Case Studies - Continued Clean Water Campaign The Clean Water Campaign, targeting all ages, is striving to inform the public about the importance of reducing water pollution. They encourage people to print their informational brochures and distribute them freely. We were inspired by the Clean Water’s brochure “When It Rains” and we wanted to incorporate a similar visual appearance with our own. We appreciated how with some images one of the sides was shaped like a wave, not just the standard straight edge.

Case Study: Clean Water Campaign Michelle Marciel / Des 154 / Spring 2015

**research provided by Michelle Marciel

for a cleaner and healthier environment

The Clean Water Campaign is a collaborative public education initiative that brings together local, state and federal government agencies, environmental and community groups and corporate partners who all share the common vision of protecting water quality in metro Atlanta. It is spearheaded by local governments in metro Atlanta, supported by the Metropolitan North Georgia Water Planning District and managed by the Atlanta Regional Commission.

This brochure is one of a series of publications dedicated to raising awareness of pollution prevention to protect water quality. Special thanks to the City of Portland (OR) Bureau of Environmental Services for the use of its artwork in portions of this brochure.

To find your county board of health near you, visit: http://health.state.ga.us/regional For best management practices about inside food operations, contact the Pollution Prevention Assistance Division (P2AD) at 404.651.5120 or online at: www.p2ad.org

“Did you know that when it rains, it pollutes?” ~Clean Water Campaign THE GOAL OF THE CAMPAIGN The Clean Water Campaign is directed towards the public to inform people about the harmful effects of storm water pollution.

WHAT CAN WATER POLLUTION EFFECT? The campaign explains how this dangerous type of pollution can harm the environment and the creatures that live off of the land, including ourselves. Rivers and streams can become polluted, restricting where people can swim or fish. This pollution can also, negatively affect our drinking water.

HOW CAN I HELP? The campaign provides various ways for people to reduce water pollution. These precautions can include picking up after your pets, properly disposing of your garden clippings, and washing your car in a grassy location - where the soapy water can be safely absorbed.

Global Trees Campaign The Global Trees Campaign is a call to action. They are working with Fauna & Floral International along with Botanic Gardens Conservation International to try to save the world’s threatened tree species. Their website provided an extensive amount of photographs portraying the many endangered trees and the work they have done to help them. These beautiful photographs inspired us even more to incorporate pictures of real people who are dealing with struggles into our campaign.

menu

the

Clean Water Campaign

Clean Water Campaign | 40 Courtland Street, NE | Atlanta, GA 30303

cle anwat erc amp aign.com

A Water Pollution Prevention Guide for the Food Service Industry

EFFECTIVE STRATEGIES The website is easy to understand and navigate through the webpages.

The website accommodates for all ages: incorporating educational games for kids and providing text for those who have longer attention spans.

The website contains many engaging brochures that beautifully portray ways to help prevent water pollution.

Resources “Clean Water Campaign.” Welcome to the Clean Water Campaign.

Clean Water Campaign, n.d. Web. 2 Apr. 2015.

EPA Logo. Digital image. N.p., n.d. Web. 3 Apr. 2015. <http://blogs.bard.edu/cepportal/files/2013/03/epa_logo.jpg>. ”Logos, Slogans & Mascots.” Nonpoint Source Outreach Toolbox. EPA, 5 Apr. 2015. Web. 05 Apr. 2015.

Menu for a Cleaner and Healthier Environment. N.p.: Clean Water Campaign, n.d. PDF. When It Rains, It Pollutes! N.p.: Clean Water Campaign, n.d. PDF.

When It

The Clean Water Campaign

Be the solution to stormwater pollution Stormwater pollution is the leading threat to our water quality. Approximately 1500 stream miles in Metro Atlanta are in violation of state water quality standards due to stormwater pollution.

The daily activities of residents and businesses across the region impact our water resources and ultimately our drinking water supplies.

The only way to combat the adverse effects of pollution is through knowledge and action.

The quality of Metro Atlanta’s rivers, lakes and streams depends on all of us.

The Clean Water Campaign is a collaborative multi-agency education and outreach effort coordinated by Metropolitan North Georgia Water Planning District for the 15-county Metro Atlanta area. The Clean Water Campaign’s mission is to build awareness of water quality problems and solutions.

The Metropolitan North Georgia Water Planning District serves as the water planning organization for the greater metropolitan Atlanta area, which encompasses the following counties and their respective municipalities: Bartow, Cherokee, Clayton, Cobb, Coweta, DeKalb, Douglas, Fayette, Fulton, Forsyth, Gwinnett, Hall, Henry, Paulding and Rockdale.

Rains It Pollutes!

Clean Water Campaign 40 Courtland Street, NE, Atlanta, Georgia 30303 www.cleanwatercampaign.com

**research provided by Michelle Marciel

Case Study: Global Trees Campaign Michelle Marciel / Des 154 / Spring 2015

“Securing the future of the world’s threatened tree species”

(Credit: Jackson Xu/FFI)

~Global Trees Campaign THE GOAL OF THE CAMPAIGN The Global Trees Campaign is partnered up with Fauna & Flora International (FFI) and Botanic Gardens Conservation International (BGCI). According to the website, this group “is the only international programme dedicated to saving the world’s threatened tree species.” The Global Trees Campaign is trying to spread the word about the many endangered trees and inspire others to join.

EFFECTIVE STRATEGIES The use of photography on the campaign’s website really helped to visualize the many endangered trees.

(Credit: Jackson Xu/FFI)

(Credit: Li Xiaoya/FFI)

Almost every page has a fact enclosed in a green box that catches the viewer’s attention as they scroll through the site. By refreshing the page, the quote inside the box changes and displays a new fact.

It is helpful to see the huge list, that is only a small portion of the 8,000+ endangered trees. Each image on the list is a link to more information about a particular tree.

Resources "About the Global Trees Campaign - Global Trees." Global Trees.

Global Trees Campaign, n.d. Web. 05 Apr. 2015.

"Global Trees Campaign." N.p., n.d. Web. 5 Apr. 2015. <http://www.ccl-logistics.com/webimage/Global%20Trees%20Campai gn.jpg>.

"Chinese Coffin Tree - Global Trees." Global Trees. Global Trees Campaign, n.d. Web. 05 Apr. 2015.

Planting Taiwania seedlings in the wild (Credit: CPC Vietnam)

Light On, Color Off | 6

Light On, Color Off Campaign Mission Statement Light On, Color Off is an awareness campaign that will inform the public about the inequalities and stigmas of minority groups receiving mental health treatment. Through visuals constructed through print, promotional items, and an online web presence, we hope to inform the state of California on the specific issues of minority individuals that suffer from depression, as well as friends, family, and the community on what they can do to support those affected by depression.

Background Information

Target Audience

Project Strategy

According to the National Alliance on Mental Illness, important factors such as race, financial status, and cultural barriers, all of which may hinder oneâ&#x20AC;&#x2122;s ability to seek help, are often disregarded when talking about mental illness. Depression is an illness that does not discriminate and can affect any age or gender. Currently, a majority of mental health treatments and the portrayal of depression features white individuals. African Americans, Asian Americans, and Latinos are not often represented in these depression awareness articles, so this population feels as though they cannot relate, and do not have the confidence to seek help. Many depression-related issues today are monocultural and offer very limited ways of treating it.

The target audience are 18-30 year-old African Americans, Asian Americans, and Latinos living in California and who suffer from depression.

The Light On, Color Off campaign will also reach out to friends and family members with loved ones who need care for their depression. Many within the minority also hold a low-socioeconomic status and do not speak English, which lessens the amount of services available to them.

Light On, Color Off is an awareness campaign that will inform the public about the effects of depression and its severity, especially amongst minority groups. This campaign will include various advertisements such as informational pamphlets, 11x17 posters, television/radio broadcasts, and an interactive website. The posters and pamphlets will contain illustrations and photography that shows real people who have experienced depression.

There will be transportation and billboard ads to support the fact that depression is a medical condition that can affect anyone and thus, equal treatment should be available to everyone. The website will provide more information about the campaign, offer solutions for those with depression, and give advice to others on how to help those in need. Products such as t-shirts, medication organizers, and stickers will be created and branded with the campaign logo to spread awareness even more.

Objective Due to the lack of equal treatment and stigmas associated with depression, many people in the minority populations of America are afraid or resistant to seek appropriate care. The Light On, Color Off campaign is meant to inform minorities of the effects of depression and its existence as a mental illness, while also acknowledging cultural differences like language barriers and religious practices. It is through effective personal and community outreach that we hope our campaign is successful in bridging the gap between the patient and effective treatment.

After reaching out to the minority population, the increase in awareness and strength to ask for help can be measured through quantitative surveys, interviews, and research.

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Campaign Timeline

MAY 15 Photoshoot and Focus Group with Participants

MAY 4 Finalize Logo Brochure Layouts

MAY 13 Refine Brochure Layout

MAY 2 Photoshoot for Editorial APRIL 22 Editorial Body Copy 5 Thumbnail Editorial Layouts Survey for Participants

APRIL 20 Creative Brief

APRIL 6 Campaign Topics Possible Campaign Messages

MAY 11 Completed Editorials

MAY 10 Purchase Promotional Items

JUNE 3 Finalize Campaign Material and Presentation

MAY 6 Finalized Campaign Pieces and Proposal

Light On, Color Off | 8

Creative Brief PROJECT: Mental Health Awareness Campaign Needs:

Project Strategy:

We want to create a visual campaign that informs and empathizes with people of color who suffer from mental illnesses. Due to the lack of equal treatment, minority populations in America are too afraid or resistant to seek appropriate care. This campaign is meant to inform the minority of the effects of depression and its existence as a disease, while also acknowledging cultural differences like language barriers.

This will be an awareness campaign that will inform the public about the effects of depression and its severity, especially amongst minoirty groups. Our campaign will include various advertisements such as informational pamphlets, 11x17 posters, television/radio broadcasts, and an interactive website. The posters and pamplets will contain images and photography that displays real people who have experienced depression. There will be transportation and billboard ads to support the fact that depression is a medical condition that can affect anyone and tus, equal treatment should be available to everyone. The website will provide more information about the campaign, offer solutions to those with depression, and give advice to others on how to help those in need. Products will be created and branded with the campaign logo to spread awareness. (T-shirts, medication boxes, buttons, stickers, etc.) A business system for this campaign will also be included.

Project Objective: We want to help people become more educated about mental health. We want to increase the percentage of people in the state that are aware and empathetic to the minority population who define and treat depression differently. This information could be measured through surveys, interviews, and research after reaching out to the minoirty population.

Background: Depression is becoming more apparent and it does not discriminate. Depression is an illness that can affect any age or gender. Currently, a majority of the self-help and portrayal of depression features white individuals. African Americans, Latinos, and Asian Americans are not often represented in these depression awareness articles, so this population feels as though they cannot relate, and do not have the confidence to seek help. This campaign will focus on the minority, ranging from the ages of 18 to 30, in order to target a generation that often experiences depression without much knowledge of how to treat it. Many depression-related subjects today are presented as mainly articles with the purpose of raising awareness of depression and providing few methods of treatment. Everyone is aware of the drugs that decrease depression, but there are no extensive articles or other pubic services that reveal other possibilities to battle depression, especially in lieu of cultural differences.

Message:

Depression does not discriminate.

(SLOGAN) Itâ&#x20AC;&#x2122;s not about color, itâ&#x20AC;&#x2122;s about you.

Audience:

DeprOur audience is 18-30 year old African Americans, Latinos, and Asian Americans located in California. The Audience will also reach out to friends and family members with loved ones who need care for their mental illness. Many minority individuals also hold a lowsocioeconomic status and do not speak English, which lessens the amount of services available to them.

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Research

Editorial Text One of the beginning assignments for this campaign was to create an editorial that contains material that surrounds the campaign topic. This area contains a great deal of research and for this topic the information came from a variety of different studies involving minorities and depression as well as medical websites that provided strategies to treat depression.

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Publication Decisions For the layouts, each person was able to choose their own publication and organize the text in a way that reflects the style of that publication.

WIRE Amnesty International

The New Yorker

The Scientific American Mind

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Final Editorial: WIRE

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**credit to Christopher Ancheta

Final Editorial:

The New Yorker

**credit to Amy Ly Light On, Color Off | 14

Final Editorial:

Scientific American Mind

**credit to Michelle Marciel

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Logo

Preliminary Hand Sketches In the initial sketches, we wanted to create a symbol that would mark the campaign. The idea of a light switch on a person was thought of, but some individuals found a different meaning in the image. We created a design where a person was holding a flashlight but the idea seemed to literal.

From that point we decided to sketch out ideas with the type itself and using the name of the campaign as the logo. We played with the idea of using the “O’s” of the words on and off in the campaign name.

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Preliminary Digital Sketches The concept of a light switch and being creative with text was the direction in which we wanted the logo to go.

Tried to use the “O’s” in the text to look like light switches. There were a mix of responses. For example, sometimes the shape would be seen as a stop light, light switch, and an elevator button.

Played more with text so that the “O’s” and “L” in color mimicked a face. But this logo style was childish and the topic of the campaign is serious so we did not want to give the wrong impression.

Attempted to use an actual light switch as a logo but the style of the illustration seemed to childish and the idea of doing something clever with the text was sought out for.

Light On, Color Off | 18

Secondary Digital Sketches The next set of sketches went in another direction and there was more creative freedom with different type faces. The concept of having the “O’s” in on and off connect together like rings gets the message that this campaign wants the people to work together and to remind the public that they are not alone.

After further studies, we found that the “O’s” linking together resembled the Olympics logo. So we tried looking for other ways to work with the letters and we decided that we could make the “O’s” look like hands that are trying to hold each other. This gives the campaign a personal aspect to it and having one of the hands sharp and dark would represent those who are depressed and the yellow and rounded hand would represent the people who want to help them.

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Typography & Finalized Logo For the logo, we wanted something that looked friendly, inviting, and rounded off to compliment our logo.

Primary Typeface Keep Calm

This is the finalized logo. The gray hand is angular and dark to represent those who are suffering from depression. The yellow hand is round and gentle looking to represent the feelings of individuals who want to and wish to help those who are depressed.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Secondary Typeface Century Gothic - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Century Gothic - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Century Gothic - Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

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Graphic Standard

Logo Measurements This grid must be utilized in order to maintain the exact placements of type and visiual outlines on the logo itself.

Inaccurate placement of text and skewed lines will make the logo unusable.

0.54 in.

0.26 in.

0.27 in.

0.27 in.

0.25 in.

Light On,

3.79 in.

Color Off.

3.25 in.

22.5 pt

4/5ths above text

* Measurements will refer to the actual dimensions of the logo that will be used on business systems

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Typography Primary Typeface Keep Calm ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Secondary Typeface Century Gothic - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Century Gothic - Bold NOTICE: Century Gothic can only be used for text on business systems and marketing products. This type cannot be a replacement for the type face used in the logo.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

Century Gothic - Italics

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ! @ # $ %^ & * ( )

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Proper Usage

R: 252 G: 181 B: 20

R: 251 G: 193 B: 20

R: 255 G: 208 B: 103

R: 255 G: 255 B: 255

HEX: FCB514

HEX: FBC114

HEX: FFD067

HEX: FFFFFF

C: 0 M: 32 Y: 100 K: 0

C: 1 M: 24 Y: 99 K: 0

C: 0 M: 18 Y: 70 K: 0

C: 0 M: 0 Y: 0 K: 0

R: 167 G: 169 B: 171

R: 109 G: 110 B: 112

R: 64 G: 64 B: 65

R: 0 G: 0 B: 0

HEX: A7A9AB

HEX: 6D6E70

HEX: 404041

HEX: 000000

C: 0 M: 0 Y: 0 K: 40

C: 0 M: 0 Y: 0 K: 49

C: 0 M: 0 Y: 0 K: 90

C: 0 M: 0 Y: 0 K: 100

*These colors are the only ones that can be used for the logo. Other shades or values of these colors are not authorized.

Light On, Color Off | 24

Improper Usage

Light On,

Do not stretch logo horizontally or vertically

Do not place text over symbol

Color Off.

Light On, Color Off.

Do not rotate the symbol

25 | Light On, Color Off

Light On, Color Off.

Do not adjust the colors outside the specified ones

Light On, Color Off. Do not flip the text

Marketing Items

*Refer to Sources Page for References

Light On, Color Off | 26

Brochure - Front Side

**photography by Christopher Ancheta and Michelle Marciel 27 | Light On, Color Off

Brochure - Back Side

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Business System: Business Card

Amy Ly

Light On, Color Off.

Graphics Director 1805 Oâ&#x20AC;&#x2122;Farell Street San Francisco, CA, 94105 (415) 914-0291 amily@ucdavis.edu http://www.lighton coloroff.net

The front of the business card displays the logo and keeps the style of a rounded corner to match the circular shape of the logo.

29| Light On, Color Off

The backside of the business card has the main illustrative image for the campaign and also the necessary information normally found on business cards.

Business System: Letter Head & Envelope

Light On, Color Off | 30

Posters - Illustrative & Photography Based

DEPRESSION DOES NOT DISCRIMINATE.

Light On,

Color Off.

lightoncoloroff.net

It’s Not About Color.

DEPRESSION

It’s About You.

DOES NOT DISCRIMINATE.

Depression is an illness that affects everybody. The color of our skin does not change the amount of depression we feel. We all are one in the same.

Light On, Color Off.

http://www.lightoncoloroff.net lightoncoloroff.net

31 | Light On, Color Off

Billboard, Bus Shelter Ad, & Bus Ad

Light On, Color Off | 32

Website

33| Light On, Color Off

Promotional Items

**Refer to Sources Page for References

Light On, Color Off | 34

Promotional Items: T-Shirts FRONT

BACK

It’s Not About Color.

I t ’ s A b o u t Yo u .

Light On, Color Off.

It’s Not About Color.

I t ’ s A b o u t Yo u .

Light On, Color Off.

It’s Not About Color.

It’s About You.

Light On, Color Off.

35 | Light On, Color Off

Promotion Items: Continued

Medication Box

Stickers

Tea Infusers

Buttons

Light On, Color Off | 36

Contact Information For Help with Depression

Light On, Color Off. Campaign

National Alliance on Mental Health

Chris Ancheta

Hotline: 800-950-NAMI Email: info@nami.org Twitter: @namicommunicate Website: https://www.nami.org/

National Institute on Minority Health & Health Disparities Hotline: 301-402-1366 Email:NIMHDinfo@NIMHD.NIH.gov Twitter: @NIMHD Website: http://www.nimhd.nih.gov/

Active Minds Hotline: 1-800-273-TALK Twitter: @Active_Minds Website: http://www.activeminds.org

37 | Light On, Color Off

4301 Geary St., San Francisco, CA 94105 Tel: (530) 831-0394 E-mail: cjancheta@ucdavis.edu

Amy Ly 1805 Oâ&#x20AC;&#x2122;Farell St., San Francisco, CA 94105 Tel: (209) 914-0291 E-mail: amily@ucdavis.edu

Michelle Marciel 1999 Powell St., San Francisco, CA 94105 Tel: (530) 450-2841 E-mail: mlmarciel@ucdavis.edu

Sources http://www.stickergiant.com/logo-stickers http://gotprint.net/g/uploadBrochure.do https://www.bandsonabudget.com/products/print http://greenfurb.com/insight/billboard-sizes/ http://www.billboardsin.com/california/sacramento http://www.bluelinemedia.com/bus-advertising/bus-exterior http://www.bluelinemedia.com/bus-advertising/bus-stop-shelter http://www.promoslogos.com/page/srz/CTGY/bracelets http://www.tutfeed.com/post/195356/20-Cute-Tea-Infusers-That-Will-Make-Coffee-Lovers-Jealous http://www.alibaba.com/showroom/bulk-tea-infusers_5.html https://www.oaaa.org/OutofHomeAdvertising/OOHMediaFormats/BusShelters.aspx https://www.oaaa.org/OutofHomeAdvertising/OOHMediaFormats/King-SizeBusPosters.aspx https://www.mentalhelp.net/articles/sociology-of-depression-effects-of-culture echt.chm.msu.edu/BlockIII/Docs/RecRead/EthnicDisparities.pdf http://www2.nami.org/Template.cfm?Section=New_Freedom_Commission&Template=/ ContentManagement/ContentDisplay.cfm&ContentID=28338 http://www.washingtonpost.com/local/therapists-say-african-americans-are-increasingly-seeking-help-for-mental-illness/2013/07/09/9b15cb4c-e400-11e2-a11e-c2ea876a8f30_story.html