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contents Profile. . . . . . . . . . . . . . . . . . 7 Identity. . . . . . . . . . . . . . . . . 15 Deliverables. . . . . . . . . . . 23 Process .. . . . . . . . . . . . . . . 43

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foreword ecoserve is a revolutionary concept inspired by the upsetting fact that my current college campus does not offer a recycling program. We will not have a future unless we take care of the present. Thus ecoserve, a versatile college sustainability initiative, was born. The remainder of this manual is dedicated to the creative solution for this program. How the program would actually work is still to be established. The focus is to create a unified identity system, for college campuses, to engage people to ‘be the one’ and take action to save our planet.

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profile Statements & Values. . . . . . . . . . . . . . . 10 Brand Portrait. . . . . . . . . 12 Audience & Users. . . . . 15

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core values

Small changes creating huge impacts

brand promise ecoserve is dedicated to campus sustainability, providing an initiative for students, faculty and staff to take action to help save our planet.

Passion for the Environment

Awareness Education

Recycling & Reusing

Zero Waste

Wildlife Protection

Eliminating Carbon Footprint

Community Empowerment


vision statement At ecoserve, we are dedicated to reducing our impact on the environment while, improving the quality of human life.

value proposition Providing an initiative for campus sustainability empowering people because we know making small changes can create huge, positive impacts on the environment and quality of human life.

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Challenging and inspiring people to ‘be the one’ to make small changes that have huge impacts on the environment. Mission Statement

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Zero Waste

Community Empowerment

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Passion for the Environment

Education Awareness

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target audience

primary users

The target audience of ecoserve is 17–24 year-old college students, and the secondary audience is college faculty and staff. This target audience is always busy: eating, sleeping, going to classes, doing homework, and socializing. Today’s society has become all about convenience and individualism.

Devyn, Will, Katelyn, Justin, and Amelia are college students at Ferris State University in Big Rapids, Michigan. Devyn, Katelyn, and Justin live on-campus in the residence halls, while Will and Amelia live off-campus. Their degrees of study range from accounting to molecular diagnostics to outdoor education. In their free time, this group loves to hang out together: socializing, watching movies, going to the occasional party and enjoying the parks in Big Rapids.

College students are entering the stage of making their own decisions. They no longer have parents telling them when to clean or what to buy. They are more willing to try something new and change their lifestyle. Another important aspect of this target audience is they are easy to locate and target in terms of geography. We know where they will be eating, socializing, and walking.

Although not completely aware of their full impact on the environment, these users do have some awareness. Before coming to college, a few of them were already committed to small changes to live a more sustainable life. Amelia recycled and bought organic food whenever possible. She also was a strong advocate for environmental and outdoor groups. Justin rode his bike to work instead of driving his car. Will, Katelyn, and Devyn had chosen to use more environmentally friendly products when given the choice, such as reusable water bottles. They are all up for trying new things, and, as long as it is not too difficult, are willing to change small parts of their lifestyles for the environment. In terms of technology, they all own laptops, ranging from Dells to Macs. Devyn, Will, and Justin own smart phones. They all use the internet extensively for homework and social media. Facebook, everyone agreed, was their primary social media. Over half also use Twitter, Pinterest, and Instagram.

Finally, this audience is tech savvy. Today, with cell phones, text messaging, e-mail, and social media, people stay connected 24/7, with not only their neighbors, but people all across the globe. Social media is extremely important in our society. The college student values social media extensively because it feeds their need for instant feedback and attention.

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identity Primary Mark. . . . . . . . . . 18 Black and White Mark.. . . . . . . . . . . . . . . . . . . 19 Space & Size Requirements.. . . . . . . . . 20 Color Scheme. . . . . . . . . 21 Typography. . . . . . . . . . . . 22 Visual Elements. . . . . . . 23

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primary mark The primary mark is a combination mark of a symbol and wordmark. It has a rough, natural feel to emphasis ecoserve’s passion for the environment. Due to the uniqueness of both the company name and symbol, they may also be used separately as secondary marks. ecoserve / identity

black and white mark The ecoserve leaf is a little different in black and white as it is not filled. However, the color of the medium it is on will show through. Black and white should only be used when color is absolutely not an option. Again, the symbol and wordmark can be used separately. ecoserve / 19



2X X

X 2X 2X


space & size requirements The clear space and size requirements must be followed in order to maintain legibility and the overall cleanliness of the mark. The letter X is a spacial reference, representing 1/2 the height of the typography. The mark should be no smaller than the 1/4 inch in reference to the leaf. ecoserve / identity

color scheme Green is the symbolic color of nature. It contains the powerful energies of nature and symbolizes new life and growth. Green is the main color with 75% K being the text color. Other colors may be used as long as they are in chalk pastels except black.

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Bariol Regular

The quick brown fox jumps over the lazy dog. ABCD E FG H I JKL M N O PQ R ST U VW XY Z ab cde fg hi j k l m n o p q rst u v wx yz ,.! ?“” ;:& 1 23 4 5 6 7 89 0

typography The primary typeface is Bariol Regular. All text is to be set in Bariol. All headers should be in lowercase to match the wordmark.

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visual elements The visual elements are available to better educate and explain ecoserve’s elements. The tagline is a call to action, asking people to make small changes with huge impacts.

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deliverables Letterhead. . . . . . . . . . . . . 26 Envelopes.. . . . . . . . . . . . . 27 Business Cards.. . . . . . . 28 Posters. . . . . . . . . . . . . . . . . 29 Brochure. . . . . . . . . . . . . . . 30 Window Cling.. . . . . . . . . 31 Giveaways. . . . . . . . . . . . . 32 Receptacles.. . . . . . . . . . . 36 Website. . . . . . . . . . . . . . . . 38 Social Media. . . . . . . . . . . 40 Banners. . . . . . . . . . . . . . . . 41

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April 13, 2013

Steve Smith 5555 10th Avenue Howell MI, 48843

Dear Mr. Smith, Thank you very much for applying for the management position and for taking the time yesterday out of your schedule to personally meet in our office for the interview. We are pleased you are interested in joining ecoserve. As we discussed in the interview, ecoserve is currently recruiting to hire another member into our management team. Your previous work with non-profit organizations make you a favorable candidate for this position. We had several talented candidates that applied and after serious consideration the management team decided to hire only one additional candidate. We carefully reviewed the skills necessary for this position and decided that we wanted someone with an extensive background in sustainability as one of our top priorities. As mentioned, we had several highly-qualified people apply including you. Your resume and excellent interviewing skills put you in the final round for our decision. Unfortunately, we only have one position available and cannot hire you at this time. We are staying focused on our top priority as noted and hiring someone with an extensive background in sustainability. We want to once again extend our thanks for your time and attention to our company and the management position. We wish you the best of luck in finding employment with a company that can make use of your excellent qualifications. We sincerely appreciate your interest in applying with us and encourage you to reapply when another position becomes available.


Stephanie Crittendon Department Manager

1201 S. State St., Big Rapids, MI 49307



| |

Make small changes that have huge impacts

letterhead Size: 8.5 x 11" Paper: 24W Classic Crest, Recycled 100 Natural White The type used in the letterhead should be Minion 10pt/12pt and 20 tracking.

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Please recycle when you are finished!

Make small changes which will have huge impacts 1201 S. State St. Big Rapids, MI 49307

Steve Smith 5555 10th Avenue Howell MI, 48843

envelope Size: A10 Make small changes which will have huge impacts Paper: 24W Classic Linen, Recycled 100 Natural White The type used for the label should be Bariol 12pt/15pt and 20 tracking. Please recycle when you are finished!

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Make small changes which will have huge impacts

Please recycle when you are finished!

Stephanie Crittendon / President 1201 S. State Street, Big Rapids, MI 49307

Stephanie Crittendon | 555.543.5432 |

President 1201 S. State Street, Big Rapids, MI 49307 555.543.5432 |

business cards Size: 3.5x2" Paper: 80C Classic Linen, Recycled 100 Natural White These business cards are displayed in actual size.

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posters Size: 11.5x6.5" Paper: 80C Classic Linen, Recycled 100 Natural White Posters are for the recycling part of the initiative, to bring awareness to people about what is and what is not recyclable. There is a poster for each item. ecoserve / 29

brochure Size: 8.5x12.5� Paper: Any white recycled 70T The brochure is for people to know what is recyclable. It folds out for people to be able to put on their refrigerator and keep.

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green room certified Students can achieve green room certification and receive a window cling to place in their window. This will be a great way to encourage students to become more involved in choosing a green lifestyle. It will bring more awareness to the program and create action from other students. ecoserve / 31

merchandise/giveaways These items can be used as giveaways, or made available for purchase, at the colleges’ discretion. Everything is made from recycled materials or is a reusable product. The TOMS shoes are an option to promote walking instead of driving and enhancing other’s quality of life. ecoserve / deliverables

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medium receptacles

receptacles There are three different sizes of receptacles: small, medium, and large. There are three sizes to make recycling more convenient. The reason many do not recycle is because they do not want to take the time to find a receptacle, so this will help solve the problem. ecoserve / deliverables

large receptacle

small receptacle

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home screen

website The website is created for colleges to use as a resource. The home screen brings the user to six icons, which, when clicked will take them to more facts on that element. Other sections include: about, take action, resources, join, and sign-in.

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about screen

water facts screen

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social media College students are the largest users of social media; therefore, it is important for ecoserve to be active in social media. Through social media, ecoserve can engage students in upcoming events, past events, and opportunities.

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banners Banners are another way to spread the word about ecoserve across college campuses, as well as in the local communities.

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process Research. . . . . . . . . . . . . . . 44 Inspiration. . . . . . . . . . . . . 46 Naming.. . . . . . . . . . . . . . . . 48 Sketches. . . . . . . . . . . . . . . 50 Creating & Producing. . . . . . . . . . . . . . 53

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research Every process starts with a lot of research. For this project, the initial idea started with a Ferris recycling program. So, researching recycling programs at other universities and what Ferris currently had, were essential. I later added more research on sustainability. ecoserve / process

strategic research

SET trends

Objective: To create a sustainability initiative that college campuses will become involved in and that college students will participate in. Also, bring awareness of the small change people can make in their lives that have huge impacts.

Social: Today’s culture and society has continued to change and evolve. As some put it, it is a ‘new age of communication’. With cell phones, text messaging, e-mail, and social media, we stay connected 24/7 with not only our neighbors, but people all across the globe. Social media is extremely important in our society. According to a new report of 4,200 companies by McKinsey Global Institute, social technologies stand to unlock from $900 billion to $1.3 trillion in value. As a society, we value social media extensively because it feeds our need for instant feedback, and attention from our peers.

Position: Small changes creating huge impacts Brand Promise: ecoserve is dedicated to campus sustainability, providing an initiative for students, faculty and staff to take action to help save our planet. Vision Statement: At ecoserve, we are dedicated to reducing our impact on the environment while, improving the quality of human life. Value Proposition: Providing an initiative for campus sustainability empowering people because we know making small changes can create huge, positive impacts on the environment and quality of human life. Target Audience: The primary audience is college students between the ages of 17–24 years. The secondary audience contains college faculty and staff. Marketing: The marketing is unique for ecoserve, in that it needs to be adjustable to many different college campuses, but still maintain its brand standards. Also, being a sustainability initiative, the use of printed materials should be limited. Competition: ecoserve is “competing” against society and college campuses who do not want to spend the money to save the environment. They want an easy, low-cost, effective way to have a campus-wide recycling program and sustainable choices. The challenge is to create a system that multiple college campuses can use. Competition is not an issue as ecoserve welcomes any and all companies who promote sustainability and a better future for tomorrow. creative brief

Today, society values convenience and individualism. Currently, a huge mainstream value is the ‘green’ movement. Companies and individuals are seeing the effects of our carbon footprint and making more conscious decisions to be sustainable. Current buzz words are ‘organic’, ‘go green’, and ‘sustainable’. More and more Americans care about where their products come from and the conditions of the people who produce them. They are also more conscious of the impact some products have on the environment. Economics: Currently, we live in a global economy. There are thousands of multinational corporations. This is great in the sense that now we can share ideas and thoughts and programs. Initiatives can spread from campus to campus, as seen by the spread of: TOMS campus programs, 30 Hour Famine, and American Red Cross Blood Drives. The unfortunate part is that colleges are keeping a closer eye on their budgets and not as willing to spend money that does not look like it will bring them profit. Technology: Technology is in the business of creating disruptive services. Currently, technology has been advancing so quickly that it is hard for people to keep up. This includes the government who is trying to figure out exactly how a new service fits into existing laws. Technology is part of everyone’s daily life now with cell phones, iPads, the Internet, and apps. There seems to be an app for everything. People joke about this saying, ‘they have an app for that,’ and it is usually true.

Writing a creative brief is a very useful tool to really find the core of the problem. It is a good launch pad, giving the information needed to find the best solution.

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inspiration research Part of the research process includes finding imagery, colors, textures, shapes, and facts that inspire me. For this project, inspiration was pulled from others’ work, along with Mother Nature.

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100 names 1. FSUstainability 2. Tidy Dawgs/Bulldogs 3. F.S.U. (Forward, Sustainable, Unity) 4. Eco-Clean 5. Re-Eco 6. Eco-Waste 7. Eco (serve, life, style, change clean) 8. Ecoprint 9. Ecobeauty 10. E 11. E-green 12. Eco Difference 13. Ecowaste 14. Leafgreen 15. Lifeco 16. Ecollege 17. Green Difference 18. Wastenot 19. Cleco 20. Greenology 21. Ecoway 22. Greenway 23. Pollute Green 24. Recycle This 25. Econcept 26. Ecoccept 27. Green & Tidy

28. Green Unit 29. Green Unite 30. EcoRe 31.Conserve Solutions 32. Ecoserve 33. Evostyle 34. Evolife 35. Eco Essentials 36. Eco Essence 37. Resse 38. Evo 39. sys3co 40. Ecotree 41. Sustaineer 42. Alltralife 43. E-Choice 44. Zero-Zone 45. Ecoforce 46. Bareforce 47. Ecoward 48. Lyfeco 49. Ecotran 50. Tidy Transform 51. Su 52. RE 53. Savstain 54. Ecoful 55. Br (beautiful recycling)

naming Through the naming process, the goal was to create a name people would remember and connect with the organization. The name ecoserve, is not just about sustainability but about a lifestyle change. ecoserve is there to serve the community and the environment. ecoserve / process

56. mission green 57. susultra 58. evolutra 59. Styreco 60. Green & Wasted 61. Treseco 62. Gaealife 63. regaia 64. Boycott 65. Pureshift 66. Healthy Existence 67. Fitrade 68. Carbon Resistance 69. Ecosoul 70. Bare-rebel 71. Eco-Rebel 72. Green Agape 73. Again 74. Free Rebellion 75. Verde 76. Lush Moss 77. Paper Path 78. Green Forfeit 79. Under the Eco-Influence 80. 1-3-Zero 81. 3co-Zero 82. Suztain 83. Apex

84. Equilife 85. Lifstill 86. clean sense 87. Ecofresh 88. Basal 89. ecobouy 90. susbouy 91. Evsu 92. Revsu 93. Beauverte 94. RE 95. Renew Again 96. Purefit 97. Fauna 98. Fauv 99. Bare Fauna 100. Reclaim Aura 101. EcoTilt 102. Save’n tidy 103. Tilt-style 104. Green-Tilt 105. Green-grit 106. Sustain-grit 107. Clean Ops 108. Reverse Waste 109. Ecocentric 110. Green-Hugger 111. Tree Hugger

112. Eco-Activist 113. Eco-Freak 114. Greenhabits 115. Green Existence 116. Pure Existence 117. Leafycare 118. Ecocare 119. Shades of Green 120. Bee Green 121. Ectivist 122. Naturally Simple 123. Clean Terre 124. Eco Envy 125. Step Up: Do Your Part 126. Greenable 127. Natural Essence 128. Tidy Envy 129. Healthy Existence 130. CleanSense

final top 10 names Eco (serve, lifestyle, change , clean) Leafgreen Ecoserve Evolife Equilife Greenhabits Healthy Existence Shades of Green Healthy Existence; Carbon Resistance CleanSense

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sketching Starting from scratch on an organization makes the identity possibilities endless. Here are the sketches from the first round of logos.

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more sketching! Lots and lots of sketches! Again this was just round one and the initial concepts and ideas. The process went from sketches to computer to sketches to computer many times before the final solution.

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creating & producing Digital comps, Photoshopping, brand manuals, and drawing with chalk pastels all had their part in the process of creating this identity. At some point in the process, something is produced, but the process never ends, because there is always room for improving and refining to create the best solution. ecoserve / 53

Š ecoserve 2013 // All rights reserved. This manual and brand identity were created by Casey Baldus. The identity was inspired by the beauty of nature fashioned by God, the ultimate creator and designer. Through Him nothing is impossible. Luke 1:37 The first manual was printed on April 19th, 2012 & version 2.0 on April 5, 2013.


A brand manual for ecoserve, a versatile college sustainability initiative. This organization is currently only hypothetical.