Visual Strategy Guide
Visual Strategy Guide
Table of Contents
New Name
Mission Statement
Timeline 00
Personas Brand Grids 01 02 03
Keywords and Phrases
Brand History
Competitors
Brand Attributes
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VISUAL STRATEGY GUIDE 02 NG CHAPTER ZERO New Name Mission Statement Timeline
New Name and Why?
Old Name
National Geographic was the old brand identity name which still remains relevant but as new issues present themselves in our world, NG pushes to be an advocate of change, education, and experiences going forward.
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New Name
NG is the new direction of National Geographic which focuses on the continuation of exploring of the wonders of our world through enhanced education, hand-on learning and experiences, and more advocacy for change.
VISUAL STRATEGY GUIDE 04 NG NEW NAME
Mission Statement
Old Mission
To use the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world.
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We combine technology and human experiences to educate many on the wonders of our world, and to seek action in becoming an active part of our story of making a change in protecting our planet.
VISUAL STRATEGY GUIDE 06 NG MISSION STATEMENT
New Mission
January 13, 1888 Thirty-three founding members meet at the Cosmos Club, creating a society for the increase and diffusion of geographic knowledge.
October 1888
National Geographic started their publication.
1890 – 91
First National Geographic Societysponsored expedition maps Mount St. Elias region, Alaska; discovers Mount Logan, Canada’s highest peak
1912–1915
National Geographic Society-supported expeditions led by Hiram Bingham excavate Machu Picchu, lost mountaintop city of the Inca, in the Peruvian Andes.
1926
National Geographic staff photographers Charles Martin and scientist W.H. Longley make first natural-color underwater pictures.
1930
Melville Bell Grosvenor makes first published natural-color aerial photographs.
October 1952
The magazine publishes first of many undersea articles by JacquesYves Cousteau
August 1956
The magazine publishes deepest undersea photographs made to date, from 25,000 feet down in mid-Atlantic Romanche Trench.
September 1965
National geographic Society launches on CBS with its first Special “Americans On Everest.” This show provides the first moving pictures from the summit of Mount Everest.
December 1965 “Miss Goodall and the World of Chimpanzees” introduces the television-viewing audience to Jane Goodall and her work with chimpanzees.
July 1969
Apollo 11 astronauts carry National Geographic Society flag to moon.
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1985
National Geographic Society launches Geography Education Program, with goal of improving geography instruction in school systems.
September 1985
Results of R.M.S. Titanic discovery announced at National Geographic Society by Robert D. Ballard.
January 1989
National Geographic Bee program create greater geographic awareness among students.
1997
National Geographic Channels Worldwide launches an international television channel in Australia and the United Kingdom.
March 1998
Expeditions Council is created. In its first year, it contributes almost $1 million to fun expeditions to some of the most fascinating, little-known places on Earth.
May 1998
Midway expedition led by Dr. Robert Ballard discovers U.S.S. Yorktown.
June 1998
National Geographic announces discovery of fossil dinosaurs in China that have distinct feathers, cementing the relationship between dinosaurs and birds.
November 1998
Paul Sereno and colleagues announced the discovery of a huge predatory dinosaur in the Sahara in the Republic of Niger in West Africa. Named Suchomimus tenerensis, but commonly known as the Spinosaurus, the dinosaur had a skill like a crocodile, foot-long thumb and specialized in eating fish.
January 1999
A team led by Ian Baker discovers a secret waterfall of the Tsangpo Gorge in southern Tibet. A myth since the 19th century, Hidden Falls measurers 115 feet in height, and was kept secret by the Monpa hunters for hundreds of years, due to the sacredness of the area, and its value as a place of pilgrimage.
March 1999
High-altitude archaeologist Johan Reinhard discovers three frozen mummies and exquisite Inca artifacts in a grave atop Argentina’s Mount Llullaillaco, the world’s highest archaeological site.
January 2001
National Geographic Channel launches on cable and satellite television in the United States.
Present
National Geographic magazine will no longer be carried at newsstands in the US beginning in 2024, according to an AP report, in the latest round of downsizing at the publication.
VISUAL STRATEGY GUIDE 08 NG TIMELINE
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Brand History About The Brand
Keywords and Phrases
VISUAL STRATEGY GUIDE 10 NG CHAPTER ONE
Brand History
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The National Geographic Society has been inspiring people to care about the planet since 1888. It is one of the largest non-profit scientific and educational institutions in the world. Its interests include geography, archaeology and natural science, and the promotion of environmental and historical conservation.
National Geographic Magazine started publication in October 1888 as the official journal of the National Geographic Society, a nonprofit dedicated to funding science and exploration across the planet. Since then, National Geographic has grown to become one of the most iconic brands in the world. The magazine reaches around 60 million readers worldwide each month. Following in the footsteps of the magazine, the brand has expanded to include the National Geographic Channel, NationalGeographic.com and a social footprint that touches more than 30 million people.
“Is it possible to know the truth without challenging it first?”
— National Geographic
VISUAL STRATEGY GUIDE 12 NG BRAND HISTORY
The Brand
Brand Description
What? National Geographic is a global non-profit focusing on using the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world.
Why? National Geographic is dedicated to showcasing important global issues and their effects, such as global warming and the impact it has on our planet and animals alike. They focus on documenting the wonder of our world, including its beauty, that which is mysterious, and the threats it faces in hopes of inspiring people to care and act on behalf of our planet and its people.
Who? National Geographic focuses on educating and showcasing our world in new perspectives for everyone. All those who may be interested in learning more about how our world works, interesting stories and shows that give an inside look at our ecosystems, and want to be an active force in taking action in making a change would take interest in what National Geographic has to offer.
Keywords
Exploration
Showcasing the vast world in different forms, both digital and physically noting the stories and vast expeditions individuals went on and what they captured.
Brand Soul
Spark curiosity, empower exploration, inspire change.
Education
Being a large proactive resource individuals of all ages can refer to in order to learn more about our world and all it has to offer.
Change
Advocating for our planet and the need for change to help keep our ecosystem, animals, and the people who live here thriving and hoping individuals will take action themselves.
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VISUAL STRATEGY GUIDE 14 NG ABOUT THE BRAND
Keywords
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Exploration
Showcasing the vast world in different forms, both digital and physically noting the stories and vast expeditions individuals went on and what they captured.
Education
Being a large proactive resource individuals of all ages can refer to in order to learn more about our world and all it has to offer.
Change
Advocating for our planet and the need for change to help keep our ecosystem, animals, and the people who live here thriving and hoping individuals will take action themselves.
VISUAL STANDARDS GUIDE 16 NG KEYWORDS
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Personas
VISUAL STRATEGY GUIDE 18 NG CHAPTER TWO
Persona Introduction
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Creating personas is a useful way of gathering and creating information about a potential target audience that would resonate with the chosen brand. They help in focusing on potential problems, concerns, wants and needs, behaviours, experiences, goals, and overall motivations they are seeking in a particular brand. These character profiles are typically created based upon research conducted that guides a project or company mission to represent the different user types that may use the brands provides service, site, or product in a variety of ways.
Areas of Concerns
Areas of concern are focused on describing traits of the personas in the target audience of the chosen brand, in this instance, National Geographic, that are on-target of the brands mission and more meaningful to each of the personas wants and needs.
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
VISUAL STRATEGY GUIDE 20 NG PERSONAS
The Explorer
Burt Jackson, 25
Retail worker & world explorer
Burlington, VT
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Burt enjoys reading because understanding daily events and interesting stories about the world inspire him in planning for his next adventures.
A Burt spends his free time watching television and YouTube news and story channels because he wants to get closer to understanding the vast world in which we live in.
B Burt likes to collect brochures because it helps him remember his travels while holding onto important information within them.
B Burt spends a lot of his time browsing the web before travel because he wants to understand where he is going and what those places mean in a broader sense.
C Burt looks at the news and different community-based events because he wants to be connected to with community more.
C Burt spends time looking at non-profit websites because it helps him get more information and donating to a noble cause.
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The Writer
Cici Smith, 30
Freelance story writer
From:
Living in: Chicago, IL
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Cici keeps up to date with daily news through podcasts because hearing from fellow story-tellers helps her with her writing.
A Cici subscribes to a variety of newspaper’s and magazines because it helps her know all the relevant stories and news.
B Cici takes notes while going through daily life because it helps her see the world in a new light while jotting down important information she notices.
B Cici joined a book club because it helps her stay connected with others while getting new insights from each individual there.
C Cici is a volunteer for different non-profits because it helps her gain experience while making a difference in her community.
C Cici has formed an online writers group because she wants to connect with others around her to write about different important events and issues.
VISUAL STRATEGY GUIDE 22 NG PERSONAS
The Photographer
A Authentic stories about the world
B Detailed and in-depth information
Anchali Bopha, 28
Professional photographer
From: Phnom Penh, Cambodia
Living in: Napa, CA
C Finding ways to actively make a change
A Anchali enjoys capturing the pure emotion and story because she wants her viewers to be able to connect with her photographs.
A Anchali does proper research before her photo-shoots because she wants to be properly prepared and capture the subject matter perfectly.
B Anchali collects all her photos and puts them in a website because she wants all information about her photos to be easily accessible to all.
B Anchali wants to shoot all over the world because she believes that way, she can create an in-depth portfolio of visual and written information about the world.
C Anchali shares her photographs with non-profits and important and big brands because she wants them to be able to see and share her view with the public.
C Anchali participates in photography events, exhibitions, and competitions because she wants to be active in showcasing and viewing other fellow photographer’s works to learn and make an impact.
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The Activist
Lin Chen, 35
Non-profit environmental advocate
From/ Lives in: Boston, MA
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Lin keeps up to date on relevant information before public speaking because she wants to make sure she is speaking about truthful information to an audience.
A Lin collects and prints articles on her subject manner because she is an avid notetaker and enjoys staying organized.
B Lin helps manage her non-profits social media and YouTube channels because she wants to be part of the team that gets proper information out.
B Lin provides detailed notes for her peers and at events because she believes everyone has the right to all information.
C Lin speaks at different schools and events because she wants to inspire others to join the fight in making a difference.
C Lin is an active member of her local community because she believes being active means doing your part to better
VISUAL STRATEGY GUIDE 24 NG PERSONAS
The Teacher
Cien Byrne, 40
Seventh & Eight grade teacher
From: Dublin, Ireland
Living in: Portland, ME
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Cien does a lot of research before classes because he wants his students to have the correct information to take with them.
A Cien occasionally focuses on particular events or stories for student projects because that is a way he can teach his students about their world.
B Cien provides detailed notes and print-outs for his students because its important for his students to refer back to in an easier fashion.
B Cien collects data about information because its a way of staying organized.
C Cien enjoys sharing documentation and having movie/ documentary days because showcasing information in different ways is important in retaining different kinds of information.
C Cien bring his class to museums and helping out with community events because he believes teaching kids at a younger age to become active in making a difference is important for their STRATEGY.
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The Student
Ira Anand, 18
Environmental studies student
From: New Delhi, India
Living in: Boston, MA
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Ira enjoys reading non-fiction and fiction books on her chosen study because she wants to do well in school.
A Ira enjoys learning about cultures and environmental impacts in different countries because she wants to understand the vast differences in order to further herself in her field of interest.
B Ira has many discussions with professors and attends lectures in her free time because she wants to constantly learn more.
B Ira watches news daily because she knows how important it is to keep up-to-date with news as a whole.
C Ira intern-ships at different companies and non-profits because she believes in their mission to do their part in bettering the world.
C Ira participates in her schools student council because she wants to help educate her fellow students on important events.
VISUAL STRATEGY GUIDE 26 NG PERSONAS
The Nihilist
Lenny Rivera, 75
Retired Army Officer
From: Puebla, Mexico
Living in: Norman, OK
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Lenny doesn’t like getting newspapers anymore because he has trauma from wartime and doesn’t care to hear any of it.
A Lenny does not go outside the house because he likes keeping to himself in the safety of his home.
B Lenny does not use the internet because he deems it as too hard to understand for an older person like himself.
B Lenny does not spend time in town because he doesn’t believe in the community around him or care to interact with those people.
C Lenny has had enough of the world because he doesn’t care what happens to it.
C Lenny sits in his house all day because he doesn’t want things to change in his life and is fine with it.
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The Theorist
Carl Tobias, 45
Unemployed flatearther
Topeka, KS
A Authentic stories about the world
B Detailed and in-depth information
C Finding ways to actively make a change
A Carl makes videos about how wrong the news they see are because he does not believe any of that makes sense and questions everything.
A Carl posts social media content about flat-earth because he sticks with what he believes and urges others to believe it to.
B Carl writes articles about conspiracy theories and beliefs because he wants to become famous off of them.
B Carl re-writes some brands articles and posts them because he wants to stir the pot.
C Carl reports non-profits and other brands trying to make a difference because he deems them as wrong.
C Carl comments and bullies popular brands on social media and individuals supporting them because he wants them to know they aren’t supporting the right thing.
VISUAL STRATEGY GUIDE 28 NG PERSONAS
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Brand Grids
VISUAL STRATEGY GUIDE 30 NG CHAPTER THREE
National Geographic
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Current - 1000 Feet Away
Currently National Geographic is focusing on showcasing the wonders of our would through the television and showcasing stories and imagery in their magazine. Their mission is to use the power of science, exploration, education, and storytelling to illuminate and protect the wonder of our world. It was more about seeing things from 1000 feet away, from taking photographs of wildlife to safari excursions to view wildlife a bit closer, learning about them and their environments.
Brand Grid Story
An individual goes on a trip to Africa to photograph the wildlife. With his camera in hand, he checks into his safari hotel made of the traditional thatch, wood, mud, and rammed earth. He ventures out on his safari expedition and takes some beautiful photographs of some lions. After he returns, he sits back and uploads his photographs to National Geographic while sipping some water in his reusable flask.
VISUAL STRATEGY GUIDE 32 NG BRAND GRID
National Geographic
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Future - 1 foot away
Going forward and expanding upon National Geographic’s existing mission and soul, the future of the brand will be focusing more on being a strong force in making that difference, counteracting climate change. Focusing more on taking individuals on trips to places to make a difference (ex: planting trees) and making eco-friendly choices and adjustments in their daily lives. Focusing on becoming a part of the story of change and being 1 foot away rather than 1000 feet away.
Brand Grid Story
An individual wants to start the efforts of becoming a strong force of change in our world by becoming a volunteer helping in many different fields, from planting trees, to picking up trash on the beaches around the world. She brings her water purifyer, reusable water bottle, and chair to the reforestation camp-site in which she will be staying for a month to help a team in the reforestation efforts at the Amazon Rainforest in Brazil where they tend to see many wildlife, including jaguars that like to relax in the trees. Through these efforts, they will be documenting their stay to educate, and inspire many of those to come out to help in the efforts of preserving this ecosystem and how one person helping can make a huge difference.
VISUAL STRATEGY GUIDE 34 NG BRAND GRID
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Competitors
VISUAL STRATEGY GUIDE 36 NG CHAPTER FOUR
Current Competitors
Discovery Channel focuses on showcasing a wide selection of different reality television series ranging from history to different jobs one can do.
Animal Planet focuses on showcasing series and documentaries of animals, both wild and dometic, and showing an up-close look on how they live.
World Wildlife Foundation focuses on aiding communities in the conservation of natural resources on our planet and protect the many species and habitats they live in.
Life Magazine focuses on showcasing the world through photography and storytelling through essays and interviews of many different individuals.
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Science Magazine focuses on science related shows of different scientific fields of interest that educate and inspire viewers.
American Meteorological Society focuses on advancing science and different services ranging from applications to technologies with the hopes of bettering society.
CBS News focuses on broadcasting news through television and radio sharing the latest news happening around the world and hosting different television series.
Wildlife Conservation Society focuses on wild animal and wild places conservation through the use of science and education while inspiring action.
History Channel focuses on providing in-depth information about the history of our world, the importance of learning about our history, and encourages the preservation of history and education of it.
BBC focuses on providing accurate news, current affairs, and building individuals understandings of the world.
VISUAL STRATEGY GUIDE 38 NG CURRENT COMPETITORS
Adjacent Competitors
NASA focuses on studying the Earth and solar system through research, testing, and exploration.
NOAA focuses on providing in-depth information about weather, storms warnings, and climate monitoring for individuals worldwide.
USGS focuses on monitoring, collecting and analysing data, and providing an in-depth understanding of natural resource conditions and issues involving the earth and ocean.
Audubon focuses on the restoration and conservation efforts of our natural ecosystems focusing primarily on birds and other wildlife and their habitats.
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Smothsonian Channel focuses on providing a look into exploring the vast history, life, and culture of our planet.
PBS focuses on using media to educate, entertain, and inspire their many viewers while providing a diverse collection of voices and perspectives of everything in our world.
Travel Channel focuses on providing a look into our world through human connection, talent, and surprising encounters that happens all around our globe.
NPR focuses on providing a broad selection of cultural and news programs that gives an in-depth look of the current events of the world.
Curiosity Stream focuses on providing documentaries, shows, and movies that provide a look into the history and wonders of the world, space, and current events.
National Park Service focuses on the preservation of the natural environment, cultural and natural resources, protecting wildlife while inspiring and educating individuals to continue to do the same.
VISUAL STRATEGY GUIDE 40 NG ADJACENT COMPETITORS
Future Competitors
Peace Corps focuses on bringing together skilled volunteers to aid in working with communities, building relationships, and the exchange of knowledge and cultural knowledge.
Backroads focuses on taking individuals on active and unforgettable trips around the world by biking, walking, and hiking.
Outward Bound focuses on educating individuals of all ages through challenging learning expeditions that inspire strength of character and leadership skills.
Project Adventure focuses on encouraging students to take risks, face challenges head-on, and cooperation amongst individuals through group work in their educational programs.
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National Forest Foundation focuses on the efforts and activities such as reforestation, rebuilding damaged infrastructures, soil stabilization, and having safe roads for hiking visitors.
The Nature Conservancy focuses on protecting and the conservation of oceans, land, lakes, and rivers in physical efforts and with partnerships.
Adventure Scientists focuses on data collection from nature that aids in addressing environmental changes happening on our planet.
Earthjustice focuses on preservation of nature, places, and wildlife while combating climate change through the use of partnerships and the law to enforce these efforts.
Conservation International focuses on the foundations of science, field demonstrations, and partnerships as well as the conservation efforts of our planet through by educating societies n the responsibility of caring for nature, global biodiversity, and for human well-being.
Time Magazine focuses on being a force of information and education through print of what is happening in our world of politics, healthcare, entertainment, science, and business.
VISUAL STRATEGY GUIDE 42 NG FUTURE COMPETITORS
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Brand Attributes
VISUAL STRATEGY GUIDE 44 NG CHAPTER FIVE
Brand Attributes
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5 Relevant Words Informative Inspirational Educational Exploration Supportive
5 Negative Words Lacking Impersonal Unchanged Repetitive Challenging
5 Neutral Words Connection Natural Investigative Discovery Storytelling
5 Words the Brand Hopes to Own Change Conservation Hands-On Impact Leadership
VISUAL STRATEGY GUIDE 46 NG BRAND ATTRIBUTES
Name
Instructor
Class Brand
Typography
Era Mahoney
Hunter Wimmer
The Nature of Identity
National Geographic
Proxima Nova
