THE FUTURE. SOLVED. Agriculture is a complex science. Consumers are disconnected from their food source and are uneducated about advancements and solutions that create a safe, affordable and abundant food supply. The University of Floridaâ€™s Institute of Food and Agricultural Sciences provides a multi-dimensional approach to extend and communicate real-world, life-changing research to an audience beyond academia.
GROWTH HAPPENS EVERYWHERE. IT HAPPENS IN FIELDS. IT HAPPENS IN PEOPLE.
TABLE OF CONTENTS 01 The Brand. Solved. 6 03 The Look. Solved. 30 Brand Research Style Guide The IFAS Story 8 Logo & Usage 32 Brand Positioning 10 Typography & Voice 34 Brand Objective 12 Color Palette 36 Target Audience 14 Images and Textures 38 SWOT 16 Action Plan 18 04 The Mix. Solved. 40 Design Solutions 02 The Feel. Solved. 20 Digital Magazine 42 Creative Development Print Magazine 44 Moodboard 22 Website 46 Logo Development 24 Blog 48 Color and Type 26 Point of Purchase Displays 50 Infographic 28 Awareness Videos 52
BRAND RESEARCH THE IFAS STORY 8 BRAND POSITIONING 10 BRAND OBJECTIVE 12 TARGET AUDIENCE 14 SWOT 16 ACTION PLAN 18
THE BRAND. SOLVED. 7
THE IFAS STORY A RICH HISTORY Celebrating 150 years of the Morrill Act, the land grant university system is associated with a diverse range of stakeholders. This group includes farmers, students, scientists and consumers, affecting agriculture, the environment and life sciences. The University of Florida’s Institute of Food and Agricultural Sciences (IFAS) is Florida’s land grant institution that incorporates teaching, research and extension. The organization has solidly supported the acronym as the institution’s brand and logotype. As the institution continues to develop, departments continue to grow and so does the disconnect between the consumer and audience. Additionally, the demographics of the public served by institutions like IFAS have changed from “dominantly rural” to “more urban” (Abrams, Meyers, Irani, & Baker, 2010). The potential impact of IFAS’ services and offerings are becoming lost within a fragmented messaging strategy and expired brand. 8
With such a broad audience, the need for a simple, unifying message and brand is key to the continued success of the organization and land grant systems. The evolution of what has become a complex and encompassing system of support has really challenged the integrity of the IFAS brand. The project will offer a simple and unified brand by proposing the creation of a multi-dimensional branding campaign that will unite all entities of the institution while expressing each of the services and offerings. The plans for a multimedia campaign for research, extension and education will be highlighted by the introduction of a new brand name, communication strategy, and both visual and verbal guidelines.
The College of Agriculture was adopted in 1906 by the university. IFAS was organized in 1964.
IFAS THEN IFAS boasts a rich history of growth and success. Linked to the establishment of Florida Agricultural College in Lake City during 1884, the College of Agriculture was officially adopted by the University of Florida in 1906. The creation of the college was a result of the Morrill Act of 1862, which created land-grant universities across the country. Signed by President Abraham Lincoln in 1862, this legislation demonstrated the importance of education and practical arts of agriculture and mechanics. Additionally, the legislation provided Americans access to an affordable education that many may not have been able to experience (Lincolnâ€™s Vision: Access to Knowledge, n.d.).
IFAS was officially organized into one unit in April 1964 by Floridaâ€™s higher education governing board. The reorganization demonstrated the connected workflow of each research station, college, school, program, and service offered by the institution.
1964 IFAS is divided into three main units: research, extension and education.
IFAS NOW Today, IFAS has grown exponentially into all 67 counties throughout 1,249 buildings and 27,279 acres across Florida. IFAS programs include: 16 on-campus academic programs, 12 Research and Education Centers, extension offices in all 67 counties, four Research and Demonstration sites and five statewide locations for undergraduate degree programs (About IFAS, n.d.).
BRAND POSITIONING The current structure of IFAS is divided into three major entities: research, extension, and the College of Agricultural and Life Sciences (teaching). The research component focuses on fundamental and applied research that affects Florida agriculture and natural resources. Legislation in 1914 developed the support for universities to offer educational programs to communities and consumers, â€œextendingâ€? the research findings to the public in a way that could be used and understood. The IFAS extension component partners with local and county governments to provide programs promoting sustainable agriculture, environmental stewardship, financial literacy, nutrition and other life skills. This link between research and the public created by extension is one of the most important values of IFAS. The final component of IFAS is the College of Agricultural and Life Sciences (CALS). CALS was developed under the original land-grant legislation and later adopted by the University of Florida as an affordable and practical, 10
educational opportunity for Americans. CALS is a proactive unit of IFAS, offering an education across more than 20 undergraduate majors. The college enrolls over 5,000 students (IFAS Divisions, Schools, and Departments, n.d.). One of the biggest issues facing the current IFAS brand is simply related to growing pains. As IFAS has grown and developed, it has become a complex and dynamic institution. With this evolution, however, the IFAS brand identity has not evolved to reflect the growth and change of the organization. As more units were added and additional services were offered, the brand became fragmented as each unit developed their own identity. The current brand has simply lost touch with the overall message that would suggest connectivity among research, extension and teaching. This disconnect creates further potential threats to the IFAS brand by not sharing a consistent story.
The link between research and the public created by extension is one of the most important values of IFAS.
In 2005, IFAS created the worldâ€™s 1st research center for the shipping, storage & sale of perishable food.
In addition to these weaknesses, other threats that affect the UF/IFAS brand include: uneducated consumers, anti-agriculture groups, and traditional brand loyalists. Additionally, because UF/IFAS affects so many audiences, the broad and diverse target audience should also be considered a weakness given the current branding efforts. 11
The Citrus Research & Education Center is IFASâ€™ oldest & largest experiment station; entire focus: citrus.
BRAND OBJECTIVE Agriculture is a complex science. Consumers are disconnected from their food source and are uneducated about advancements and solutions that create a safe, affordable and abundant food supply. The University of Floridaâ€™s Institute of Food and Agricultural Sciences provides a multi-dimensional approach to extend and communicate real-world, life-changing research to an audience beyond academia.
THEME The theme for the new IFAS brand involves a fusion of science and simplicity to extend and communicate realworld, life-changing research to an audience beyond academia.
The re-branding project for IFAS will bring together design and technology to connect consumers and agriculturalists across Florida with science and agriculture. The new brand image will reflect the organizationâ€™s evolution into a complex, research-driven institution that works to improve lives. The brand will communicate a simple and progressive message that clearly defines the role of IFAS in the lives of consumers, farmers, and other agriculturalists
TARGET AUDIENCE GROWING SUPPORTERS Since the introduction of the land grant university system and the establishment of IFAS, the impact and scope of the organization have dramatically changed. Early on, the focus was to provide farmers with the research they needed to produce safer products and higher volumes. Times have changed and the gap between the farm gate and the dinner plate is larger than ever. An expanded target audience for the IFAS brand now includes farmers, ranchers, researchers, educators, students, legislators, stakeholders, and consumers.
SWOT ANALYSIS This analysis assesses the current state of the organization’s brand by evaluating current strengths and weaknesses, while identifying opportunities for growth and potential threats that could affect the organization’s brand moving forward.
STRENGTHS • • • • •
Rich-research history Solid college/education foundation Potential high-impact infrastructure County level connection through extension Industry support
OPPORTUNITIES • Dissemination of research for public to use and un-
derstand • Improve youth extension programs to develop informed citizens • Advertise IFAS services and offerings • Create awareness of IFAS accomplishments
WEAKNESSES • Disconnected business units • Disconnected education, research and exten-
sion units • Failing youth extension programs • Administrative turnover • Failing communication and branding efforts
THREATS • • • • •
Uneducated consumer Anti-agriculture groups Traditional brand loyalists Legislative budget cuts Diverse audience
IFAS scientists are researching ways to make sure water is used efficiently on crops, lawns, other areas. 17
IFAS research is a first line of defense to any challenge to Floridaâ€™s agricultural and natural resources industries.
Provide understandable, simplified content to communicate advancements in technology and research.
Share life stories and connect consumers with real people in the agricultural industry.
Consistently identify research, extension and education as IFAS units and focus on the connection between all three.
Distribute consistent messaging through various channels to accommodate a broad target audience: farmers, ranchers, legislators, consumers, students, and researchers.
CREATIVE DEVELOPMENT MOOD BOARD 22 LOGO DEVELOPMENT 24 COLOR & TYPE 26 INFOGRAPHIC 28
THE FEEL. SOLVED.
MOOD BOARD The modern mood board uses bright colors both in the color palette as well as the beautiful imagery selected.Â This brings a fresh, new look and feel to the IFAS brand. The geometric patterns suggest modernism and connectivity.
No other competitor has used a â€œmodernâ€? approach to their brand. Connecting the modern feel with agriculture will definitely differentiate the IFAS brand from other competitors.
Creative Development 23
LOGO DEVELOPMENT The helix logo represents the growth of the organization in addition to the fusion and evolution of science and agriculture.
DNA and chromosomes are complex. Agriculture and science are complex. The visual representation of IFAS creates a simple message of unity, responsibility and hope.
DNA strands incorporate an infinite number of chromosome patterns. Together, they make up who we are. IFAS has evolved into a diverse organization, with efforts in research, extension and education. Together, these efforts are creating a brighter future for agriculture and the world. The logo features a stylized helix, which forms into a stem and leaf. This not only represents the growth of IFAS, but the dedication to the agricultural industry. 25
COLOR & TYPE
In addition to the logo representing the fusion of science and agriculture, the new brand and logo unites the evolved entities of IFAS: research, extension, and education. Creatively using the color palette selected for the brand, the three colors are used harmoniously in the logo to show connectivity and unity. The vivid color palette gives the face of IFAS a fresh, bold new look.
One of the main strategies of the entire campaign is to simplify everything about the IFAS brand, in order for more of the expanded target audience to understand the value and impact of the organization. The typeface for the logo had to be clean and simple, showcasing the IFAS acronym in its most basic form. A thin, sans serif font was selected to use consistently throughout the brand.
IFAS was part of the group to first publish the DNA sequence for the strawberry.
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INFOGRAPHIC THE DESIGN JOURNEY The infographic developed for the IFAS brand campaign is a visual, design story of the development of the new identity. The journey begins by identifying key findings in brand research and ends with applications of the developed brand.
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STYLE GUIDE LOGO & USAGE 32 TYPOGRAPHY & VOICE 34 COLOR PALETTE 36 IMAGERY 38
THE LOOK. SOLVED. 31
LOGO & USAGE PRIMARY
The logo signature must be surrounded an all sides by clear space.
The size of the IFAS logo should not be less than one inch in length, and proportions should not be altered. The full-color logo is always preferred. Single color variants may be used as a substitute if a full-color option is not available. The original digital art should always be used. The logo cannot be redrawn, reproportioned, modified, or stylized in any way.
TYPOGRAPHY & VOICE TYPOGRAPHY
The IFAS brand reaches an extremely diverse audience. A simple, minimalistic font was chosen to reflect the modernism of the organization while contributing to the simplicity of the message. The Corbert font should be used for all tag lines and headings. For print publications, Minion Pro should be used for body content. For web and digital applications, Helvetica should be used for content.
Simplistic and relatable. Agriculture and what the IFAS organization stands for can be extremely complex and confusing. The IFAS brand will avoid academic jargon when communicating a message to the public. Messages will reveal pride in the organization’s accomplishments and show hope for solutions.
TAGLINE The tagline “The Future. Solved.” should be used dynamically to share the IFAS message and story. “The Future.” can be replaced with another one or two word topic or issue that relates to the application of the tagline and IFAS, i.e. “World Hunger. Solved.”
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COLOR PALETTE BRAND COLORS The vivid color palette of the IFAS brand brings a fresh, new look to the visual identity. The color palette is designed to represent several key terms of the brand theme, including real-world, fusion, beyond, and progressive. Agriculture is naturally beautiful. The palette represents various elements of the industry and compliments photography well when used together for different forms of media.
Additionally, the color palette is designed to differentiate the research, extension and education units of IFAS. The following assignments will be used to represent each unit when an independent identity is appropriate: • Orange - Research • Blue - Education • Green - Extension
The secondary color palette should only be used to compliment the primary color palette when an independent unit identity is being used.
PRIMARY COLOR PALETTE
SECONDARY COLOR PALETTE
CMYK | 100 26 0 0 RGB | 0 142 212
CMYK | 85 50 0 0 RGB | 27 117 188
CMYK | 0 63 100 0 RGB | 244 125 32
CMYK | 0 80 95 0 RGB | 241 98 41
CMYK | 30 0 100 0 RGB | 191 215 48
CMYK | 100 0 100 0 RGB | 0 166 81
IMAGERY NATURAL BEAUTY IFAS has grown from providing simple, farming solutions to developing new plant breeds, creating best management practices, solving global issues like world hunger, and so much more. Images should include tight shots, closely-zoomed in on an object or group of objects. This creates an intimate feeling between the viewer and object. This up-close-and-personal feeling will be used to help foster a relationship with the viewer and bridge the gap between them and the fruit, as an example in several of the photos. This creates a “simple” focus.
Photos highlight agriculture’s natural beauty. Fruits incorporate vivid colors and fields create an illusion of infinite depth. Images used will take advantage of the natural colors and be simply composed to create a “refreshed” feeling. Photos of IFAS scientists and researchers “in the field” are encouraged to help connect the public with the science, and give recognition to the successes of the organization. The selected photos are focused on the “action” of the shot or a smile “during” the process. Each of these compositions contribute to the simple, united, and positive directives of the theme.
Style Guide 39
DESIGN SOLUTIONS DIGITAL MAGAZINE 42 PRINT MAGAZINE 44 WEBSITE 46 BLOG 48 POINT OF PURCHASE 50 AWARENESS VIDEOS 52
THE MIX. SOLVED. 41
DIGITAL MAGAZINE A DIGITAL HUB A digital form of the consumer lifestyles magazine will be the highlight of the media mix. This will bring together various parts of the mix to deliver a media-rich resource for information. The content will feature research achievements, stakeholder connections, educational highlights, and extension success stories.
To make the content even more dynamic, video interviews and other forms of content will supplement the articles. The dynamic mix of media will speak to a wide range of the broad target audience. Because the content is also communicated through various other channels, engagement and interaction can be encouraged to those where digital delivery is an obstacle.
PRINT MAGAZINE PRINT IS STILL KING One of the biggest strategies of the rebranding campaign would be to develop a consumer/lifestyles magazine that connects IFAS and agriculture with the consumer. This content, as mentioned in the other pieces of the media mix, would highlight achievements and help explain the complexities of agriculture in a consumer-focused, simplistic voice. This asset will focus on the late adopters of the target audience who prefer print sources of information.
CONSUMER-FOCUSED WEBSITE LETâ€™S FOCUS Another major key in the redesign and media mix is a consumer-oriented resource that is loaded with simple, easy-to-understand content as well as a unified portal for all IFAS units. Although the new site will be consumeroriented, industry and stakeholder portals and sections will be available to communicate with those audiences. The vibrant color palette of the campaign will help segment the site into sections and attract viewers.
BLOG GET IN THE FIELD To make the connection between IFAS (research, education and extension) even stronger, blog content will be created to create a personable relationship with the researchers, educators, extension specialists and industry stakeholders. This would be considered supplemental to the general magazine content. The purpose of this asset is to further engage the audience, informing and connecting them with researchers, farmers and other stakeholders of IFAS. By connecting stakeholders, the impact of IFAS is more relevant. A simple, one-page parallax blog will create a oneon-one experience for the reader. 49
POINT OF PURCHASE DISPLAYS KNOW YOUR FARMER, KNOW YOUR FOOD To extend knowledge even further to the consumer, a print campaign to include displays and small cards would be placed with Florida produce or other commodities to explain where food comes from and the methods of production used. This helps bridge the gap between the farm and the consumer, which creates a more confident consumer. Ideally, this would be a partnership with the Department of Agriculture and supermarkets across Florida. Vivid imagery and personable photos of farmers will help the consumer connect with content.
AWARENESS VIDEOS SHOW TIME General awareness ads for agriculture would use IFAS research, extension and education achievements as a vehicle to help more people understand agriculture. These videos would be made available on media channels like YouTube and Vimeo, while also embedding them into a new, consumer-focused IFAS website and in digital publications.
The video content will be based on content featured in magazines as well as blogs to help connect the consumer with the industry and organization. Although designed to communicate to consumers, the ads will also serve as recognition to those involved in the industry and IFAS. Most importantly, the ads will not only communicate about the impact IFAS has, but also tell the story of agriculture. Warm, bright coloring should be used to help develop a positive story.
REFERENCES RESEARCH A brand transformation on the web. (n.d.). Retrieved from http://www.bronsonma.com/ work/1/texas-am About IFAS. (n.d.). Retrieved from http://ifas.ufl.edu/about-IFAS.shtml Abrams, K., Meyers, C., Irani, T., & Baker, L. (2010). Branding the land grant university: stakeholdersâ€™ awareness and perceptions of the tripartite mission. Journal of Extension, 48(6), Retrieved from http://www.joe.org/joe/2010december/a9.php Color symbolism theories. (n.d.). Retrieved from http://www.colormatters.com/colorsymbolism/color-symbolism-theories IFAS divisions, schools, and departments. (n.d.). Retrieved from http://ifas.ufl.edu/ departments-schools.shtml Lincolnâ€™s vision: Access to knowledge. (n.d.). Retrieved from http://landgrant.ufl.edu Lupton, E. (2012, January 25). Typeface review: Ideal sans. Retrieved from http:// typographica.org/typeface-reviews/ideal-sans/ Mok, C. (2003, May 1). Time for change. Retrieved from http://www.aiga.org/time-forchange/
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IFAS was created in 1964 to consolidate the agricultural, natural resources, and life sciences teaching, research and extension programs at the University of Florida. IFAS is a federal-state-county partnership throughout Florida, dedicated to improving lives by sharing information about agriculture, natural resources and life sciences. For educational purposes only. Kevin Kent, Full Sail University. 2013.