IFK Brand Book V1

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BRAND DESIGN GUIDE

OUR FUTURE CHANGE | GROW | DEVELOP The new Institut for Kunstterapi brand platform is a restructure of the existing verbal and visual brand identity, and is based on current values, ideal tone of voice, ideal brand and user personality, peer critique, and user insights.

The visuals and messaging act in tandem as an unification entity which depicts how the brand should be expressed, both visually and verbally, across platforms with the aim of (1)communicating who we are, our values and our process; (2)trustworthiness a.k.a transparency that creates engagement.

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OUR MANIFESTO BELIEFS | AIMS | POLICIES In order to craft a Brand manifesto that truly inspires our audience, the following insights have been taken into account: (1) core purpose a.k.a the brand’s why; (2) customer’s pains; (3) brand’s how i.e. how will we improve our customers lives?

Life impacts us, hard. But we’re too busy to notice. We’re too busy studying or working. In a hurry to go to all the parties and have the most fun. In a hurry to swipe on Mr or Ms Right, marry and have kids. In a hurry to land the right job and make it a career. In a hurry to enjoy a holiday. In a hurry to go back to work again, so that we can go to the next holiday.

What are you in a hurry for? Do you even look at the photos you took with your phone? Can you even recognize that person? When you look in the mirror everything is gray. The coffee you drink just to get through the avalanche of meetings and emails has taken a toll underneath your eyes. The news you consume have taken a toll of you. The Netfilx series you “relax to” have taken a toll on you. Life has taken a toll on you.

You need an out – seek it. You need a sign? This is it. Use that sign and make a tool out of it. Forget your way out.

Chase your freedom. Make your own path.

It’s time to live it better, to live it freer. To live for yourself, at your own pace.

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OUR MANTRA DNA | GUIDE DECISIONS RE/ STRATEGY, USER EXPERIENCE, VOICE ETC. A brand mantra is short phrase (five words maximum) that encapsulates the entire positioning platform (the competitive frame of reference, the points of difference, the points of parity, and everything else about your brand) into one thought.

“ Healing the self via mind and hand

FRAME OF REFERENCE

School

KEY POINT OF DIFFERENCE

Analytical process and creative process nurtured together. EstablishedTeachings based on Jung. Methods based in art. Focus on self-healing and development becoming a practicing therapist is a bi-product Pupils stay overnight at the school to be able to focus on their work.

KEY POINTS OF PARITY

Points of parity: emphasis on practice and training

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OUR BRAND NARRATIVE DNA | GUIDE DECISIONS RE/ STRATEGY, USER EXPERIENCE, VOICE ETC. A brand narrative is a central to a meaningful brand strategy. It is built upon the insights and information learned during the kickoff process, with a particular focus on the business-related shifts the brand seeks to make.

“ Creating | Thinking | Healing It is imperative to use the narrative with the “|“ instead of “.“ to indicate the paralleled development of all 3 faculties, as intended by the institute, and written on one line.

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OUR STORY ONE-LINER The one-liner hits three notes in your marketing: it introduces a problem, offers a solution and provides a vision of future success.

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When life knocks you off course or off of your feet and don’t know what you need to get back to your ideal pace.

We help you get back on your feet and teach you the tools you need to stay there, and lift others up along the way.

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“

OUR STORY STORYBRANDING

Have you ever needed to throw away everything you’ve built and start over? Do you dare admit that your foundation needs restoration, and the best thing you can do is to start building from scratch?

The challenge of starting over is big and daunting, so much so that you choose to ignore the symptoms you lose your drive and zest for life and end up here. In a deep dark depression.

The Storybranding approach uses the storytelling method in order to look for believers instead of buyers. We build a trustworthy brand, by thinking in terms of “how do we as human beings believe something to be credible” – we look for a story we can relate to.

I was there. Two years ago, I was following my dream job into a rewarding, fast-paced career, but the truth of it all was...I was bottom-line miserable. I couldn’t remember what happiness felt like, and what’s worse – I couldn’t name one thing that I wanted. My lust for life was gone. I was crushed under the weight of my low self-esteem, and my inner judge’s monologue.

I knew there was more to life, and more to me....I owed it to my family and to myself to find out what that was. Despite the dark thoughts telling me to “give up”, “go away”, “they’re better off without you”, I knew I wasn’t weak for needing a change. I was tired from maintain a facade for so long. A facade of what others expected of me, of what I assumed they expected of me.

I realized that there is no quick-fix cure, no magic potion to make it all better. I knew I needed to put the work in to be better. To heal. And healing came from the most unexpected place – Art Therapy.

I had always been creative. And I knew I wanted to bring that back into my life. I knew I wanted to work with people, but not just sit and talk about the same issues, over and over again. Through Art Therapy I have rediscovered the joy I craved and found liberation in working with people, and not least with images, colors, and art.

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Use stories of current / past students, success stories / Vibeke’s backstory and an authentic way to connect with potential customers, in marketing materials, as testimonials on the webpage.

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TONE OF VOICE VERBAL IDENTITY A Tone of Voice is not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace.

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We talk as an older friend with a bit more life experience.

A friend who has your best interest at heart.

We’re never preachy.

Always letting you come to your own conclusions.

And there for you along your journey.

Accessible Personable + friendly Not too high-brow / intellectual / philosopher Diction of a well-educated person who doesn’t belittle you by using big fancy words or making you feel less educated / capable than them.

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Formal -------------------------------------------------------- Chatty Detached ------------------------------------------------ Warm Professional ------------------------------------------- Wacky Serious ---------------------------------------------------- Humorous Laid back ------------------------------------------------- Lively

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LOGO VISUAL IDENTITY The new logo was inspired by (1) the multiple layers of the subconsciousness which is a key aspect in the teachings of Jung; (2) the approach of the school of using both hemispheres; (3) aligning the meaning behind the shapes with the values of the brand.

The purple and blue colors which transition into each other symbolize how the education nurtures creativity and analysis simultaneously, while the green center depicts healing and growth.

Primary Logo

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A.

Secondary Logo

B.

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COLOR VISUAL IDENTITY We use color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase.

PANTONE 2355 C RGB 135 3 123 CMYK 48 100 0 9

PANTONE 2099 C RGB 177 162 202 CMYK 30 34 0 0

PANTONE 2462 C RGB 90 141 132 CMYK 63 19 40 14

PANTONE 2246 C RGB 168 213 186 CMYK 33 0 27 0

PANTONE 653 C RGB 50 98 149 CMYK 84 54 3 10

PANTONE 7674 C RGB 135 140 180 CMYK 48 40 1 1

PANTONE 2442 C RGB 159 95 84 CMYK 14 61 53 24

PANTONE 692 C RGB 227 190 195 CMYK 3 25 8 0

RELIABILITY TRUSTWORTHINESS POSITIVITY

Three main concerns have been taken into consideration when devising the new color scheme: (1) what is most appealing to the target audience’s personality archetype; (2) which key values can be translated into colors in compliance with Western color definitions; (3) do those meanings align with our goal of achieving trustworthiness?

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CREATIVITY

GROWTH HEALING

TYPOGRAPHY VISUAL IDENTITY The typography chosen is meant to convey (1) the brand goal; (2) to communicate the brand personality; (3) to be appealing to the customer personality archetype.

Modern style

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Calm Reliable Intelligent Honest Down-to-earth

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BRANDING ELEMENTS VISUAL IDENTITY Examples of use in brand collateral / stationary set. Examples of Logo use in (1) original format; (2) high contrast; (3) low contrast environments.

Examples of texture in use.

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ICONOGRAPHY VISUAL IDENTITY Visual communication aids, to help break up the text heavy / information packed customer facing materials. They have been created by dissecting the logo mark. What is significant to note is that these symbols have no preconceived meaning, outside the context of Institur for Kunstterapi which allows them to be used interchangeably as added / as needed.

They are inspired by the levels of subconciousness taught by Jung.

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PHOTOGRAPHY STYLE VISUAL IDENTITY Bright Warm Candid Unposed Work-in-progress Capturing energy

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CREATING | THINKING | HEALING