Page 1

Project Book 2013

Ameritalk

Simple solution


Designer’s notes Hello, I would like to present for your enjoyment, Ameritalk. Ameritalk is a sub brand of a company you may already know. T-Mobile is doing its best to compete in the newly formed prepaid cell phone inustry. The problem all post paid carriers face, is hevy competition from prepaid wireless providers. The new prepaid compaies often offer the same services at almost half the cost. what’s the solution? Ameritalk, offering the same nationwide network access that drives T-Mobiles success. using unique sales offers and the latest handsets, Ameritalk hopes to attract a more diverse customer base than its parent company T-Mobile. Through out this wonderful campaign docunment, you will find the information relating to every step of the campaign design process, as well as the meaning behind the descisions.

2


Table of contents 1.0 RESEARCH 1.1 Research .............6

2.0 CREATIVE DEVELOPMENT

1.2 SWOT

2.1 Competitive Survey

1.3 Creative Brief

2.2 Design Research

1.4 Demographics

2.3 Mood Boards 2.4 Logo 2.5 Interactive Logo 2.6 Code Club

3.0 STYLE GUIDE 3.1 Logo Standards.......10 3.2 Logo Parts...............11 3.3 Logo Colors.............12 3.4 Logo Clear Space....13 3.5 Color Palette.............14 3.6 Typefaces.................15 3.7 Textures & Imagery.. 16 3.8 Print Guidelines........18 3.9 Web Guidelines........20 3

4.0 FINAL DESIGN 4.1 Digital Media 4.2 Promotional Items 4.3 Advertising 4.4 Commercials


1.0 Research

1.0


1.1 1.2 1.3 1.4

Research SWOT Creative Brief Demographics


1.0

Research Abstract Telecommunication industry is clearly changing the face of the world. People, young and old are more de-

pendent on cell phones now a day than ever before. In developed countries people are doing more household works with their cell phones besides talking. In developing countries cell phones are helping to uplift citizens out of poverty. Presently no one can think of passing a day without a cell phone. Land phones are becoming obsolete slowly. People are becoming more connected with cell phone providers and more knowledgeable about them. Users are getting better deals everyday because of the competition. The market of pre pay is in better acceptance than the market of post pay.

1.0 Research

The post pay cell phone providers are venturing in the world of pre pay services, in order to make money. This unprecedented penetration by the post pay providers is responsible for the cost to come down significantly. The consumers are getting more for their price. That is exactly why T- Mobile needs to do more in a better and innovative way to offer their pre pay services. T- Mobile already has a brand reputation with a big market of users. It is well known both in Europe and America. It needs to create a sub brand exclusively to operate in the market as a pre pay cell phone service provider. It needs to provide more in a cheaper price. The consumers all over are looking for “pay less but get more�. T-Mobile should study the lacking of the other providers and fulfill it. It also should take the traditional and nontraditional approach in order to let consumers know about its offerings.

6


Introduction

1.0

T-Mobile is a national provider of wireless voice, messaging and data services, capable of reaching over

293 million Americans where they live, work and play. T- mobile was formed in July, 2002 (“Cellular-news,” ). It’s the fourth-largest wireless carrier in the U.S. market. T-Mobile USA is a member of the T-Mobile International group, the mobile telecommunications subsidiary of Deutsche Telekom AG (NYSE: DT). T-Mobile International is the first mobile communications company to offer service on both sides of the Atlantic with a single global brand name and a single digital technology standard, GSM (Global System for Mobile Communications). One world, one standard, which makes T-Mobile the one company that gives customers more ways to stick together. Prepaid phone companies are slowly taking over the cell phone market. Offering cheaper phones with cheaper plans is the key for prepaid companies to attract consumers. Economic slow down, rising number of Mobile Virtual Network Operators (MVNOs), made the consumers to get their services from different pre-paid carriers, like Cricket, Metro PCS, Boost Mobile and Virgin Mobile. T-Mobile has an image of being an expensive post-paid service carrier like Sprint, Verizon and AT&T in the phone market. Even though T-Mobile has prepaid service, it doesn’t offer many attractive features like unlimited international calling, unlimited 4G data and Live TV. There are many benefits and drawbacks in both prepaid and postpaid services, but if postpaid services like T-Mobile don’t try to minimize the difference in expenses, service qualities and, features with prepaid companies like Metro PCS or Cricket, they will be losing more clients in the future. 1.0 Research

T-Mobile wants to grow sales and brand awareness by establishing a sub-brand and make it run far above the competition. To accomplish these objectives, T-Mobile needs a new name for its sub-brand, new updated logo, print advertisement, TV spot, music video, radio spot, new website, a digital advertising tool for consumers to post comments. The purpose for creating this project is to examine and explain the reasons for T-Mobile struggling in the cell phone market. After examining T-Mobile’s position in the market place, this paper will explain the op-

7


3.0 STYLE GUIDE

3.0


3.1 3.2 3.3 3.4

Logo Standards Color Palette Typography Visual Elements


3.1

Style Guide Logo Standard When choosing our new com-

T-Mobile Logo

Ameritalk 3.0 Style Guide

Simple solution

10

Ameritalk Logo

panies fresh new look, Ameritalk excersied great care in leaving no detail left un- explored. The intent is to draw an unspoken connection between Ameritalk and T-Mobile using colors , other similar features you may find in the two designs. Ameritalk plans to use the mother companies purple but only as an accent. The color of Ameritalk pink and will be delivered much in the same way T-Mobile has in the past. The main franchise color (pink) will fill up the adds and be very warm and vibrant. Playing on the emotions of the customer before they have even read a word of the add is the strategy behind the emotional thought process of the logo and color palette. The Ameritalk logo type face is Halohandletter and Helvitica.


3.2

Logo Parts

Logotype

Logomark

Ameritalk

Simple solution Tagline

one logo emblem to the right of the name, observing the proper spacing to keep the logo highly visible under any viewing conditions. The font type logo this logo is Halohandletter, the tag line that Ameritalk is using for this logo is “simple solution� its font is Helvetica . The font type is never to be used without the logo and in this format. In addition to this static rule, the color of the logo letters is never to be altered as well . the logo is considered a contained stand alone style and the same spacing that was used for the distance from the tag line and the logo and gives it an asymmetrical feel. What Ameritalk means by saying this simple fraise (simple solutions) is to simply correct and resolve any previous grievances one may have had with T-Mobile or any service provider for that matter. Most people are looking for an easy way to solve their dilemma of which company to choose. Sometimes less is more and by evoking this feeling through the logo Ameritalk hope to make their decision a bit easier.

3.0 Style Guide

Ameritalk

Ameritalk Logo with and without tagline

For the Ameritalk logo I chose to use

11


3.3

23 7-3 3-3 6 0-9 9-1 00 -0

46 -18 5-2 36 66 -60-0

18 5-4 4-1 45 27 -96 -00

-66 -69

74

4-2

-3

-89

Style Guide Logo Colors

Ameritalk Ameritalk 3.0 Style Guide

Simple solution

12

Simple solution

Ameritalk Ameritalk Simple solution

Simple solution

These are the colors to correctly use the Ameritalk logo

A one color version of the entire logo may be used in some cases. Depending on the background color, the logo may appear in any one of the colors contained in the full color logo.


3.4

Logo clear space

Ameritalk Simple solution

Logo clear space A minimum clear space equal to one unit of the square must be maintained at all times.

Logo usage

Ameritalk Ameritalk Simple solution

Simple solution

Ameritalk Ameritalk Simple solution

Simple solution

Simple solution

Ameritalk

For use only when color is not an option

Logo should never be used in color on black background.

Simple solution

The tagline should never be used in any other color other than the original blue color.

Logo usage When using a different arrangement of colors to create the Ameritalk logo, there are a few constant rules that should always be observed. The Ameritalk logo can appear in many different shapes and forms however whenever a black back round is used no colored font would be considered acceptable. When altering the color of the font for the word Ameritalk, please always take care to never change the tagline font color. The color (Blue) that is chosen for this portion of the logo has great effect on the brand essence otherwise takes away from the logos ability to be easily recognized.

3.0 Style Guide

Ameritalk

Logo can be only used on solid color background

The minimum clear space that is acceptable for the Ameritalk logo is of an equal measurement and surrounds the exterior of the icon body within its colored back round. In any situation the Ameritalk logo is printed or shown, it should always have this distinct feature.

13


3.5

Style Guide Color Palette 76-96-125 76-60-33-12

102-89-171 69-74-0-0

W

-0 00

3-3

9-1

0-9

7-3 23

36 0-0

5-2 -6-

-18

66

46

-0-

0

4-1

-96

27

5-4 18

-89 -69 -66

74

4-2 -3

3.0 Style Guide

14

6

197-36-225 47-80-0-0

45

8-16-19 79-68-63-83

The colors that are chosen for the campaign are designed to attract a fresh new audience. By using soft hints of the parent company, Ameritalk hopes to draw an unspoken connection between the two entities. This will give the consumer a reason to trust Ameritalk as well as a reason to view Ameritalk separately.

hen choosing our new companies fresh new look, Ameritalk excersied great care in leaving no detail left un- explored. The intent is to draw an unspoken connection between Ameritalk and T-Mobile using colors , other similar features you may find in the two designs. Ameritalk plans to use the mother companies purple but only as an accent. The color of Ameritalk pink and will be delivered much in the same way T-Mobile has in the past. The main franchise color (pink) will fill up the adds and be very warm and vibrant. Playing on the emotions of the customer before they have even read a word of the add is the strategy behind the emotional thought process of the logo and color palette. The Ameritalk logo type face is Halohandletter and Helvitica.


3.6

Typefaces

Halohandletter ABCDEFGHIJKLM NOP QRST UV WXYZ abcdefghijk lmnopqrstuvwxyz 1234567890.,;’:”? Antipasto Extra Light ABCDEFGHIJKLM NOP QRST UV WXYZ abcdefghijk lmnopqrstuvwxyz 1234567890.,;’:”? Antipasto Regular ABCDEFGHIJKLM NOP QRST UV WXYZs abcdefghijk lmnopqrstuvwxyz

Logo The typeface Halohandletter is the font that is used for the Ameritalk logo. Headline For the campaign headline typeface two fonts were used as needed. The two fonts that appear are Antipasto extra light as well as Antipasto regular. Depending on the need of the individual circumstances, either typeface could be used. Body copy

ABCDEFGHIJKLM NOP QRST UV WXYZ abcdefghijk lmnopqrstuvwxyz 1234567890.,;’:”?

Ameritalk’s body copy typeface is made up of two different options. The first is Helvetica. The second of the two choices is Arial. Depending on the needs, either of these two typefaces would be acceptable.

Arial Regular ABCDEFGHIJKLM NOP QRST UV WXYZ abcdefghijk lmnopqrstuvwxyz 1234567890.,;’:”?

3.0 Style Guide

Helvetica Light

15


3.0 Style Guide

3.7

16

Style Guide Textures & Imagery


3.7 The Ameritalk campaign hopes to

take on a wide range of imagery and print styles. While being versatile as well as effective, the imagery is meant as a blank canvas for additional parts to be added. The texture and images represented here are hoped to evoke a young free feeling, while also conveying a sense of reliability and strength. By using the specific textures and imagery it will be very easy to shape a noticeable brand essence. This will make staying in the customer’s minds for longer and easier. The ultimate purpose of the imagery is to leave the consumer with a lasting impression that makes sense.

3.0 Style Guide

17


3.8

Style Guide Print Guidelines With Ameritalk, party never stops. Simple solution to your 4G needs.

Conquering the pitfalls of the telecom conclusively.

3.0 Style Guide

Nationwide 4G coverage with unlimited everything.

18


3.8 Print guidelines While using the Ameritalk brand essence in print, there are a handful of simple rules to help in the design projects. Logo placement When placing the Ameritalk logo in print, it should always appear at the bottom and be at least if not more 3.5 inches from the edge of the paper. Imagery Whenever one is adding a smaller logo in the printed add, logo size should never be allowed below 75% of the original logo size.

For the body copy of the Ameritalk printed adds, Helvetica has been chosen. This decision was simple; Helvetica offers the most recognizable font that is also easily read.

3.0 Style Guide

Body copy text

19


3.0 Style Guide

3.9

20

Style Guide Web Guidelines


3.9 The guideline for the look and

feel of the website is very much similar to the printed guideline. The rules are created from the designer’s perspective based on many factors. The fonts that will be used for the web display are Antipasto for headlines and Helvetica for the body copy. When placing the Ameritalk logo in a web-based image, if there are any secondary logos for any reason, they would appear no smaller than 75% of the original logo. The Ameritalk logo is always to appear at the top or bottom at least once if not more. The website should strongly mirror the add campaign in most areas of imagery and texture. 3.0 Style Guide

21


Alam_10.2.1  

Style Guide

Advertisement
Read more
Read more
Similar to
Popular now
Just for you