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Developing the GAC Brand


Index Introduction

1

Step One : Defining the GAC

3

The Inspiration Step Two : Translating Ideas into Image ry

4 7

Translation

8

Typography

10

Mark Exploration

12

Mark Editing

14

The Final Mark

16

Step Three : Launching the Brand

19

The New Identity

20

Dos and Dont’s

22

Color and Type

24

Application

26

Conclusion

33


Introduction

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Its a Three Step Process Reaching the final re-branding identity for the Grand Avenue Club took place over three stages. The personality of the GAC was defined, and the foundation was build for its new identity. The information gathered there allowed step two, Translating Ideas into Identity, to begin. The new logo mark came to fruition here, embodying the concepts that were introduced in stage one. Finally, stage three, Launching the Brand, showed practical applications of the new identity as well as important application guidelines. Through these three stages the Grand Avenue Club’s identity mark received a fresh makeover that accurately describes its essence.

1


Step One...

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Defining the Grand Avenue Club “The mission of GAC is to provide Milwaukee County adults who have experienced mental illness with an array of opportunities that will assist them to experience recovery, to integrate into society via work and education, and to live lives that are vocationally productive and socially satisfying.� GAC Mission Statement

Since its foundry in 1991, the Grand Avenue Club of Milwaukee has been aiding individuals with a history of mental illness become successful members of society. Resources such as school tutors, job placement assistance, and support groups provide members with the opportunity to build meaningful life skills and relationships. The positive atmosphere of the club does not place labels on the members or their illness. They only see their potential.

Why Re-brand? Re-branding for the Grand Avenue Club is necessary if they hope to continue growing and helping the community. The current identity system does not speak to the positive mission or spirit of the club. In having a mark that accurately reflects their cause, the GAC’s target audience will be able to gain a better understanding of who they are and the valuable resources they offer. If more people are able to understand what the GAC is all about, a greater number of individuals will have the opportunity to better themselves.

3


The Inspiration What is the new identity founded on? If the new identity is going to be successful in representing the GAC’s personality and mission, it needs to be inspired by those who comprise it. With the greatest credibility, their stories and actions attest to who the GAC is and what they provide for the community.

4

Member

Local Business

A middle aged man returning to college to finish his degree. Classes are difficult and home life is tense because his family does not understand her mental illness. Even though hisdream is to finish his education, he considers dropping out because it has become to much of a burden and only adds the problems at home.   The Grand Avenue Club provides him with a strong community that gives him the support and resources he needs to finish school. He knows the GAC is not only an educational facility, but a understanding, safe, and supportive family that is always available.

A local business that is looking to hire people for entry level jobs. Instead of placing an add through the paper they hire workers from the Grand Avenue Club. Members who have been hired in the community through the GAC have never missed a day of work in numerous years and are incredibly reliable and able. By seeking employees through the GAC, this business feels that they have helped with a local, and national, cause to raise awareness about mental illness. They provide those who suffer with the opportunity to be successful within the community.


These are the three primary groups of the GAC. Each plays a specific role in the organization, and without one, the others’ duties could not be fulfilled. In order to continue the growing outreach of the GAC, the new identity system draws the attention of these groups. In the following sections the new identity mark will be explored separately in these three outlets of member, local business, and donor.

Donor A middle to upper-class family who budgets a certain amount of money each year to donate to a charity. They like to give to a different organization each year that involves bettering the Milwaukee community.   They choose to donate to The Grand Avenue Club because their focus is on giving a voice and opportunity to those who may normally not get the chance. The GAC provides a supportive community to those with mental illness and helps them get back into the community whether it be with and education or job. The mission of the GAC aligns perfectly with the philanthropic desires of their family.

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Step Two...

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Translating Ideas into Identity Once the GAC’s personality, mission, and target audience was defined it was time to being translating those ideas into their graphic form.

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Translation Converting Ideas into Images To begin the transition from the three personas into their graphic representation, each group was given a key word that best describes their contribution to the GAC. These words were the keystones in brainstorming associated terms, colors, and imagery. These additional attributes helped to form a richer picture of the GAC and paved the way for representing those ideas in an identity mark.

Community

Voice

Member

Donor

One of the most positive aspects of the Grand Avenue Club is its warm community. Everyone is treated equally and with respect. This is a valuable resource to advertise to prospective members so they can receive the support they desire.

Donors have the ability to grant the members of the GAC with a voice. Their contributions enable the club to stay alive and continue providing members with important resources to help succeed in society.

Worthy Business Worthy aligns with the business persona because they need to be shown that members of the GAC are deserving and capable of their valuable positions.

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These keywords and personas created the framework for three distinct campaigns. In the following pages, the three personas were explored separately, hoping to appeal to the values of their specific audience (prospective member, business, and donor.)


Voice

empower opportunity freedom change impact

megaphone mouth radar arch pulse

Community

family support unique diverse contributor

network home hands circle nature

Worthy

strong able deserving knowledgeable productive

mind fist heart tools

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Typography Finding the Right Font Typography was explored and chosen for the personas based off their individual values and characteristics.

Grand Avenue Club Advert - Light

Grand Avenue Club

GAC GAC GAC GAC

Arial Rounded MT Bold

Grand Avenue Club AT Handle Oldstyle

Grand Avenue Club Bookman Old Style

Grand Avenue Club Museo

Grand Avenue Club Avenir LT Std - 35 Light

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GAC GAC


Community

Grand Avenue Club

Member

Avenir LT Std

Avenir LT Std has a light, friendly feel that coincides with the welcoming atmosphere of the club.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Voice Donor This typeface is elegant and regal. Those who are able to donate generously may have a more sophisticated taste.

Worthy Business Cronos Pro is professional, yet warm. It lets a business know that the GAC is a serious outlet for employees and demonstrates that they are a friendly organization.

Grand Avenue Club AT Handle Oldstyle

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Grand Avenue Club Cronos Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

11


Mark Exploration Initial Design The first stage of mark exploration began by seeking inspiration from the brainstormed list of keywords and symbols that coincided with each persona.

Community Member These blossom shapes show movement and unity. The GAC provides a supportive place to work and socialize.

Voice Donor These sweeping shapes represent the opportunities that the donors grant to the members of the GAC. Without their help, the members would not be access the invaluable resources of the GAC to achieve their goals.

Worthy Business Worthy shows to local business that members of the GAC are well deserving and capable of being successful at their company. This mark utilizes the circle to represent productivity.

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Community Member The huddled blossoms represent the unity and support found within the GAC community.

Voice Donor These upward projecting swoops represent opportunities and empowerment that donors are able to provide.

Grand Avenue Club GAC

Grand Avenue Club GAC

Worthy Business The circle represents the contant productivity of GAC members. It also resembles a coffee cup stain, alluding to work.

Grand Avenue Club GAC

13


Mark Editing Revisions and Type Integration Once the basic look and feel of each personas’ logo was determined, it was time to make revisions to their forms and begin to integrate more heavily explored typography.

GAC

Grand Avenue Club

grand avenue club

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GAC

GAC

Grand Avenue Club

GAC

Grand Avenue Club

grand avenue club

grand avenue club

grand avenue club

grand avenue club


Community Member “Grand Avenue Club” has been stacked on top of each other to create a greater sense of unity and connection with the blossoms.

Voice Donor The swoosh was streamlined into a softer shape and the typeface was switched to Cronos Pro. This gives a friendlier tone that accurately aligns with the GAC.

grand avenue club

Grand Avenue Club

Worthy Business “Grand Avenue Club” surrounded by the circle form, representing unity between the club and their continuous productivity.

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The Final Mark In examining the three separate marks, it was determined that they were not so separate after all. The business persona seemed to encompass the other personas’ values as well. The circle form symbolically represents all three personas of the club. It has the ability to successfully speak to those audiences and inform them about the rich facility that is the Grand Avenue Club.

This part of the circle represents the members and their perpetual strive to better themselves through education, work, and friendship.

This piece represents both the business and donor personas.. They are they missing piece to the GAC, and without them, the club could not survive.

The circle as a whole represents the entire GAC community, the members, business, and donors. Together they succeed in bettering the lives of others and create a stronger society.

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These alternate logos give flexibility to the brand. The variations allow the identity to adapt to any type of application whether it be large or small, in print or on screen.

grand avenue club

Various colors options. The final orange was selection because it speaks both to the empowerment of the club and its vibrant atmosphere

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Step Three...

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Launching the Brand Now that the final identity is chosen it can be applied to the various forms of collateral that the GAC produces. This includes business cards, letterheads, and brochures. These pieces are the club’s visual representation to the community and must portray themselves accurately. To ensure the integrity of the brand, application rules have been outlined and must be followed.

19


The New Identity Compositional Breakdown This breakdown shows the logo mark proportions that need to be upheld during application.

This is the primary logo for the Grand Avenue Club.

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“Grand Avenue Club” should fill the central two fourths of the inner circle. The text’s center should also align with the central x and y axis of the inner circle.


These are the secondary logos for the Grand Avenue Club. The first logo should be used on smaller scale applications, as the acronym will be easier to read instead of the full name The second logo works best for more formal applications of the brand, such as business cards and invitations.

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“GAC” should extend the height of the central 5th of the entire logo. The text’s center should also align with the central x and y axis of the inner circle.

grand avenue club

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“Grand Avenue Club” should fill the central two fourths of the inner circle. The text’s center should also align with the central x axis of the inner circle.

21


Do’s and Dont’s How to Properly Use the New Idenity These application guidelines illustrate what can and cannot be done with the GAC logo. Staying within the guidelines ensures that the message delivered by the GAC brand will stay clear and accurate.

1

Always try to use try to use the original logo without alteration.

2

It is okay to transform the logo into black or grayscale if color printing is not an option.

3

22

Logos with alternate colors should only be used as secondary graphic elements within a piece. Use the colors suggested in the following sections.

4

Do not rotate the circle form of the logo.

5

Do not resize the type inside the circle or move it from center.

6

No drop shadows.

7

Only use one color for the entire logo.

8

No outlines.

9

Do not use any other typeface besides Avenir LT Std. No italics, bolds, or lowercase letters.


1

x

x

4

7

2

x

x

5

8

3

x

6

x

9

Grand Avenue Club

23


Color and Type Appropriate Typefaces and Color Listed here are the designated color and typeface of the new identity. Alternate color and type options maintain the GAC brand and can be used in place of the original designs if necessary.

This orange must be used on all primary applications of the identity.

C:0 M : 77 Y : 81 K:0

R : 248 G : 96 B : 61

As previously mentioned, restrain from changing the original color of the logo as the orange has been chosen specifically for the GAC brand. The color of the logo can be changed if it is being used as a secondary graphic element. Use the following colors as they also speak to the vibrancy and strength of the club.

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C : 79 M : 92 Y : 44 K : 56

R : 46 G : 19 B : 56

C : 91 R : 49 M : 81 G : 73 Y : 0 B : 167 K:0

C : 89 M : 48 Y : 61 K :36

R : 18 G : 80 B : 78

C : 73 R : 84 M : 26 G : 36 Y : 100 B : 152 K : 10

C : 50 M : 29 Y: 0 K:0

R : 126 G : 160 B : 211

C : 42 R : 149 M : 20 G : 147 Y : 24 B : 183 K:0

C : 34 R : 178 M : 21 G : 173 Y : 100 B : 23 K:1

C : 1 R : 248 M : 37 G : 196 Y : 98 B : 31 K:0


Avenir LT Std is the only typeface that can be use for the actual GAC identity mark.

Grand Avenue Club Avenir LT Std

Alternate typefaces for collateral pieces include Myriad, Cronos Pro, Advert, and Century Gothic as they maintain the friendliness of the GAC brand.

Grand Avenue Club

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Avenir LT Std

This type can also be used for text on business cards, letterheads, brochures and other collateral.

Grand Avenue Club

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Cronos Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Grand Avenue Club Advert ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Grand Avenue Club Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

25


Application Putting the New GAC Identity to Use Here are some sample pieces of collateral that utilize the new Grand Avenue Club identity.

grand av e nu e club

John M. Johnson membership admissions 414 . 276 .6474 jjohnson@gac.com

Business Card The business card is minimal and clean, representing the fresh atmosphere of the GAC.

26


I want a community to belong to.

I want to live to my fullest potential

“The mission of GAC is to provide Milwaukee County adults who have experienced mental illness with an array of opportunities that will assist them to experience recovery, to integrate into society via work and education, and to live lives that are vocationally productive and socially satisfying.” take the first step

Grand Avenue Club 414 . 276 .6474 admin@ grandavenueclub .org

Information Card Information cards are a quick and easy way to deliver the GAC’s message. The quote on the front side speaks to the desires of prospective members and shows them that what they are looking for can be found at the GAC. The placement of the quote within the identity mark creates an immediate correlation between the GAC and the values it embodies.

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210 East Michigan Street, Milwaukee WI admin@grandavenueclub.org 414 - 276 -6474

grand avenue club

210 East Michigan Street, Milwaukee WI • 414 - 276 - 6474 • admin@grandavenueclub.org

210 East Michigan Street, Milwaukee WI • 414 - 276 - 6474 • admin@grandavenueclub.org

Letterheads These letterheads explore the various compositional possibilities between the three logotypes. Each is professional, yet welcoming.

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Grand Avenue Club 210 East Michigan Street Milwaukee WI

Envelope Placing the circle image over the flap of the envelop mimics the elegant feel of a traditional wax seal. This speaks to the professional qualities of the club.

29


Grand Avenue Club

A Community That Works

Brochure This brochure embodies the professionalism of the club through a clean layout, and its communal spirit through imagery.

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Conclusion

A


Time to Grow Throughout researching, concepting, and exploration the new identity for the Grand Avenue Club reflects their vibrancy, productivity, and warmth. The introduction of this fresh logo will catch the eye of prospective members, businesses, and donors. They will grasp a better understanding of the club and its wonderful resources. Grand Avenue Club’s identity and mission has been given the platform it deserves. With this new resource the GAC can only continue to grow and help those in the community who need it.

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Grand Avenue Club Brand Book