1. i3 i3 campaign

2. i3 intro

3. Advertising campaign. Promote awareness of the library. Convey a message about the library. Visually arresting, transmutable design. Multiple permutations.

4. i3 identity

5. What role does branding play in mass communication? What importance does visual identity have to an institution or company? How can a visual campaign change people’s perceptions and/or alter behavior?

6. identity This font Capitalis Pirata, is made entirely of parts of readily identified trademarks. It was developed by Plazm and distributed for free online, to generate discussion of the nature of visual consumer culture and the power of font design.

7. identity Harmless enough? McDonald’s didn't think so and, threatened legal action against Plazm unless it removed McDonald’s arches from the font set, claiming that its inclusion “diluted the authority of the brand.”

8. identity What does this illustrate? Did McDonald’s over- react to Plazm’s avante-art provocations? Have other companies under-reacted to Plazm’s possible “dilution of the authority of the brands?” What does it matter?

9. identity Companies strive to develop a relationship with consumers. Brand campaigns are instrumental in the development of this relationship. Consumer attention is a limited resource. Cradle to grave.

10. i3 idea

11. Counter the increasingly popular notion that Google is a surrogate for librarians. What is the essence of patron/librarian interaction? inquiry Research begins with a question. integrity Librarians bring professionalism and legitimacy to patron service. insight = Inquiry + integrity Inquiry, integrity, and insight are a process, not a product.

12. i3 implementing

13. With the idea or concept in mind, we began an “i” letterform study. In short, letters are treated as shapes and arranged in patterns. In understanding how we arrived at the design, it is helpful to think of visual elements as having a language of their own. A simple visual question. Which is friendlier, a circle or square? A more complex visual question is how to represent inquiry, integrity, and insight graphically.

15. Its overall shape suggests a triangle, the geometric object with the fewest straight lines. Visually, it signifies parsimony, strength, stability.

16. It is multidimensional. The i’s are pointing along different axes, with its center providing a sense of orientation in space.

17. It is dynamic. Letterforms force the eye to move about the design.

18. It even has interesting negative space.

19. It is monochromatic, the antithesis of Google. It is arresting. It is modular. You and patron are “i”. Italicized i’s are smooth and have a human quality.

20. i3 instances

21. Posters in academic departments and the Union. Posters to include library users with the i3 branding. Newspaper advertisements in the MaineCampus. Highlighters, mouse pads, bookmarks, etc. UMaine Today magazine. UMaine web site: Current student resources http://www.umaine.edu/current/ Online postcards using FirstClass sent to students.

22. instances Banners at our entrances or lobbies. Oakes room posters or table tents. Orientation materials. Incorporate into broadsheet for bookstore and others. Faculty brochure. Postcards to faculty. Liaisons to departments. Promotional materials.

23. i3 inquiry