1. The ATTC Network Visual Identity May 2008 Webinar: Melanie Adkins, M.A. Get to kNOw…

2. 2 Today’s Road Map Intro to presentation A MarStudies: Repositioning keting Context Case What is Visual Identity? ATTC Network Visual Identity

3. 3 Who am I? “Like a good neighbor..”

4. 4 THE RESPONSE PROCESS: FOUR MODELS Stages AIDA model Hierarchy of effects model Innovation adoption model Information processing model Cognitive Stage Attention Awareness Knowledge Awareness Presentation Attention Comprehension Affective Stage Interest Desire Liking Preference Conviction Interest Evaluation Yielding Retention Behavioral Stage ActionPurchase Trial Adoption Behavior Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001

5. 5 Case Study: Sonic Corporation

6. 6 Case Study: Miller Lite

7. 7 Corporate Identity Magazine Advertising Brochures Power Point Templates Newsletters Trade Show Displays Promotional Products Branding Advertising Media Kits Publication Design Brochure Design Registration Format Visual Identity Logo Style Guide Stationery System Website Signage Sales Focus Awareness Focus What is a Visual Identity? Sales Focus

8. 8 THE RESPONSE PROCESS: FOUR MODELS Stages AIDA model Hierarchy of effects model Innovation adoption model Information processing model Cognitive Stage Attention Awareness Knowledge Awareness Presentation Attention Comprehension Affective Stage Interest Desire Liking Preference Conviction Interest Evaluation Yielding Retention Behavioral Stage ActionPurchase Trial Adoption Behavior Advertising and Promotion: An Integrated Marketing Communications Perspective; Irwin/McGraw Hill, Belch, George E.;2001 …This is where Visual Identity Lives

9. 9 Opportunity for repositioning Increases recognition Increases professionalism Increases *perceived dependability *Branding 101: Perception is EVERYTHING!! Benefits of Strengthening our Visual Identity

10. 10 A Starting Point: The ATTC Network Style Guide Logo Color Palette Font Stationery Brochures, Fliers Website, E-Pubs Power Point Slides Wordsmithing

11. 11 PART I: “People” logomark PART II: Unifying Tagline PART III: Defining Tagline Logo: Overview

12. 12 Logo: Part I “Nude” With Regional Center

13. 13 Logo: PART 2 Logo: Part II - Unifying Tagline

14. 14 Logo: PART 3 Logo: Part III - Defining Tagline

15. 15 Logo: Part I, II and III Combined

16. 16 SECONDARYPRIMARY Color Palette: For All Publications

17. 17 Color Palette: A Closer Look

18. 18 Color Palette: Reversing the Logo

19. 19 Color Palette: What NOT to DO!

20. 20 Paper Stock Bright white, uncoated paper stock is preferred. Natural tone or off-white paper stock will have a tendency to mute these colors, thereby projecting an inconsistent image of the organization. IN NO EVENT SHALL FLOURESCENT OR COLORED PAPER OF ANY KIND BE USED FOR THE ORGANIZATION’S COLLATERAL.

21. 21 Titles/Headers/etc: Body Copy: Font Type: For all Publications

22. 22 Stationery

23. 23 Brochures, Flyers

24. 24 Website, E-Pubs

25. 25 PTT Slides: Title Pages, Customized

26. 26 PPT Slides: Title Pages, Generic A B

27. 27 PPT Slides: 2 nd Pagers C B A

28. 28 Wordsmithing USE: The ATTC Network The Network NEVER USE: ATTC’s The ATTC The National Network USE: Regional Center The Center The ATTC Regional Center NEVER USE: RC’s Reg Centers USE: The ATTC National Office The National Office The Central East ATTC Central East The Mid-America ATTC Mid-America NEVER USE: NO CEATTC MAATTC

29. 29 Coming in the Style Guide.. Blending Initiative references Credentialing VIPs Cataloging Publications APA style guide reminders

30. 30 The ATTC Network Visual Identity “A brand is a living ENTITY, and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” Michael Eisner, Disney CEO

31. 31 More to Come… Always contact me with questions We’re happy to help with templates All these items will be posted for your use iNSiDER: Promotions and Branding, find templates Melanie Adkins, M.A. Communications Manager (816) 235-6988 adkinsml@ATTCnetwork.org