Library Groundbreaking Ceremony & Corporate Identity Logo Oversight

Quarter page event invitation.

One of our newest library branches celebrated with a groundbreaking event in March. Cone Park Branch library is just over a year old and has been housed in a mobile home-like unit until its permanent building is constructed. The groundbreaking event marked the beginning of the next phase in its branch history. 

Event program front / back.

For help promote the event, I was asked to design an invitation, program, and web banner. When the branch library was first opened in 2011, I designed grand opening promotional materials that coupled the image of a rainbow with a architectural blueprint and drafting materials to support a theme of "Building the Dream" ( http://librarygraphicdesign.blogspot.com/2011/12/cone-park-library-branch-grand-opening.html ). For this new groundbreaking ceremony, I extended that reference further by using the same rainbow integrated into the a shovel's handle. I also used a strong, cheerful orange background to relate to other recently developed marketing materials (welcome brochure http://librarygraphicdesign.blogspot.com/2012/08/the-evolution-of-library-welcome.html , library employee recruitment posters http://librarygraphicdesign.blogspot.com/2012/10/four-posters-derived-from-welcome.html , and presentation folder http://librarygraphicdesign.blogspot.com/2013/03/library-presentation-pocket-folder.html ).

Event sign and detail view.

After the event, I received photos to post to the library Flickr account (www.flickr.com/acld). I was shocked and dismayed to see a large sign with a logo (aka "brandmark") on it that had been created for the event. The sign used the library's logo...or rather I should say part of the logo correctly and another part incorrectly. I wondered how this could be. Did someone send the sign fabricator the brandmark exactly as it appeared on the sign or perhaps only the book portion of the mark was sent, leaving the sign fabricator to recreate the typography? Either way, what resulted was simply wrong. Worse yet, how is it that nobody noticed except for me?

Our library has two main versions of its brandmark, a book that can be used alone or in combination with its library descriptor ("Alachua County Library District") centered underneath the book. An alternate brandmark displays the book to the left with the library name flush to the right in two lines with a tagline hanging to the right below the library name. Those are the two main "lock-ups" of how the text and book image are to appear. The only variations to those marks are to change the colours to full black, full white, or full blue. The mark on the event sign used incorrect fonts, font sizes and font colours. It also presented a bastardized arrangement of the two different mark lock-ups. I was none too happy about it. After all, how could the library not get its own logo right?  

You would be surprised at how often this happens in the semi-corporate world where employees aren't adequately trained to embody, reinforce, or even advocate for "the brand" of their organization. Some organizations are good at it; most are not. As an extension to this kind of training, the same is true even for the use of the organization's visual identity. 

In Journalism 101 one of very the first "golden rules" students are taught is that the worst mistake you can ever make as a journalist is to incorrectly spell a person's name (plagiarism no doubt leads the list of worst offenses). There are similar "golden rules" to follow in other industries. In the design profession, an equivalent rule is to not bastardize a company's corporate visual identity brandmark unless doing so is considered allowable within the corporate identity standards policy.

A good thing (if one can presume to adequately leverage that sentiment in their favour) is that if the logo isn't bastardized too much it will most likely still be recognizable to a familiar, yet otherwise clueless public. The flip side of that oversight, however, is that if the company's own people can't recognize that mistake, then the situation should be incredibly disconcerting.

I share that sentiment because the people who work for a company and are most likely to see its brandmark every day and should be the ones who would most easily recognize whether or not it is correct or not. Not only that, but they should also be the very same people who should help by being brand advocates for its proper usage. As a maker of corporate identity standards and the guidelines that establish best practices for the usage of a brandmark, of course I understand that I'm in one of the best positions to realise the good and bad points of a visual mark, of its technical and aesthetic limitations, and of its misuse. I can also appreciate that others wouldn't be as knowledgeable or keen to observe these finer details. But there are certain changes to a brandmark that should be glaringly obvious.

So on occasion I find myself in the role of "brand identity advocate." Whenever I see the visual identity of my library has been used incorrectly, I search out the offending party to inform them that they have incorrectly used it. More often than not, the offending party had no idea the brandmark was used improperly. If they had, or if they had been more sensitive to its use, they most likely wouldn't have used it incorrectly. I inquire about how the improper use happened in order to understand how we can work toward averting the same scenario from happening in the future. 

Through what advocacy I can offer, I hope to educate staff on the proper manner of using our library's corporate identity system consistency so the integrity of the brand mark will remain uncompromised and better able to ensure public recognition. It may not mean much to others, but it means something to me. Proper brandmark usage; you might say that I'm building a dream of my own.

Library Volunteer Appreciation Luncheon Invitation & Program...Twice as Nice.

Guitar invitation front and back.

Our library really appreciates its library volunteers. Every year, somewhere between 300 and 2500 individuals (depending on how you calculate it) selflessly provide an incredible amount of assistance in hours and effort to extend the library's operational service. Because of this, the library likes to invite volunteers to enjoy an annual luncheon together.

This year, the event planning committee selected a Brazilian guitarist to be featured at the event. From the design side, invitation concepts were designed, approved, printed, and in hand to mail out; program designs were also well into development and on schedule. 

Guitar program / CD insert cover exterior (folds).

Then plans changed. The guitarist was out, and a new, more generic theme based on "the gift of time" was implemented. A scramble ensued to get a replacement speaker, develop a new invitation design concept, then printing and delivery to the invitees in as little past-deadline as possible. There's nothing quite like a change of plans after a significant amount of work has been done to make things exciting, is there? Well, it happens on occasion, so you just have to roll with the punches and hope things will work out better next time around.

Guitar program / CD insert cover interior (when opened).

So, what started out as one design concept for a volunteer appreciation luncheon, turned into two. And why not? We can say that love our volunteers twice as much. Well, almost.

Clock invitation front and back.

Both designs utilized domain free photography which I modified to suit the theme. The guitar image colour was intensified by saturating it in Photoshop; text, a library logo, music note clip art, and additional photo images of utensils were added to make the guitar opening look like a table place setting. For the blue clock, its hands were topped off with the very same fork and spoon images used from the guitar concept to equally give reference to the meal aspect of the event. The final blue clock image was selected from a total of 24 preliminary designs urgently created within a few hours after the announcement that plans had changed from one theme to another.

The initial guitar concept included quarter page invitations and a program that would double as an insert into a music CD case which would also include a music CD from the guitarist. Opening the case would display a program event schedule on the flip side of that outer guitar image cover. Pulling the insert out and opening it would then reveal names of all the companies that donated gifts to be raffled away to lucky prize winners at the luncheon. The music CD was going to look pretty cool. But I regress on the magnificence of what could have been.

Clock program front and back.

By comparison, the clock concept version utilized a simple front and back quarter page design for invitations, half page design for the program. Table markers based on the design were also made, folding an 8-1/2 x 11 inch sheet into a tall, 11 inch triangle pylon and set upright on tables to indicate seating table seating assignments. It wasn't nearly as exciting as the guitar concept, but hey, by then it was all about getting things done in time which I'm sure everyone appreciated.

TOTAL ITEMS:
300 Guitar Invitations (unused)
300 Clock Invitations
200 Clock Programs
24 Table Markers

Library Newsletter, THINK... Spring 2013

Television PSA announces the current edition of THINK...

The library's free Spring newsletter issue of THINK... arrived in April. This issue covers current news and over 800 scheduled events from April through June. 

The print edition of 2,500 copies is delivered not only to all library branch locations but also to select non-library businesses to extend its reach further into the community. Online copies are also available on the library's website at, http://aclib.us/news. 

This issue's visual theme makes use of the state of Florida's state flag emblem and colour scheme. It compliments a nearly year-long tourism marketing campaign by the state of Florida called "Viva Florida 500" which celebrates and promotes the state's history. Our library is participating with events of its own that features Florida history topics as well as other more contemporary interests.

Library Presentation Pocket Folder Design

Design of a new pocket folder incorporated elements taken from the recognizable past 
(watercolour image of Headquarters Library) and recently emphasized (mission statement 
language used in a bold corporate colour scheme) for a more dynamic marketing tool.

Want a way to keep yourself organized and be remembered at the same time? Consider a pocket folder, the relatively inexpensive stationery tool that can carry your essentials while also delivering your organizational image and branded message at the same time.

Pocket folders are a great way to present a collection of otherwise separate, loose documents together all in one convenient manner. They also offer an excellent opportunity to act as a "leave behind" product that can extend your organization's visibility well beyond the event at which they are first received. Use the folder to present information to people at meetings and events. Once the event is over and the shelf life of the information contained within expires, the pocket folder could potentially live on to remain useful by both containing new information and by continuing to keep your image in view. 

When I had the opportunity to redesign the corporate pocket folder for the Alachua County Library District, I reviewed the existing folder. It was about as minimal in design concept and material use as you could possibly imagine. It literally only printed its logo in one colour on the cover and inside pocket, and the paper choice appeared to be a flimsy, 8 point coated cover stock. Any thinner and it would have been a piece of writing paper. The message it presented was that the library, while getting kudos for being thrifty, was also being exceptionally cheap and unimaginative. 

I wanted to redesign the folder do some work for the library. I felt it was important to maximize the opportunity to be not only a practical tool, but also one that brought two existing and easily identifiable branding visual elements that had yet to be seen together into the presentation. The folder could act as "a bridge" by bringing together these two visual components of the library's visual branding elements: an old watercolour image and a new graphic presentation style dominated by bold colours, typographic styling and a newly refined logo treatment.

One of the library's long-standing and most recognizable images was use of a watercolour painting of its Headquarters building. It was the image that appeared on every personal library card, so it would be easily identified on the folder. You can see how the library card looks here:
http://librarygraphicdesign.blogspot.com/2010/11/library-card-month-display-september.html ACLD Library Card

Another more recently developed branding piece the library was beginning to use was its new welcome brochure. It utilized a bold colour scheme and prominently featured three important words identified in its mission statement: "participate, connect and discover." You can see how the welcome brochure looks here:
http://librarygraphicdesign.blogspot.com/2012/08/the-evolution-of-library-welcome.html

The watercolour image of Headquarters Library had been used for years, but it was both small in dimension and low in resolution too. It wouldn't scale up to a 10x14 inch pocket folder size without becoming noticeably pixilated, so I requested the Library Foundation—which had the original artwork—to allow me to photograph the painting. That way, I could start with a much larger, higher resolution image and save it for future projects as well. Once I received the original painting, I discovered that I couldn't remove it from its glass covered frame without tearing off a backing paper that sealed the painting to the frame. I had hoped to avoid shooting through glass because of the potential for light reflections and mirroring. Nevertheless, I managed to shoot the painting at an angle to avoid those things, then used Photoshop to correct the slightly perspective-distorted digital image created from shooting the watercolour at an angle.

The library also had two versions of its logos: one with its name under a book, and one with its name and a tag line to the side of a book. I recently updated both of these logos so they could seen better when displayed small. I had removed portions of the original book rendering and increased line weights for greater visibility so they would reduce instances of lines disappearing when displayed small. 

I wanted the redesigned pocket folder to have a colourful and bold quality like the recently created welcome brochure. To achieve that, I used big, diagonally placed bands of the same primary and secondary corporate colours to contain the mission statement words. The words were set using the library's corporate bold italic Arial font style. I angled the colour bands upwards from the back (where the words would be seen) to cross over the upper left of the front (where one of the bands would contain the corporate logo + tagline). This would allow me to utilize the space well and in an energetic manner, and to visually connect the front to the back of the folder. I duplicated and flipped the watercolour image so that it created a continual, seamless background image behind the diagonal text bands. This also allowed the roof of the building to poke up from behind the colour bands which was important for when the folder was viewed only on the back side.

Inside, the two, five inch pocket flaps would use the two primary corporate colours, display the primary corporate logo (the one that doesn't use the tagline), and offer a place for inserting a business card into die cut slits. 

For paper, I chose a heavier 12 point coated cover stock to make the folder sturdier and to appear more luxurious. Because the paper stock was already coated, I could leave one side unprinted to save on printing cost, knowing that the unprinted side would still present nicely due to its already coated sheen. The inked side was coated with an additional aqueous clear coat after printing to help reduce fingerprint smudging and to protect the printed surface.

Hopefully, this design example shows that although the pocket folder may be just paper, when used well it can go a long way to deliver not only your news, but how you want to be remembered too.

Before and after: the redesigned pocket folder (top three items)
along with the older pocket folder (bottom two white items).

Thinking "Out of the Box" for Library Event Marketing

Promotional signs and handbills were created in the
appearance of a model parts kit for easy recognition
and a direct visual link to the event theme.

One of our librarians organized a library event for patrons interested in building model vehicles. It would include quest speakers from a local organization who would give a presentation about model building and would even offer free model kits to hand out to participants. I was asked if I could create signs and handbills to help promote the event with, so I inquired about what information and visuals were available. Did the organization have a logo, possibly some photos of themselves, models they'd built, or any other potential images? The only visual available was their organizational logo, so with that and the most essential event information, I turned to ways I could present the information in an eye-catching manner. 

After a little research looking at visuals for model building, I decided to present the event text information as pieces of a model still attached to its kit frame the way most models appear when taken out of their respective boxes. Having a little room left over in various areas, I filled those spots in with a few recognizable vehicle elements to help make the presentation more recognizable. 

Because model kits are unpainted upon delivery, the kit needed to be only one colour.  The presenter's logo was a primarily black .jpg image, so I made the entire frame and model pieces black to match. Simple white rules were placed along the arms of the frame to give the illusion of "highlights" that would help give some dimension to the otherwise flat black colour scheme image. The librarian then used bright yellow colour paper to print the images on for eye-catching, high contrast signs and handouts.

Total items delivered:
1 master 8.5x11 inch sign to print out a total of 20 signs
1 master 8.5x11 inch page showing four handbills to print out a total of 200 handbills

Celebrate Chinese New Year at the Library

A horizontal 11x8.5 inch sign design set the stage for the following design pieces.

Quarter page handbills were printed 4-up to an 8.5x11 inch
page then trimmed by hand to allow a white border on all sides.

The Chinese New Year 2013 celebration is upon us and our Headquarters Library youth services department will host an event that will include a variety of entertaining activities for those who attend. To help publicize the event, they requested four print and online collaterals:

200 Handbills
8 8.5x11 inch signs
1 Web banner / webslide
1 Magazine print ad

Instead of focusing on depicting each and every one of the activities that would take place at the event, I chose one so the visual image could be larger and have more impact. I was interested to use a piece of black and white vector clip art I'd had for a couple of years of two children waving traditional decorations in the air. I thought the stencil-like quality of the art would make for a perfect shadow puppet that could throw a larger shadowy version of itself onto the background. 

Due to the vertical dimension of the magazine print ad,
text from the curtain had to be repositioned under
the illustration elements, but it worked out fine.

So I changed the colour of the stencil to red to pick up the colour of a domain free "theater curtain" image, then duplicated the stencil element and skewed it a little to emulate a shadow being thrown on a background "screen" surface. I realized that I needed some "sticks" to hold up the stencil puppets, so after a little investigation I saw that some sticks are topped with a little ball at the end which then hold the puppets. I modified and imported some domain free wood textures into the sticks and ball tops, and used another wood surface texture to become the edge of the theater window. This window edge provided the opportunity to run shadows of the sticks up it then terminate at the top edge, then resume again at different horizontal locations to continue the upward climb on the back surface to the puppet shadow. The back surface was shaded to create a light source "hot spot" to further impart the effect of the shadow puppet experience.

The home page website banner art left focused on the art and left
additional information for the caption that would appear underneath.

Although I sourced for what I consider to be the commonly overused, stereotypical, decorative fonts used on many Chinese take-out menus and the like, in the end I preferred a more playful, less hokey font. An originally lengthy descriptive event text was paired back to enable the text point size to be enlarged for better reading visibility, and lastly, the essential time/date/place and corporate logo were all added in areas that were complimentary to the different dimensions of each collateral piece.

I was really pleased with the colour palette and especially with the amount of open space allowed to remain for the image presentation.

Black History Month 2013 Library Event Promotions

The final design concept blended a variety of visual images together
and gave greater prominence to the title size.

I began developing visual concepts for our library district's Black History Month event publicity in early November. Many of our library branches hold a variety of different Black History Month related events throughout the month of February, so instead of creating a completely unique design concept for some of those events, I prefer instead to create and establish a central design theme that different event programs can utilize elements from, either entirely or in part. This helps to reduce my work load while at the same time providing recognizable uniformity from one event to the next for the district's celebration as a whole.

The Association for the Study of African American Life and History (ASALH), headquartered in Washington, D.C., sets the annual national theme for Black History Month. The association's mission is to promote, research, preserve, interpret and disseminate information about Black life, history and culture to the global community. You can read more about the 2013 theme from the following links: 
http://www.asalh.net/docs/2013ExecutiveSummary.pdf 
http://www.asalh.org/blackhistorythemes.html 
http://www.asalh.org/docs/2013%20Theme%20At%20the%20Crossroads%20of%20Freedom%20and%20Equality.pdf

Initial design concept emphasized the flag's 50 stars
marching to Washington D.C.

The ASALH set the 2013 theme title as: "At the Crossroads of Freedom & Equality: The Emancipation Proclamation & The March on Washington." While the historical aspects are greatly interesting and important, the title itself was quite a mouthful both verbally and visually. Nevertheless, that was the basis for my design concept, and I moved forward with seeing how I could find visuals that encapsulated that message.

I first sourced for images that would support the theme, primarily looking for images of the Emancipation Proclamation, photos of people marching on Washington, D.C., maps, flags, and chains. I also knew that I would have to apply whatever my design theme would become to one specific library event that would highlight dancing, so I also sourced for vector clip art of dancers.

The broadcast PSA variation.

My first concept direction was to remake an American flag image by inserting an American map where the white stripes would normally be and a blue-toned detail of an Emancipation Proclamation illustration where the stars would normally be. I wanted the 50 stars to be in the process of relocating from their usual position to flow along two of the red stripes--as if marching--toward a portion of the exposed map that showed Washington, D.C. I then reversed out the theme title in a few of the remaining red stripes, but after seeing how small the wording was to the overall design, I decided I needed to move in a different direction that would give more prominence to the title.

This sign for a related dance event shows
how the general design visuals were
applied to create a new image but still relate
to the established general design theme.

On my second design concept, I used an image of the Emancipation Proclamation illustration in the background and wanted to create a road image with striped, dashed highway lines that ended as arrows pointing to a detail portion of a map showing Washington, D.C. Clever alert: once I had the white dashed lines placed over top of the black roads, the remaining visual space on the road surrounding the white dashed lines reminded me of a chain shape, so I modified the elements to include the gray "links" of a chain around the white dash marks to give an even more symbolic meaning to the road to Washington, D.C. 

At this point I still had my roads orientated in the shape of a "+" and needed to find a place for the title. I first tried to split portions of the title above and below the illustration, but when I did the text seemed too far removed from each other, so I decided to change the orientation of my "+" road intersection to become an "x" orientation instead, and lay an additional horizontal black band across the middle of the intersection to insert the title into. Having the title more centered within the illustration worked much better for me and, in an ironic twist, also provided an additional subtle similarity to the design of a Confederate flag.

Web page banner.

Projects included:

General quarter page handbills

350 General 8.5x11 inch flyer

1 General television PSA

1 General celebration webslide

1 General celebration blog icon

1 General newspaper print ad

Blog icon.

250 Dance event quarter page handbills

1 Dance event 11x17 inch poster

1 Dance event television PSA

1 Dance event newspaper print ad