design 201 dave markes, art director | unmc public relations
TRANSCRIPT
Design 201Dave Markes, Art Director | UNMC Public Relations
Why have brand identity guidelines?
University of Nebraska Medical Center
UNMC Before Brand Identity
University of Nebraska Medical Center
UNMC After Brand Identity
University of Nebraska Medical Center
Why have brand identity guidelines?
1. Strengthen and build consistency with
the UNMC brand
2. Create materials immediately recognizable
as from UNMC
3. Make it easier for all colleges, centers and institutes to
produce communications materials
4. Present UNMC as a professional, world-class
Academic Health Center
University of Nebraska Medical Center
http://info.unmc.edu/brandingresources.htm
contact me with questions, [email protected], 559-4277
Where to I find the guidelines?
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Which logo do I use?
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RecommendedAlso acceptable if color
not available
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Combinations to avoid
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Typography Tips
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UNMC fonts and alternates
Primary URW Grotesk
Stone Serif
Alternates Arial
Georgia
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UNMC fonts and alternates
Font Family URW Grotesk
Stone Serif
Arial
Font Style Light
Regular
Bold
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Type classification
Sans Serif
• Modern/Informal
design style
• More legible in titles
or text blocks
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Type classification
Serif
• Traditional/Formal
design style
• More legible in long
format body copy
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Type refinement
KerningSpace between the pairs of characters
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Type refinement
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Type refinement
LeadingSpace between the lines of text
TBio of main jazz performer: Joe Genovesi is a true Omaha jazz legend. From the “Cats of Rhythm” in his early days to Harry Connick Jr.’s 1998 concert, Genovesi has performed with many great entertainers including Stevie Wonder, Jack Jones, Karen Carpenter, Tom Jones, Debbie Reynolds, The Temptations, Jack Benny, Red Skelton, Jimmy Durante and Bob Hope.ext
TBio of main jazz performer: Joe Genovesi is a true Omaha jazz legend. From the “Cats of Rhythm” in his early days to Harry Connick Jr.’s 1998 concert, Genovesi has performed with many great entertainers including Stevie Wonder, Jack Jones, Karen Carpenter, Tom Jones, Debbie Reynolds, The Temptations, Jack Benny, Red Skelton, Jimmy Durante and Bob Hope.ext
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Type refinement
TrackingSpace between all the characters on a line
Bio of main jazz performer: Joe Genovesi is a true Omaha jazz legend.
Bio of main jazz performer: Joe Genovesi is a true
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Type refinement
Space afterSpace after paragraphs
Bio of main jazz performer: Joe Genovesi is a true Omaha jazz legend. From the “Cats of Rhythm” in his early days to Harry Connick Jr.’s 1998 concert, Genovesi has performed with many great entertainers including Stevie Wonder, Jack Jones, Karen Carpenter, Tom Jones, Debbie Reynolds, The Temptations, Jack Benny, Red Skelton, Jimmy Durante and Bob Hope.
Text
Born into a family of artists, Joe has experienced all areas of art and its various forms of expression. Encouraged from an early age to follow any interests of creativityJoe has had a wide and varied exploration of the art world. Joe has expressed his creativity in various forms of expression.
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University of Nebraska Medical Center
Type refinement
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University of Nebraska Medical Center
Visual Hierarchy
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Visual Hierarchy
A hierarchy is an arrangement of items (objects,
names, values, categories, etc.) in which the items
are represented as being "above," "below," or "at the
same level as" one another.
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Visual Hierarchy
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University of Nebraska Medical Center
University of Nebraska Medical Center
Hierarchy with Type and Image
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University of Nebraska Medical Center
University of Nebraska Medical Center
Hierarchy with Type and Image
1. Create an order through emphasizing elements in
your design, 1 should lead, others should follow
2. Avoid groupings of elements with the same
visual weight
3. Work toward a smooth integration, where type and
image are united rather than separate
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Dynamic vs. Static Photography
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Dynamic vs. Static Photography
Dynamic: pertaining to or characterized by energy or
effective action; vigorously active or forceful; energetic.
University of Nebraska Medical Center
Dynamic vs. Static Photography
Dynamic: pertaining to or characterized by energy or
effective action; vigorously active or forceful; energetic.
When selecting and working with photography there
are a few things to keep in mind to achieve a more
dynamic design
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Dynamic vs. Static Photography
Which is more dynamic?
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Dynamic vs. Static Photography
Rule of thirds
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Dynamic vs. Static Photography
How you crop can make a difference
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Dynamic vs. Static Photography
Depth of field
• Can be used to
draw attention to an
area of the subject
• Can make for a
more interesting
photograph by
leading the viewer’s
eye
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Dynamic or static?
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Dynamic or static?
University of Nebraska Medical Center
Dynamic or static?
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Dynamic vs. Static Photography
1. Asymmetrical compositions are usually
more dynamic
2. Crop to find an interesting composition
3. Depth of field can be useful in leading the
viewer’s eye
University of Nebraska Medical Center
University of Nebraska Medical Center
Photography sources
http://info.unmc.edu/app1/brandphotos/
Newer photography is available, contact me if you can’t find what you
need, [email protected], 559-4277
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Questions?
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Thank You!