Brand Identity Book Instructions

By CRAIG KUNCE

This semester, you will create two completely new brand identity presentation booklets.

You have been hired by a client to design a completely new brand identity and several new marketing pieces. You are the graphic designer.

Your objective: to create two uniquely designed, impactful and lasting brand identities for two different clients. You must communicate each client's “brand experience” to their existing and potential customers (target market).

I would prefer you do not create a brand identity for the following:

• Yourself
• Skateboarding
• Music Label / Promotion Company
• Band, artist, artisian, photographer, or singer
• Video games or gaming of any kind
• Comic books, animation, or graphic novels

I want you to break out of your designer comfort zone and do something that tells an employer that you can design for any client and for any industry—a sample that shows you are adaptable, flexible and evolved!

Choose one of these companies/organizations below…

Brand Identity Booklet 1

A service or idea. You may choose from the following clients, or choose your own client with instructor approval:

1. Cultural Center for the Arts (promoting cultural art, dance, music and/or theatre)
2. Internet Search Engine (like Yahoo, Google, Alta Vista, Ask)
   
3. Environment or Renewable Energy Organization (pick either wind, hydro, solar, or biomass)
   
4. Day Spa (like Sue Kolves, Metropolitan Day Spa)
   
5. Children’s Literacy Program (nonprofit organization promoting children’s literacy programs)
6. Sustainably-Focused Interior Decorating Service (focusing on sustainable practices and products for home or office)
7. Career Services/Job Placement Company (see ManPower, Dolphin,
8. online social networking Web site (like facebook, myspace, twitter)
9. Children's Daycare Center (like New Horizon Academy, KinderCare)
10. Environmentally Conscience Landscaping Company (home or business landscaping with an Eco-friendly focus)
11. Fitness Center (like Bally's, Gold's Gym, SNAP fitness)
12. Financial Institution (bank, investment banker, financial planner, stock trading web site)
13. Medical Center (like Mayo Clinic, Gundersen Lutheran, Marshfield Clinic, Cedars-Sinai)
14. Auto Mechanic/Repair Shop (Car and truck repair, tune-ups, oil changes, new tires)
    

Brand Identity Booklet 2

A product. You may choose from the following clients, or choose your own client with instructor approval:

1. Green Children's Toy Company (like Greentoys.com, childtrek.com, hazelnutkids.com)
2. Outdoor/Sporting Goods Outfitter (like Columbia, Eddie Bauer, The North Face)
3. Organic Food Company — or line of organinc food products (see Organic Valley, or organinc baby food, etc.)
4. Gourmet Coffee House (selling gourmet coffee drinks and desserts)
   
5. Perfume or Cologne Company (like Chanel, Calvin Klein)
6. Gourmet Ice Cream Shoppe (selling gourmet ice cream drinks and desserts)
   
7. Women's Active Wear Company (see lucy.com, bravadawomen.com, bepresent.com, marika.com)
8. Locally Organized Farmers Market (selling locally grown/raised vegetables, fruit and meat)
9. Gourmet Sandwich Restaurant (selling gourmet sandwiches, soups and desserts)
   
10. Fine Chocolate Boutique (selling hand-made chocolates)
11. Heavy Equipment Manufacturer (like Caterpillar, John Deere, Kobelco)
12. Sustainable, Eco-Conscience, Clothing company (yaladesigns.com, junoandjove.com, gingerandlime.com)
13. High-end Clothing Design Company (like Ralph Lauren, Versace, Vera Wang, Perry Ellis)
14. Women's Cosmetics Company (like Revlon, L'oreal, Clinique, Esté Lauder)

Booklet Specifications:

1. Design a unique booklet shape, and page layout. It will be a more original portfolio piece.
   
2. Reference the student sample booklets for ideas and inspiration
   
3. Your booklets should be 8” x 10” or smaller. (So you can print it out duplexed on 11” x 17” paper) . A rectangle is fine, but a custom size or shape will make a better presentation and portfolio piece.
   
4. Be sure one edge of your booklet will fit into the binding machine.
   
5. The booklet must have a front and back cover
6. The booklets must have 12 pages (including front and back covers). (Step-by-step instructions for these pages are outlined below).
   
7. Your booklet pages should look like they go together. Design the booklet to have a consistent page format. (Margins, type size, page number placement, art placement, etc., should match from page to page—for easy of readership)
   
8. All information in your booklet should be typed (brainstorming page may be hand written)
   
9. The booklet should be bound (saddle-stich preferred)
   
10. All files, art and photos must be at 300 ppi, CMYK. (Do NOT design at 72ppi and try to increase your file’s resolution)
    
11. The covers, and all pages must be printed in color. Color sells, so use it to your advantage.
    
12. Set up your booklet in InDesign as a multiple page document. It is the most efficient way and will be printer-friendly and PDF-friendly when you are done. This is the only way you should do it on a client project too!

Make this your best work yet! This brand identity book will help you get your first job.

Reminder… PLACE your files in InDesign

Remember to always place your Photoshop and Illustrator files in InDesign. Don't copy and paste, don't drag from the window of one app to another, and don't import-- just place them.

Here is a quick reference guide to use:

• Photoshop to InDesign: Save Photoshop file as a .psd format and place in InDesign
• Illustrator to InDesign: Save Illustrator file as a .ai format and place in InDesign
• InDesign to InDesign: Copy InDesign page contents and paste on to new InDesign page

There is no need to save your Photoshop or Illustrator files as .eps, .tiff, .pdf, .jpeg, etc. Just use the native file format from both programs and place them in InDesign.

Do not design cross-over images on your master page spreads

Even if you have the same solid background on both right and left master pages, still separate the background image by creating two separate boxes--one on each master page. Make sure they don't cross over the gutter between the pages. Printing problems may/will arise if you don't follow this rule.

Setting up your booklet in InDesign

1. Decide on your final booklet size. (Your booklet should be 8"w x 10"h, or smaller)
2. Create a new, 12 page document in InDesign (facing pages, 1/8" bleed)
   
   
   
3. Select page 2 in your pages palette
   
   
   
4. Select Numbering & Section Options… from the fly-out menu of the Pages palette
   
   
   
5. Set up your new section like this: (later in this demo, this will put a number 1 on your page 2--trust me it will work…)
   
   
   
6. Notice the pages jump and the new section (page 2) is now on the right. This is because most new sections or chapters in a book begin on the right side.
   
   
   
7. To change this, simply select all pages in the pages palette, and in your fly-out menu, de-select "Allow Document Pages to Shuffle."
   
   
   
8. Next, move each page into the correct position. (Be sure you see the litttle arrow when you are moving across the center line). It should look like this:
   
   
   
9. To insert automatic page numbering, go to the master pages (double click on them) and create a text box. Place the curser in the text box and select (apple/option/shift N):
   
   
   
   
10. This is how your page number will look on your master page. It puts an A in your text box to hold the place for your page number. Insert page numbering on both master pages. Go to a page in your document and make sure the page numbering works. You may style your page numbering any way you like.
    
    
    
    
11. Now let's remove the page numbering from pages 1 and 12 (our covers).
    Select the four pages and choose Apply Master Pages... from the fly-out menu.
    
    
    
    
12. Next, choose [None] and click okay.
    
    
    
    
13. This is how your final 12 page booklet will look:
    
    
    

Type "w" to preview your pages without bleed or guides. This is helpful when designing pages.