Target Audience:This course is intended for people looking to creat a new visual identity.Requirements:Participants should have a computer with Windows® and Internet Explorer ™ 8 installed.

Description: Participants will learn the importance of branding, go through the process of creating a logo and color scheme and ensuring letterhead, business cards, print media and websites all follow visual identity guidelines.Prerequisites:Basic computer knowledge is helpful.

Visual Identity

Computer Internet Explorer™8

What you’ll need:

You’ll also need an Internet connection.

Why is it important Clearly separates company from competition Allows customers to remember your company when thinking of either the product or service your company provides.

Brand Recognition Allows company to quickly grab attention by using brand recognition without blatantly using the company’s logo. The more recognizable the brand, the easier and faster a customer will be influenced by various marketing mediums.

Common mistakesUsing multiple graphic designers Small businesses usually create various marketing materials as needed. The issues arise when using multiple designers since consistent materials are rarely created. A lot of the time designers will add their own style to create materials. The less consistent your marketing materials are, the harder it is for clients to remember your company.

Consistently rebranding your company Companies that are consistently exposed to their brand may feel the need to freshen the look of their company’s image. Try to avoid rebranding since it will take several times for a client to be exposed to your branding before they begin to remember your company.

Exercise: Creating a Design brief

Company Name:

Describe your company:

Who is your target?

Main competitors?

How do your clients find you now?

How do you want your clients perceive you?

Choosing a TypefaceSans-serif Sans-serif fonts are ones without the little pieces on each character. Sans-serif fonts are typically better for screen use as at smaller sizes. The serifs on serif fonts make individual letters hard to read.Serif Serif fonts are typically used for long bodies of text on printed medium. The way we read words is not based on the individual letters but more importantly the shape of a word. The serifs create a natural flow of letters which makes the shape of words easier to recognize.

Multiple VersionsIt is important to have multiple versions of your logo for various mediums. Whether placing the logo on a

poster, a flyer, a website, or an invoice, a company’s logo needs to be versatile. A company should have a black and white version, a coloured version, and a text-only version.

Coincide with Company Image• Company colours are very important. Research colors and their effects - then choose colors that

compliment your company.• Try and invoke an emotion when choosing colours. Apply colours to your marketing materials.• Try variations of color schemes on a marketing material piece to see the different effects colors can make

on the message.• Colour schemes do not necessarily work on every marketing campaign. For this reason, it is important

that you create sample pieces or mockups of all possible marketing materials. • This will ensure that when new marketing materials are created, the colours chosen will not negatively

impact the project or the company’s image.• This includes: signage, business cards, letterhead, etc.• Do not use too many colours. Using too many colours overcomplicates a design. Start off black and white

and add colours afterwards.

Consistency• Providing consistency through all marketing materials allows clients the opportunity to start recognizing

a brand.• Once a brand has been established, it is important to vary and diversify marketing materials as to not

bore your clients.• Using a consistent logo, typeface choice, and colour schemes are a great way to maintain your visual

identity while being flexible with images and marketing styles.• For example: Telus uses different animals. The items that are consistent are a white background and the

same blue font throughout their campaign. • Another example: Apple had the Mac and PC actors that were so successful, then Microsoft launched

their ‘I’m a PC’ campaign.

Create a Visual Identity Guide• A visual identity guide will ensure that the steps that you have taken to create your visual identity is

adhered to by graphic designers that create current and future marketing materials.• It is important to pick both RGB colours and CMYK colours for your guide.• RGB colours (Red, Green, and Blue) are colours used on screen. Websites will be created using RGB

values• CMYK (Cyan, Magenta, Yellow, and Black) are colours used in print. • It is also important to outline fonts used. This becomes increasingly important when using decorative

fonts or rare fonts. By using exact font specification, all marketing materials can be created to compliment your logo and other materials.

Sample of Visual Identity Guideline

Zephyr Software Training Ltd.

Protection Statement:Zephyr is a leading edge, dynamic company focused on supplying professional training resources. Our visual identity plays an important role in our strategy for branding ourselves locally, nationally and world wide. When properly and consistently implemented, our corporate signature becomes a valuable asset to our organization.

Legal Statement:Artwork, symbols and logos are the copyright, trademark and/or design rights of Zephyr Software Training Ltd. and any unauthorized use is prohibited by law.

Authorized Use Statement:Zephyr hereby grants to _________, the limited, non-exclusive, non-transferrable right to use the trade names, trademarks, logo, marks and other business identifiers of Zephyr for the sole purpose of marketing, Any unauthorized use of Zephyr symbols shall constitute an infringement of Zephyr’s rights and a breach of our agreement and Zephyr shall be entitled to immediately terminate any agreement, in addition to any other rights and remedies that may be available to Zephyr. __________ agrees that all such usage shall be within the format, style and treatment furnished and approved in writing by Zephyr. ________ acknowledges and agrees that Zephyr retains ownership of all Zephyr symbols and that use of such symbols shall be in a form approved by Zephyr. _______ shall not at any time do or cause to be done any act contesting or in any way impairing any part of Zephyr’s right, title and interest in and to the Zephyr symbols. ________ acknowledges that its use of the same pursuant to the Agreement shall not create in its favour any right, title or interest in or to the Zephyr symbols. Upon termination of Agreement, ________ shall cease and desist from all such use of the Zephyr symbols.

Company FontsSans-serif font for screen use: ArialSerif font for print use: Times New Roman

Use of LogoUse samples of logos in approved colour options, reverse colour, black, white and text only.

Always reproduce logos at a recognizable size. The minimum recommended sizes are 45 pixels for websites and 0.5 inches for print.

ColoursYou may want to include a colour swatch for example and visual aide beside each colour indicator.

For Screen:RGB Colours – 103-140-67Hex – 333399; 3366C

For Print:CMYK Colours – 63.27.93.9Reverse Colours – 36.72.39.6

File Formats Available:Vector: EPS PDF AIRaster: TIFF PDF EPS PSDPaster Lossy: GIF JPEG PNG

Notes:

Notes:

Vision of Green Hectares

Green Hectares Online

The Next Step to Bring One Farm to the World

The Green Hectares vision of “One Farm to the World” addresses the issues and the needs of the industry. The Green Hectares training and demonstration centre concept has three stages of development with each having distinct operations and facilities. Each stage of development will be designed to maximize opportunities by creating multiple use spaces. The flexibility of each space takes into account present day needs as well as the ability to shift into new program and service delivery as existing needs change and future needs emerge. The ultimate success of the centre will be realized when the three components of the Green Hectares vision are realized where there is sharing of fixed costs, economies of scale and the development of critical mass of participants. The three stages of development are;

- An Agriculture Enterprise and Conference Centre - A Demonstration Farm - Livestock and Competition Centre

Each stage of development will include an online component. Even in these preliminary days without the key elements of land and structures, Green Hectares has ignited the interest of young people in our industry. Green Hectares uses the social media tools of the day to engage youthful people wanting to advance agriculture as a way of life and that want to make a lifelong living in this industry. Green Hectares can become a unique centre that is instrumental in writing the next chapter in the agriculture revolution. Keeping true to the Green Hectares concept, the entire facility whether online or an experiential site will encompass the overarching themes of accessibility, community building and youth engagement.

With a strong business case completed, Green Hectares has begun rolling out programming in rural communities across Alberta. Bringing “One Farm to the World” is a grand vision that no doubt will require varied resources. We hope to find partners that can see the same vision at the project’s multiple stages of development. Green Hectares looks for partners that understand the need for education, dialogue and adoption of new ideas. It is essential that those that we work with have an understanding that community can include not only geography but interests and goals. Finding partners who understand that inclusiveness of all groups creates the best end results have been and will be the key for Green Hectares to unlock the potential of this growth industry.