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design
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
graphic standards
icon
logo
magazine
masthead
newsletter
poster
presentation
web

creative direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
logo
magazine
masthead
newsletter
photography
poster
thumbnail
writing
web

art direction
ad
annual report
brand
broadcast
brochure
chart
cover
exhibit
icon
illustration
layout
logo
magazine
masthead
newsletter
photography
poster
web

illustration
black and white
captioned toons
caricature
color
comic strip
icon
line
line and color
map
mixed
photo montage
photo illustration
product
retouching
stock
storyboard
web

writing
ad
brand
brochure
captioned toons
comic strip
editorial
headline
poster
theme line
web


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graphic standards design
 

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oints are won for consistency by taking the extra effort necessary to record design rationale. Creating a formal guide to define how the brand of an organization should be maintained is proof of the issue's importance. However, while most entities go to great lengths to publish standards, few are able to stay meticulously on course for very long. To me, this indicates that creative muscles are harder to control than most of us realize. With the pressure of new inspiration around every corner, dismissing even our own guidelines is easier to do than anyone would like to admit. Despite the obvious logic that inconsistent creative initiatives will prove to be poor long term investments.
The service that graphic standards give an audience is faster recognition of who we are. To change looks with every new published effort makes things hard on our customers and prospects. Such flights of fancy are usually the result of individuals being influenced by the largest advertisers in the world. The ones who can afford to constantly develop new campaigns because of access to tremendous resources. Their situation is entirely different from that of the vast majority in that they are the least vulnerable to branding interruptions. That makes mega budgeted corporations the very last examples that we should try to mimic.
Since the effective design of a graphic standards manual can so greatly enhance a company's identity, it should be very well considered. While fancy binding and extravagant printing will emphasize a manual's importance, concentrated effort on making branding methodology and purpose understandable is the vital goal. For even the smallest of companies, this can be accomplished effectively. So long as you retain an experienced designer, a well conceived black and white guide can be made one requirement of the first assignment. The point is that a committed management must formulate efforts and strategies with the designer to ensure that such important communication principles are adhered to for as close to forever as humanly possible.

sample

Heading, explanatory copy and visual, in that order, is a good approach to explaining graphic standards.

Since the complicated exhibits require explanation, it made sense to place headings and text first. With very succinct and understandable copy from the client read beforehand, these illustrations are far easier to absorb.
 

gsmmons2.gifThis 24 page manual is the redesigned version of an effort that was used for many years. It must be able to stand on its own because the asociation for which it was done is quite large. Therefore, many who use it won't have easy access to its creators.
Early in its growth, when such an organization has just begun, such a manual might be far more modest. So long as its design principles are sound, however, just three or four well-conceived pages are sufficient to get the brand's identity off to a good start.

Creative functions:
Design and co-art direction*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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