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PRSA-Branding Identity Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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2023-08-07
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PRSA-Branding Identity Guidelines_大厂VI品牌视觉标准_外企业品牌手册.pdf
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Contents
Maintaining Brand Consistency 1-2
PRSA National
Branding Guidelines for Print Usage
National Logos 3
Color Palette 3
Minimum Clear Space 4
Minimum and Preferred Logo Size 4
National Tagline 5
Stationery, Business Forms and Letterhead 6
Envelopes 7
Business Cards 8
National Typefaces 9
PRSA Copy Terms and Style 10
Branding Guidelines for Web Usage
National Logos 11
National Tagline 12
National Typefaces 12
PRSA Sections
Branding Guidelines Print Usage
Sections Logos 13
Color Palette 14
National Tagline 15
Letterhead, Envelopes and Typefaces 16
Business Cards 17
PRSA Chapters and Districts
Chapters/Districts Logos 18
Color Palett
e 19
National Tagline 20
Letterhead, Envelopes and Typefaces 21
Business Cards 22
Web Templates and Logo Usage 23
Social Media Usage and Digital Communications 24
Do any of these statements sound familiar?
• “We made a minor update to the logo.”
• “We’re tired of the old logo.”
• “It’s fun to print the logo in different colors.”
• “It’s a new conference, so we created a logo
specifically for it.”
• “It’s not a new tagline. It’s just a different
way of conveying the same thing.”
Historically, consistency has meant two things in
branding. First, it refers to the implementation of a
brand’s visual identity and tone of voice across all
customer touch points. Second, consistency is a
qualitative and quantitative measure of a brand’s
ability to repeatedly deliver the experience it
promises to its customers.
For the purpose of these branding guidelines, we’ll
focus on the implementation of PRSA’s visual
identity.
Is It Important?
Global advertising agency DDB recently posed a
question on its website: “Is consistency in
branding becoming any more or less important?”
More than two-thirds of the respondents
(67 percent) indicated that brand consistency is
becoming more important.
Interbrand’s “Brand Marketers Report” raised two
important insights that seem to buttress those
findings:
1. Brand practitioners believe consistency is
the most important aspect of successful
branding.
2. Strict adherence to brand standards
creates brands with customer impact, but
few companies — PRSA among them —
have been able to secure consistent
compliance across their organizations.
With 111 Chapters, 10 Districts and 16
Professional Interest Sections, maintaining a
consistent brand across all of PRSA’s micro-
communities is a difficult task. Still, most theories
of brand creation and management include
consistency as a major component of the process.
For that reason, PRSA must insist that all
marketing vehicles and other forms of written and
electronic communication intended for
consumption by members or the general public
Maintaining Brand Consistency
PRSA Branding Identity Guidelines
1
endeavor to consistently reproduce PRSA’s
unique identity, which enables our organization to
be easily recognized, distinguished from other
brands and trusted to deliver on our mission of
“Advancing the Profession and the Professional.”
This is true whether delivering communications
via traditional or new forms of media.
As a representative of PRSA, you have a unique
role to play in making certain that your Chapter,
District or Professional Interest Section conveys
PRSA’s brand identity in ways that are consistent
with the approach of the national organization. As
you will see in the guidelines contained on the
following pages, this means that:
• The PRSA logo must be used in consistent
ways across all collateral.
• PRSA written materials must utilize a single
typeface (with particular guidelines).
• Specific colors and design styles must be
applied across all marketing materials.
With Every Rule, Exceptions
Within that framework, however, exists a measure
of flexibility.
This is because, over the years, the definition of
brand consistency has evolved. Largely,
customers who understand brand consistency
and reliability, but who expect and benefit from
some degree of personalization, have prompted
the changes.
Therefore, more recent approaches to brand
management — in contrast with centrally
produced and enforced guidelines demanding
100 percent compliance — call for capitalizing on
the benefits of ubiquity and uniformity, while at
the same time encouraging some degree of
customization to ensure relevance and
differentiation.
This nuanced approach, embraced by PRSA,
allows and respects — within the bounds of reason
and professional judgment — appropriate doses of
freedom within the approved guidelines for brand
consistency. With our members’ and prospects’
preference, and experience with branded
communications constantly changing, to demand
absolute compliance could spell a loss of
relevance over the long term.
Make no mistake, branding still requires
consistency over time, and such uniformity
remains critically and centrally important to PRSA;
however, as communicators, the key is to
communicate the PRSA brand as our central
organizing principle, while remaining open to
adjustment and renewal based on the wants,
needs and expectations of our diverse
communities.
In this spirit, we are pleased to introduce PRSA’s
updated logo. We appreciate your diligence and
adherence to these principles as critical parts of
our overall branding efforts.
PRSA Branding Identity Guidelines
2
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