Red Cross: Identity & Branding

Lawrence Baker Parnika Agarwal Meagan Steinkamp

What is Identity & Branding?

Taken from Branding, Identity, & Logo Design Explained by Jacob Cass

Red Cross: Identity & Branding

Why is it important?

Your brand is the face of your organization. It's how people will recognize you, who you are and what you do.

Red Cross: Identity & Branding

Existing Identity

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Why Change
Inconsistent visual branding communicates a lack of confidence in brand and reduces credibility. A strong brand & identity instills a greater impact on audience Lumping all childrens material into one broad age group loses strength

Red Cross: Identity & Branding

Pre-Pubescent & Post- Pubescent

Divides age range into smaller groups that are easier to target via visual identity & branding Based on physical factors that apply to all children, regardless of mental development

Red Cross: Identity & Branding

The Importance of Color

Colors influence people through psychological changes and are associated with certain feelings and meanings.

People will see your colors and graphics before they read any text and this can affect their impression of you. Use of the wrong colors results in the wrong impression.
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Using Color Theory Research

Graphs and quotes from Colour Assignment by Joe Hallock

Red Cross: Identity & Branding

Why is it important?

Graphs and quotes from Colour Assignment by Joe Hallock

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"...the use of bright and highly saturated colors can help make a corporate identity fun, accessible, and exciting." "...children tend to like the color yellow more than adults do, the use of yellow is necessary to maintain a child-like theme."
Graphs and quotes from Colour Assignment by Joe Hallock

Red Cross: Identity & Branding

Pre-Pubescent Color Examples

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Pre-Pubescent Color Palette

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Post-Pubescent Color Examples

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Post-Pubescent Color Palette

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Creating a Logo for Youth

Why? -A logo is how people identify the brand. - The brand needs to be identifiable by the younger age groups to form an attachment at a younger age. -It has to be something easily identifiable, and more importantly, appealing to the target age group.

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Pre-Pubescent Precedents

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Post-Pubescent Precedents

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Pre-Pubescent Logo

Bright Colors to appeal to the younger children Main cross in Red to form a connection with red cross RCK in yellow because young children respond better to yellow Rounder and softer edges on the cross more appealing and easier for children to form a connection with Fun typeface appropriate for the younger age group
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Post-Pubescent Logo

The Red Cross is now a little but less round and child-like Bubble around RCK is now removed more mature Reduction of the amount of Yellow to match the growing dislike of the color with age Red Cross Kids typeface now matches the Typeface for the adult Red Cross

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Logo Progression

Logos progress and mature with age The progression allows the child to form brand loyalty at a young age, and essentially grow with the brand into adulthood

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Getting into Character

http://www.youtube.com/watch?v=_TKiurxbWTk Pixar puts out many successful characters that strongly resonate with a variety of age groups. They give insight into their character creation process.

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Creating a Character
Many developers begin with a character backstory, which enriches the character and gives audience material to relate with. They begin their search by thinking about personalities that would fit the role. During this step artists rely on internal inspiration, using parts of their own personality. Characters personalities must be able to play off each other. For example, if one has created two characters with very similar personalities , there is nothing dynamic in the relationship and it will fall flat.

Brainstorm Use Inspiration Observe Draft Animate

Character Research from Lightning Pixels by Russel Wooton

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Basic Character Types

The Cute One- The cute character is based on the proportions of a baby, and at times comes coupled with the expression of shyness. Big eyes, small arms. The Screwball- The screwball generally has a long skinny body, skinny neck, low forehead, short legs, big feet, and an elongated head The Goofy One- A goofy character will have a small head, an overbite, loose baggy pants, and droopy eyes. The Brute- The brutish character will have a small cranium, a large barrel like chest, small hips, short legs, long arms and large hands.

Character Descriptions from Lightning Pixels by Russel Wooton

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Existing Characters

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Pre-Pubescent Characters

Cuteness is a drawing factor: proportions based on developing bodies Animals characters Less emphasis on depth, but still must have aspects of basic relatability
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Post-Pubescent Characters

Based on human characteristics but with certain exaggerations Deeper back stories that relate to the audiences experiences Less emphasis on cuteness
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