BRANDING &
DESIGN 101
Presented by Communications and Marketing
You are a
designer.
BRAND GUIDELINES
Understand the principals and importance of branding.
DESIGN CONCEPT S
Learn how our designers create on-brand materials.
ASSETS AND TOOLS
Get the files and tools you need to start designing.
Brand
Identity
Brand identity is the visible
elements of a brand, such as
color, design, and logo, that
identify and distinguish
the brand in consumers' minds.
A brand is an emotional or even philosophical
concept, while brand identity is the visual
component that represents those larger ideas.
A STRONG BRAND ID HEL PS MAK E
SOUTHWESTERN
AUTHORITATIVE IN THE
MARKETPLACE,
CREDIBLE AMONG OUR
COMPETITORS,
AND TRUSTWORTHY IN THE
EYES OF OUR CUSTOMERS.
SOUTHWESTERN IS:
Trailblazing Los Angeles
Southwestern has encouraged Bullocks Wilshire is a city
enrollment of students from all institution. We've trained one of
walks of life long before other the city's most renowned mayors.
law schools around the country We have excellent standing in
did so. Southwestern is entertainment law. Prospective
progressive in its approach to students cite our location as a
technology and learning. critical factor in their attending
Southwestern.
Scrappy Public Service
Southwestern students have a Southwestern has inspired a
determination and strength of commitment to public service
will that graduates from other through a rich selection of
schools lack. Southwestern staff programs, courses, activities and
share this strength. individual pursuits.
Our
Brand
Identity
in print
The Orientation Kit
Our Brand
Identity
in advertising
LAX Charging Station
Advertisement
Our Brand
Identity
On the web
The Southwestern Virtual
Orientation Experience
Fresh off the press!
Available now on SWLaw.edu/MediaAssets
Style Use correct brand
elements and logo
Guide
Use proper
typefaces
Quick tips
Match colors to
approved color
palette
Brand Elements
Brand Square Logo
Guide
Logos + Elements
“A logo doesn’t sell
(directly), it identifies.” Southwestern Logo
—Paul Rand
Problem:
SOUTHWESTERN
UNIVERSITY OF LAW
Solution:
Do's + Don'ts
Do's + Don'ts
Do's + Don'ts
Myriad Pro
Itatem ratia cullendipsus quam aut eost,
quunt quam quis se ditatecea atumqui
as ut quibea quam voluptas qui sandell
Brand
Guide Ari a l
Itatem ratia cullendipsus quam aut eost,
quunt quam quis se ditatecea atumqui
Typography as ut quibea quam voluptas qui sandell
“Type is a visual voice.
Without reading, it imparts Univers
its message” — Laura Itatem ratia cullendipsus quam aut eost,
Worthington quunt quam quis se ditatecea atumqui
as ut quibea quam voluptas qui sandell
Color Palette
Brand
Guide
Color Palette
“Color is a power which
directly influences the
soul” —Wassily Kandinsky
PowerPoint
Templates
Tips for new designers
from designers.
CHOOSE ONE FONT
Use only one font at a time. Avoid using multiple fonts, however, you can play around
with the same font by adjusting the weight of a font by bolding or italicizing a font to
provide more emphasis.
USE UP TO TWO COLORS
Use up to two colors. Color plays an important role and to provide the most contrast, use
complimentary colors: purple and yellow; red and orange; green and red.
STRIVE FOR VISUAL BALANCE
Make sure there is a focal point in the design. What do you want your audience to see
first? Make this the star of the design and typically, the largest. Any additional elements
should enhance it and not detract from it.
Brand voice is the
Brand distinct personality a
brand takes on in its
Voice communications.
Brand voice helps Southwestern
stand out from the crowd.
Voice:
Brand This describes your company’s
personality. It’s consistent and
unchanging.
Voice Tone:
The emotional inflection applied to your
voice. It adjusts to what’s suitable for a
particular piece or message.
Brand Voice
Brand Livechat
Voice
It’s more than just answering
questions – or THIS would happen:
Well, it answered the question…
Brand
Voice WHAT REALLY HAPPENED!!
Brand
Voice WHAT REALLY HAPPENED!!
RESOURCES FOR
DESIGNERS
CANVA GETTYIMAGES
A new (or seasoned) Your go-to place for stock
designer's best friend. images.
canva.com swlaw.edu/gettypreview
SW MEDIA ASSET S FLICKR
Approved, hi-res versions of Our repository of
brand elements. Southwestern event photos.
swlaw.edu/MediaAssets flickr.com/photos/swlaw/
Main
Takeaways
TOGETHER, WE CAN STRENGTHEN
SOUTHWESTERN'S BRAND
By following brand guidelines in our design, we forge a stronger
relationship with our customers. By distributing design tasks
institution-wide, you help us help you.
GETTING STARTED DESIGNING IS EASY
You have the tips, you have the tools, you understand our voice, go
forth and create!
WE'RE STILL HERE TO HELP
Co-Mark still needs to approve published designs, but we're here to
help you at every step of the process.
