http:www'iit'edu

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Visual Identity University Branding
presented by Department of Communications and
Marketing Web Team
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Department of Communications and Marketing
Branding / Visual Identity - What is it?
DEFINITION American Marketing Association "a
brand is a name, term symbol or design or a
combination of them which is intended to identify
the goods or services of one group and
differentiates them from those of competitors.
Differentiation is a competitive advantage,
especially in a cluttered marketplace.
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Department of Communications and Marketing
Branding / Visual Identity
EXAMPLE The British Marine made all its ropes
with a red thread running through them. In this
way it was easy to recognize. Everyone knew where
it came from and it was easy to find an owner if
it was lost or stolen. Often the ropes were
stolen because everyone knew that the rope with
red thread running through it was a very high
quality rope. This is branding at its best.
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Department of Communications and Marketing
Branding / Visual Identity
THE BENEFIT By continually marketing presenting
the IIT image in a uniform way, and with a common
identity, we can reach maximum attention and
recognition, and build up the strength of our
image.
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Department of Communications and Marketing
OVERAL CONSISTENT LOOK AND FEEL
Compliant Web Sites create a sense of unity,
identity and a familiarity for the user
experience as they move from page to page.
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Department of Communications and Marketing
ELECTRONIC COMMUNICATIONS ALSO FOLLOW THE
IDENTITY STANDARDS
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Department of Communications and Marketing
VISUAL DISCONNECT
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Department of Communications and Marketing
Global Header http//www.iit.edu/header.html
THE BASICS
COLOR PALETTE

• White Background
• Black body text
• Gray accents (CCCCCC, 999999,
• 6666666, FFFFFF, 333333)
• Web red (CC0000)

Global Footer http//www.iit.edu/footer.html
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Department of Communications and Marketing
THE BASICS
Inconsistent Color Palette Incorrect Header /
Footer Need white space around logo
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Department of Communications and Marketing
THE BASICS
Styles - why CSS?

• Recommended by WWC
• Table based layouts will eventually be obsolete
• Visual Consistency

Cascading Style Sheets
Benefits

• Flexibility
• Rendering
• Accessibility

Global style sheet http//www.iit.edu/template/cs
s/globalstyles.css
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Department of Communications and Marketing
THE BASICS
CSS Typographical Consistency
Global style sheet http//www.iit.edu/template/cs
s/globalstyles.css
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Department of Communications and Marketing
THE BASICS
Independent Typography
Global style sheet http//www.iit.edu/template/cs
s/globalstyles.css
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Department of Communications and Marketing
THE BASICS
Page Orientation
Let your user know where they are
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Department of Communications and Marketing
THE BASICS
Contact Information
Let your user know how to contact you.