FULTON COUNTY / CITY OF ATLANTA LAND BANK AUTHORITY BRAND AUDIT & ASSESSMENT
Compiled by
Table Of Contents
Terms
3
Brand Audit
4
Brand Assessment
7
Brand Recommendations
10
2
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Terms
Brand A person’s perception of a product, service, experience, or organization.
Brand Gap The underlying value proposition and promise conveyed and language used that makes people relate to a brand by inspiring them, persuading them, motivating them, and ultimately making them want to buy, use, or share a product or service. Brand Guidelines A set of rules that define how a brand works and how it should be used.
Brand Asset Any aspect of a brand that has strategic value ( logos, fonts, colors, graphics and visuals, photography, messaging, ads, print collateral, websites, social media accounts, promotional materials, style guides, brand guidelines, etc.) Brand Audit The gathering and reviewing of all brand assets for the purpose of understanding and determining a brand’s strengths and weaknesses. Brand Assessment An analysis of a brand’s strengths and weaknesses across all of its brand assets. The purpose is to identify brand gaps, inconsistencies, and opportunities.
Brand Message The disconnect between business strategy and customer experience. It’s the difference between who you say you are and who your customer says you are.
Logo A graphical mark used to identify a company, organization, product or brand.
Font (typeface)
A design of lettering that can include variations.
3
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Brand Audit
In preparation of this brand audit, we gathered insights about FCCA Land Bank Authority’s brand and reviewed some of its past and present brand assets. The purpose was to get an understanding of how FCCA Land Bank Authority has positioned its brand, and to identify any brand gaps, inconsistencies, as well opportunities for improvement. This audit includes what we learned while reviewing 4 brand assets.
Logo
What meaning has been assigned to the logo?
The meaning behind the current logo is that this land bank serves Fulton county and the city of Atlanta.
Do any deviations appear in the usage of the logo?
No. The logo is used properly is every instance found in the brand assets used to audit the brand.
Is the logo distinctive?
No. The symbols for the logo are two prominent and well-known logos. The Fulton county logo used in the symbol is also outdated.
4
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Stationery
Is the logo used on the stationery consistent with the brand identity?
Yes. The usage of the logo is consistent with the way it appears on the brand assets submitted for review.
Are the colors used on the stationery consistent with the brand identity?
No and yes. The colors used for the stationery are not consistent because there are no colors assigned to the brand. On the other hand, the stationery and the website are the only area that feature the same colors in their application.
Are the fonts used on the stationery consistent with the brand identity?
No. The fonts are mostly inconsistent.
Presentations
Is the logo used in the presentations consistent with the brand identity?
No. The usage of the logo is not consistent, it appears any various sizes in multiple presentations. The logo is often scaled down to a size that hinders its legibility.
5
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Is the presentation design consistent with the brand identity?
No. Some presentations share the same template, but there is no consistent identity found in brand assets that were submitted for review.
Is the content in the presentations consistent with the brand message?
Yes and no. While the presentations share a consistent brand message, tone and style, there is currently no specific brand messaging for FCCA Land Bank Authority.
Website
Is the website consistent with the brand identity?
No and yes. There is currently no brand identity but the website does share colors with the stationery.
Is the website consistent with the brand messaging?
Yes and no. The website is consistent with any brand messaging that can be found in the brand assets. There is currently no recorded brand messaging for FCCA Land Bank Authority.
6
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Brand Assessment This assessment analyzes 4 FCCA Land Bank Authority’s brand assets based on the strengths and weaknesses we identified. Along with the quality in which the asset is executed.
Brand Asset
Strengths
Weaknesses
Quality
Logo
The logo has no strengths.
The logo has no distinct characteristics.
Low Quality
The logo doesn’t meet any objective standard of quality.
It is the combination of two other logos. One of those logos being outdated. The arrangement of the symbols and font lack any understanding of design principles. The are no distinct colors, it appears in the black and white version everywhere. There is a white box in the background of the logo that isn’t a part of a design.
7
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Brand Asset
Strengths
Weaknesses
Quality
Stationery
The stationery incorporates the logo.
The business card, letterhead, and envelope lack creativity.
Needs Improvement
The stationery shares the same color palette.
The stationery isn’t of the best quality but it does show some uniformity in its design.
There is are unknown fonts used in the stationery.
The design is uniform across all the stationery brand assets that were submitted.
Nothing makes this stationery stand out.
Presentations
The presentations have consistent brand voice.
The presentations lack uniformity.
Needs Improvement
The logo isn’t legible on some of the presentation slides.
The presentations
cement the voice of the brand but
The presentation features multiple different unknown fonts.
unfortunately fail to create any visual consistency.
8
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Brand Asset
Strengths
Weaknesses
Quality
Website
The website has a consistent brand voice.
The website design is outdated and lacks creativity.
Low Quality
The website has no redeemable visual qualities.
The website shares the same color palette.
There are almost no pictures on website. The picture that appears in the banner is a generic Atlanta skyline that is too large for the container it sits in. The website is copy heavy. The front page features a big block of text, with information that should probably be reserved for an about page.
The font appears to be the same through out the website.
The only thing it does do well is provide a wealth of information about the FCCA
land bank authority.
The layout on all of the pages are bland and uninteresting.
The headings are not consistent from page to page.
9
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Brand Recommendations After a full audit and assessment, we have discovered enough identifiable gaps, inconsistencies, and inefficiencies to recommend a full rebrand of FCCA Land Bank Authority regarding the 4 brand assets we audited and assessed. Below is a list of our recommendations. Brand Guidelines The first noticeable gap in the brand was the absence of any brand guidelines. Having set rules that define the visual identity of the brand and how it should be used are essential in maintaining brand integrity. The guidelines should define the following.
• Define how the logo should and shouldn’t be used. • Define the meaning of the logo.
• Define how the logo should be sized. • Define how the logo will be placed. • Define the brand color palette in RGB, CMYK, Hex and Pantone numbers. • Define the meaning and purpose of the brand colors. • Define what typography should be used for print and digital materials. • Define the brand messaging • Define the brand voice, style & tone. • Define what should be captured in photography. • Define how photography be edited. • Define how the brand will be represented in promotional materials. • Define who will need access to brand guidelines and where they will be stored.
10
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Logo • With the name of the organization changing in the near future, a new logo is a must. • The logo should be a unique and memorable representation of what the brand stands for. • Think through the placement and arrangement of the logo. Where will people see it? How will it be positioned? • The logo should speak for the brand when there is no other information regarding the brand present. • Here are some examples of prominent well designed land bank logos :
11
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Colors
• To develop a distinct personality for the brand, a color palette is a must. • Color allows us to gather information at a glance. • Choose colors that a representative of your core values,message, mission, and vision. • Optimize your brand personality by selecting no more than 3 primary colors. • Naturally the colors selected should be complementary. • The organization should also understand the meaning behind the colors which can be found here. ( http://www.color-wheel-pro.com/color-meaning.html )
12
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Typography
• Typography could make or break a brand. It carries as much weight as the color palette. • Its best to select a primary font for title, headlines, etc. • Also select a secondary font for paragraphs, body text, etc. • San-Serif fonts ( like the one used in this document ) maintain their legibility better than Serif fonts ( such as times new roman ). • We recommend a modern non-decorative font for the logo, secondary and primary font.
13
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Photography • Our recommendations for photography are to capture properties in the state they are in when they enter the land bank. Showing the decay, dilapidation and disarray as a contrast to their eventual rejuvenation. • Capture the process of the rejuvenating the properties long with candid moments of the reconstruction. • Look for moments that show the core values, mission, and vision of the brand to capture.
14
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Promotional Materials Another large gap in the brand is the lack of promotional material. Visually appealing promotional material can capture the attention of your target audience and inform them on your cause. That material should be representative of your brand message, mission, and vision. Your brand guidelines will guide the creation of the layouts and templates for promotional material. • Create templates that are creative and can be used to promote the brand. • Reduce the amount of design elements and text used in promotional materials, so that your message is clear and concise. • Below you can find just a few examples of promotional material done well. Some specifically for land banks.
15
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Stationery Stationery allows your organization to cement it’s brand identity by creating official documentation using it. It gives the person who see’s it a peak into your brand. Since it is a tangible item a lot of care should be taken in find the right look and feel. These items are representative of your brand in a physical space, they should include your logo, colors and fonts to distinguish them from others. • Develop stationery that reflects the brand in a creative manner and stand outs. • Letterhead, business cards, envelopes, notepads, pens , etc. should share a consistent visual language. • The brand guidelines will provide the context for how the stationery should be designed. • Below are some examples of very well executed stationery :
16
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Presentations Presentations are used to inform and educate audiences about your organization and its programs. Its imperative that your brand identity shine through in not only the presentation template but also the design. Referring to the brand guidelines will allow you remain true to the brand while creating presentations.
• Create a PowerPoint presentation template using the fonts, and colors from the brand guidelines. • Below are some examples of some excellent presentations :
17
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Social Media There isn’t a single business that can thrive online without a presence on social media. Social media allows your organization to get even closer to it’s target audience and engage them to gather insights on how to more effectively market to them.
• Create a social media marketing strategy. • Identify your target audience.
• Research what platform your target audience frequents ( Facebook, Linkedin, etc. ) • Create content that engages your audience and inspires conversation amongst them. • Post content consistently • Below are two examples of land banks using social media to reach people :
Tri-Cog Land Bank
Houston Land Bank
18
Fulton County/City Of Atlanta Land Bank Authority Brand Audit & Assessment
Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18Made with FlippingBook - Share PDF online