{"id":395,"date":"2017-07-03T16:30:00","date_gmt":"2017-07-03T16:30:00","guid":{"rendered":"https:\/\/www.embl.org\/about\/info\/communications\/?p=395"},"modified":"2020-05-19T11:58:07","modified_gmt":"2020-05-19T11:58:07","slug":"cd-sprint-1-getting-excited-about-the-brand","status":"publish","type":"post","link":"https:\/\/www.embl.org\/about\/info\/communications\/blog\/2017\/07\/cd-sprint-1-getting-excited-about-the-brand\/","title":{"rendered":"CD-Sprint 1: getting excited about the brand"},"content":{"rendered":"\n<p>Our framework for the first week is to focus on the brand map as well as the brand strategy and related initial design principles. We started with a brainstorming session, so called \u201cthe first burst\u201d. That implies answering questions like \u201cwhat do we need\u201d, \u201cwhat are the blockers\u201d, \u201cwhat does success look like\u201d and \u201cwhat are our design principles\u201d, including capturing \u201cgovernance\u201d and \u201crisks\u201d.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p><strong>First outcome: EMBL-Design-Auditing-System:<\/strong><br>the system shows two pyramids, side by side, right pyramid top down.<br>The left pyramid indicates the need and the function of the communications material: the lower pointed in the graphic, the simpler the design, the closer to the core brand design system. The higher up the more deviation from the design system and the more targeted and specific for the audience.<br>The right pyramid stands for the audience and the focus. The lower pointed in the graphic element, the broader the audience. The higher, the more specific the audience.<\/p>\n\n\n\n<figure class=\"vf-figure wp-block-image is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2017\/07\/IMG_2379-1-1024x473.jpg\" alt=\"\" class=\"wp-image-167\"\/><\/figure>\n\n\n\n<p>After some testing we realised: the more impact the campaign or product, the steeper the line. That means this is a very visual driven, easy and clear indicator of the impact on your audience as \u201cgood\u201d or \u201cbad\u201d. The line is basically like an indicator-needle: going up = positive, going down = negative.<\/p>\n\n\n\n<figure class=\"vf-figure wp-block-image is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2017\/07\/IMG_2380-573x1024.jpg\" alt=\"\" class=\"wp-image-168\"\/><\/figure>\n\n\n\n<p>Here are some examples, based on current communications material:<\/p>\n\n\n\n<figure class=\"vf-figure wp-block-image is-style-default\"><img decoding=\"async\" class=\"vf-figure__image\" src=\"https:\/\/www.embl.org\/about\/info\/communications\/wp-content\/uploads\/2017\/07\/IMG_2382-1024x666.jpg\" alt=\"\" class=\"wp-image-169\"\/><\/figure>\n\n\n\n<p>Follow us to learn more about the process of building EMBLs brand.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our framework for the first week is to focus on the brand map as well as the brand strategy and related initial design principles. We started with a brainstorming session, so called \u201cthe first burst\u201d. That implies answering questions like \u201cwhat do we need\u201d, \u201cwhat are the blockers\u201d,&hellip;<\/p>\n","protected":false},"author":23,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[468,458],"embl_taxonomy":[],"class_list":["post-395","post","type-post","status-publish","format-standard","hentry","category-general","tag-brand","tag-design"],"acf":[],"embl_taxonomy_terms":[],"featured_image_src":"https:\/\/www.embl.org\/about\/info\/communications\/wp-includes\/images\/media\/default.svg","_links":{"self":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/395","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/comments?post=395"}],"version-history":[{"count":1,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/395\/revisions"}],"predecessor-version":[{"id":396,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/posts\/395\/revisions\/396"}],"wp:attachment":[{"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/media?parent=395"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/categories?post=395"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/tags?post=395"},{"taxonomy":"embl_taxonomy","embeddable":true,"href":"https:\/\/www.embl.org\/about\/info\/communications\/wp-json\/wp\/v2\/embl_taxonomy?post=395"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}