jeffdammdesign BRAND NEW THINKING VISUAL EXPRESSION DIGITAL MEDIA CORPORATE IDENTITY ILLUSTRATION BRAND ENVIRONMENTS

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1 { BRAND NEW THINKING VISUAL EXPRESSION jeffdammdesign CORPORATE IDENTITY BRAND DEVELOPMENT STRATEGIC CONSULTING ILLUSTRATION SOCIAL MEDIA PACKAGING DIGITAL MEDIA BRAND ENVIRONMENTS USER EXPERIENCE

2 Because the measure of intelligence is the ability to change, we have chosen to adapt and engage in deeper relationships. jeffdammdesign Brand forward marketing. We have taken a thorough look inside our core and found a need to connect with you through dialog that is meaningful. By listening more to your vision, we can formulate strategic plans to achieve your goals. With these changes we have decided to update our brand to a new look that is aesthetically pleasing and approachable.

3 Brand New Thinking: Our New Look

4 We set out to create a simple mark that could transfer to all materials with various print applications. EXAMPLE: SILK SCREEN ON BACKLIT ACRYLIC

5 We set out to create a simple mark that could transfer to all materials with various print applications. EXAMPLE: BLIND DEBOSS ON CLOTHE

6 jeffdammdesign Brand forward marketing. Brand New Thinking Jeff Damm Design has gone through a number of dramatic changes since it was founded in 2009 as a company that delivers world-class branding and marketing. We have now grown to become an agency that utilizes brand intelligence to ignite idea generation, employing purpose driven methodologies, that yields beyond expectation solutions. That is why it became necessary for us to revisit and revise our overall look, mission, vision and value statements, and to come up with a new tagline as well. Our New Corporate Tagline Brand forward marketing. Our new tagline focuses on our two main areas of expertise: internal branding and external marketing. There are two core components of our new brand positioning: 1. Being smart, thoughtful, a step ahead of the marketplace by pulling from years of experience and understanding each clients industry s latest trends and brand competitors. 2. Being focused on attending to customer needs and delivering on our promises through meaningful marketing.

7 Brand New Thinking: Our Approach

8 MONOGRAM A monogram is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol. Monograms are often made by combining the initials of an individual or a company. FRAME Our Goal: Create a simple yet meaningful brand mark that is approachable. A structure that surrounds or encloses artwork or photography, setting, mount, a picture frame. It s also a basic structure that underlies or supports a system, concept, or text. X-ACTO KNIFE When my career started in 1986 we used the X-ACTO precision knife set for our cutand-paste artboard assembly. The upper case J purposely is chiseled to pay homage to this tool. ARROW An arrow can represent courage as one moves forward. They also say, A solitary arrow represents defense and protection from harm. It can also be used as a symbol of movement or direction. It also supports our new tagline. jeffdammdesign Brand forward marketing. COLORS I specifically chose GRAY to draw upon my 32 years of service. Gray is associated with wisdom and sophistication. The NON-REPRO BLUE pays homage to my early career years with the cut-and-paste artboards and like pencils. See more on the page 9.

9 Use of golden ratio in artistic composition brings in a natural balance and visual harmony Mother Nature Using the Golden Ratio Golden Shapes like triangles, squares, circles and spirals are widely used while designing an icon or logo. Proper use of the golden shapes can harness a proper balance and can turn a good design to a great one. We will not get into a lot of details since this entirely is a larger discussion on its own. However, below are some examples of using golden ratio in nature that are aspiring. Since these are the patterns that exist in very nature around us, use of golden ratio in artistic composition brings in a natural balance and visual harmony, thereby giving an undeniable aesthetic appeal.

10 Our new mark was purposely created to be clean, simple, and aesthetically pleasing Applying the Golden Ratio in our New Monogram. Since the beginning of time to this very moment, we humans have been driven by purpose. Consciously and unconsciously, we seek meaning in our lives and the need to actively make a difference and leave a personal legacy of good when we move on from this existence. We felt a need to adapt our mark to a logo that is meaningful and truly aligned with our core purpose and vision for the future. THE RATIO APPLIED First, the center monogram applies the cornerstone foundation using the golden ration and then builds outward from there. Naturally pleasing to the eyes, this ratio was also used in creating proportions for architectures, paintings, sculptures, photography, graphic design, and other applications. MATHEMATICAL PERFECTION Second, most scientists have noted the remarkable success of all mathematic perfection comes from the most impeccable mathematical formulations and are usually those that are the most beautiful in nature and man made objects. Furthermore, almost all research mathematicians pepper their description of important mathematical work with terms like unexpected, elegance, simplicity and beauty.

11 Our new colors reflect our wisdom from experience and pay homage to our past. Brief Insight to Why We Chose This Palette When my career began in 1986, my days were spent creating layouts for magazines and various publications on non-repro blue artboards. The finished boards were sent to printer where they created camera ready images of each page layout. The non-repro blue, hence it s name, did not reproduce. The pencils were great for sketching and making print notes as well. Times have changed, and desktop publishing has revolutionized the world and over 32 years later I have gained a wealth of wisdom in the brand and marketing industry for all vertical markets. Present (Wisdom) Dark Gray CMYK: RGB: HEX/HTML: 54585A PSYCHOLOGICAL MEANING: Wisdom, security, reliability, intelligence, staid, modesty, dignity, maturity, smart, solid, conservative, practical, sophistication, formality, elegance, wealth, mystery, fear, upscale, anonymity, and style. Silverback Mountain Gorilla Past (Humble Beginnings) Non-Repro Blue CMYK: RGB: HEX/HTML: 7BA6DE PSYCHOLOGICAL MEANING: Creativity, designer, refreshing, calming, serenity, wholeness, emotional balance, love, joy, tranquility, patience, conservatism, security, cleanliness, and order.

12 Consistent use of our fonts reinforces brand recognition by creating a strong awareness Our Journey Has Lead Us to This Simple Solution. As an integral part of Jeff Damm Design s brand the following Cooper Hewitt fonts should be used. These fonts are Jeff Damm Design s unique handwriting and add emphasis to the personality of this new identity. Please refer to the following samples for usage. MAIN FONT Cooper Hewitt Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz ?!@#$%&()+ TAGLINE FONT Cooper Hewitt Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz ?!@#$%&()+ SUBLINE FONT Cooper Hewitt Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ Abcdefghijklmnopqrstuvwxyz ?!@#$%&()+

13 If you re frustrated by a culture that promotes process over purpose, silos over collaboration, me-too thinking over innovation, your organization is caught between the top-down past and the brand driven future. Call Jeff Damm Design so we can help by designing change programs that unleash brand creativity across your organization. jeffdammdesign ADDRESS Jeff Damm Design, LLC B Mahaffey Drive New Port Richey, FL CONTACT Studio Mobile jeff@jeffdammdesign.com Brand forward marketing.