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Central Saint Martins College of Art and Design Cross-Media Marketing

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Central Saint Martins College of Art and Design Cross-Media Marketing Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6 Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6 Contents Advances in technology have, paradoxically, made communicating more difficult: a virtually limitless Principal components number of people and products now compete for our 1.1 Visual identity limited attention. Moreover, specialist skills have 1.2 Editorial system multiplied, and the job of making them work together 1.3 Publishing tool has become more complicated. Key marketing outputs Education is not immune from this. As with other public 2.1 The website or semi-public sectors, colleges and universities are 2.2 The brochures (Design Preis 2006 nominee) confronted with the need to market their services and products to a local, national and international market. Key marketing outputs 3.1 Posters Central Saint Martins College of Art and Design is 3.2 Event stands and flyers a world-renowned institution with a significant international community among its staff and students. Addendum With their marketing programme we pioneered a 4.1 Publishing tool: interface cross-media approach, combining excellence in the and guidelines fields of strategic planning, creative visual design and technological know-how, to exploit the potential of individual media whilst ensuring consistency and efficiency in communicating across a range of media. This presentation demonstrates an innovative and holistic approach to communication design, developing new ways of working and improving the quality of output for the benefit of the client, their customers and the designer. In this document we first illustrate the three principal components of the programme: the visual identity, the editorial system and the publishing tool (the design engine). Secondly, we present the two main marketing outputs: the website and the brochures. Thirdly, we show some examples of supporting marketing elements – posters, stands for fairs and flyers such as reply-cards. Finally as an addendum, we present the interface of the publishing tool – the control centre for managing content and resources and producing the marketing outputs – and the operational guidelines that support the staff using the tool. Central Saint Martins College of Art and Design Cross-media marketing programme 2004–6 1.1 Visual identity College’s messages (samples) Typographic styles Colours Print process ‘Rockwell’,‘Rockwell Italic’ and Y 0 0 0 The College needed to consolidate its visual Students’ life. Clarissa Mendez 1 0 In order to signify the three- 5 0 M 0 C 1 ‘Rockwell Light’ are the principal 0 5 K M presentation to better promote its services and in the sculpture studios at 0 0 dimensional character of the College 0 0 5 1 K typefaces and are used on all M 0 0 M 0 5 products in an increasingly competitive education Byam Shaw School of Art the 5 0 0 we fixed a constant in the way all 0 0 Y 1 0 0 0 marketing material across all media. 5 C Y1 market, yet it was imperative not to appear overly college offers a complete 0 0 printed matter is produced.We C05 10 0 K C Verdana (not-antialiased) is used for 050 100 ‘corporate’ and to allow the rich diversity that range of labs and workshops. 0 Y chose two papers: Fedrigoni Symbol web as the replacement system M10 distinguishes the College to be retained. C050 Y050 Pearl and McNaughton Cyclus Offset. typeface. C100 M050 0 Student work. EastEnders, one M05 050 C C10 0 Y The visual identity consists of four components: of six paintings by MA Fine 50 050 Symbol is a dual-coated stock made 0 C K 1 Rockwell is a geometric slab serif 00 0 0 1 0 M 0 (a) the College’s messages; (b) typographic styles; Art graduate Josie McCoy, the Y 1 from high-quality pulp (chlorine 1 K M 0 Y 0 0 0 5 5 1 0 0 design, a strong display face for 0 5 5 0 0 (c) colour palette; (d) paper and printing process. paintings have been all 0 K free), it provides a pearly-coated 0 K 0 K 0 M 5 0 Y 0 headlines and titles; it is also legible 0 5 0 purchased by the BBC. 0 0 5 surface with a unique character, a Y 1 0 The College’s messages are the dominant in short to medium text blocks. M special luminosity and a distinct soft component of the visual identity. Stories are International. Franco di Lauro, reflection. Cyclus is an uncoated developped – in text and images – by using the Director of Italian creative The original Rockwell was produced Central Saint Martins colour palette stock made from 100% recycled post body of work generated by students, staff, alumni consultancy, Innocent, give a by the Inland type-foundry in 1910, is derived from the four colour consumer waste; it is exceptionally and other associates. Structure, processes and lecture to BA (Hons) Graphic which issued it as Litho Antique; primaries Cyan, Magenta,Yellow and high bulk. procedures for the collection and organisation of Design students. American Type Founders revived the Black. All colours are a combination images were developed and put in place. The face in the 1920s, with Morris Fuller of 100%, 50% and 0% of the primary The two stocks are conventionally editorially controlled use of these messages London. Proposal for London Benton cutting several new weights. set (ie: Magenta 50%,Yellow 100%) used (Symbol for cover, Offset for ensures diversity while providing an invisible Bourough Camden Town bus The Monotype Corporation and can be easily produced as body) or unconventionally (Pearl thread that unifies all outputs. stops by students on BA produced its version of Rockwell in special mix. interspersed in Cyclus for body). By (Hons) Arts, Design and 1934; unfortunately, some of the working out a range of efficient Typographic styles, a colour palette and a defined Environment. literature erroneously referred to it Colours only printed as ‘solids’ for foldings and bindings unique print-process system complete the identity as Stymie Bold, thereby creating text (with the exception of yellow) rhythms were created. This tactile ensuring recognition and a sense of family. Famous alumni. Alan Fletcher, confusion that still exists today. ensure crisp and clean type. element contributes to the special graduated from Central in personality of the identity. 1951, is one of the most The set allows maximum flexibility, influential figures in post-war Central colour consistency and affordability Below we illustrate the imposition of British graphic design. when used, either as duotones, four Directory 2004-5. [Sc] indicates Saint Martins colour printing or as a combination Symbol card [S] indicates Symbol Staff credentials. Matthew of the two. and [C] indicates Cyclus. Collings, BA Fine Art is the author of many books and College of Art A version of the palette was Sc Sc C CC CS SS SS SC C C M100 M100 M100 M100 C C C C C C C M M K50 K50 K50 K50 M M M M M M M customised for safe screen use. Y Y K K K K Y Y Y Y Y Y Y television series, including K K K K K K K K K the celebrated Blimey. CC CC CC CC CC CC CC and Design M100 M100 C C M100 M100 C C M100 M100 C M100 C C K50 K50 M M K50 K50 M M K50 K50 M K50 M M K K Y Y K K Y Y K K Y K Y Y K K K K K K K Career prospects. Since CC CC CS SS SCCC CC M100 M100 C C M100 C C C C C M100 M100 C C K50 K50 M M K50 M M M M M K50 K50 M M graduating from BA (Hons) Postgraduate K K Y Y K Y Y Y Y Y K K Y Y K K K K K K K K K Fashion Stella McCartney has CC CS SS SCCC CC CC M100 M100 C C C C C C M100 M100 C C M100 M100 K50 K50 M M M M M M K50 K50 M M K50 K50 reached the top as creative K K Y Y Y Y Y Y K K Y Y K K Directory K K K K K K K K director for Chloé, Paris. CC CC CC CC CC CC CS C M100 C C M100 M100 C C M100 C M100 M100 C C M K50 M M K50 K50 M M K50 M K50 K50 M M Y K Y Y K K Y Y K Y K K Y Y Industry links. Illy Clock by K K K K K K K K SS SS SS SCCC CC CC C C C C C C C C M100 M100 C C M100 M100 Kath Tud, BA (Hons) Graphic M M M M M M M M K50 K50 M M K50 K50 Y Y Y Y Y Y Y Y K K Y Y K K Design, responded to a brief K K K K K K K K K K CS SS SS SS SCCC CSc given to her while on the C C C C C C C C C C M100 M100 C C M M M M M M M M M M K50 K50 M M Y Y Y Y Y Y Y Y Y Y K K Y Y second year of her degree. K K K K K K K K K K K K Sc C M Y etc.
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