Events and workshops are becoming an important way to interact with your audience. Whether you are a nonprofit putting on a fundraising event, an organization providing free community events or a business hosting an informational workshop, this is the time where your core audience really gets to experience your brand without distractions.
Events give you a unique opportunity to have fun and try new things with your branding, but that doesn’t mean you can stray too far from your brand design core. You need to treat your event design as a mini brand or sub brand of your business.
Brand recognition should always be at the forefront of your decisions when creating an event. If you are creating a new logo for your event make sure that it works well on its own along with making sure that it fits with your main logo. For example: Root + River puts on a half day workshop called Brand Lab, where they help you develop key elements of your brand’s core. Knowing that I could have fun with the branding, I took the concept of a laboratory and created little science inspired graphics. Overall, Root + River’s brand is very soulful, energetic and organic, which contrasts with how people typically view laboratories – cold, clean and stark. By adding the natural textures that are already established in the visual identity, the Brand Lab logo looks and feels like it is part of the overall Root + River brand.
See how the Brand Lab branding fits perfectly with Root + River's brand design.
Events are also a way for you to increase awareness about your brand or mission. Most people thinking sticking their logo on everything is the best way to brand their events. Yes, it is important to have your logo on everything, but that is only one piece of the overall event branding. People should be subtly absorbing your brand through your messaging, colors, signage and all the other elements seen throughout your event. This is especially important for nonprofits. Sometimes nonprofits get stuck on how to incorporate their mission when branding a fundraising event, especially when the theme of that event doesn’t match the nonprofit’s core. For example: Every year, the Boys & Girls Clubs of Greater Scottsdale put on a culinary fundraising event. The event always centered around eating and drinking and since the Boys & Girls Clubs’ mission is to help young people reach their full potential, the theme of the event and the mission don’t match. One of the ways to connect the two, was creating a brand that felt fun and youthful. By using bright, bold colors and infusing playful icons and graphics, it created an environment that reflected the fun, playful side of the Boys & Girls Clubs.
Colors are one of the easiest ways for people to remember your brand. So by sticking with your brand colors is another way of being consistent while still being able to apply a fun new approach to your event’s brand design. For example: Every summer, McCormick-Stillman Railroad Park puts on a Summer Concert Series and each year they have a new design for the event. This keeps the event fun and fresh, but by using brand colors you keep the integrity of the brand design core.
Have an event coming up but don't know how to brand it? Reach out to me and we can talk about leveraging your brand design to make your events more impactful.