TO: Dr.

Matt Cox
FROM: Brittany Rogers
DATE: February 23, 2014
SUBJECT: Organizational Visual Identity
In this memo, I summarize the design choices I selected when creating marketing materials (i.e.
letterhead, envelopes, business cards, and poster) for the Iowa Psychology Association.

Color

I selected a shade of dark blue/navy as the main textual color in all of the marketing materials, moving
away from the traditional use of black, and continuing the use of blue that can be seen on the Iowa
Psychological Association website. In an effort to provide a complimentary spark of color, I added a hue
of orange. This color combination maintains professionalism, but goes beyond the mundane.

In all templates, text is in dark blue/navy, while the other elements are in orange and white; however,
the use of orange and white are reversed depending upon the type of business piece. For example, on
the letterhead and envelope templates, I have kept the typical, professional white background and used
orange for the accent line. On the business cards and the poster, I used orange as the background color
in order to grab attention and spark interest, and white as the accent line and borders. Additionally, for
printing purposes, it is more cost-effective to have a full-bleed effect on business cards and posters,
rather than envelopes and letterhead.

Fonts

In accordance with traditional design rule, I only used two fonts throughout the materials—AR Berkley
and Calibri. AR Berkley is used as the first letter of each word in the organization’s name, as well as the
association’s motto; this is true for each piece. Additionally, AR Berkley is used as the first letter of each
element within the new members’ bio section for aesthetic purposes. Calibri is the font used for all
other text due to its legibility, as well as its professional, clean appearance.

I also changed the size of the font and kerning of certain words in order to improve legibility and flow
(i.e. organization’s name and the motto).

Balance

One of the primary elements of my design is the accent line I use below and/or above various elements.
On the top of the letterhead template, I started this line directly under the organization’s name and
motto on the left and made it bleed off the page to the right. Continuing to the bottom of the page, I
started the accent line bleeding on the left side of the page and ending directly above the end of the
contact information on the right side of the page. This effect corresponds with the Western reader’s eye
movement, and also brings balance to the page by separating the organization’s information from the
actual content of the letter. I continued the accent line element through the other pieces; however, the
line only appears once, rather than twice as in the letterhead.
Image Size

Regarding the size of each piece, I maintained the industry standards as follows:

 Letterhead: 8.5 x 11
 Business Cards: 3.5 x 2
 Envelopes: 9.5 x 4.125
 Poster: 11 x 17

If you have any questions, concerns, or suggestions about the potential visual identity for the Iowa
Psychological Association, you may contact me via email at rogersbr12@students.ecu.edu.
IOWA PSYCHOLOGICAL ASSOCIATION
Advancing Psychology as a Science and as a Profession S ince 1949

48428 290th Avenue Rolfe, IA 50581

Phone: 712-848-3595 | Fax: 712-848-3892
www.iowapsychology.org
IOWA PSYCHOLOGICAL ASSOCIATION
48428 290th Avenue
Rolfe, IA 50581
IOWA PSYCHOLOGICAL ASSOCIATION IOWA PSYCHOLOGICAL ASSOCIATION
Advancing Psychology as a Science and as a Profession Since 1949 Advancing Psychology as a Science and as a Profession Since 1949

JANE DOE, Psy.D. JANE DOE, Psy.D.

Licensed Clinical Psychologist Licensed Clinical Psychologist
Office: 712-848-3595 Office: 712-848-3595
Mobile: 712-358-1721 Mobile: 712-358-1721
Fax: 712-848-3892 Fax: 712-848-3892
Email: jane.doe@ipa.org Email: jane.doe@ipa.org
48428 290th Avenue Rolfe, IA 50581 48428 290th Avenue Rolfe, IA 50581
www.iowapsychology.org www.iowapsychology.org

IOWA PSYCHOLOGICAL ASSOCIATION IOWA PSYCHOLOGICAL ASSOCIATION

Advancing Psychology as a Science and as a Profession Since 1949 Advancing Psychology as a Science and as a Profession Since 1949

JANE DOE, Psy.D. JANE DOE, Psy.D.

Licensed Clinical Psychologist Licensed Clinical Psychologist
Office: 712-848-3595 Office: 712-848-3595
Mobile: 712-358-1721 Mobile: 712-358-1721
Fax: 712-848-3892 Fax: 712-848-3892
Email: jane.doe@ipa.org Email: jane.doe@ipa.org
48428 290th Avenue Rolfe, IA 50581 48428 290th Avenue Rolfe, IA 50581
www.iowapsychology.org www.iowapsychology.org

IOWA PSYCHOLOGICAL ASSOCIATION IOWA PSYCHOLOGICAL ASSOCIATION

Advancing Psychology as a Science and as a Profession Since 1949 Advancing Psychology as a Science and as a Profession Since 1949

JANE DOE, Psy.D. JANE DOE, Psy.D.

Licensed Clinical Psychologist Licensed Clinical Psychologist
Office: 712-848-3595 Office: 712-848-3595
Mobile: 712-358-1721 Mobile: 712-358-1721
Fax: 712-848-3892 Fax: 712-848-3892
Email: jane.doe@ipa.org Email: jane.doe@ipa.org
48428 290th Avenue Rolfe, IA 50581 48428 290th Avenue Rolfe, IA 50581
www.iowapsychology.org www.iowapsychology.org

IOWA PSYCHOLOGICAL ASSOCIATION IOWA PSYCHOLOGICAL ASSOCIATION

Advancing Psychology as a Science and as a Profession Since 1949 Advancing Psychology as a Science and as a Profession Since 1949

JANE DOE, Psy.D. JANE DOE, Psy.D.

Licensed Clinical Psychologist Licensed Clinical Psychologist
Office: 712-848-3595 Office: 712-848-3595
Mobile: 712-358-1721 Mobile: 712-358-1721
Fax: 712-848-3892 Fax: 712-848-3892
Email: jane.doe@ipa.org Email: jane.doe@ipa.org
48428 290th Avenue Rolfe, IA 50581 48428 290th Avenue Rolfe, IA 50581
www.iowapsychology.org www.iowapsychology.org

IOWA PSYCHOLOGICAL ASSOCIATION IOWA PSYCHOLOGICAL ASSOCIATION

Advancing Psychology as a Science and as a Profession Since 1949 Advancing Psychology as a Science and as a Profession Since 1949

JANE DOE, Psy.D. JANE DOE, Psy.D.

Licensed Clinical Psychologist Licensed Clinical Psychologist
Office: 712-848-3595 Office: 712-848-3595
Mobile: 712-358-1721 Mobile: 712-358-1721
Fax: 712-848-3892 Fax: 712-848-3892
Email: jane.doe@ipa.org Email: jane.doe@ipa.org
48428 290th Avenue Rolfe, IA 50581 48428 290th Avenue Rolfe, IA 50581
www.iowapsychology.org www.iowapsychology.org
 IOWA PSYCHOLOGICAL ASSOCIATION
Advancing Psychology as a Science and as a Profession Since 1949

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