1. "the process by which a product or service developed with one brand, company or product line affiliation is marketed or distributed with a different identity"
2. "about truly changing perceptions in the marketplace—changing the position you own in people's minds"
3. " refreshing a tired corporate image"
4. "a change to the brand name, logo, or image of a product or company; to change the brand name, logo, or image of a product or company"
5. "hazy, confusing, and a bit ambiguous"
6. "to assign new name, etc. to a product or service and it can mean to reposition an existing brand. That is, rebranding can mean to make the brand mean something else."
7. "is a change of image... it is about the marketing of palces to give them a new identity in the public consciousness.."
8. "to take an improved product, rename it and market it as new"
9. "is essentially an exercise in realignment. It is rediscovering the single unifying principle that aligns the organization with its customers."
10. "updating a brand's logo and other supporting materials"
My Definition for Re-Branding
Re-branding is the process of taking old corporate identity and revising it for a more modern audience.
5 Definitions for Sustainability
1. "It considers the environmental impacts of graphic design products (such as packaging, printed materials, publications, etc.) throughout a life cycle that includes: raw material; transformation; manufacturing; transportation; use; and disposal."
2. "Sustainability means, well, being sustainable."
3. "...is using more environmentally friendly products to create the same desired effects in design work."
4. "is the art of designing physical objects, the built environment and services to comply with the principles of economic, social, and ecological sustainability"
5. "is design that goes beyond being just efficient, attractive, on time and on budget. It is a design that cares about how such goals are achieved, about its effect on people and on the environment."
6 Cases of Sustainability
1. "Mastery: Academy of Art MFA Book" : 188-page book which showcases the Academy's 12 MFA programs
-Determining the size of the book to minimize waster, Hamlett paid particular attention to the paper selection for Mastery with the environmental impacts of printing 125,000 copies in mind. He chose to print Mastery on Mohawk Options 100% PC. The Mohawk Options line is manufactured entirely with wind-generated electricity and its 100% pcw papers are FSC certified, Green Seal certified and Green-e certified. "The paper had to be high quality to show the student's artwork in its best light, but it also had to be the best environmental choice we could get. Printing on uncoated paper is non-traditional so it was a bit of a leap of faith. The results achieved what we had hoped for," says Hamlett.
2. "2008 Adobe Design Achievement Awards"
-Eager to create an eco-friendly system for the 2008 Adobe Design Achievement Awards' campaign, Adobe promoted principles of sustainability that would eliminate waste paper and convey its environmental concerns to other vendors. By printing the 2008 ADAA posters on recycled paper and in small quantities, the company significantly reduced waste and erased its carbon footprint.
3. "Adobe CS3 Packaging"
-More than two-thirds of customers now look for information online first, up from less than one-third of customers in the late 1990s. Accordingly, Adobe made Creative Suite 3 instruction manuals available online, allowing for smaller, more lightweight packaging. (Adobe eliminated some written materials, and now offers them online, saving 300,000,000 printed pages.) Adobe also invested in improving its online learning resources, introducing Adobe Bridge Home as an in-product source of learning tips, techniques, and learning resources; increasing the variety and depth of free video training offered for each product; and experimenting with an in-product palette called Know How that pulls relevant online links into the context of the application.
4. "Inspire: AIGA mentoring guidebooks postcard"
-Uncoated paper was used for printing, along with vegetable based inks.
5. "Reverb"
-All of the materials in Tricycle?s Reverb project, from the soy inks to the wind generated power used to manufacture the 100 percent PCW chlorine free Mohawk Options paper were selected with the utmost concern for environmental responsibility. The selected printer, in addition to FSC, Ceres and Green Power Partner (green-e.org) certifications maintains a carbon neutral status and recycles 99 percent of all liquid and solid waste into paper products and alternative energy.
6. "The Green Building Institute"
-Paper: Mohawk Options, White Smooth 100% PCW and FSC-certified; manufactured with renewable, non-polluting wind-generated electricity. Printing: Rainbow Printing of Maryland uses soy-based inks. By choosing a local printer, we (1) minimized energy use associated with long-distance deliveries; (2) contributed to building a sustainable local economy. By designing the website in a way that it becomes The Green Building Institute's primary marketing tool, we eliminated the need for a number of paper-based tools.
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