Understanding GFTA’s Mission and Audience Grants For The Arts is a leading advocate for arts funding, supporting artists, organizations, and community initiatives to foster a thriving creative landscape. GFTA’s mission of inclusivity and community empowerment needed to be reflected in every aspect of their visual identity.
In initial workshops, we gathered insights on GFTA’s mission, core values, target audiences, and preferred communication styles. This foundational understanding set the tone for our design direction and ensured that each component of the guidelines spoke to their purpose and resonated with their audience.
Key Takeaway: Brand guidelines should be mission-driven. Knowing what GFTA stands for helped shape a design that authentically communicates their vision.
2. Establishing a Strong Visual Foundation We aimed to create a cohesive visual foundation that GFTA could easily adapt across both digital and print mediums. We focused on:
Logo and Logotype : GFTA’s logo is a primary visual identifier that had to embody trust, creativity, and accessibility. We explored the current design options that balanced a professional aesthetic with a welcoming feel, using organic lines and bold typography.Color Palette : The color palette was chosen to reflect the diversity and vibrancy of the arts. We opted for a combination of warm and cool colors, ensuring that each color was inclusive and accessible, passing contrast standards for readability and usability. We also provided guidance on primary and secondary color usage to ensure consistency.Typography : To reinforce a clean, modern look, we selected a primary and secondary typeface that were versatile across digital and print formats. The typefaces were chosen for their readability and timeless appeal, avoiding overly stylized fonts that could hinder accessibility.Key Takeaway: A brand’s visual elements should serve as a toolkit. The goal is to create adaptable assets that communicate the brand effectively and consistently across contexts.
3. Building a Flexible Grid and Layout System Creating guidelines for layout and composition was essential to maintaining a unified look and feel, regardless of where or how GFTA’s materials would be presented. We developed:
Grid Systems : We provided grid templates for different mediums—social media, email newsletters, print materials, and more. These templates ensure that content is always balanced and visually appealing, regardless of platform or medium.Image Style and Photography : GFTA wanted to reflect real-life experiences and diversity within the arts community. Our image guidelines recommend using high-quality, candid photography that shows a range of ages, ethnicities, and artistic expressions to authentically represent GFTA’s audience.Hierarchy and Spacing : For consistency, we created a hierarchy system with specifications on how headers, subheaders, and body text should be spaced and aligned. This framework allows GFTA to achieve a clean, organized look that makes information easy to digest.Key Takeaway: A well-thought-out grid and layout system empowers teams to create visually consistent content that reflects their brand’s identity, even without professional design skills.
4. Voice, Tone, and Messaging Guidelines While visual elements are important, a brand’s voice and tone play an equally significant role in communication. We developed messaging guidelines that capture GFTA’s voice—friendly, supportive, and empowering. To guide their messaging, we emphasized:
Voice : GFTA’s voice is inclusive and aspirational. We recommended using language that is warm and encouraging, inviting a wide range of artists and communities to engage.Tone for Different Scenarios : We outlined adaptable tones for different contexts. For example, GFTA’s social media tone is conversational and lively, while formal reports should have a more authoritative tone. This helps GFTA adjust its messaging without straying from its core identity.Key Messages : We provided a list of key phrases and messages that reinforce GFTA’s mission and values. This allows GFTA’s team to stay aligned on core ideas, even as messaging varies across platforms.Key Takeaway: Consistent messaging reinforces brand trust. By setting guidelines for voice and tone, we helped GFTA communicate authentically across all interactions.
5. Creating Accessibility-First Guidelines Accessibility was a priority for GFTA’s brand guidelines. We worked to ensure that every design element would be accessible to people of all abilities. Key accessibility features include:
Contrast and Readability : All color combinations meet Web Content Accessibility Guidelines (WCAG) contrast standards, ensuring readability for people with visual impairments.Alt Text and Descriptions : We provided guidelines on using alt text for images and described how to write meaningful descriptions that enhance understanding for screen reader users.Font Sizing and Spacing : Minimum font sizes and recommended spacing were included to ensure readability, especially on digital platforms where users may vary font sizes based on their needs.
Key Takeaway: Inclusive design is essential for any organization with a diverse audience. Accessibility guidelines make a brand’s materials more usable for everyone, creating a more inclusive experience.
6. Guideline Documentation and Training
The final step was creating a comprehensive brand guideline document that GFTA’s team could easily follow and reference. Our documentation includes sections on:
Visual Elements and Assets : Downloads and specifications for logos, color codes, typography guidelines, and layout templates.Best Practices : Tips for maintaining brand consistency, along with “dos and don’ts” for each design element.Examples : Sample layouts for social media, reports, and digital ads, providing a visual reference for brand-aligned content.We also provided training for the GFTA team to ensure that everyone felt comfortable using the guidelines. Our training sessions included walkthroughs, Q&A, and hands-on exercises that allowed the team to put their new brand guidelines into practice.
Key Takeaway: Documentation and training make brand guidelines accessible and practical, empowering teams to uphold brand integrity confidently.
Conclusion At Meadow Design, we believe brand guidelines are more than a set of rules—they’re a roadmap for building a unified, recognizable, and authentic brand identity. Our work with GFTA underscored the importance of aligning visuals, messaging, and accessibility to create an inclusive and engaging experience for all.
By following a mission-centered approach and creating practical, user-friendly resources, we helped GFTA establish a brand identity that not only reflects who they are but also resonates with the diverse communities they serve. For organizations looking to solidify their identity, our approach highlights that brand guidelines are not just about consistency—they’re about building a cohesive, inspiring brand that stands the test of time.
