Design Brief. Requirements. Date: 7/8/14. Client: Angioma Alliance. Website: Project Name: Angioma Alliance Logo.

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1 Design Brief Date: 7/8/14 Client: Website: Project Name: Client Contact: Angioma Alliance Angioma Alliance Logo Connie Lee Requirements Background Info: The current Angioma Alliance logo/tagline does not describe the illness and does not reflect the goals of the organization. Objectives of the work: To develop a new Angioma Alliance logo that is meaningful, attractive, inspiring, and flexible enough to be used across a variety of platforms (online, print, signage, etc) What design elements are required? Graphic and wordmark: organization name and tagline. Typography should be a standard font with sufficient contrast to be read by our visually impaired members. Color - logo should still be recognizable when printed in black/white. A color in the red family should be incorporated but it does not need to be the primary color. We appreciate simplicity and the use of negative space. We are open to multiple versions of the logo rearranging the same design elements. For example, the logo will be used as a Facebook profile picture and so we'll need a version that is square. The logo will be needed in jpg, png, and vector (svg or ai) formats. Summary of the Brand Strategy (if known): What is the brand character? Angioma Alliance creates international infrastructure that facilitates the development of interactive networks of patients with a particular brain vascular disease called cerebral cavernous angioma. Where appropriate, Angioma Alliance connects these patients to researchers, legislators, and medical professionals with the goals of reducing isolation, empowering patients to advocate on behalf of their families, and developing better treatments. We also connect the international community of researchers with patientdonated biological samples and data, with each other, with government officials, with industry, and with medical professionals, again to move more quickly toward better treatments. We are a medical non-profit that is people-focused (patients and researchers). We believe in hope, in mutual support, in the power of information, and in the strength of shared effort and resources to create positive change.

2 What are the defining elements of the brand? Brain/spinal cord blood vessel defects, expertise, patient community, empowerment, research Brand Positioning Statement: Angioma Alliance is the premiere source of cavernous angioma information, patient support infrastructure, and shared research resources in the United States and internationally. Messaging Hierarchy (Primary and Secondary): 1. Cavernous angiomas are blood vessel defects in the brain (and spinal cord). 2. Angioma Alliance is the leader in creating a vibrant, informed cavernous angioma patient community. 3. Angioma Alliance is the conduit to the resources of the patient community and an indispensible partner in facilitating research toward a cure. Target Audience / Who are we talking to? What do they currently think and feel? The logo is targeted at: newly diagnosed patients and long term members potential major donors the pharmaceutical industry government (Congress, the National Institute of Health, and FDA) medical professionals the public researchers Both newly diagnosed and long term members feel supported by the Facebook and website communities, but most feel realistically helpless in the face of an illness that can lead to brain surgery and serious disability. Newly diagnosed individuals often don't understand we are more than a website and wonder why we fundraise. Potential major donors believe we do well with our current initiatives but they aren't yet willing to invest large sums to support major growth. The public, and industry as a subset of the public, don't know us or the illness or are just coming to know the illness. Government officials see us as helpful to the patient and research community but as asking too much of government (increased disease-specific research funding). Medical professionals vary from supporters to skeptics depending on how well they know us. Researchers see us as critical to a cure.

3 What do we need them to think and feel? How do we bridge the gap? For newly diagnosed patients, becoming part of Angioma Alliance can help them feel supported and can empower them to become part of a movement working toward a more positive future. They need to understand what we are and what we offer so they can use this to help themselves. Major donors need to understand us, embrace our big vision, and believe in our expertise and competence. Government and industry need to see us as a constructive and informed conduit to a patient community anxious to participate in research and as an equal and indispensable partner in clinical drug trial development. Government needs to value us enough to support our priorities as we compete with other diseases for scarce resources. The public could become as informed about cavernous angioma as they are about aneurysm and come to identify Angioma Alliance as the patient advocates. They may one day need us or receive unexpected benefit from our work. Medical professionals could come to view us as partners - we pick up where the office visit or hospitalization leave off - and, eventually, as an expert organization capable of setting the standard of care. Long term patients/members need to view us as a relevant community representing hope for their future. They are the core of Angioma Alliance - the members who do the actual work of the organization. We want them to feel proud of the organization and their role in it. Researchers need to believe we will continue to advocate on their behalf and offer our resources equitably and professionally. We need to convey basic disease information and communicate our position as a multi-faceted expert organization representing the patient community in advancing research and care. Tone of voice: Confident, hopeful, compassionate Other reference: What we are not - with very small exceptions, we are not a funding organization for research or patients which is why the word "Foundation" isn't part of our name. We also do not have a laboratory of our own so images of lab equipment are not appropriate. Ideas Platform: We've attached several logos that we like from other organizations as well as images from other sources on the internet.

4 Logo and Image Samples The red lesions are cavernous angiomas. They are often referred to as mulberry-shaped. This is a web image that a number of folks felt could represent the illness. This is the Cavernoma Alliance UK logo. We like this because it is a minimalist representation of a cavernous angioma in a brain (head), but is perhaps a bit too minimalist if you don t already know the illness.

5 This is a logo that uses negative space in a way we find exciting and expressive. The image perfectly represents the mission of this particular organization. Below is a series of logos that illustrate an affected body part. We find the Osteogenesis Imperfecta logo to be particularly good because it shows how the illness affects the body part, has an outstanding tagline, and is one color which helps for t-shirts, etc. Its downside is that it s heavy on text.

6 A logo that makes a statement about the mission of an organization: Finally, a logo focusing on support: