Discover Life in America

Logo and Brochure Project Report


BROCHURE LOGO GROUP - 16 December 1998 
Coralie Bloom
David Brill U of T
Steve Kemp NHA
Cheryl Bright NMNH/Smithsonian
Terry Maddox NHA
Kent Cave NPS
Mark White former NPS employee

Cheryl suggested a poster to be distributed to all classrooms in area!!!

Previous discussions:   (Both traditional and electronic media); Publish
technical species list by Dec 1999; look for journal interested in
publishing all ATBI stuff (exclusive); Logo: theme; Develop Educational
Brochure; 
Get GIS coverages out
Develop a web-page species template (like Salamander page - font,
background, find professional web page agency to do this) then twigs will be
challenged to create web site for 2 species
Audience using the web pages may be very important (eg congressional folks)
Per John Pickering, there are three issues:
1. Discover Life in America Brochure - broader overview than ATBI (general
overview of science center, species diversity, web page creation, needed for
fundraising***, linking to Parks as classrooms and the other educational
issues not included in the ATBI brochure)
2.  Logo - get technical specifications for logo (page layout) - who needs
to be pleased with the logo? The Board?  Need the logo to work as banner for
letterhead, business cards, and web page; logo should work for all over the
Americas - Canada and Central and South America.
3.  Flora and Fauna publications: Useful hard copy keys - perhaps to be
taken into the field; NHA would in theory sell this in the stores and make a
profit from it.
Who is the audience for this series?
Caterpillars of the Smokies, Snails/Slugs, Salamanders of the Smokies
Who will do all of this publishing?  Not the NHA; Jody's father's
advertising firm may do a logo
Discussion of Caterpillars of the Eastern Forests (Dave Wagner, et al.) -
they have already had 7,000 requests for this already by schoolteachers
Re logo: propose a logo representing the groups coming together 
What themes should be addressed with the logo: biological diversity, mission
statement, something that could appear as four-color, two-color, one color;
also perhaps use pieces of the logo (e.g. business card), some strong icons
(e.g. ladybug, fern)
Not too much detail to enhance reproduction
Provide logo in various formats: color, size, letterhead, business cards,
web page
Perhaps several icons
General documentary 
Logo cost: Should the probono firm fall through, then approximately $3,000

Brochure
Primarily to be used as a fundraising tool: The NHA feels the cost of the
publication should come out of the $150,000 it is already providing DLIA
Priorities for NHA publications have already been set for the next year or
two - this brochure was not part of this planning process
Is the association going to be the publishing arm of this organization?  
NHA wants to know what the Park=B9s feeling is on this - the NHA is here to
assist the Park
The intitial $150,000 may not be a recurring donation - is there some sort
of endowment? (Perhaps Friends could fund some publications or a publication
person)
NHA is concerned that the sale of a lot of products coming out of the ATBI
will not make any money - they won=B9t sell; NHA is not interested in the
flora and fauna series
Perhaps instead of publishing books, we could publish magazine type posters
(e.g butterflies, etc) and produce a complimentary teacher=B9s guide - color
graphics, minimal text
Posters are much less expensive to produce
3-4,000 wildflower books purchased a year; perhaps 100 mammal books
The demand for these products may increase over the years as the word gets
out, but not now.
Appropriate ways to reach the public versus the flora/fauna series?  Posters
allow a lot of information and deal with issues (books and other materials
would be more issue oriented) than project or product oriented.
What about our folio series?  A biodiversity folio? 
UT's "Sightline": A quarterly health assessment of the Park with about 5
articles in it.
Sightline could have a box on the back to update Sightline's readers on
DLIA/ATBI issues (readership targets elected officials - middle brow - those
people actively using the park who are involved or have an economic interest)
 - short, hard-hitting articles in two-color
format; funding strategy has not been determined, they don't want to sell it
but rather prefer to give it away free - they do not want to cut into
funding that might go to other projects in the Park; again, articles will
focus on Park "health" and issues along those lines
Perhaps create an ATBI/DLIA minute on the radio or the 6 o'clock news -
update, perhaps a short flick, the local stations could produce it; the
stations are civic minded and community oriented and would probably be
interested; channel 10 would probably jump on it, also new management at
channel 8; ETSU has a 15 min radio show each week; Perhaps we need a short
column regularly in the local newspaper(s); 
CNN has the program called "Earth Matters"
Is there really a need for a CDRom version of the Brochure?  If it is
printed and on the web?
MORE on BROCHURE Discover Life on America
John Pickering will write it
Keith Langdonwill review it, maybe Karen Ballentine
First, NHA has to get the green light from NPS and their publication
committee which will meet Jan 21 (1999) or before to review priorities and
see if priorities can be modified to include the DLIA brochure
Provide text by March (they need to determine the focus and vision for what
it should say, then NHA will edit and beautify)
NHA will do it if NPS wants them to do it - printing costs were about $5K
for 20,000 brochures ($8-10K if someone else does it, including) Do they
want a general brochure, or a "press packet"? That would include cover,
beautiful brochure, etc.)  
NHA has a lot of other publications that they work on and produce regularly
including items for sale to keep the NHA afloat
Confirm with the development committee what exactly they want, immediately,
and for the longer term
Suggestion for endowment also to fund a publications position (NPS and NHA
staff  are overloaded with serving 10 million visitors already)


Discover Life in America | Events | Group and Project Reports | Brochure and Logo Report