REGIONAL RURAL DEVELOPMENT CENTERS
Reaching four corners of the U.S.
Designer: Kathie Alexander
“A regional approach makes the Regional Rural
Development Centers [RRDC] stand out from the
competition. While other agencies attempt to confront
issues from a national level, we are connecting
and contributing at a regional level,” explains RRDC
editorial assistant and web designer Kristi Hetland.
The organization divides work into four centers so
each can focus on linking local leaders with research
and extension capacities of land-grant universities in
each region.
For her redesign of RRDC’s identity and informational
leaflet, designer Kathie Alexander sought
to create a logo that would work for all regions,
but still be recognizable under one brand. She says,
“Using different colors will set each region apart.”
She maintained similar colors to the originals for
each region except the yellow, as text printed in
yellow is difficult to read.
Alexander chose Pantone colors to lower printing
costs. “I wanted the RRDC to be able to cut
costs by printing a one-color piece. They have two
options: One, get the pieces printed at a printer,
or two, if they feel the information will change frequently,
they can just get the shells printed and use
their in-house printer to change out the information,”
she suggests.
The designer also recommends purchasing envelopes
and paper made from recycled products. “The
promotional piece is 4¼ x 11 in., so that it will fit
into a standard-size policy envelope. As the pieces
will be thin, the RRDC can mail all regions in one
envelope, and still have room for additional information,
if necessary,” says Alexander.
“It has become increasingly important for the
[centers] to present a collective message and image
to national stakeholders: federal agencies—specifically the U.S. Department of Agriculture—Congress
and national nongovernmental organizations,” says
Hetland. “Our current design was developed for use
on fact sheets to present updated information to
stakeholders. We have since transferred the design to
display boards, a brochure and a pocket folder with
varying degrees of success.”
