design process branding visual identities logo

7/24/2019 Design Process Branding Visual Identities Logo

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BRANDING &VISUAL IDENTITIES


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A logo is not your brand, nor is ityour identity. Logo design, identitydesign and branding all havediferent roles, that together, orm aperceived image or a business orproduct.


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WHAT IS BRANDING?


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In a nutshell

You could describe a brand as anorganiation, service or product !itha personality that is shaped by theperceptions of the auience!

"n that note, it should also be statedthat a designer cannot #ma$e% a

brand & only the audience can dothis. A esi"ner for#s thefounation of the $ran.


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'orporate image

(any people believe a brand only consists o ae! elements & some colors, some onts, a logo, aslogan and maybe some music added in too. Inreality, it is much more complicated than that. You

might say that a brand is a %corporate i#a"e!

*he undamental idea and core concept behindhaving a corporate image is that everything acompany does, everything it o!ns and everything

it produces shou' re(ect the )a'ues an ai#sof the $usiness as a *ho'e!


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It is the consistency o this core ideathat ma$es up the company, drivingit, sho!ing !hat it stands or, !hat it

believes in and !hy they e+ist. It isnot purely some colors, sometypeaces, a logo and a slogan.


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Apple & a humanist brand

-trong corporate ethic, one !hich ischaracteried by volunteerism, support ogood causes 1 involvement in the community.

Apple is an emotionally humanist brand thatreally connects !ith people & !hen people buyor use their products or services/ they eelpart o the brand, li$e a tribe even. It is this

emotional connection that creates their brand& not purely their products and a bite siedlogo.


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6. 5ni7ueness

stablishing a brand identity re7uiressomething distinctive

It needs to have one special thing thatseparates it rom the competition.


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8. 9assion 2hile its certainly possible to build a

brand in the short:term !ithout passion,

its almost impossible to sustain it in thelong run.

'onsumers oten become ;ust asenthusiastic about a product or service,leading to !ord o mouth advertisingand reerrals. 9assion also helpsbusinesses persevere through inevitable

setbac$s.


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?. 'ompetitiveness 0or a brand to ma$e a name or itsel,

team members should thrive on

competition and constantly strive toimprove.

@. +posure

Another big part o being recognied asa distinctive, successul brand is theability to reach consumers throughmultiple channels.


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WHAT IS IDENTIT+DESIGN?


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*hese guidelines that ma$e up an identityusually administer ho! the identity isapplied throughout a variety o mediums,

using approved colour palettes, onts,layouts, measurements and so orth.

*hese guidelines ensure that the identityo the company is $ept coherent, !hich inturn, allo!s the brand as a !hole, to berecognisable.


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Cisual devices

A Logo D*he symbol o the entire identity 1 brandE

-tationery DLetterhead F business card F envelopes,etc.E

(ar$eting 'ollateral D0lyers, brochures, boo$s,

!ebsites, etc.E 9roducts 1 9ac$aging D9roducts sold and the

pac$aging in !hich they come inE

Apparel >esign D*angible clothing items that are !orn

by employeesE -ignage DInterior 1 e+terior designE

(essages 1 Actions D(essages conveyed via indirector direct modes o communicationE


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All o these things ma$e up anidentity and should support thebrand as a !hole. *he logo ho!ever,

is the corporate ientit, an$ran a'' *rappe up into oneienti-a$'e #ar.. *his mar$ is the

avatar and symbol o the business asa !hole.


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*hin$ o logos li$e people. 2e preerto be called by our names & uan,echay, Cioleta & rather than by theconusing and orgettable descriptiono ourselves such as #the guy !hoal!ays !ears pin$ and has blondehair%. In this same !ay, a logo should

not literally describe !hat thebusiness does but rather, identiy thebusiness in a !ay that is

recogniable and memorable.


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ac$ground(ain source o inspiration or the brandBs valuesand messaging !ere the 5.-. civil rightsmovements o the B@Os and BOs. 2hen doing theirresearch, they came across a grainy blac$ 1 !hite

mug shot o ane 0onda, ta$en upon her arrest in3PO, raising her st in an act o solidarity. *hisimage, above all others, really helped mold the-teep *hisM core values, as it communicated

po!erul themes o strength, empo!erment,conviction, and the act o deending oneBs beliesat all costs.


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THU0BNAILS


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DRA3TS5R/UGHS


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6/04REHENSIVES


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design process branding visual identities logo

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