Logos & Branding Brand Building Basics…
LOGOS & BRANDING
“A brand is not a product. It is the sum total of everything a
company does – the good, the bad and even the off strategy –
that creates a large context or an identity in the consumer’s
mind.”Scott Bedbury (formerly of Nike and Starbucks)
The Lawlor Review, Winter 2000
WHAT IS A BRAND?
It has a history, a personality, a character, and a reputation
It can mature over time, but its character and core values shouldn’t change
And we judge them based on their behavior and the way they think and act – the good and the bad.
A BRAND IS LIKE A PERSON…
Tangible Assets
The products or services
Intangible Assets
public perception (emotional)
WHAT IS A BRAND?
http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brand
WHAT IS A BRAND?
Visual IdentityEvery aspect of a companies’ visual
representation
• Fonts
• Approved color palettes
• Images | Audio | Video
• Products & Packaging• Marketing Collateral (Recommended layouts)
• Signage
• Apparel (uniforms)
http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brand
WHAT IS A BRAND?
Visual Identity
IDENTITY: visuals that represent a company /organization
logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel , signage, etc.
IDENTITY: example package design
Visual Identity
IDENTITY: design carried throughout all visuals
Visual Identity
IDENTITY: design carried throughout all visuals
Visual Identity
Logo
Unique identifying mark that characterizes/represents a brand/group
The corporate identity and brand all wrapped up into one identifiable mark.
Used to identify, not explain the brand
http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brand
WHAT IS A BRAND?
Logos
A logo visually communicates the essence of a company.
Wordmark : unique visual representation of name of
company/organization
Lettermark: initials of company/organization
Symbol mark: abstract visual representation
Logo
Logos
Brand Recognition
Some logos are so recognizable, we don’t even need the entire image to identify the brand.
Brand Recognition
Visual elements or slogan can contribute to brand recognition.
Do you know what companies these visuals are associated with?
MILWAUKEE PUBLIC LIBRARY Milwaukee Public Library used brand recognition in a series of creative advertisements. Facebook, YouTube and Twitter visuals used throughout the ad campaign.
What does a brand say?
What does a brand say?
UPS Brand Management
• 4 Logos in its 102-year history
• March 2003 Rebranding (first change in logo in 42 years)
• Worked for 2 years with branding company
UPS Logo: A Brief History - http://www.pressroom.ups.com/Fact+Sheets
/The+UPS+Logo+-+A+Brief+History
UWM logo and graphic identity guidelines
https://www4.uwm.edu/branding/index.cfm
https://www4.uwm.edu/branding/downloads/upload/UWMbrandguidelines2-3-12.pdf
Brand Management
http://justcreativedesign.com/2009/07/27/what-makes-a-good-logo/
Timeless
The importance of visual identity
VISUAL IDENTITY: consistency in visual design strengthens the visual identity
and makes the brand more recognizable
repetition of color: red, green, yellowrepetition of theme: “quotation marks”repetition of shape: rectangle with curvesconsistent use of logo
Example
Advertisements
Stationary: letterhead,
business card, envelope
http://www.stocklayouts.com/
Marketing Collateral: flyers, brochures, newsletters, websites, etc.
http://www.stocklayouts.com/
Consistency on-line?
Consistency on-line?
OMG UWM!!!!What’s wrong with you?
Visual Identity
IDENTITY: visuals that represent a company /organization
logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel , signage, etc.
Logo Design
Characteristics
Logo captures – essence of your business (what you stand for, objectives, goals) – simple
Develop a clear way to visually communicate it - Pick the most important aspect of a company – recognizable
Designed to be memorable (stick in their mind and stay there forever) When someone thinks of a product or service you want them to think of you.
Crafted to last a lifetime – timeless
Visually engaging
versatile – used across media (flexible)
