logos & branding brand building basics…. logos & branding

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  • 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 consumers mind.Scott Bedbury (formerly of Nike and Starbucks) The Lawlor Review, Winter 2000WHAT 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 shouldnt 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 AssetsThe products or services

    Intangible Assets public perception (emotional)WHAT IS A BRAND?

  • http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brandWHAT IS A BRAND?

  • Visual IdentityEvery aspect of a companies visual representation FontsApproved color palettesImages | Audio | VideoProducts & PackagingMarketing Collateral (Recommended layouts)SignageApparel (uniforms)

    http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brandWHAT IS A BRAND?

  • Visual IdentityIDENTITY: 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 designVisual Identity

  • IDENTITY: design carried throughout all visualsVisual Identity

  • IDENTITY: design carried throughout all visualsVisual 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/#brandWHAT 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 representationLogo

  • Logos

  • Brand RecognitionSome logos are so recognizable, we dont 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 Management4 Logos in its 102-year historyMarch 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 guidelineshttps://www4.uwm.edu/branding/index.cfmhttps://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 marksrepetition of shape: rectangle with curvesconsistent use of logoExample

  • AdvertisementsStationary: letterhead, business card, envelopehttp://www.stocklayouts.com/

  • Marketing Collateral: flyers, brochures, newsletters, websites, etc.http://www.stocklayouts.com/

  • Consistency on-line?

  • Consistency on-line?OMG UWM!!!! Whats wrong with you?

  • Visual IdentityIDENTITY: 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 DesignCharacteristics

    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)

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