Visual Identity – Describes the visual devices used to represent the company. Identity systems are visual components that are …..with style guidelines and & used as a framework.
A logo – Is the central identifiable visual element that helps customers share and remeber company brands. It is a memory device. This can be in the form of an icon, symbol or logotype or a combination of the two.
To create and manage a brand project you will need both strategies and designers.
Questions to ask?
– Who are the competitors?
– What is the heritage?
– What is the USP?
-What values and beliefs should the brand have?
-What do we want our customers to experience?
Strategies from the beginning
1) Define a brand personality
2) Do a complete benchmark
A set of human characteristics that we attach to a brand.
E.g Marlboro cigarettes are associated with cowboys and the West
E.g Apple is connected with young personalities
Values connected with behaviour. How do you classify what is good or bad? – cultural circumstance
Big brands usually have no more than five values:
E.g Coca Cola – they are not connected to fizzy drinks, instead they make their own association i.e their secret recipe. In addition the also connect themselves through icons, symbols and ideology.
Virgin: Innovation, Fun, Value for money, Quality, Sense of challenge
British Airways: Safe & Secure, Responsible & Honest, Global & Caring, Innovation & Team spirit.
British Red Cross: Humanity, Unity, Independence.
Bodyshop: Social, Responsible, Ethical; Animal & Environment protection.
Nike: Inspirational, Authentic, Performance
Research to look for your competitors, Test them against variables: Price, Location, Customer Satisfaction
1) Check mission & vision
2) List intended target audience
3) Understand how branded wishes to be perceived
4) Spot USP
5) Prepare you design brief
Walt Disney: To make people happy
Nike: To experience competition
BBC: To educate & entertain
Amazon: Customer fulfillment
Categorise audience on demographic & needs
Client Vision/ Perceiving
Prepare design brief
– Target Audience
– Messaging objectives
– Values & mission of brand
– Product services
– Formats for delivery
– Other practical needs
The object of a logo is to act as a memory device; to identify, communicate a desire thought or feeling.
Logotype & Wordmark
Iconic & Symbolic