Presentation on theme: "Objectives Define branding Understand the purpose of branding Become familiar with the branding process Understand the purpose of visual identity Learn."— Presentation transcript:
Objectives Define branding Understand the purpose of branding Become familiar with the branding process Understand the purpose of visual identity Learn about the visual identity design process Comprehend the purpose of a logo Begin learning to design a logo Recognize the various logo forms and formats Become acquainted with letterhead design Learn about designing a business card
Definitions A brand is the sum total of all characteristics and assets that differentiates a product, service, or group from the competition plus the perception of the brand by the public. Branding encompasses the entire development process of creating a brand, brand name, and visual identity, among other print, digital, and brand environment formats An integrated branding program is the creation of a comprehensive, strategic, unified, and transmedia program for a brand. Brand strategy is the core tactical underpinning of branding, uniting all planning for every visual and verbal brand expression. A logo is a unique identifying symbol that represents and embodies everything a brand or company signifies.
What is Branding? Whether people like it or loathe it, almost every product, service, major city, business, and organization has been branded. Many think of a brand as a proprietary name for a product, service, or group. On a more multifaceted level, a brand is the sum total of all characteristics and assets of a brand name product, service, or group that differentiates it from the competition, as well as the perception of the brand by the public. Branding encompasses the entire development process of creating a brand, brand name, and visual identity, among other print, digital, and brand environment formats. An integrated branding program is the creation of a comprehensive, strategic, unified, and transmedia program for a brand.
Differentiation Few products, services, commodities, or groups offer unique benefits and depend upon branding to differentiate them in the minds of the public in a glutted and highly competitive market. Two main verbal differentiators are the brand name, a proprietary name, and the tagline, a slogan or short distinctive phrase. The main visual identifier is the logo. Each brand has functional benefits, meaning practical advantages, uses, or capabilities, which may or may not be unique to its product or service category. Each brand also has intangible assets—emotional benefits— due to its heritage, parent company, logo and visual identity, package design, environmental design, advertising, endorsements, and other formulated or evolved associations.
Branding Process The design process for branding is Orientation > Analysis > Concepts > Design > Implementation The branding process is strategic; it requires collaboration among marketing, creative, and technology professionals. After what can be extensive research during orientation, strategy is the next crucial step during the analysis phase.
Branding Process: Conception Every brand or group should possess a core value or quality that can become its construct, a quality or position a brand “owns” against the composition. Owning a quality, even though others in your category have the same quality, establishes a brand in the audience’s mind as the primary possessor of that quality; it is positioning of the brand in the public’s mind against the competition. The tactic is to claim ownership of a benefit or quality before anyone else does, to preempt the competition, and to express that construct through the visual and verbal identity. Several factors must be considered when formulating a brand construct or positioning: Differentiation Ownership Consistency Relevance
Brand Process: Naming A brand name is the verbal identity—a proprietary name—and coupled with a tagline or descriptor, it becomes the verbal signature. Naming a brand involves many crucial considerations. What does the name mean? What type of spirit or personality should it convey? How will people react to it? What does the name mean in a specific language across cultures? There are several categories of name types that are more or less appropriate for any brand, including the following: Founder’s name, explanatory, expressive or invented, allegorical or symbolic, and acronym
Visual Identity Design The basic purpose of visual identity is the same as a branding program—to identify, differentiate, and build a sustainable presence and position in the marketplace as well as to engender trust in the brand or group. A visual identity is the visual and verbal articulation of a brand or group, including all pertinent design formats, such as the logo, letterhead, business card, and website, among others. The keystone of any visual identity is a logo, a unique identifying symbol. A visual identity should be: Identifiable Memorable Distinctive Sustainable Flexible/extendible
Designing Visual Identity Depending on the visual identity project, there may be preliminary steps including market research, a brand audit (assessment), competitive audit, setting or clarifying existing strategy, and naming or renaming. After orientation and analysis, conceptual design begins, which is based on the strategy set forth in the design brief. Conception The visual identity design concept is conceived based on a brand’s or group’s core value, communication goals, and positioning in the marketplace. Creating Coherence Across a Visual Identity or Branding Program A program of strategic and integrated solutions for a brand or group results in harmonious brand experiences for its audience. A brand experience is an individual audience member’s experience as he or she interacts with a brand—at every touchpoint.
Designing a Logo Visual Brief Collage Board A visual brief collage board is one way of determining strategy and a construct; it is also called a visual positioning collage. Using a visual brief collage board is a great starting point for visualization, in particular for logo design, since a collage board should encompass the general look, mood, personality, colors, imagery, and perhaps typefaces. A visual brief collage replaces a written design brief or brand brief, which is used to determine strategy before concept generation.
Visualization The characteristics of all shapes, forms, typefaces, colors, images, and symbols of a logo contribute to its denotative and connotative meaning. There are fundamental ways of depicting shapes or forms. Elemental form: line or flat tone used to reduce an image or subject to stark simplicity, similar to a pictograph. Linear: line used as the main element to depict or describe the shape or form. High contrast: depiction of forms based on extreme contrast of light and shadow falling on a three-dimensional form Volumetric: light and shadow, gradation, or modeling used to suggest the illusion of three-dimensional form. Texture or pattern: line or marks used to suggest form, light, texture, pattern, or tone using hatch, cross-hatch, cross contour, dots, smudges, etc.
Color Many brands are synonymous with the color or color palette of their visual identities. Color contributes to distinction and influences people’s brand perception. People are greatly affected by color. Cultural and psychological color associations influence them. Choose color or color palette for distinction and differentiation from the competition. Choose color wisely for meaning, connotations, and symbolism across cultures. Use color to build meaning. Use color variations in logos for the same company or brand to represent different operating units or brand extensions. Ensure color consistency across media.
Type A typeface for a logo should be chosen for its form, appropriateness, and expressive potential. Keep in mind these considerations for logo and identity design: Legibility Connotation: appropriateness, voice, and expression Uniqueness and distinction Differentiation from competition Select a typeface family for range, flexibility of use, weights, widths, including numerals and bullets Works in a range of sizes and across all formats and media Web fonts are built around web standards, tailored specifically for websites Works well in black and white and color Choose a typeface for the text of the correspondence on stationery to complement the logo, not replicate it
The Letterhead Fundamentals of Letterhead Design Every decision counts, from the typography to the positioning of the contact information. Function and coherent identity elements are imperatives. Functional considerations include size, legibility when faxed, how it folds, ability to take ink well, a secondary sheet (with less content), and template guidelines. Composition Very often, the pertinent information resides at the head (or top) of the page; others break with tradition and position type, graphics, or illustrations in any number of ways Some designers feel it is perfectly acceptable to have slight to moderate variations in color, type, or arrangements among the letterhead, envelopes, and business cards.
Summary Branding encompasses the entire development process of creating a brand, brand name, and visual identity, among other print, digital, and brand environment formats. Branding can ensure efficacy for a quality product, service, group, individual, or commodity. Brand strategy is the core tactical underpinning of branding, uniting all planning for every visual and verbal brand expression. Every brand or group should possess a core value or quality that can become its construct, a quality or position a brand “owns” against the composition. Products, services, commodities, groups, and individuals depend upon branding to differentiate them in the minds of the public in a glutted and highly competitive market.
Summary The basic purpose of visual identity is the same as a branding program—to identify, differentiate, and build a sustainable presence and position in the marketplace as well as to engender trust in the brand or group. Logos can take the form of a wordmark, lettermark, symbol mark, combination mark, an emblem, or an icon. As with any design project, the standard process is Orientation > Analysis > Conceptual Design > Design Development > Implementation A logo tells a focused visual story—meaning is distilled and then compressed into a unit.
Summary As a compositional unit, a logo must be independent, able to stand on its own. The characteristics of all shapes, forms, typefaces, colors, images, and symbols of a logo contribute to its denotative and connotative meaning. A letterhead is a formal business tool and a major application in visual identity. A business card is a printed or digital surface—a small rectangle—on which a person’s name, business affiliation, and contact information are printed; the business card, a very portable marketing tool, is an integral part of a broader visual identity system.