logos & branding brand building basics…. logos & branding

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)