Branding & Brand IdentityWednesday 3 – Thursday 3

Aims & Outcomes:

• Aims: To understand branding and how it is used to promote products and services.

• To explore the different visual elements of a brand and how they interact to support eachother.

• To explore individual brand design and how this will support the themes of the assignment.

• Outcomes: You will understand what a brand is, the visual elements of a brand, and how they are used together to promote products or services. You will begin to develop your individual branding based on your chosen theme.

What is a Brand?

• A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.

What is Branding?

• Branding is the process of creating and publicising the brand name.

• Branding can be applied to the entire corporate identity as well as to individual product and service names.

How is a Brand Expressed?

• A brand is expressed using a series of inter-related objects or properties which together make up the brand as a whole.

• These objects or properties have to be designed making sure they integrate into the whole brand, and communicate effectively to the consumer.

What are the Visual Elements of a Brand:

• Main logo

• Logo lockups

• Main colour palette

• Secondary colour palette

• Typefaces

• Typographic Standards

• Images

• Graphic elements, symbols, icons, textures etc.

• Tag line

Branding Task 1 – What are the Visual Elements of a Brand• Pick a card and find out more about the card’s subject and

answer the following questions:

• What is the purpose of the element?

• How does your chosen brand element support the overall brand identity, why?

• Where in the brand would the element be used, and why?

• Which other elements are closely related to your selection of element, and how?

• If you removed your element from the overall brand identity, would the brand work in the same way, why?

• Be ready to share your findings…

Main Logo

Logo Lockups

Main Colour Palette

Secondary Colour Palette

Typefaces

Typographic Standards

Imagery

Graphics, symbols, shapes, texture

Taglines

Task 2 - Creating Your Brand:

• Main logo

• Logo lockups

• Main colour palette

• Secondary colour palette

• Typefaces

• Typographic Standards

• Images

• Graphic elements, symbols, icons, textures etc.

• Tag line

• Using your understanding gained from yesterday’s session, develop a number of brand ideas for your chosen theme:• Start on paper with extensive ideas and planning.

• Develop into the digital environment and produce three different concept boards which include examples of each element.

• Share these with your client for feedback before deciding which brand will be taken forward into final designs.

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Concept Board Content

• A concept board is a little like a mood board but it contains specific content which is related to the design idea you have.

• Content:

• Logos & Logo lockups

• Colour palettes

• Typefaces

• Imagery

• Textures, shapes

• Graphics, symbols, icons etc.

• Tag lines

Bridge Task 7 – Tuesday 31st

• Research the principles of good logo design and present in your sketchbook ready to share on Tuesday. Use examples to support your findings.

Plenary:• I feel the most important thing I learnt today was?

• With the information I learnt today, I will now be able to…

• After today’s lesson I can now explain.

• Today I was able to make progress because…

• The part of the lesson I found easiest was…

• If was to set homework to build on today’s lesson I would…

• I am proud of myself today because….

• I think it is important to remember what I learnt today because…

• One thing I think I did really well was…

• Next time I would like to learn…