Download - Bsb brand id logos
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Business Storytelling & Brand Development
Brand Identity
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Brand Design Discussion
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Two Classics…
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Brandmarks can be either: • Wordmark (word in unique stylized font)
• Symbol
• Or a wordmark with a symbol or logo
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Brandmarks can be either: • Wordmark
• (word in unique stylized font)
• Symbol
• Or a wordmark with a symbol or logo
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Types of Brandmarks
1. Wordmark - Legible word or acronym with distinctive font characteristics.
2. Letterforms - Letter infused with personality, meaning, symbolism.
3. Emblems - Pictorial element inextricably connected to the name of the organization. Legibility challenge when minimized.
4. Pictorial Marks - Literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.
5. Abstract/Symbolic Marks - Abstract visual form to convey a big idea or brand attribute.
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Grade the Brand Manager
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Which is better?
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Law of Shape
• Ideal logo shape is a horizontal rectangle
• Human vision is primarily horizontal
• Shape/dimensions of a standard car windshield
• Most eye-catching and memorable, especially in signage
• Legibility is critical
• The word is more important than the font; so make sure it’s readable
• “The power of a brand name lies in the meaning of the word in the mind.”
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Discuss the Shape of the Logo…
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Logo Timeline
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Links
• http://www.brandchannel.com/papers_review.asp?sp_id=684
• http://www.uspto.gov/trademarks/basics/BasicFacts_with_correct_links.pdf
• http://www.logodesignlove.com/
• http://www.taglineguru.com/tgpedia.html
• http://www.colormatters.com/des_meta.html
• http://www.ficml.org/jemimap/style/color/wheel.html
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It’s Your Turn…
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A Look at Color
What color has each of these brands adopted as part of its brand identity?
• UPS
• IBM
• Starbucks
• Target
• McDonald’s
• American Express
• Netflix
When using color, be: • Differentiated • Purposeful • Consistent
Some Useful Resources: http://kuler.adobe.com/
http://www.color-wheel-pro.com/color-meaning.html
http://desktoppub.about.com/cs/color/a/symbolism.htm
http://www.underconsideration.com/brandnew
http://www.mariaclaudiacortes.com/colors/Colors.html
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Law of Color
• Color conveys mood, personality; evokes emotional response
• Own a color
• Select a color that fits your category
• Stick with a basic color (red, blue, green, yellow, orange)
• The pioneer gets first dibs • If you’re not first, use opposite of competitor’s color
• What do various colors convey: red, blue, white, black, purple, green • What are some brands that have utilized these associations?
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What brands come to mind?
Red
Passion, Energy, Power
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Orange
Creativity, Energy, Warmth
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Yellow
Cheerful, Brilliant, Happiness
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Blue
Leadership
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Royalty
Purple
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Femininity, Happy, Healthy, Content
Pink
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Trustworthy, Dependable, Friendliness, Simplicity
Brown
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Luxury, Mystery, Sophistication
Black
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Growth, Health Environment
Green
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Purity, Innocense
White
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What Color will you OWN?
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www.UnderConsideration.com/brandnew
Funtivity – Logos in terms of color & shape
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