EESTEC Branding Guidelines Brand basics

• What is brand?• What is brand identity?• What is branding?

Designing identity• Logotype + signature• Color• Typography

EESTEC Branding Guidelines Successful brands

EESTEC Brand Manual

Miloš Pivić,LC Belgrade

miloshpivic@gmail.com

Brand basics / What is brand?

A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

“A brand is a person’s gut feeling about a product, service, or company.”

Marty Neumeier, The Brand Gap

Brands functions

Brands have three primary functions: Navigation Reassurance Engagement

Who are you? Who needs to know? How will they find out? Why should they care?

Brand touchpoints Each touchpoint is

an opportunity to increase awareness and build customer loyalty.

Brand basics / What is brand identity?The outward expression of a brand,

including its name, trademark, communications, and visual appearance – is brand identity.Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.

Brand basics / What is branding?

Branding is a disciplined process used to build awareness and extend customer loyalty.Branding is about seizing every opportunity to express why people should choose one brand over another.

Brand basics / Let’s sum up

Designing identity

Logotype + signature

Color Colors are more than a combination of

red and blue or yellow and black. They are a non-verbal means of

communication. Colors have symbolism and color

meanings that go beyond their ink.

Color brand identity basics Use color to facilitate recognition and

build brand equity. Colors have different connotations in

different cultures. Research. Color is affected by various

reproduction methods. Test. Sixty percent of the decision to buy a

product is based on color.

Typography Typography is a core building block for

brands. A unified and coherent company image

is not possible without typography that has a unique personality.

The typeface needs to be flexible and easy to use, and it must provide a wide range of expression.

Typeface family basics Typefaces are chosen for their

legibility, their unique character, and their range of weights and widths.

Intelligent typography supports information hierarchy.

Typeface families must be chosen to complement the signature, not necessarily to replicate the signature.

Successful brands

Real-Time Data Entrepreneurial

Talents Incredible

Marketing