id & branding (intro to gd, week 5b)
DESCRIPTION
Week 5b, Introduction to Identity Design & Branding Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.TRANSCRIPT
I D E N T I T Y & B R A N D
I D E N T I T Y
The term graphic identity typically refers to the logo of a company, usually supported by system of rules and
guidelines that establish how a company will represent itself through advertisements, collateral, stationery, signage,
vehicles, etc.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
Identity ≠ Brand
While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of
brand to successfully change.
B R A N D
A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?
A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?
A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?
A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?
A brand is a person’s gut feeling, because in the end the brand is defined by individuals, not by companies,
markets, or the so-called general public.
Each person creates his or her own version of it.
While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product.
When enough individuals arrive at the same gut feeling, a company can be said to have a brand.
=
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
In other words, a brand is not what you say it is. It’s what they say it is.
The Brand Gapby Marty Neumeier
Consistency is established by publishing a Identity Standards manual that will guide practitioners through
any usage they might encounter.
BBCi brand guidelines
DRAFT version 2.2April 21st 2005
Stan
dard
s
Dow Corporate Identity StandardsUse of the DOW Diamond
September 2002
1
Visual Identity Guidelines
CorporateidentityguidelinesVersion 2.2 July 2003
Opt 48398 0703
Guidelines/Standards—The first goal of implementing an approved identity program is to establish consistent usage across a company.
What a logo is and does, by Paul Rand
A logo is a flag, a signature, an escutcheon.
Escutcheon is the term used in heraldry for the shield displayed in a coat of arms.
A logo doesn't sell (directly), it identifies.
A logo is rarely a description of a business.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
A logo is less important than the product it signifies; what it means is more important that
what it looks like.
I D E N T I T Y: S TAT I O N E R Y
Your stationery should:
Embody how your company wants to be seen by others
Demonstrate a logical extension of your logo and overall business identity
Clearly present necessary information with a clear and engaging design
Establish a consistent style of usage that can be extended to other uses
Questions
What is the most important part of the logo?
How can I create a hierarchy of information?
What kind of business card would this type of company have? Colorful/fun/boutique, or monotone/sterile/definitive/
corporate?
Strategies: 1. Size
2. Space3. Color & Contrast
1. SizeCreate a hierarchy of information by varying type size, weight, and width. Use a type
family with a good range of fonts.
1. Size
1. Size
1. Size
2. Space
Create hierarchy through space only
Working with the grid: symmetrical/asymmetrical
Law of Thirds & the Golden Section (see handouts)
Positive/negative
Correspondence: creating alignments and intersections
2. Space
The typographic grid is a proportional regulator for composition, tables,
pictures, etc...The difficulty is: to find the balance, the maximum of conformity to a rule with the maximum of freedom. Or:
the maximum constraints with the greatest possible variability.
—Karl Gerstner, 1961
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
2. Space
3. Color & Contrast
3. Color & Contrast
3. Color & Contrast
3. Color & Contrast
3. Color & Contrast