Project ResearchExisting corporate identity

Robert Oldfield

Robert Oldfield

Existing Marque & Logo Types

Apple Compaq IBM Intel

Samsung Windows Dell LG

ASUS Alienware BenqPepsi

Robert Oldfield

AppleI started off by looking at the Apple logo, one of the most powerful marques and iconic logos in the world today.The first Apple logo was created by Ronald Wayne in 1976, some say he was the third co-founder of the company.The logo shows an image of Isaac Newton sitting under a tree with an apple dangling above his head, with the slogan “Newton… A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” place around the bottom of the logo. The logo was made in relation to when Newton discovered gravity, inspiring him to research the science behind it.It more or less inspired Apple to create something similar to inspire them and their products

Steve Jobs then comissioned a design to rebrand the Apple logo under a year after the original logo was created, Rob Janoff was comissioned to create a new “modern” logo, Janoff’s creation eventually went on to become one of the most iconic logos in history.With an apple with a bite out of the side, to make it simple and easy to understand, making the logo/brand as effective as it is today, people can instantly look at the logo, know who it is and what they do.

The Apple logo itself doesn’t need any typography asscociated with the marque, allowing the company to use the maruqee on their products keeping the design simple and affective.

The simplicity of the marques shape can give a bold colour to be used on different platforms, for instance the Apple logo being used on software such as the Apple iMac, with the black Apple logo being placed on the front of the system, apart from the marque not only being placed onto the product, but it also mixes in with the design mixing with the design of the software, it is a strong marque, which is placed on every single Apple product.

Apple have used a variety of typefaces over the years within their marketing, they often change when Apple changes it’s style with one of their products,For 18 years Apple used ITC Garamond, Since 2001, Apple has used Myriad within it’s marketing.For the first Mac to be created, Apple used the font Motter Tektura, created by by Othmar Motter in 1975 (also famously used by Reebok)Motter Tektura was also used for the Apple II logo, the typeface can sometimes be mislabeled Cupertino, a similar bitmap to replicate Motter Tektura.

1984 and Apple had adopted a new font called Apple Garamond, a new version of the classic Garamond typeface.The typeface was asscociated with Apple for 2 decades and formed a huge part in the company and their brand recognition, being included in conjunction with the logo, but also in manuals and ads and to label products with model names.2002 and Apple had moved onto using the font Myriad in its marketing and packaging with other fonts such as Helvetica and San Francisco which are all used today for many adverts, software, phones etc.

Apple Logos over the Years

The Apple Logo used in context

The Apple shop, a unique layout from the shop front, as well as the outside of the building, with very minimal detail with a clean and simple appearence, headed by the Apple Marque on the top of the shop, no text needed as the marque is such a powerful symbol we see around the world.Inside the shop the whole focus is put onto the products itself putting the whole attention onto the productsThis shows how powerful a marque can be by having the apple logo incorporated within the interior design and the outside of the shop itself, making it very affective.

Looking at the Apple website, It’s a clean and simplistic appearance with the Apple logo used just for the home button in the menu bar, easy to identify when wanting to navigate to other areas of the site.

Looking at the way the Apple marque is implemented onto software. withproducts such as the iPad, the logo is placed on the back in the middle at a large scale, you wouldnt place it on the front with it being so miniscule, you want people to see the brand and that’s what Apple are doing here, making the user advertise the product so other people can see and go and investigate, with its metal icon and matte finish, it kind of gives of the vibe that having an Apple product is a must buy.

Showing how versatile and how it can be put on pretty much anything, you can see that the marque is placed on the Apple “Genius” uniform, for the employees, making them part of the brandWith the many colour schemes that the Apple uniform has, the marque is made to stand out on the materia,I think this helps as you can then identify who you are wanting to speak to regarding purchasing a product or for some advice regarding a query you have with a product.

Corporate Manual Examples

SAMSUNGNext I looked at the Samsung marque, another iconic logo like the Apple logo and has been around for decades and is always changed due to the growth of technology and time and also keep its modern brand, striving to improve and compete with other competitiors.

The latest Samsung marque (seen on the right) was created back in 1993 to celebrate the 55th anniversary of the company and it is now one of the most popular and instantly recognizable logos in the electronics marketplace.

The original Samsung logo was known as “Stars On Noodles” made in 1938, as the company set out in the noodles & dry seafood industryAn English logo did not appear until 1969, when Samsung Electronics, was established, with the logo graphically sophisticated in 1980.

The main marque (to the right) has a message behind the logo.The blue is to recognise the ocean, the small openings on the borderline are showing that samsung is connected to the worldand the tilted elipse shape is to represent the univers, until you study the marque in more detail, you can see how all of these elements have been incorporated into the brading.

There isn’t alot to notice with the typeface of the marque apart from the slight changes to the A,G and S due to the elliptical oval design to communicate innovation and change., Samsung, uses the font Helvetica Black typeface for its branding. The logo was designed in 1993 by Lippincott Mercer.

Samsung Logo in Context

Looking at the way Samsung incorporates its identity onto its software.It throws away the blue elipse shape and focuses more on the Typography marque of the identity.For the tablet above, the marue is implemented to the top of the tablet, there is nothing about the tablet that makes it stand out from Samsungs competitors, just a basic design with a marque of the brand, in a way it looks like an Apple iPad, just with a different layout of the tablet.This I feel doesnt make me want to pur-chase an item like this, I feel its more of a cheaper option than the Apple brand.

The Samsung shop, similar to the way in which the Apple shop is presented, a nice clean, layout, with the marque outside the building, big and bold to stand out and be seen clearly, the blue and white colour scheme working well together to help the marque look clear to the eye of passer by’s instead of it being the same colour making it hard for people to see prop-erly, this is important as it invites the person to visit the store.

The Samsung website, a nice professional layout with the Blue and white colour scheme again working well together, the brand/marque used as the home button, nice and bold for the visitor to see.The website also has a clean and simple userface, making it easy for users to navigate the site without confusion, its nothing unique like other websites like the Apple site, as there are similar sites out there that uses a similar interface.

The Samsung uniform, to me it looks like something thats basic and very unprofessonal, its like seeing a regular guy/woman in normal clothes in a scruffy polo shirt.Unlike other stores such as Apple, yes their uniform may not be corporate, but you feel when you walk into a store, you feel welcomed by professionals, the same with carphone warehouse, the Samsung polo shirt just looks like a cheap made polo shirt you would get from a cheap shop.

Corporate Manual Examples Pepsi1898 and the first Pepsi logo tried to replicate the original coca cola swirly red script text, this wasn’t an attempt to copy Coke’s already-successul branding as script was the go-to logo type at that time.1940s and Pepsi changed its colors to red, white and blue to support America’s war effort and the logo lost some of its curlicues.1962 and a major change was made, a new design featured an image of a bottlecap which helped support the“Pepsi Generation” campaign.1973, a more minimalist design we’re more familiar with seeing today was implemented.1991, “Pepsi” became italicized in the logo, removing the original script text.2005, a refreshing, three-dimensional design was used.Today, the logo combines the patriotic palette of the 40s with the minimilist approach of the 60s and 70s and the script-like curves of the brand’s original look.

The Pepsi logo is now a powerful, worldwide marque, branded by celebrities in adverts, used by sports men and womenan used as the face of certain event over the yearsIt’s also a very affective logo as it is very easy to recognise whether that being on an advert, or a product in a shop.

Pepsi Logo In Context

The way in which Pepsi puts their mark on their products is quite simple but affective.The blue red and white of the whole pepsi brand is such a known brand around the world that when you walk into a shop and buy a bottle of pepsi you instantly know what it will look like from the look of the product, this is a strong marketing scheme by the company to rival against its competitors

Pepsi also does loads of charity work for many different charities, such as Unicef.

They have many campaigns each year to help those who are less unfortunate than most, showing that they arent just focussed on their own brand and selling bottles of pop, but are more caring

With Pepsi being such a renowned brand, many of its advertising plans include many celebrities.

We all remember the ones with the footballers for things like the World Cup

Nowadays you see more adverts with many high profile celebs, this time with Beyonce, a marekting plan for the admirers of these celebs to go out and buy the drink.

Pepsi also has a stong backing within the whole planet but is quite powerful in the continent of Asia and with such popularity of the drink, the company has involvement in many sporting events across the planet, most notably the cricket, Pepsi IPL (Indian Premier League)

Pepsi also has marketing schemes within the English Premier league and the World Cup, showing how strong and wealthy the company stock is.

Pepsi Corporate Manual Examples

Sheffield Wednesday new club crest

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It seems to be a trend in which certain corporations are all starting to go back to retro roots when it comes to rebranding companies, and with the new Sheffield Wednesday crest to be used in the 2016/17 season, this is no exception.The new crest was released at the mid point of the season, to many fans surprise, as well as mine.It divided opinions amongst the “massive” fanbase Wednesday has, with many favouring the change, as well as myselfI liked the fact that the new crest is from the past and I love the retro style it has about it, but modernised into todays time.Growing up with the traditional Owl for 20+ years was always going to stay with me, but with the ambitions of the chairman and the way in which the club is moving forward, this stamps the chairmans mark onto the club, as saying it is a “fresh start” with this new crest, which I can see being possible.

The only issues I have with the new crest is the way in which it will be placed onto merchandise such as shirts, T.V. Programmes and Video Games, with it being such a retro emblem, being modernised also makes it look like a new Quidditch team from the Harry Potter series.