Logos & Branding Brand Building Basics
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1 Logos & Branding Brand Building Basics LOGOS & BRANDING WHAT IS A BRAND? A brand is not a product. It is the sum total of everything a company does the good, the bad and even the off strategy that creates a large context or an identity in the consumer s mind. Scott Bedbury (formerly of Nike and Starbucks) The Lawlor Review, Winter
2 A BRAND IS LIKE A PERSON It has a history, a personality, a character, and a reputation It can mature over time, but its character and core values shouldn t change A brand is created by public perception. That perception is the result of many elements reputation, actions, promises, customer service. Every point of contact a consumer has with a company reinforces the brand perception (good or bad). WHAT IS A BRAND? Tangible Assets The products or services Intangible Assets public perception (emotional) What does a brand say? 2
3 What does a brand say? WHAT IS A BRAND? WHAT IS A BRAND? Logo Unique identifying mark that characterizes/represents a brand/group The corporate identity and brand all wrapped up into one identifiable mark. Used to identify, not explain the brand 3
4 Logos Logo A logo visually communicates the essence of a company. Wordmark Lettermark / monogram Symbol mark / icon Logo A logo visually communicates the essence of a company. Wordmark : unique visual representation of name of company/organization 4
5 Logo A logo visually communicates the essence of a company. Lettermark/monogram: initials of company/organization Logo A logo visually communicates the essence of a company. Symbol mark/icon: abstract visual representation Logos 1. Good logos identify, they do not describe 2. A logo cannot solve every problem 3. Logos must be visually engaging 4. Logos must have mnemonic value 5. Logos must be able to exist in a variety of media 6. A logo is not an illustration 7. A logo is the foundation of a visual system 5
6 Logos 1. Good logos identify, they do not describe Who the brand is, not what it does Logos 2. A logo cannot solve every problem A logo is there to reinforce a brand message, it can not fix bad customer service or shipping issues 3. Logos must be visually engaging A logo must be strong and clear fine details may not translate Logos 4. Logos must have mnemonic value Must be recognizable and memorable Give them something to think about to remember. 6
7 WHAT IS A BRAND? 5. Logos must be able to exist in a variety of media On-screen: website or mobile application In print: business cards, publications, billboards, signage 6. A logo is not an illustration Used to Identify not describe A singular letter form will last much longer than a complex illustration Visual Identity System 7. A logo is the foundation of a visual system Visual identity system = the whole story An identity system is the combination of all the pieces that work together maintaining a singular voice for the bran LOGO COLOR PALETTE TYPEFACES IMAGE STYLE CHOICE OF MATERIAL WHAT IS A BRAND? Visual Identity Every aspect of a companies visual representation Fonts Approved color palettes Images Audio Video Products & Packaging Marketing Collateral (Recommended layouts) Signage Apparel (uniforms) 7
8 Visual Identity IDENTITY: visuals that represent a company /organization logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel, signage, etc. Visual Identity IDENTITY: example package design Visual Identity IDENTITY: design carried throughout all visuals 8
9 Visual Identity IDENTITY: design carried throughout all visuals Brand Recognition Some logos are so recognizable, we don t even need the entire image to identify the brand. Brand Recognition Visual elements or slogan can contribute to brand recognition. Do you know what companies these visuals are associated with? 9
10 MILWAUKEE PUBLIC LIBRARY Milwaukee Public Library used brand recognition in a series of creative advertisements. Facebook, YouTube and Twitter visuals used throughout the ad campaign. Logos Brand Management UPS Brand Management 4 Logos in its 102-year history March 2003 Rebranding (first change in logo in 42 years) Worked for 2 years with branding company UPS Logo: A Brief History - /The+UPS+Logo+-+A+Brief+History UWM logo and graphic identity guidelines
11 Timeless The importance of visual identity Example VISUAL IDENTITY: consistency in visual design strengthens the visual identity and makes the brand more recognizable repetition of color: red, green, yellow repetition of theme: quotation marks repetition of shape: rectangle with curves consistent use of logo 11
12 Advertisements Stationary: letterhead, business card, envelope Marketing Collateral: flyers, brochures, newsletters, websites, etc. Consistency on-line? 12
13 Consistency on-line? OMG UWM!!!! What s wrong with you? Visual Identity IDENTITY: visuals that represent a company /organization logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel, signage, etc. Logo Design Characteristics Logo captures essence of your business (what you stand for, objectives, goals) simple Develop a clear way to visually communicate it - Pick the most important aspect of a company recognizable Designed to be memorable (stick in their mind and stay there forever) When someone thinks of a product or service you want them to think of you. Crafted to last a lifetime timeless Visually engaging versatile used across media (flexible) 13
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