Logos & Branding Brand Building Basics

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 2000 1

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

What does a brand say? WHAT IS A BRAND? http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#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 http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brand 3

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

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 http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu 5

Logos 1. Good logos identify, they do not describe Who the brand is, not what it does http://the-pioneers.wikispaces.com/apple+history http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu 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 http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu Logos 4. Logos must have mnemonic value Must be recognizable and memorable Give them something to think about to remember. http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu 6

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 http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu 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 http://www.lynda.com/design-color-tutorials/foundations-branding-designers/363131-2.html?org=uwm.edu 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) http://justcreativedesign.com/2010/04/06/branding-identity-logo-design-explained/#brand 7

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

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

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 - http://www.pressroom.ups.com/fact+sheets /The+UPS+Logo+-+A+Brief+History UWM logo and graphic identity guidelines https://www4.uwm.edu/branding/index.cfm https://www4.uwm.edu/branding/downloads/upload/uwmbrandguidelines2-3-12.pdf 10

Timeless http://justcreativedesign.com/2009/07/27/what-makes-a-good-logo/ 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

Advertisements Stationary: letterhead, business card, envelope http://www.stocklayouts.com/ Marketing Collateral: flyers, brochures, newsletters, websites, etc. http://www.stocklayouts.com/ Consistency on-line? 12

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