Visual Identity/Branding
Open Task 3
(google search:
“behance case study steep this”)
https://www.behance.net/gallery/4610181/Case-Study-Steep-This-Visual-IdentityBranding
Discussion
Trigger: “Steep This”
1. Word
Map Exercise
2. Inspiration
3. Thumbnail
sketches
4. Refining
Ideas
First drafts
(concepts)
Unfamiliar Words
Steep:
1) sharp
drop
2) dip
tea (into water)
3) slang:
hardcore, cool, get it?
Brainstorm
“Problem”
What is it all about?
What is the product?
Tea? – loose leaf tea (without a bag)
Visual identity branding
Unified logo, brand image, name slogan, name of the tea,
for target group,
Target behind it (probably younger people)
Band, define it by image, represent values of company
How to create brand image into visual arts?
Strong branded logo?
How you express your brand?
How to design a visual image?
How to create a visual brand?
Hot to build up a corporate identity?
Unified strategic brand image?
Logo has to stand out, name
Image for product is important, think about it
Associate brand with the view of the image
Brand identity (instead of images)
Clarification Brand “Identity” VS. “Image”:
Brand identity: what company is doing
Brand image: “reputation” of brand, what people think
about it
Problem
“How
to create a visual brand identity?”
Categorisation of brainstorming
Clear,
unique, interesting, colours, logo, recognition, strategy, according to target
audience, consistency, related to product, manual (documentation, corporate
identity), specific, consistency, understandable message, different channels,
logo/slogan, colours, “funny slogan”, trademark, target market, differ from
competitors, with visual sense, images, graphic design or art of visuals,
creativity, unique name/image, design, visual effects, locations, logo design,
simple, eye-catching, noticeable, feeling/emotion, message and story behind it
Learning objectives
LO1:
What are visual brand identity elements?
LO2:
What is the process of visual brand identity? (target market)
LO3:
Examples of visual brand identity in different cultures?
Keywords
Visual identity branding Brand
recognition Process
Target market National
brands
Personal study:
Definition visual identity: Visible elements of a brand, such as color, form, and shape, which encapsulate and convey the symbolic meanings that cannot be imparted through words alone. In a broader (corporate) sense, it may include elements such as building architecture, color schemes, and dress code.
LO1: What are visual brand identity elements?
8 Essential Elements to a
Comprehensive Brand Identity
Does your company have a brand identity that is more than just a logo?
While a logo is a good place to start, you should consider building your “visual
position” to be something larger. Building a system for your brand allows you
to meet the demands of different media, while still presenting a cohesive
identity.
For example, web site design only allows a limited number of font
choices, but that doesn’t mean you shouldn’t have a corporate typeface for
printed marketing materials. In fact the more elements you can establish as
your basic look and feel will mean that variations from that scheme won’t make
your brand identity disintegrate.
- Logo or wordmark. A logo is a graphic symbol, whereas a wordmark
or logotype is just the words of your company or product name set in a
specific, fixed way. These elements should be professionally designed and set.
- Different logo “lockups”. While your logo should always be
rendered consistently, you will need variations based on placement and
usage. For example, you may need color and black and white variations, you
may need versions for horizontal and square applications. But they all should have the same essential
qualities.
- Key colors. A
corporate color palette is usually defined by the colors in a logo. Often
these are one or two colors only, although some are more complex.
- Additional color palette options. In addition to the colors in your logo,
what other colors complement them? This can be loosely defined such as: bright and bold, pastel, or cool colors. Or, they may
handpicked from a color swatch book. These additional colors are often what
really brings together (or makes a disconnect) from one point of contact
to the next.
- Corporate typefaces. Choose just a handful of fonts to be used
whenever there is printed materials. Make sure these are available on all the
computers that will create these documents.
- Standard typographic treatments. Your typographic identity should include ways
of handling key types of text, perhaps a consistent way of styling headlines or pull-out text. Work to make these similar from one
application to the next. It may be the way you write your URLS, or the way
you capitalize your headlines.
- Consistent style for images. You don’t need to use the same photos over and
over again, but all imagery should have a consistent look and feel. Maybe the photos are brightly lit and the
subject is looking right into the camera. Or, the photos have a subtle
color palette and the people never look at the camera but are engaged in
their activity. Photos could be close-ups, soft focus, or crisply
detailed. You don’t need to use photos! You can use line art,
illustrations or just charts and graphs.
Whatever you choose, use a consistent style in all materials, whether
printed or online.
- Have a full library of graphic elements. These are all the small details that really
build a branding system. It could be a background texture, a line style treatment, a use of white space or color blocks. These are the areas where do-it-yourself-ers
start to suffer, and where a professional graphic designer can pull
together a cohesive look for you.
When you have a comprehensive and broadly built graphic identity, it
creates a foundation for a rock solid brand identity.
The truth is, that once you start making things, your identity standards
are going to be tested.
For example, item #5 (choose a corporate typeface) is not going to be
fully applicable on your web site (unless you’re Ikea and choose Verdana for everything). But if you have seven other branding elements that are strongly
apparent in the web design, the site will still be able to promote your
recognizable brand. If on the other hand, those other graphics are not
well-defined and well-used, each application you create dilutes rather than
builds a comprehensive brand identity.
http://www.visiblelogic.com/blog/2010/04/8-essential-elements-to-a-comprehensive-brand-identity/
LO2: What is the process of visual brand identity? (target market)
5
key aspects of visual brand identity
If you want to make a
lasting impression on your target audience, making the right
decisions when it comes to visual brand identity is crucial. Here are the
five most important visual brand elements that should be considered:
1. Choose the right brand
name
Even though
naming isn’t technically part of the visual design process of brand identity,
the brand name should still be considered a visual element. A strong brand name
shouldn’t justsound right and be easy to pronounce; it should look
right too. Even if you hire a gifted design team, a poor brand name can
eliminate the opportunity for a successful visual brand identity.
2. Create a consistent
visual style
All of the
brand elements should follow a consistent visual style throughout. If, for
example, a decision is made to design a brand identity that is visually
romantic and endearing, then this style should be applied to all visual
elements. Exceptions can be made for advertising campaigns, but the overall
brand identity should always be uniform. This is why visual style guides are
always a vital deliverable as they help maintain consistency. Here's a visual style
guide I created for Rare Obsession.
3. Develop a compelling
logo
The logo is
the flagship image of any brand. Logos can quickly speak volumes about your
business, your mission and what services you offer. An enterprise without a
logo has no chance of making an impact on its target audience. The logo is
the most essential and valuable visual element of your brand, so keep this in
mind when allocating your branding budget and hiring professionals. Below is the logo I designed for Lions &
Lambs.
4. Pay attention to color
Colors can
play an integral role in brand recognition and brand loyalty. They influence
our emotions and help us distinguish between competing brands. Having
acknowledged this, considerable research should be carried out before deciding
on a final brand color or palette. Cadbury’s, the UK based confectionery
producer, considers their own brand color so important to their identity that
they went as far as copyrighting their "Cadbury Purple," or Pantone
2685C as it is more commonly known.
5. Select appropriate
typography
Typography
concerns the style and appearance of any lettering or fonts used as part of
your visual brand identity. These characteristics can have a significant
influence over people’s purchasing decisions and help to further emphasize the
message of your brand. Typeface and font choice can affect whether the
right message is being communicated and these should conform to the
overall visual brand style. Wrong choices can be disastrous, for example a
playful font such as the ever-popular Comic Sans would not be suitable for a
serious brand image.
https://www.waveapps.com/blog/visual-brand-identity-design/
LO3: Examples of visual brand identity in different cultures?
http://www.ubs.com/global/de/about_ubs/about_us/history/ubs-and-the-world.html
Close Task 3
Learning
objectives
LO1: What are the visual brand identity elements?
LO2: What
is the process of visual brand identity? (target market)
LO3:
Examples of visual brand identity in different cultures?
Discussion
Opening by DL: Introduction, explaining the timetable
and agenda, introduction of O and R
LO1: What
are the visual brand identity elements?
Image and identity
difference:
Image: what the people
think about the company
Identity: which are the
strategies that the company wants to follow to create his brand
Colour, image, logo,
slogan, design, brand name, website, building, stores...
like coca cola = red
focus on:
what product or service
are you offering?
What target group?
Apple company stores all
white and clean“ like their products.
2 logos categories
Name and symbol??
LO2: What
is the process of visual brand identity? (target market)
Hien’s website. (can’t see
your blog L )
depends on your target
group
step 1: research, vision,
step 2: logo identity and
guidelines.
Step 3: (most imp)
monitoring and rebranding
Rebranding can be risky
also “ciggarettes changed their name to “high“. The people didnt like it
5
key aspects (matts blog)
1-choose the right brand
name
2 create a consisten
visual style
3 develop a compelling
logo
4 pay attention to color
5 select appropiate
typography
Developing prototypes
(testing)
Nickelodeon, google,
change their brand very often. Like in winter, summer, holidays...
Kinder, they change the
face of the guy next to the kinder chocolate sticks .
Silja line
LO3:
Examples of visual brand identity in different cultures?
Austrian : red-bull “gives you
wings”
They changed the can and the colours
a bit but the “2 red bulls” were always remaining there.
Belgium: Stella beer?? High quality
beer.
Heiniken. Green bottle.
Switzerland: UBS union bank of
Switzerland
Shell, they chose the colours red
and yellow because of the spanish flag, many Spanish ppl living in USA
Finland: Mivalli. many collections.
Depending on the event.
We couldn’t notice a big difference
between brands in the different cultures.
Evaluation
Overal: Quite
active, everybody was speaking, lot of examples of companies.
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