Brand IdentityBusiness Storytelling & Brand Development
Brand Design Discussion
Brandmarks can be either:• Wordmark (word in unique stylized font)• Symbol• Or a wordmark with a symbol or logo
Brandmarks can be either:• Wordmark • (word in unique stylized font)• Symbol• Or a wordmark with a symbol or logo
Types of Brandmarks1. Wordmark - Legible word or acronym with distinctive font characteristics.2. Letterforms - Letter infused with personality, meaning, symbolism.3. Emblems - Pictorial element inextricably connected to the name of the organization. Legibility challenge when minimized.4. Pictorial Marks - Literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.5. Abstract/Symbolic Marks - Abstract visual form to convey a big idea or brand attribute.
Grade the Brand Manager
Which is better?
Law of Shape• Ideal logo shape is a horizontal rectangle • Human vision is primarily horizontal • Shape/dimensions of a standard car windshield • Most eye-catching and memorable, especially in signage• Legibility is critical • The word is more important than the font; so make sure it’s readable • “The power of a brand name lies in the meaning of the word in the mind.”
A Look at ColorWhat color has each of these brands When using color, be: adopted as part of its brand identity? • Differentiated • Purposeful • UPS • Consistent • IBM • Starbucks Some Useful Resources: • Target http://kuler.adobe.com/ • McDonald’s http://www.color-wheel-pro.com/color-meaning.html • American Express • Netflix http://desktoppub.about.com/cs/color/a/symbolism.htm http://www.underconsideration.com/brandnew http://www.mariaclaudiacortes.com/colors/Colors.html
Law of Color• Color conveys mood, personality; evokes emotional response• Own a color• Select a color that fits your category• Stick with a basic color (red, blue, green, yellow, orange)• The pioneer gets first dibs • If you’re not first, use opposite of competitor’s color• What do various colors convey: red, blue, white, black, purple, green • What are some brands that have utilized these associations?
What brands come to mind? Passion, Energy, Power Red
What Color will you OWN?
Funtivity – Logos in terms of color & shapewww.UnderConsideration.com/brandnew