The Process of Creating a Brand Identity
Brand Identity
Rob O’Reilly
Scale Graphic Design
rob@scale.ie
The Process of Creating a Brand Identity
Case Studies
Branding & Packaging
Brand Identity
in 9 steps
Perception
The Process of Creating a Brand IdentityIntroduction
“	You are,
	 what you are seen to be.’
	 Erik Spiekermann
So what doe...
The Process of Creating a Brand Identity
Brand Perception —
how your customers
see your brand.
First impressions count, po...
The Process of Creating a Brand Identity
* Name Recognition
Is the product name memorable?
Consistent application.
? Descr...
The Process of Creating a Brand Identity
‘ ’
+
Tone of Voice & Language
— appropriate to audience.
Differentiation — what
...
The Process of Creating a Brand Identity
1	 Research
7	Core
	 Design
	 Principles
4	Idea
	 Generation
2	Initial
	 Briefing...
The Process of Creating a Brand Identity1	 Research
1		Research
The Process of Creating a Brand Identity
1	 Research
>	 Do the research in order
to create a clear brief
>	 Target Audienc...
The Process of Creating a Brand Identity2	 Initial Briefing
2	 Initial
	 Briefing
The Process of Creating a Brand Identity
2	 Initial Briefing	
	
>	 A good design result will be born out
of clear understa...
The Process of Creating a Brand Identity3	 Reiteration of Brief
3	 Reiteration
	 of Brief
The Process of Creating a Brand Identity
3	 Reiteration – Brief	
>	 If the brief is not clear it
may need to be rewritten
...
The Process of Creating a Brand Identity
1	 Research
7	Core
	 Design
	 Principles
4	Idea
	 Generation
2	Initial
	 Briefing...
The Process of Creating a Brand Identity4	Idea Generation
4	 Idea
	 Generation
The Process of Creating a Brand Identity
4	 Idea Generation	
>	 Information from the brief should
inform the design soluti...
The Process of Creating a Brand Identity5	 Feedback
5	 Feedback
The Process of Creating a Brand Identity
5	 Feedback	
>	 At this stage the client digests
initial design concepts
>	 Clien...
The Process of Creating a Brand Identity6	Design Development
6	 Design
	 Development
The Process of Creating a Brand Identity
6	 Design
	 Development	
>	 Gradual refinement
>	 This can mean small but signifi...
The Process of Creating a Brand Identity6	Design Development
Too Modern Natural More Vibrant
A Soft Day
Sweet Rain
and Lon...
The Process of Creating a Brand Identity
1	 Research
7	Core
	 Design
	 Principles
4	Idea
	 Generation
2	Initial
	 Briefing...
The Process of Creating a Brand Identity7	 Core Design Principles
7	 Core Design
	 Principles
The Process of Creating a Brand Identity
7	 Core Design
	 Principles	
>	 Here we look at how the visual identity
will be a...
The Process of Creating a Brand Identity7	 Core Design Principles
Typography
>	 Different typefaces
have different
persona...
The Process of Creating a Brand Identity8	 Production Mediums
8	 Production
	 Mediums
The Process of Creating a Brand Identity
8	 Production
	 Mediums	
	
>	 Production Mediums
– Print, Packaging, Advertising,...
The Process of Creating a Brand Identity
>	 The pattern on the
packaging for Trig
jewellery is derived
from the geometric
...
The Process of Creating a Brand Identity8	 Production Mediums
>	 The non-standard
format packaging
on these utensils,
comm...
The Process of Creating a Brand Identity8	 Production Mediums
>	 The Hering
website is clear and
easy to understand
reflec...
The Process of Creating a Brand Identity9 Assess
9	 Assess
The Process of Creating a Brand Identity9 Assess
9	 Assess
>	 Once the process is complete
it is important to assess wheth...
The Process of Creating a Brand Identity
Brand Packaging
Key Elements
A Soft Day
Sweet Rain & Long Grass
A Soft Day
Sweet ...
The Process of Creating a Brand Identity
After
Before
The Process of Creating a Brand Identity
Base of box
becomes display case
for retailer
The Process of Creating a Brand Identity
Colour coding for each variety
The Process of Creating a Brand Identity
Defining attributes;
>	 Unique Diecut
>	 Economy
>	 Colour
>	 Photography
>	 Text...
The Process of Creating a Brand Identity
Unique Diecut & Logo
are based on textile pattern
The Process of Creating a Brand Identity
The Process of Creating a Brand Identity
Bespoke —
Pictograms represent furniture
Swing Tags become miniature
brochures
The Process of Creating a Brand Identity
Diecuts highlight
product contours
The Process of Creating a Brand Identity
Economy —
Rubber Stamp
becomes branding device
The Process of Creating a Brand Identity
Logo & Point of Sale Booklet
mimic the nature of product
The Process of Creating a Brand Identity
Swing Tags are
neutral in contrast
with woolen patterns
The Process of Creating a Brand Identity
Economy —
Paper Band becomes
branding device
& point of sale information
The Process of Creating a Brand Identity
Both Product
& Logo are
geometric
simple
functional
The Process of Creating a Brand Identity
Packaging
simply displays
product photography
The Process of Creating a Brand Identity
Promotional Poster
using leather rather
than paper
Logotype &
Illustrations
organ...
The Process of Creating a Brand Identity
The Brand Identity
The Product
both reductive
The Process of Creating a Brand Identity
Point of Sale Brochure
has similar attributes
to the pure and simple
nature of th...
The Process of Creating a Brand Identity
Packaging Pattern
follows form of
trigonometry
jewellery
The Process of Creating a Brand Identity
The Process of Creating a Brand Identity
Thank You
Rob O’Reilly
Scale Graphic Design
rob@scale.ie
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Brand Identity - Rob o' Reilly

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Rob O' Reilly presentation on brand identity and tip on developing your brand from FUSE Product Development Workshop 17th July 2013.

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Brand Identity - Rob o' Reilly

  1. 1. The Process of Creating a Brand Identity Brand Identity Rob O’Reilly Scale Graphic Design rob@scale.ie
  2. 2. The Process of Creating a Brand Identity Case Studies Branding & Packaging Brand Identity in 9 steps Perception
  3. 3. The Process of Creating a Brand IdentityIntroduction “ You are, what you are seen to be.’ Erik Spiekermann So what does your branding say about your product, and is it appropriate?
  4. 4. The Process of Creating a Brand Identity Brand Perception — how your customers see your brand. First impressions count, potential customers will judge your product on the image you portray. You can help shape peoples perception of your brand. ?
  5. 5. The Process of Creating a Brand Identity * Name Recognition Is the product name memorable? Consistent application. ? Descriptor Function of product / brand promise?
  6. 6. The Process of Creating a Brand Identity ‘ ’ + Tone of Voice & Language — appropriate to audience. Differentiation — what makes the brand unique. Packaging with a memorable brand name and descriptor alongside a key differentiator — will help the retailer reach your customers.
  7. 7. The Process of Creating a Brand Identity 1 Research 7 Core Design Principles 4 Idea Generation 2 Initial Briefing 8 Production Mediums 5 Feedback 3 Reiteration of Brief 9 Assess 6 Design Development Brand Identity in 9 steps
  8. 8. The Process of Creating a Brand Identity1 Research 1 Research
  9. 9. The Process of Creating a Brand Identity 1 Research > Do the research in order to create a clear brief > Target Audience > Brand Position – Relevance, what makes it different? – Are people aware of it? – How much do they need it? > Legalities – Copyright & Naming > Brainstorming 1 Research Popularized by Alex Faickney Osborn in the late 1930s, Brainstorming is a group creativity technique designed to generate a large number of ideas for the solution to a problem. rob@scale.ie    rob@scale.ie
  10. 10. The Process of Creating a Brand Identity2 Initial Briefing 2 Initial Briefing
  11. 11. The Process of Creating a Brand Identity 2 Initial Briefing > A good design result will be born out of clear understanding > Project Brief should set parameters of Time, Budget & Objectives – Deadline will create focus – Budget can challenge creativity 2 Initial Briefing
  12. 12. The Process of Creating a Brand Identity3 Reiteration of Brief 3 Reiteration of Brief
  13. 13. The Process of Creating a Brand Identity 3 Reiteration – Brief > If the brief is not clear it may need to be rewritten > Checklist – Does the designer understand what the client wants? – Do both parties agree on time / budget – Can the designer manage expectations 3 Reiteration of Brief
  14. 14. The Process of Creating a Brand Identity 1 Research 7 Core Design Principles 4 Idea Generation 2 Initial Briefing 8 Production Mediums 5 Feedback 3 Reiteration of Brief 9 Assess 6 Design Development
  15. 15. The Process of Creating a Brand Identity4 Idea Generation 4 Idea Generation
  16. 16. The Process of Creating a Brand Identity 4 Idea Generation > Information from the brief should inform the design solution > Experimentation is necessary – Left field – Middle – Conservative > Contrasting approaches are useful in helping the decision process 4 Idea Generation L R M
  17. 17. The Process of Creating a Brand Identity5 Feedback 5 Feedback
  18. 18. The Process of Creating a Brand Identity 5 Feedback > At this stage the client digests initial design concepts > Client feedback reference points > Feedback must be interpreted to improve the design 5 Feedback Initial Design Suggestion Revised
  19. 19. The Process of Creating a Brand Identity6 Design Development 6 Design Development
  20. 20. The Process of Creating a Brand Identity 6 Design Development > Gradual refinement > This can mean small but significant changes to typography or colour schemes — to enhance the idea or increase communication > It is important at this stage that the logo mark, colour and style are agreed before applying to other items 6 Design Development
  21. 21. The Process of Creating a Brand Identity6 Design Development Too Modern Natural More Vibrant A Soft Day Sweet Rain and Long Grass IRISH MADE SOYA WAX aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiisssssssssssssssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh sssssssssssssssssssssssssssssssssssssssccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeennnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnttttttttttttttttttttttttttttttttttttttt oooooooooooooooooooooooooooooooooooofffffffffffffffffffffffffffffffffffffff ppppppppppppppppppppppppppppppppppppppppppllllllllllllllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaacccccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee SWEET RAIN & LONG GRASS A Soft Day Sweet Rain and Long Grass IRISH MADE SOYA WAX aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiisssssssssssssssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh sssssssssssssssssssssssssssssssssssssssccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeennnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnttttttttttttttttttttttttttttttttttttttt oooooooooooooooooooooooooooooooooooofffffffffffffffffffffffffffffffffffffff ppppppppppppppppppppppppppppppppppppppppppllllllllllllllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaacccccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee SWEET RAIN & LONG GRASS Connemara Mist Sea Spray
  22. 22. The Process of Creating a Brand Identity 1 Research 7 Core Design Principles 4 Idea Generation 2 Initial Briefing 8 Production Mediums 5 Feedback 3 Reiteration of Brief 9 Assess 6 Design Development
  23. 23. The Process of Creating a Brand Identity7 Core Design Principles 7 Core Design Principles
  24. 24. The Process of Creating a Brand Identity 7 Core Design Principles > Here we look at how the visual identity will be applied in terms of colour, typography, imagery and words > These are the core design principles that allow the brand to communicate it’s values 7 Core Design Principles
  25. 25. The Process of Creating a Brand Identity7 Core Design Principles Typography > Different typefaces have different personalities to the extent that they can seem to have faces > Some appear serious some functional others quirky. Colour > Colour is a powerful communication tool, it can grab attention > The subtle use of colour can elevate a brand to a level of sophistication > Colour Association Words & Imagery > Messages are also communicated through use of words and imagery.
  26. 26. The Process of Creating a Brand Identity8 Production Mediums 8 Production Mediums
  27. 27. The Process of Creating a Brand Identity 8 Production Mediums > Production Mediums – Print, Packaging, Advertising, Online > Format and production values can make a real difference and elevate from the herd > Non-standard and bespoke formats can provide an opportunity to differentiate 8 Production Mediums
  28. 28. The Process of Creating a Brand Identity > The pattern on the packaging for Trig jewellery is derived from the geometric pieces 8 Production Mediums
  29. 29. The Process of Creating a Brand Identity8 Production Mediums > The non-standard format packaging on these utensils, communicates it’s regard for the environment.
  30. 30. The Process of Creating a Brand Identity8 Production Mediums > The Hering website is clear and easy to understand reflecting the nature of the product.
  31. 31. The Process of Creating a Brand Identity9 Assess 9 Assess
  32. 32. The Process of Creating a Brand Identity9 Assess 9 Assess > Once the process is complete it is important to assess whether all key elements are present. > Does it communicate clearly? > Will the new brand packaging elevate the product?
  33. 33. The Process of Creating a Brand Identity Brand Packaging Key Elements A Soft Day Sweet Rain & Long Grass A Soft Day Sweet Rain & Long Grass 400g A Soft Day Enjoy the natural sweet scent of an Irish meadow after a summer shower. www.SoilseCandleCompany.ieProduct Name Descriptor Irish Made Ingredient Bar Code Weight Story Point of Contact / Company Name Variety Supporting Illustration A brand identity is the sum of it’s parts not just a logo.
  34. 34. The Process of Creating a Brand Identity After Before
  35. 35. The Process of Creating a Brand Identity Base of box becomes display case for retailer
  36. 36. The Process of Creating a Brand Identity Colour coding for each variety
  37. 37. The Process of Creating a Brand Identity Defining attributes; > Unique Diecut > Economy > Colour > Photography > Texture Case Studies Branding & Packaging
  38. 38. The Process of Creating a Brand Identity Unique Diecut & Logo are based on textile pattern
  39. 39. The Process of Creating a Brand Identity
  40. 40. The Process of Creating a Brand Identity Bespoke — Pictograms represent furniture Swing Tags become miniature brochures
  41. 41. The Process of Creating a Brand Identity Diecuts highlight product contours
  42. 42. The Process of Creating a Brand Identity Economy — Rubber Stamp becomes branding device
  43. 43. The Process of Creating a Brand Identity Logo & Point of Sale Booklet mimic the nature of product
  44. 44. The Process of Creating a Brand Identity Swing Tags are neutral in contrast with woolen patterns
  45. 45. The Process of Creating a Brand Identity Economy — Paper Band becomes branding device & point of sale information
  46. 46. The Process of Creating a Brand Identity Both Product & Logo are geometric simple functional
  47. 47. The Process of Creating a Brand Identity Packaging simply displays product photography
  48. 48. The Process of Creating a Brand Identity Promotional Poster using leather rather than paper Logotype & Illustrations organic in style
  49. 49. The Process of Creating a Brand Identity The Brand Identity The Product both reductive
  50. 50. The Process of Creating a Brand Identity Point of Sale Brochure has similar attributes to the pure and simple nature of the pottery
  51. 51. The Process of Creating a Brand Identity Packaging Pattern follows form of trigonometry jewellery
  52. 52. The Process of Creating a Brand Identity
  53. 53. The Process of Creating a Brand Identity Thank You Rob O’Reilly Scale Graphic Design rob@scale.ie
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