Visual Branding

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This presentation from March 2011 walks through the history of branding with examples from Campbell's and others. It also addresses the root needs or emotions of customers and how to translate these …

This presentation from March 2011 walks through the history of branding with examples from Campbell's and others. It also addresses the root needs or emotions of customers and how to translate these into an effective visual brand language using KitchenAid as an example.

More in: Design , Business
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  • I’m by no means a branding expert I find it very fascinating…
  • England
  • Factories established during the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market, to customers previously familiar only with locally-produced goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.
  • Branding today…
  • Quote…
  • I’m going to flash up some logos and I want you to tell me tell me how you feel when you see it…
  • I’m going to flash up some brand messages and I want you to tell me tell me the emotion/experience that it conjures within.
  • WOW! [pause] Disney captures the imagination of both children and adults like no other company. EXPERIENCE: IMAGINATION!
  • EXPERIENCE: ENERGY!
  • EXPERIENCE: FREEDOM, ACTIVE ENGAGED ALIVE!
  • EXPERIENCE: HUNGER?
  • And finally, Apple. [pause] Apple is obsessive with minimizing their products – fasteners, connectors, style, size, etc. For software, they make it as intuitive as possible. Even battery life is longer than competitors. Why? To make technology disappear. To make technology more human.
  • VBL is a TOOL for establishing consistent brand emotion and aesthetic in corporations.
  • “ The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of the first visual identities to integrate logotype, icon, alphabet, color palette, and station architecture to create a comprehensive consumer brand experience.”
  • “James Dyson was vacuuming his house when he realized his top-of-the-line machine was losing suction and getting clogged. An industrial designer by training, Dyson went to work reengineering vacuum cleaner technology to fix this problem.”
  • 12 prototypes by Frog Design, 1984.
  • [ R E A D ] For those of you in marketing, this slide is really key. I asked the question of “Who is MSA” earlier, and the visual brand language pyramid is a tool to build off of this fundamental “heart” of our brand and begin to contextualize our identity in marketing materials as well as in product design.

Transcript

  • 1. visual Aaron Pavkov, MPD, PE aaron@aawaken.com www.aawaken.com
  • 2. Native of Kansas Carnegie Mellon University in Pittsburgh PA Mechanical Engineering (2002) Masters in Product Development (2009) 7 years in engineering design & analysis 4 years in consumer product development Interested in crafting product experience Passionate about emotion evoking designAaron Pavkov MPD, PE
  • 3. experiencestoryboardingindustrial designrapid prototypinginteraction designphotographyanimationweb designgraphic designlogo designbrandingmarketing campaignsethnographic researchmarket researchfocus groups
  • 4. I have no special talent.  I am only passionately curious. ‐ Albert Einstein
  • 5. branding originsbranding origins
  • 6. BrandDerived from the Old Norse brandr, meaning ʺto burn.ʺ
  • 7. World’s first trademark? (1876)
  • 8. Industrial Revolution
  • 9. Branding Creates… consistency credibilitytrust familiarity
  • 10. branding origins branding todaybranding today
  • 11. “Great brands find relevant ways to tap the emotional  drivers that already reside deep within each of us.” ‐Scott Bedbury A New Brand World pg 96
  • 12. Name that brand:
  • 13. Gotcha!
  • 14. Credit: Emily Berezin
  • 15. “A brand is a metaphorical story that connects with  something very deep – a fundamental appreciation of mythology. Stories create the emotional context people  need to locate themselves in a larger experience.” ‐Scott Bedbury
  • 16. branding origins branding today customer experiencecustomerexperience
  • 17. How do you create amazingcustomer experiences?
  • 18. Touchpoints
  • 19. Brand Environmentalism: “…present [your brand] in the best possible light  whenever and wherever it may be found.” ‐Scott Bedbury A New Brand World pg 109
  • 20. Total ExperienceLifecycle Credit: Akendi www.akendi.com
  • 21. “It means leveraging every opportunity to tell a more complete, more consistent, more unique,  more compelling brand story. ‐Scott Bedbury A New Brand World pg 111
  • 22. experienceit is throughthat your company’s storybecomes your customer’s story. then and only then… will they really care about you!
  • 23. branding origins branding today customer experience examplesa few quickexamples
  • 24. What need or emotion do these brands address?
  • 25. imagination?
  • 26. energy?
  • 27. FREEDOM?
  • 28. appetite?
  • 29. empowerment?
  • 30. branding origins branding today customer experience examples balanced thinkingbalancedthinking
  • 31. Where do great ideas come from?
  • 32. “Rigorous explicit thinking… limits people to consciousthinking and hence to using just a tiny proportion of the potential in their minds - like the ice above the water.” -Bill Moggridge, IDEO Co-Founder
  • 33. Problem solving IntuitiveAnalytical reasoning Modal reasoning Thorough Nimble Concept reliability Concept validity Credit: Design Concepts www.design-concepts.com
  • 34. “In any worthwhile organization, both left‐ and right‐brain  thinking must not only coexist, but enrich each other in order to achieve balanced and enduring brand excellence.” ‐Scott Bedbury A New Brand World pg 146 
  • 35. branding origins branding today customer experience examples balanced thinking visual brand languagevisual brandlanguage
  • 36. “Visual Brand Language is a unique ʺalphabetʺ of design elements ‐ such as shape, color, materials, finish, typography  and composition ‐ which directly and subliminally  communicate a companyʹs values and personality through compelling imagery and design style.” ‐Wikipedia
  • 37. The Snow White design language “not only helped Apple’s recognition factoron a world stage, but the innovative designs helped mold the way computerswere perceived throughout the manufacturing and business world.”
  • 38. Chuck Jones, Whirlpool/KitchenAid:“Visual Brand Language is like a pyramid…”
  • 39. Visual Brand Language Pyramid Signature Elements Articulations of design principles through form, texture, badging, surface, interaction details Design Principles Specific visual concepts which guide expression of a brandBrand Positioning Visual tone of a brand in context of other brands The heart of a company’s brand: Core Values How it conducts business and how it presents itself to the market Credit: Ziba Design
  • 40. Brand DNA:“For the way it’s made” Ziba Design, KitchenAid VBL Pyramid Overview
  • 41. Brand Positioning:Professional grade products for cooking enthusiasts;combining the warmth of home with commercial-grade engineering and robustness: “warm commercial” Ziba Design, KitchenAid VBL Pyramid Overview
  • 42. Design PrinciplesExaggerated scale, softened surfaces, large user interfaces.
  • 43. Signature ElementsAnalog gauges, distinct controls, chrome accents. Analog gages Distinct controls Chrome accents
  • 44. visual Aaron Pavkov, MPD, PE aaron@aawaken.com www.aawaken.com