presentation Keren
Base One Branding

quandry:
“make the
logo bigger!”
Base One Branding

are designers
ignorant of business
or
do marketers not
value aesthetics
Base One Branding

“you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
Base One Branding

“you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
even more so with service companies where
no product recognition
Base One Branding

1 2 3
4 5 6
ge shell unilever assurant sun dhl
Base One Branding

1 assurant 2 dhl 3 ge
4 shell 5 sun 6 unilever
Base One Branding

the brand
the logo
the look and feel
Base One Branding

the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding

the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding

the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding

recognition
Base One Branding

shape:

shape: colour:

shape: colour: content

simplicity simplicity simplicity
shape: colour: content

shape: colour: content

topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

logo development:
what’s the business imperative?

logo development:
what’s the business imperative?
what elements maintained?
what works, what doesn’t?

logo development:
what’s the business imperative?
what elements maintained?
evolutionary of revolutionary?
what’s right for Rackspace?

modernisation

re-alignment

which route?
what elements maintained?
evolutionary or revolutionary

logo end.
next: visual strategy, what to say & how to say it

if it doesn’t hurt
it’s not strategy.

we want to be unique,
just like they are.

option:
design

option:
design
LBM
pros:
flexible,
extendible
cons:
balance,
interpretation

design
option:
colour

option:
colour
UPS
pros:
immediate,
emotional
cons:
competition,
internal boredom

design
colour
option:
imagery

option:
imagery
UPS
pros:
impact
cons:
production,
longevity

design
colour
imagery
option:
typography

option:
typography
UPS
pros:
unique,
ease of use
cons:
creation

design
colour
imagery
typography
option:
sensory

option:
sensory
five
pros:
memorable,
emotional
cons:
limited use

current priority
design colour imagery typography sensory

current use
design colour imagery typography sensory
most suitable priority
design colour imagery typography sensory

inside
what you say
how you say it
how long you say it for

taglines
command
just do it
Nike

taglines
command describe
just do it imagination
at work
Nike GE

taglines
command describe position
just do it imagination the ultimate
at work driving machine
Nike GE BMW

taglines
command describe position provoke
just do it imagination the ultimate where do you
at work driving machine want to go today?
your potential,
our passion
Nike GE BMW Microsoft

taglines
command describe position provoke categorise
just do it imagination the ultimate where do you the world’s local
at work driving machine want to go today? bank
your potential,
our passion
Nike GE BMW Microsoft HSBC

taglines
short
unique
captures the essence and positioning
easy to say
memorable
get an emotional response

taglines
short
unique
captures the essence and positioning
easy to say
memorable
get an emotional response
difficult to think up

“whatever you are,
be it 100%.”
Keren
Base One Branding