Brand Identity Brand Academy Vodafone Dublin 24 november 2008 Martien Heijmink

Brand identity dimensions

dimensions

identity

identity brand

identity brand management

identity brand management marketing communication design

communication brand marketing identity management design typography photography strategy consumers colour printing web 2.0

design management marketing communication pr culture typography hr leadership printing politics strategy Legal affairs packaging presenting consumer research brand positioning Aaker experience economy audit brandmanagement brand equity briefing agencies co-branding corporate identity consistenty creativity budget endorsement esthetics image npd internal branding kapferer designproces competition Porter vision mission webdesign ugc crowdsourcing photography photoshop trendwatching advertising procesmanagement brand personality Peters perception dtp design history implementation

The Jedi Army Knife

Uomo Brand identityversalis

Brand identity definition

definition

Definition Visual (brand) Identity Corporate identity Brand Identity Brand design House style Logo-logotype-brandmark-wordmark

Visual (brand) Identity

Corporate identity

Brand Identity

Brand design

House style

Logo-logotype-brandmark-wordmark

Visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

Visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

Evolution

Culture

Logo Appreciated for it’s artistic form and what it achieves on it’s very own In a business sense – far more important – the centerpoint of a compelling and unique language No logo is an island

Appreciated for it’s artistic form and what it achieves on it’s very own

In a business sense – far more important – the centerpoint of a compelling and unique language

No logo is an island

“ With just very little information,our brain is able to recognize a symbol. Fast activation of our brain is important for judging new situations This first hunch, this idea or this opinion is based on our knowledge about the way the world is organised and is based on earlier experiences.”

Logo A logo is a visual ‘trigger’ for a brand, product of service

What is a brand?

What is a brand? A brand is in the mind and heart of people A brand is a network of associations with a name or a symbol A logo or a name is no more than a ‘trigger’ to those associations

A brand is in the mind and heart of people

A brand is a network of associations with a name or a symbol

A logo or a name is no more than a ‘trigger’ to those associations

Brands are references brands and brand identities help us to translate and select the infinite number of signals which we’re confronted with every day

Why are brands important To much choice and to little time to choose Most product or services have the same quality or deliver the same Main criterium for purchase is ‘trust’

To much choice and to little time to choose

Most product or services have the same quality or deliver the same

Main criterium for purchase is ‘trust’

Logo Appreciated for it’s artistic form and what it achieves on it’s very own In a business sense – far more important – the centerpoint of a compelling and unique language No logo is an island

Appreciated for it’s artistic form and what it achieves on it’s very own

In a business sense – far more important – the centerpoint of a compelling and unique language

No logo is an island

Trends

“ In the past, corporate identity was about control and consistency. With too much control, people tend to forget about content. In the era of blogging, social networking and user-generated content … a bit of flexibility is essential.“ (Wolf Olins) Dynamic Brand Identity

It’s official. The age of the static brand is coming to an end. Organisations, companies, institutions, even charities are realizing that having identity schemes that ‘flex’ and adapt to circumstances are more appropriate in the multi-channel, multi-lingual world that brands now inhabit.

It’s official. The age of the static brand is coming to an end. Organisations, companies, institutions, even charities are realizing that having identity schemes that ‘flex’ and adapt to circumstances are more appropriate in the multi-channel, multi-lingual world that brands now inhabit.

Over-controlled brands are starting to look stiff and old-fashioned, but not all clients (and certainly not all design companies) have yet woken up to this latest shift. (Johnson Banks)

As brands become less the property of an organisation and more the banner of a movement, ownership will become even looser. Logos will be things other organisations, and individuals, can borrow and adapt.

Corporate Identity for Casa di Musica, by Stefan Sagmeister

Graphical views of the building

From the different views of the building, a system of logos is created.

Through the different views of the building, 17 facets are defined — from those a 17-point color-picking mechanism is created.

Need we say that the possibilities are endless?

And what would a mutable identity be without its own customized software?

Copycats, look-alikes, plagiarism and other side-effects of web 2.0

iPhone sciPhone

‘ fodavone’

Vodafone in the blogosphere