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Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
Visual Expression by Neff
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Visual Expression by Neff

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Creative Strategy is the art of translating a unique business asset (called a brand platform) into an experience. This experience starts with a strong visual system: an ownable and easily recognizable …

Creative Strategy is the art of translating a unique business asset (called a brand platform) into an experience. This experience starts with a strong visual system: an ownable and easily recognizable form of branded communication that translates the brand platform into visual storytelling artifacts. The visual system and brand platform become alive through executions across various mediums such as interactive, print and digital campaigns.

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  • Let me just get this right out there immediately
  • Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
  • Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
  • Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
  • Cross roads
  • Half-Hearted
  • Once in a blue moon
  • Middle aged
  • Middle aged
  • Friend in Need
  • Quite Right
  • Painless Operation
  • Summary
  • Russian
  • developed in 1957 by Swiss typeface designer Max Miedinger with Eduard HoffmannMarketed as a symbol of cutting-edge Swiss technologyUbiquitous – omnipresent, everywhereThe aim of the new design was to create a neutral typeface that had great clarity, had no intrinsic meaning in its form, and could be used on a wide variety of signage.
  • Selfridges is a chain of high enddepartment stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK (after Harrods) and was opened on 15 March 1909[1]. More recently, three other stores have been opened; in Trafford, Greater Manchester (1998), in Manchester City Centre's Exchange Square (2002) and in the Bullring, Birmingham (2003). The store was for a long time part of the famous Lewis's group.
  • 1988The worm in the mother bird’s beak is removedOnly two fledglings instead of threeMeant to better illustrate the activities of the company – not only in nutrition, but to reflect the modern family of two childrenMeaning:The tree is oak: strength, vitality, dependabilityBirds: Easy to appreciate understand, connection of family and caring for your familyHelvetica – ubiquitous and unobtrusive allowing the logo’s narrative to take precedent
  • It’s has all the right components Solid history Famous product Consistent execution Insanely detailed process of building the identityBut this is an example of going too far and trying to find meaning completely separated from the company's brand platform and unique positioningToo much hype too much strategy
  • Highly expressive and aliveEverything a client could want
  • Selfridges is a chain of high enddepartment stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK (after Harrods) and was opened on 15 March 1909[1]. More recently, three other stores have been opened; in Trafford, Greater Manchester (1998), in Manchester City Centre's Exchange Square (2002) and in the Bullring, Birmingham (2003). The store was for a long time part of the famous Lewis's group.
  • Mobile platforms and other operating platforms interfaces can be brandedWhy?Help customers with quick recognition and be the branded that assists them
  • Good idea?Test of time.But hey, Aol is going to need to have a good sense of humor about it
  • Transcript

    • 1. Visual Expression
      BRAND STRATEGY_MARCH_2010
    • 2. Who am I?
      VISUAL EXPRESSION
      2
      CREATIVE STRATEGIST
      STUDIO MANAGER
      HALLOWEEN 2009
    • 3. We are VISUAL beings
      VISUAL EXPRESSION
      3
      survival
      appeal
      preference
    • 4. Visual Expression
      VISUAL EXPRESSION
      4
      HISTORY OF IDENTITY
    • 5. Visual Expression
      VISUAL EXPRESSION
      5
      SYMBOLIC COMMUNICATION
    • 6. Visual Expression
      VISUAL EXPRESSION
      6
      PSYCHOLOGY
    • 7. Visual Expression
      VISUAL EXPRESSION
      7
      PSYCHOLOGY
    • 8. Visual Expression
      VISUAL EXPRESSION
      8
      PSYCHOLOGY
    • 9. CATALOG
      Visual Expression
      VISUAL EXPRESSION
      9
    • 10. Visual Expression
      VISUAL EXPRESSION
      10
      BELIEFS
    • 11. Visual Expression
      VISUAL EXPRESSION
      11
      PURCHASE DECISIONS
    • 12. Visual Expression
      VISUAL EXPRESSION
      12
    • 13. Visual Expression
      VISUAL EXPRESSION
      13
      Stop
      Stop
    • 14. Visual Expression
      VISUAL EXPRESSION
      14
      WORD GAMES
      RO
      DS
      ROADS
    • 15. Visual Expression
      VISUAL EXPRESSION
      15
      WORD GAMES
    • 16. Visual Expression
      VISUAL EXPRESSION
      16
      WORD GAMES
      MOONCEON
    • 17. Visual Expression
      VISUAL EXPRESSION
      17
      WORD GAMES
      AGED
      AGED
      AGED
    • 18. Visual Expression
      VISUAL EXPRESSION
      18
      WORD GAMES
      anything
      anything
      E
      anything
      anything
    • 19. Visual Expression
      VISUAL EXPRESSION
      19
      WORD GAMES
      NEFRIENDED
    • 20. Visual Expression
      VISUAL EXPRESSION
      20
      WORD GAMES
      QUITE
    • 21. Visual Expression
      VISUAL EXPRESSION
      21
      WORD GAMES
      O_ER_T_O_
    • 22. Visual Expression
      VISUAL EXPRESSION
      22
      WORD GAMES
      mary
      mary
    • 23. VISUAL EXPRESSION
      23
      Strategic Brand Identity
      STORYTELLING TOOLS
      PROCESS OF BUILDING
      TRENDS
      CASE STUDIES
    • 24. A LOGO IS A BRAND.
      Common Misconceptions
    • 25. A LOGO SAYS WHAT A COMPANY DOES.
      Common Misconceptions
    • 26. A LOGO SHOULD BE ATTENTION GRABBING.
      Common Misconceptions
    • 27. A LOGO IS AN IDENTIFICATION DEVICE.
      What is a Logo?
    • 28. Universal Language
      VISUAL EXPRESSION
      28
      ISRAEL
    • 29. Universal Language
      VISUAL EXPRESSION
      29
    • 30. Brand Identity Defined
      VISUAL EXPRESSION
      30
      Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition.
      Colors, fonts, imagery and design often combine to establish a formula of visual communication that enables efficient, memorable and timely recognition of a brand and its products.
    • 31. Brand Identity Defined
      VISUAL EXPRESSION
      31
      Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition.
      Colors, fonts, imagery and design often combine to establish a formula of visual communication that enablesefficient, memorable and timely recognition of a brandand its products.
    • 32. Brand Identity Defined
      VISUAL EXPRESSION
      32
      BRAND POSITIONING
      Who you are
      VISUAL EXPRESSION
      How you show it
    • 33. VISUAL EXPRESSION
      33
      Strategic Brand Identity
      STORYTELLING TOOLS
    • 34. VISUAL EXPRESSION
      34
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
    • 35. Visual Expression
      VISUAL EXPRESSION
      35
      TYPOGRAPHY
    • 36. Visual Expression
      VISUAL EXPRESSION
      36
      TYPOGRAPHY
    • 37. Visual Expression
      VISUAL EXPRESSION
      37
      TYPOGRAPHY
      STOP
      Stop
      Stop
    • 38. Visual Expression
      VISUAL EXPRESSION
      38
      TYPOGRAPHY
    • 39. Visual Expression
      VISUAL EXPRESSION
      39
      TYPOGRAPHY
    • 40. VISUAL EXPRESSION
      40
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
    • 41. Visual Expression
      VISUAL EXPRESSION
      41
      COLOR
    • 42. Visual Expression
      VISUAL EXPRESSION
      42
      COLOR
      Urgent
      Earthy
      Loving
      Easy
      Fast
      Longevity
      Risky
      Intelligent
      Awe-striking
    • 43. Visual Expression
      COLOR
      Trust
      Loyalty
      Sky
      Sea
      Joy
      Fresh
      Sunshine
      Flowers
      Power
      Passion
      Fire
      Blood
      Mystery
      Elegance
      Space
      Night
      Ambition
      Health
      Nature
      Environment
      Energy
      Strength
      Tropical
      Food
      Romantic
      Nostalgic
      Royalty
      Rare
      Purity
      Goodness
      Snow
      Clouds
    • 44. Visual Expression
      VISUAL EXPRESSION
      44
    • 45. VISUAL EXPRESSION
      45
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
    • 46. Visual Expression
      VISUAL EXPRESSION
      46
      SHAPE
    • 47. Visual Expression
      VISUAL EXPRESSION
      47
      SHAPE
    • 48. VISUAL EXPRESSION
      48
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
    • 49. Visual Expression
      VISUAL EXPRESSION
      49
      CONSITENCY
    • 50. Consistency
      VISUAL EXPRESSION
      50
      To effectively communicate visually and own a visual system, all touchpoints must be executed with strategic attention to repetition and consistency across all media and mediums of expression
      ADVERTISING
      MOBILE PLATFORM
      INTERACTIVE MEDIA
      RETAIL EXPERIENCE
    • 51. Consistency
      VISUAL EXPRESSION
      51
      ADVERTISING
      MOBILE PLATFORM
      RETAIL EXPERIENCE
      INTERACTIVE MEDIA
    • 52. VISUAL EXPRESSION
      52
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
    • 53. VISUAL EXPRESSION
      53
      VISUAL EXPRESSION
      is communicated through
      TYPE
      COLOR
      SHAPE
      IMAGERY
      STYLE
      CONSISTENCY
      LOGO
    • 54. DIFFERENTIATED
      How different and therefore ownable is the logo within the industry?
      MEMORABLE
      Is the logo distinct enough to be memorable?
      DURABLE
      Is the logo sustainable over time?
      ALIGNED
      Does the logo align with the brand strategy, personality and look/feel of the visual system?
      Logo Design Criteria
    • 55. Logotypes
      VISUAL EXPRESSION
      55
      WORDMARK
      EMBLEM
      PICTORIAL MARK
      LETTERFORM
      ABSTRACT
    • 56. History of the Nestlé Logo
      VISUAL EXPRESSION
      56
      1868
      • Henri Nestlé’s German name meaning little nest
      • 57. Family emblem (crest)
      1966
      • Simplified design
      1988
      • Conceptual shift in the logo marking the company’s direction
      1875
      • A new mark is registered by new company owners
      TODAY
      • Most simplified execution
      1938
      • Traditional nest design was combined with the company name
    • Challenges of Visual Expression
      Visual Vocabulary #1 Challenge
      Absorb and reflect an organization’s personality, history and unique significance through the simplest of visual ideas
      Symbols mean nothing without context and explanation – over and over again
      Differentiation means more in visual vocabulary than almost anywhere else in brand strategy
    • 58. Pepsi Logo
      VISUAL EXPRESSION
      58
      1898
      1950
      1991
      1905
      1962
      1998
      2008
      1906
      2005
      1973
      1940
    • 59. Pepsi Logo
      VISUAL EXPRESSION
      59
      1898
      1950
      1991
      1905
      1962
      1998
      2008
      1906
      2005
      1973
      1940
    • 60. Pepsi Logo
      VISUAL EXPRESSION
      60
    • 61. Pepsi Logo
      VISUAL EXPRESSION
      61
      PEPSI IS THE ALPHA, THE OMEGA…
      THE LOGO THAT DEFINES GRAVITY
    • 62. Pepsi Logo
      VISUAL EXPRESSION
      62
    • 63. VISUAL EXPRESSION
      63
      Strategic Brand Identity
      STORYTELLING TOOLS
      PROCESS OF BUILDING
    • 64. Process of Building
      VISUAL EXPRESSION
      64
      RESEARCH
      VISUAL WORKSHOP
      STRATEGIC BRAINSTORM
      MOODBOARDS
      AUDIENCES
      TOUCHPOINTS
      CURRENT MATERIALS
      COMPETITION
      BRAND ATTRIBUTES
    • 65. VISUAL EXPRESSION
      65
      MOODBOARDS
      Process of Building
    • 66. Process of Building
      VISUAL EXPRESSION
      66
      RESEARCH
      VISUAL WORKSHOP
      STRATEGIC BRAINSTORM
      MOODBOARDS
      REFINEMENT
      LOGO EXPLORATION
      EXAMPLE EXECUTIONS
      BRAND GUIDELINES
    • 67. VISUAL EXPRESSION
      67
      Strategic Brand Identity
      STORYTELLING TOOLS
      PROCESS OF BUILDING
      DESIGN TRENDS
    • 68. Trends
      VISUAL EXPRESSION
      68
      ICONOGRAPHY
    • 69. Trends
      VISUAL EXPRESSION
      69
      WEB 2.0
    • 70. Trends
      VISUAL EXPRESSION
      70
      MAXIMALISM
    • 71. Trends
      VISUAL EXPRESSION
      71
      MINIMALISM
    • 72. Trends
      VISUAL EXPRESSION
      72
      DYNAMIC IDENTITY
    • 73. AOL Animated Brand Identity
      VISUAL EXPRESSION
      73
    • 74. VISUAL EXPRESSION
      74
      DYNAMIC IDENTITY
      Trends
    • 75. VISUAL EXPRESSION
      75
      Strategic Brand Identity
      STORYTELLING TOOLS
      PROCESS OF BUILDING
      BEST PRACTICES + TRENDS
      CASE STUDIES
    • 76. VISUAL EXPRESSION
      76
      LOGORAMA
      François Alaux, Hervé de Crécy, LudovicHouplain + H5
      2010 Oscar for Best Animated Short Film
    • 77. Recommended Resources
      VISUAL EXPRESSION
      77
      DESIGNING BRAND IDENTITY
      By Alina Wheeler
      HELVETICA
      &
      OBJECTIFIED
      Films by Gary Hustwit
      ZAG
      By Marty Neumeier
      BRANDNEW
      Blog by Underconisderation
    • 78. Thank you
      bneff@innovationprotocol.com _ work
      email@bryanneff.com _ personal

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