ID & BRANDING (Intro to GD, Week 5b)

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    ID & BRANDING (Intro to GD, Week 5b) - Presentation Transcript

    1. IDENTITY & BRAND
    2. IDENTITY
    3. The term graphic identity typically refers to the logo of a company, usually supported by system of rules and guidelines that establish how a company will represent itself through advertisements, collateral, stationery, signage, vehicles, etc.
    4. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    5. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    6. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    7. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    8. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    9. Identity ≠ Brand While a graphic identity system is an important part of a brand, it is only the visible component, not the brand itself. The logo is a sign for the brand. A logo redesign is not a rebranding, although is one of the easiest components of brand to successfully change.
    10. BRAND
    11. A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational. What is your gut feeling about the companies above? How did you arrive at those feelings?
    12. A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational. What is your gut feeling about the companies above? How did you arrive at those feelings?
    13. A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational. What is your gut feeling about the companies above? How did you arrive at those feelings?
    14. A brand is a persons gut feeling about a product, service, or company. It’s a gut feeling because we are all emotional, intuitive beings, despite our best efforts to be rational. What is your gut feeling about the companies above? How did you arrive at those feelings?
    15. A brand is a person’s gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public. Each person creates his or her own version of it.
    16. While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product.
    17. When enough individuals arrive at the same gut feeling, a company can be said to have a brand. =
    18. In other words, a brand is not what you say it is. It’s what they say it is.
    19. In other words, a brand is not what you say it is. It’s what they say it is.
    20. In other words, a brand is not what you say it is. It’s what they say it is.
    21. In other words, a brand is not what you say it is. It’s what they say it is.
    22. In other words, a brand is not what you say it is. It’s what they say it is.
    23. In other words, a brand is not what you say it is. It’s what they say it is.
    24. In other words, a brand is not what you say it is. It’s what they say it is.
    25. The Brand Gap by Marty Neumeier
    26. Guidelines/Standards—The first goal of implementing an approved identity program is to establish consistent usage across a company. Dow Corporate Identity Standards Use of the DOW Diamond September 2002 Standards Corporate BBCi brand guidelines identity DRAFT version 2.2 guidelines Version 2.2 July 2003 April 21st 2005 Visual Identity Opt 48398 0703 Guidelines 1 Consistency is established by publishing a Identity Standards manual that will guide practitioners through any usage they might encounter.
    27. What a logo is and does, by Paul Rand
    28. A logo is a flag, a signature, an escutcheon. Escutcheon is the term used in heraldry for the shield displayed in a coat of arms.
    29. A logo doesn't sell (directly), it identifies.
    30. A logo is rarely a description of a business.
    31. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
    32. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
    33. A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
    34. A logo is less important than the product it signifies; what it means is more important that what it looks like.
    35. I D E N T I T Y: S TAT I O N E R Y
    36. Your stationery should: Embody how your company wants to be seen by others Demonstrate a logical extension of your logo and overall business identity Clearly present necessary information with a clear and engaging design Establish a consistent style of usage that can be extended to other uses
    37. Questions What is the most important part of the logo? How can I create a hierarchy of information? What kind of business card would this type of company have? Colorful/fun/boutique, or monotone/sterile/definitive/ corporate?
    38. Strategies: 1. Size 2. Space 3. Color & Contrast
    39. 1. Size Create a hierarchy of information by varying type size, weight, and width. Use a type family with a good range of fonts.
    40. 1. Size
    41. 1. Size
    42. 1. Size
    43. 2. Space Create hierarchy through space only Working with the grid: symmetrical/asymmetrical Law of Thirds & the Golden Section (see handouts) Positive/negative Correspondence: creating alignments and intersections
    44. 2. Space The typographic grid is a proportional regulator for composition, tables, pictures, etc...The difficulty is: to find the balance, the maximum of conformity to a rule with the maximum of freedom. Or: the maximum constraints with the greatest possible variability. —Karl Gerstner, 1961
    45. 2. Space
    46. 2. Space
    47. 2. Space
    48. 2. Space
    49. 2. Space
    50. 2. Space
    51. 2. Space
    52. 2. Space
    53. 2. Space
    54. 2. Space
    55. 2. Space
    56. 2. Space
    57. 3. Color & Contrast
    58. 3. Color & Contrast
    59. 3. Color & Contrast
    60. 3. Color & Contrast
    61. 3. Color & Contrast

    + Shawn  CalvertShawn Calvert, 11 months ago

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