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Brand Architecture, Logo topology, Naming and Tag Lines

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This is an entry level slide show to explain: Brand Architecture, the topology of logos, brand naming and tag lines.

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Brand Architecture, Logo topology, Naming and Tag Lines

  1. 1. A  Brand  is  not  what  you  say  it  is.   1  
  2. 2. It’s  what  they  say  it  is.     Marty  Neumeier   The  Brand  Gap   2  
  3. 3. Hello,  thanks  for  your  interest.     The  topics  covered  in  this  slide  show  are:     1.  Brand  Architecture   2.  Topology  of  Logos   3.  Brand  Names  and  Naming   4.  PosiHoning  and  Taglines     Rob  Pearce   Graphic  Design  Professor   Centennial  College   3  
  4. 4. 1.  Brand  Architecture:   Monolithic   Endorser   PluralisHc     4  
  5. 5. 1.  Brand  Architecture:     MONOLITHIC  brand  architecture:     When  a  brand  has  mulHple  opHons  or  brands   within  a  single  company.   (i.e.  as  a  brand  grows  merges  and  develops  new  companies  and  products)   5  
  6. 6. Brand  Architecture:   http://www.fedex.com/ca_english/about/overview/companies/i... 1. MONOLITHIC brand architecture Family of Companies FedEx Express Fast, reliable delivery to 211 countries with leading edge technology. FedEx Ground Cost-effective ground transportation in the contiguous United States and Canada FedEx Custom Critical Fast action with safe, secure delivery of time-critical shipments, often the same day. FedEx Freight Leading provider of next-day and second-day regional LTL freight services through American Freightways and Viking Freight. FedEx Trade Networks Full-service customs brokerage, trade consulting and information technology, E-clearance solutions and transportation and logistics services through Tower Group International, Worldtariff Limited and Caribbean Transportation Services. 6  
  7. 7. Brand  Architecture:   Monolithic brand architecture Branding for the 2016 Olympics in Rio de Janeiro, Brazil 7  
  8. 8. 3  Types  of  Brand  Architecture:   1. MONOLITHIC brand architecture Characterized by a strong master brand. It is the master brand loyalty that attracts customers. Brand extensions, satellite locations, additional services use the master brand identity. FedEx + FedEx Office Google + Google Maps GE + GE healthcare Virgin + Virgin Mobile 8  
  9. 9. 3  Types  of  Brand  Architecture:   2. ENDORSED brand architecture. Characterized by marketing synergy between the product divisions, services and parent co. The product has a clearly defined market presence and both brands benefit from the relationship. iPod + Apple Polo + Ralph Lauren Oreo + Mr. Christie Chunky + Campbell’s 9  
  10. 10. 3  Types  of  Brand  Architecture:   3. PLURALISTIC brand architecture Characterized by series of well known consumer brands. The name of the parent brand may be unknown to the consumer. Fido (Roger’s Mobile) The Ritz Carlton (Mariott) Hellmans Mayo (Unilever) Tide (Proctor & Gamble) 10  
  11. 11. 3  Types  of  Brand  Architecture:     In-­‐class  team  exercise:   Using  online  resources,  research  and   find  more  examples  of  the  3  types  of   brand  architecture   11  
  12. 12. Part  2   Topology  of  logos     •  The  Wordmark   •  The  Symbol  (icon)   •  The  CombinaHon  Mark   •  The  Emblem   12  
  13. 13. What  is  a  logo?   Logo…  idenHfies  a  business  in  its   simplest  form  via  the  use  of  a   mark  or  icon     Logo  is  for…  idenHficaHon   13  
  14. 14. Topology  of  logos     •  The  Wordmark   (word  mark  or  logotype)           The  Word  Mark  is  the    most  common  style  of   logo—39  %  of  the  top  100  global  brands  use   this  approach.   This  type  of  logo  turns  the  word  itself  into  the   graphic  representaHon  of  the  brand.     14  
  15. 15. Topology  of  logos     •  The  Symbol  (icon)           No  words  necessary.       QUESTION:  What  are  the  benefits  of  this  approach?   ANSWER:     1.  Your  brand  transcends  language   2.  It  creates  an  iconic  presence   3.  Opportunity!  Only  3%  of  the  top  brands  in  the  world  are   strictly  symbol  brands   15  
  16. 16. Topology  of  logos     •  The  CombinaHon  Mark     Can  you  can  get  the  best  of  both  worlds  by  combining   a  word  mark  with  a  symbol?     Does  the  symbol  and  the  mark  give  people  two  cues  to   memory?   The  symbol  can  communicate  a  message  that  supports   the  name.   16  
  17. 17. Topology  of  logos     •  The  Emblem           Perhaps  a  befer  approach  for  some  companies   is  to  make  their  name  an  intrinsic  part  of  the   symbol,  creaHng  an  iconic  emblem  of  the  brand.     Discussion  point  is  the  Starbucks  logo  an  emblem   or  symbol?   17  
  18. 18. Part  3:   Brand  Names   The  right  name  is:   •   Hreless  and  Hmeless   •   easy  to  say  and  memorable   •   has  rhythm   •   looks  good  in  an  email  and  in  the  logo   A  well  chosen  name  is  an  asset  and  a  24/7   workhorse     HOWEVER:   This  approach  takes  a  rigorous  and  exhausHve  process  –  frequently  hundreds   of  names  are  reviewed  prior  to  finding  the  one  that  is  right  and  legal     18  
  19. 19. QualiHes  of  effecHve     brand  names   Meaningful:  it  says  something  about  the  essence  of  a  brand   Dis2nc2ve:  unique,  memorable,  differenHated   Future-­‐oriented:  fits  with  growth  change  and  success   Modular:  enable  brand  extensions  with  ease   Protectable:  owned  and  trademarked  and  domain  name   Posi2ve:  generally  posiHve  connotaHons  in  the  market  served   Visual:  lends  itself  well  to  graphic  applicaHons   19  
  20. 20. Types  of   brand  names   Founder:  named  aler  person  or  people   Descrip2ve:  convey  the  nature  of  the  business   Fabricated:  a  made  up  name   Metaphor:  a  noun  used  to  allude  to  quality   Acronym:  of  the  full  name.  IniHals  only  (AGO)   Magic  Spell:  altered  spelling  that  is  unique  and  memorable   Combina2ons  of  above:  CiHbank  (descripHve  &  magic  spell)   20  
  21. 21. Part  3:   PosiHoning  and  Taglines   (tags,  slogans  catchphrase)   •  A  tagline  is  a  short  phrase  that   captures  a  companies  brand   essence,  personality  and   posiHoning.       •  DecepHvely  simple,  but  grows   out  of  intensive  strategic  and   creaHve  process   21  
  22. 22. Taglines   •  The  best  have  a  long  lifespan,  are   meaningful  and  well  used.       •  Nike’s  “Just  Do  It!”  has  become  part  of   popular  culture.       •  Target’s  “Expect  More.  Pay  Less”  is  a   brand  promise.   22  
  23. 23. Types  of  Taglines   IMPERATIVE:  commands  acHon  starts  with  a  verb   YOU  TUBE  –  Broadcast  yourself   DESCRIPTIVE:  describes  the  product,  brand  or  service   TED  –  Ideas  worth  spreading   SUPERLATIVE:  posiHons  the  company  as  best  in  class   BUDWEISER  –  King  of  Beers   PROVOCATIVE:  makes  you  think;  typically  a  quesHon   DAIRY  COUNCIL  –  Got  milk?   SPECIFIC:  reveals  the  business  category   VW  –  Das  Auto     23  
  24. 24. Thank  You!     For  further  reading  and  Sources:   Wikipedia   HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE   HTTP://EN.WIKIPEDIA.ORG/WIKI/WORDMARK     HARLEY  DAVIDSON   HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-­‐IS-­‐BRAND-­‐ESSENCE-­‐51373.HTML     JUST  CREATIVE:   HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-­‐IDENTITY-­‐LOGO-­‐DESIGN-­‐EXPLAINED/     FEDEX:   http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4 MERRIAM AND ASSOCIATES: http://merriamassociates.com/2009/06/logo-styles-and-logo-types/ TÁTIL DESIGN DE IDEIAS https://www.behance.net/gallery/Rio-2016/889218 Designing Brand Identity: Alina Wheeler   24  

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