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Visual Branding

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This presentation from March 2011 walks through the history of branding with examples from Campbell's and others. It also addresses the root needs or emotions of customers and how to translate these into an effective visual brand language using KitchenAid as an example.

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Visual Branding

  1. 1. visual Aaron Pavkov, MPD, PE aaron@aawaken.com www.aawaken.com
  2. 2. Native of Kansas Carnegie Mellon University in Pittsburgh PA Mechanical Engineering (2002) Masters in Product Development (2009) 7 years in engineering design & analysis 4 years in consumer product development Interested in crafting product experience Passionate about emotion evoking designAaron Pavkov MPD, PE
  3. 3. experiencestoryboardingindustrial designrapid prototypinginteraction designphotographyanimationweb designgraphic designlogo designbrandingmarketing campaignsethnographic researchmarket researchfocus groups
  4. 4. I have no special talent.  I am only passionately curious. ‐ Albert Einstein
  5. 5. branding originsbranding origins
  6. 6. BrandDerived from the Old Norse brandr, meaning ʺto burn.ʺ
  7. 7. World’s first trademark? (1876)
  8. 8. Industrial Revolution
  9. 9. Branding Creates… consistency credibilitytrust familiarity
  10. 10. branding origins branding todaybranding today
  11. 11. “Great brands find relevant ways to tap the emotional  drivers that already reside deep within each of us.” ‐Scott Bedbury A New Brand World pg 96
  12. 12. Name that brand:
  13. 13. Gotcha!
  14. 14. Credit: Emily Berezin
  15. 15. “A brand is a metaphorical story that connects with  something very deep – a fundamental appreciation of mythology. Stories create the emotional context people  need to locate themselves in a larger experience.” ‐Scott Bedbury
  16. 16. branding origins branding today customer experiencecustomerexperience
  17. 17. How do you create amazingcustomer experiences?
  18. 18. Touchpoints
  19. 19. Brand Environmentalism: “…present [your brand] in the best possible light  whenever and wherever it may be found.” ‐Scott Bedbury A New Brand World pg 109
  20. 20. Total ExperienceLifecycle Credit: Akendi www.akendi.com
  21. 21. “It means leveraging every opportunity to tell a more complete, more consistent, more unique,  more compelling brand story. ‐Scott Bedbury A New Brand World pg 111
  22. 22. experienceit is throughthat your company’s storybecomes your customer’s story. then and only then… will they really care about you!
  23. 23. branding origins branding today customer experience examplesa few quickexamples
  24. 24. What need or emotion do these brands address?
  25. 25. imagination?
  26. 26. energy?
  27. 27. FREEDOM?
  28. 28. appetite?
  29. 29. empowerment?
  30. 30. branding origins branding today customer experience examples balanced thinkingbalancedthinking
  31. 31. Where do great ideas come from?
  32. 32. “Rigorous explicit thinking… limits people to consciousthinking and hence to using just a tiny proportion of the potential in their minds - like the ice above the water.” -Bill Moggridge, IDEO Co-Founder
  33. 33. Problem solving IntuitiveAnalytical reasoning Modal reasoning Thorough Nimble Concept reliability Concept validity Credit: Design Concepts www.design-concepts.com
  34. 34. “In any worthwhile organization, both left‐ and right‐brain  thinking must not only coexist, but enrich each other in order to achieve balanced and enduring brand excellence.” ‐Scott Bedbury A New Brand World pg 146 
  35. 35. branding origins branding today customer experience examples balanced thinking visual brand languagevisual brandlanguage
  36. 36. “Visual Brand Language is a unique ʺalphabetʺ of design elements ‐ such as shape, color, materials, finish, typography  and composition ‐ which directly and subliminally  communicate a companyʹs values and personality through compelling imagery and design style.” ‐Wikipedia
  37. 37. The Snow White design language “not only helped Apple’s recognition factoron a world stage, but the innovative designs helped mold the way computerswere perceived throughout the manufacturing and business world.”
  38. 38. Chuck Jones, Whirlpool/KitchenAid:“Visual Brand Language is like a pyramid…”
  39. 39. Visual Brand Language Pyramid Signature Elements Articulations of design principles through form, texture, badging, surface, interaction details Design Principles Specific visual concepts which guide expression of a brandBrand Positioning Visual tone of a brand in context of other brands The heart of a company’s brand: Core Values How it conducts business and how it presents itself to the market Credit: Ziba Design
  40. 40. Brand DNA:“For the way it’s made” Ziba Design, KitchenAid VBL Pyramid Overview
  41. 41. Brand Positioning:Professional grade products for cooking enthusiasts;combining the warmth of home with commercial-grade engineering and robustness: “warm commercial” Ziba Design, KitchenAid VBL Pyramid Overview
  42. 42. Design PrinciplesExaggerated scale, softened surfaces, large user interfaces.
  43. 43. Signature ElementsAnalog gauges, distinct controls, chrome accents. Analog gages Distinct controls Chrome accents
  44. 44. visual Aaron Pavkov, MPD, PE aaron@aawaken.com www.aawaken.com

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