Keren Pres

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Very basic traditional fundamentals of branding

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Keren Pres

  1. 1. presentation Keren Base One Branding
  2. 2. quandry: “make the logo bigger!” Base One Branding
  3. 3. are designers ignorant of business or do marketers not value aesthetics Base One Branding
  4. 4. “you should be able to cover up the logo and still recognise who the communication is from because the look and feel is so distinctive.” Base One Branding
  5. 5. “you should be able to cover up the logo and still recognise who the communication is from because the look and feel is so distinctive.” even more so with service companies where no product recognition Base One Branding
  6. 6. 1 2 3 4 5 6 ge shell unilever assurant sun dhl Base One Branding
  7. 7. 1 assurant 2 dhl 3 ge 4 shell 5 sun 6 unilever Base One Branding
  8. 8. the brand the logo the look and feel Base One Branding
  9. 9. the brand turns the business back into an idea the logo is the shortcut to the idea the look and feel sells the idea Base One Branding
  10. 10. the brand turns the business back into an idea the logo is the shortcut to the idea the look and feel sells the idea Base One Branding
  11. 11. the brand turns the business back into an idea the logo is the shortcut to the idea the look and feel sells the idea Base One Branding
  12. 12. recognition Base One Branding
  13. 13. shape:
  14. 14. shape: colour:
  15. 15. shape: colour: content
  16. 16. simplicity simplicity simplicity shape: colour: content
  17. 17. shape: colour: content
  18. 18. topology of trademarks wordmarks letterforms emblem pictorial abstract designed to act as a memory company simplified and conveys a big convey brand aid for a name strongly stylised literal idea or strategic attribute or company name associated image ambiguity positioning to a pictorial element
  19. 19. topology of trademarks wordmarks letterforms emblem pictorial abstract designed to act as a memory company simplified and conveys a big convey brand aid for a name strongly stylised literal idea or strategic attribute or company name associated image ambiguity positioning to a pictorial element
  20. 20. topology of trademarks wordmarks letterforms emblem pictorial abstract designed to act as a memory company simplified and conveys a big convey brand aid for a name strongly stylised literal idea or strategic attribute or company name associated image ambiguity positioning to a pictorial element
  21. 21. topology of trademarks wordmarks letterforms emblem pictorial abstract designed to act as a memory company simplified and conveys a big convey brand aid for a name strongly stylised literal idea or strategic attribute or company name associated image ambiguity positioning to a pictorial element
  22. 22. topology of trademarks wordmarks letterforms emblem pictorial abstract designed to act as a memory company simplified and conveys a big convey brand aid for a name strongly stylised literal idea or strategic attribute or company name associated image ambiguity positioning to a pictorial element
  23. 23. logo development: what’s the business imperative?
  24. 24. logo development: what’s the business imperative? what elements maintained? what works, what doesn’t?
  25. 25. logo development: what’s the business imperative? what elements maintained? evolutionary of revolutionary? what’s right for Rackspace?
  26. 26. modernisation
  27. 27. re-alignment
  28. 28. which route? what elements maintained? evolutionary or revolutionary
  29. 29. logo end. next: visual strategy, what to say & how to say it
  30. 30. if it doesn’t hurt it’s not strategy.
  31. 31. we want to be unique, just like they are.
  32. 32. option: design
  33. 33. option: design LBM pros: flexible, extendible cons: balance, interpretation
  34. 34. design option: colour
  35. 35. option: colour UPS pros: immediate, emotional cons: competition, internal boredom
  36. 36. design colour option: imagery
  37. 37. option: imagery UPS pros: impact cons: production, longevity
  38. 38. design colour imagery option: typography
  39. 39. option: typography UPS pros: unique, ease of use cons: creation
  40. 40. design colour imagery typography option: sensory
  41. 41. option: sensory five pros: memorable, emotional cons: limited use
  42. 42. current priority design colour imagery typography sensory
  43. 43. current use design colour imagery typography sensory most suitable priority design colour imagery typography sensory
  44. 44. inside what you say how you say it how long you say it for
  45. 45. taglines command just do it Nike
  46. 46. taglines command describe just do it imagination at work Nike GE
  47. 47. taglines command describe position just do it imagination the ultimate at work driving machine Nike GE BMW
  48. 48. taglines command describe position provoke just do it imagination the ultimate where do you at work driving machine want to go today? your potential, our passion Nike GE BMW Microsoft
  49. 49. taglines command describe position provoke categorise just do it imagination the ultimate where do you the world’s local at work driving machine want to go today? bank your potential, our passion Nike GE BMW Microsoft HSBC
  50. 50. taglines short unique captures the essence and positioning easy to say memorable get an emotional response
  51. 51. taglines short unique captures the essence and positioning easy to say memorable get an emotional response difficult to think up
  52. 52. “whatever you are, be it 100%.” Keren Base One Branding

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