EESTEC Summer School 2012 - Branding Guidelines - Milosh Pivic


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EESTEC Summer School 2012 - Graphic Design class
Branding Guidelines by Milosh Pivic

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  • Now that we have the clue what is brand, we need to know what is its function?Brands have three primary functions:NavigationBrands help consumers choose from a bewildering array of choices.ReassuranceBrands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice.EngagementBrands use distinctive imagery, language, and associations to encourage customers to identify with the brand.David Haigh, CEO, Brand Finance
  • Design plays an essentialrole in creating andbuilding brands. Designdifferentiates and embodies theintangibles–emotion, context,and essence—thatmatter mostto consumers.Moira CullenSenior Director, Global DesignThe Hershey Company
  • A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.
  • A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organization, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.Many people believe a brand only consists of a few elements – some colors, some fonts, a logo, a slogan and maybe  some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colors, some typefaces, a logo and a slogan.As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterized by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved color palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognizable.The identity or ‘image’ of a company is made up of many visual devices:A Logo (The symbol of the entire identity & brand)Stationery (Letterhead + business card + envelopes, etc.)Marketing Collateral (Flyers, brochures, books, websites, etc.)Products & Packaging (Products sold and the packaging in which they come in)Apparel Design (Tangible clothing items that are worn by employees)Signage (Interior & exterior design)Messages & Actions (Messages conveyed via indirect or direct modes of communication)Other Communication (Audio, smell, touch, etc.)Anything visual that represents the business.All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.To understand what a logo is, we must first understand what it is for.A logo is for… identification.A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolizes, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognizable and memorable.It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.The logo identifies a business or product in its simplest form.
  • The brand identity process demands a combination of investigation, strategic thinking, design excellence, and project management skills. It requires an extraordinary amount of patience, an obsession with getting it right, and an ability to synthesize vast amounts of information.Conducting researchClarify vision, strategies, goals, and values.Research stakeholders’ needs and perceptions.Conduct marketing, competitive, technology, legal, and language audits.Interview key management.Evaluate existing brands and brand architecture.Present audit readout.Clarifying strategySynthesize learning's.Clarify brand strategy.Develop a positioning platform.Co-create brand attributes.Write a brand brief.Achieve agreement.Create a naming strategy.Develop key messages.Write a creative brief.Designing identityVisualize the future.Brainstorm big idea.Design brand identity.Explore applications.Finalize brand architecture.Present visual strategy.Achieve agreement.Creating touchpointsFinalize identity design.Develop look and feel.Initiate trademark protection.Prioritize and design applications.Design program.Apply brand architecture.Managing assetsBuild synergy around the new brand.Develop launch strategy and plan.Launch internally first.Launch externally.Develop standards and guidelines.Nurture brand champions.Big ideaA big idea functions as an organizational totem pole around which strategy, behavior,actions, and communications are aligned. These simply wordedstatements are usedinternally as a beacon of a distinctive culture and externally as a competitive advantagethat helps consumers make choices.Brand architectureBrand architecture refers to the hierarchy of brands within a single company. It is theinterrelationship of the parent company, subsidiary companies,products, and services, and should mirror the marketing strategy. It is important to bring consistency, visual andverbal order, thought, and intention todisparate elements to help a company grow andmarket more effectively.
  • A logotype is a word (or words) in a determined font, which may be standard, modified, or entirely redrawn. Frequently, a logotype is juxtaposed with a symbol in a formal relationship called the signature. Logotypes need to be not only distinctive, but durable and sustainable. Legibility at various scales and in a range of media is imperative, whether a logotype is silk-screened on the side of a ballpoint pen or illuminated in an external sign twenty stories off the ground.The best logotypes are a result of careful typographic exploration. Designers consider the attributes of each letterform, as well as the relationships between letterforms. In the best logotypes, letterforms may be redrawn, modified, and manipulated in order to express the appropriate personality and positioning of the company.The designer begins his or her process by examining hundreds of typographic variations. Beginning with the basics—for example, whether the name should be set in all caps or caps and lowercase—the designer proceeds to look at classic and modern typefaces, roman and italic variations, and various weights, scales, and combinations. The designer then proceeds to manipulate and customize the logotype. Each decision is driven by visual and performance considerations, as well as by what the typography itself communicates.A signature is the specific and nonnegotiable designed combination of the brandmarkand the logotype. The best signatures have specific isolation zones to protect their presence.A company may have numerous signatures, for various business lines or with and without a tagline.
  • Real-Time DataThey have shareholders, and logically they must have profit. So they take data and use it to measure the progress. The have very continuous feedback loop, the learn something, they put it back in the product, they put it back in the market. They have whole team for this, and they know every can vs. bottle of coke, fanta or sprite were sold. So if seals starts to drop, then the person can identify the problem and address the issue.Lets contrast that to the EESTEC.In the EESTEC, the evaluation comes on the very end of the projects. And by then it is a way too late to use the data. It’s like bowling in a dark, you roll the bowling ball, you hear some pins go down, but you cant see what have you achieve until you turn on the lights. Real-time data turns the light on.Entrepreneurial TalentsFor a second lets get back to the Africa. Coca-Cola has been there since 1928, but most of the time they cant reach the distant market. Because they had the system developed in modern world, which is big trucks with coke in it, rolling on the streets. and as you can assume it is hard to find a good road to remote places in Africa. But Coke notice something. They noticed that local people are buying coke and reselling it in this hard to reach places. So they took some time to learn about that, and in 1990 they decided to start training those local sellers, giving them small loans and opening micro sell centers. Now those local entrepreneurial hire local people to sell coke in distant places. Today there are about 3000 centers and 50000 local people are working for them.So lets again contrast that to the EESTEC.On local levels EESTEC have talented members. Everyone of you is here because you done amazing things. And what can we learn from Coca-Cola? Invest in the members, share your knowledge, teach them everything you know. So tomorrow they can teach someone else. Invest in future. LC Trieste and EESTEC International you are doing amazing job, and I want to congratulation you, and hopefully next year ESS will be even better.Incredible MarketingUltimately the Coca-Cola success depends on one crucial thing – and that thing is that people wants coke. And what's the secret of their marketing? Associating that product with the life people want to live. So even if it is a global company they take a very local approach. Coke global slogan is “open happiness”, but they localize it. And not by guessing, they go to local places and research. In Africa its associated with seriti or community respect. And they produce the song for the football world cup 2010 – Wavin’ Flag by K’NAAN. But they didn’t stop there, they localized for 80 different languages and that song was on pop charts in 70 country's.How this reflect EESTEC?Here we are making a fundamental mistake. We made a assumption, we think that when people need something we don’t have make them want it. Yes, we have. Even if they enhance themselves through EESTEC, we must motivate them to join the EESTEC. EESTEC is multiethnic and multicultural organization. So we cant design globally for all LC’s. But we should respect branding guide.
  • EESTEC Summer School 2012 - Branding Guidelines - Milosh Pivic

    1. 1. EESTEC Branding Guidelines  Brand basics • What is brand? • What is brand identity? • What is branding?  Designing identity • Logotype + signature • Color • Typography
    2. 2. EESTEC Branding Guidelines  Successful brands  EESTEC Brand Manual Miloš Pivić, LC Belgrade
    3. 3. Brandbasics/ What is brand? A brand is a "Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers." “A brand is a person’s gut feeling about a product, service, or company.” Marty Neumeier, The Brand Gap
    4. 4. Brands functions Brands have three primary functions:  Navigation  Reassurance  Engagement
    5. 5.  Who are you? Who needs to know? How will they find out? Why should they care?
    6. 6. Brand touchpoints  Each touchpoint is an opportunity to increase awareness and build customer loyalty.
    7. 7. Brandbasics/ What is brand identity? The outward expression of a brand, including its name, trademark, communications, and visual appearance – is brand identity. Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.
    8. 8. Brandbasics/ What is branding? Branding is a disciplined process used to build awareness and extend customer loyalty. Branding is about seizing every opportunity to express why people should choose one brand over another.
    9. 9. Brandbasics/ Let’s sum up
    10. 10. Designing identity
    11. 11. Logotype + signature
    12. 12. Color  Colors are more than a combination of red and blue or yellow and black.  They are a non-verbal means of communication.  Colors have symbolism and color meanings that go beyond their ink.
    13. 13. Color brand identity basics  Use color to facilitate recognition and build brand equity.  Colors have different connotations in different cultures. Research.  Color is affected by various reproduction methods. Test.  Sixty percent of the decision to buy a product is based on color.
    14. 14. Typography  Typography is a core building block for brands.  A unified and coherent company image is not possible without typography that has a unique personality.  The typeface needs to be flexible and easy to use, and it must provide a wide range of expression.
    15. 15. Typeface family basics  Typefaces are chosen for their legibility, their unique character, and their range of weights and widths.  Intelligent typography supports information hierarchy.  Typeface families must be chosen to complement the signature, not necessarily to replicate the signature.
    16. 16. Successful brands
    17. 17.  Real-Time Data Entrepreneurial Talents Incredible Marketing