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Responsive Branding: Making Your Brand Interactive on the Web

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You know the importance of your brand and logo.

When you extend your brand online, a static logo isn’t enough. With the new world of interactivity and app-like experience you want to create a brand language that reinforces your values and personality.

From integrating secondary graphics to bringing elements alive, the way a brand is presented has the power to engage or lose an audience. Join us for examples and lessons you can use to think differently about your brand on the web.

Published in: Design
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Responsive Branding: Making Your Brand Interactive on the Web

  1. 1. RESPONSIVEBRANDING Making your brand interactive on the web. K A T E M AT S U D A I R A M A R Y R A U Z I
  2. 2. You have the power to engage or lose an audience.
  3. 3. Where is your brand portrayed? Where is your brand portrayed? 01
  4. 4. COMPUTER PHONE TABLET SMART DEVICES ADVERTISEMENTS KIOSKS VIDEO SOCIAL MEDIA
  5. 5. is just the beginning. B L E N D I N G I N T E R A C T I O N A N D C R E A T I N G R I C H B R A N D E X P E R I E N C E S
  6. 6. Multi-channel branding Where is
  7. 7. Controlled environment No-man’s land VS 02
  8. 8. Controlled environment No-man’s land VS 02
  9. 9. Controlled environment
  10. 10. Controlled environment No-man’s land VS 02
  11. 11. “No-man’s land”
  12. 12. Multi- platform design
  13. 13. Responsive design
  14. 14. — Logo evolution “These days, people interact with Google products across many different platforms, apps and devices… Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens.” – TAMAR YEHOSHUA , VP, PRODUCT MANAGEMENT
  15. 15. — Logo evolution “Twitter is the bird, the bird is Twitter. There’s no longer a need for text, bubbled typefaces, or a lowercase ‘t’ to represent Twitter.” – CREAT IVE DIRECTOR DOUG BOWMAN
  16. 16. — Logo evolution Why?
  17. 17. — Logo evolution They know their audience. 9 0 % O F F A C E B O O K ’ S D A I LY A C T I V E U S E R S A C C E S S I T V I A M O B I L E
  18. 18. — The evolution of brands
  19. 19. The effect 
 of responsive web 
 design on brands 
 is undeniable.
  20. 20. THEPROCESS
  21. 21. Discover 01 Define 02 Design 03 Details 04 Deliver & Distribute 05 ADAPTED FROM “BRANDED INTERACTIONS” BY MARCO SPIES
  22. 22. Examples LET ’S SEE IT IN ACTION
  23. 23. Audience SUCCESS 01 Brand 02 Goals 03 — 3 pillars
  24. 24. Know your audience. PILLAR NUMBER 01
  25. 25. Keep your brand consistent. PILLAR NUMBER 02
  26. 26. Achieve your goals. PILLAR NUMBER 03
  27. 27. SUCCESS 01 02 03 — 3 pillars What does your target 
 audience care about? What is the benefit for the 
 customers for achieving 
 the goal? What are you trying 
 to do (awareness,
 signup, purchase, etc)? What are your values/ universal truths? . What is your brand . personality? . Audience Brand Goals What are their goals and desires?
  28. 28. Thank you. MARY RAUZI / MARY@URBANINFLUENCE.COM @pigeonwisdom KATE MATSUDAIRA / KATE@URBANINFLUENCE.COM

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