Visual Expression by Neff

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Creative Strategy is the art of translating a unique business asset (called a brand platform) into an experience. This experience starts with a strong visual system: an ownable and easily recognizable form of branded communication that translates the brand platform into visual storytelling artifacts. The visual system and brand platform become alive through executions across various mediums such as interactive, print and digital campaigns.

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Visual Expression by Neff

  1. 1. Visual Expression<br />BRAND STRATEGY_MARCH_2010<br />
  2. 2. Who am I?<br />VISUAL EXPRESSION<br />2<br />CREATIVE STRATEGIST<br />STUDIO MANAGER<br />HALLOWEEN 2009<br />
  3. 3. We are VISUAL beings<br />VISUAL EXPRESSION<br />3<br />survival<br />appeal<br />preference<br />
  4. 4. Visual Expression<br />VISUAL EXPRESSION<br />4<br />HISTORY OF IDENTITY<br />
  5. 5. Visual Expression<br />VISUAL EXPRESSION<br />5<br />SYMBOLIC COMMUNICATION<br />
  6. 6. Visual Expression<br />VISUAL EXPRESSION<br />6<br />PSYCHOLOGY<br />
  7. 7. Visual Expression<br />VISUAL EXPRESSION<br />7<br />PSYCHOLOGY<br />
  8. 8. Visual Expression<br />VISUAL EXPRESSION<br />8<br />PSYCHOLOGY<br />
  9. 9. CATALOG<br />Visual Expression<br />VISUAL EXPRESSION<br />9<br />
  10. 10. Visual Expression<br />VISUAL EXPRESSION<br />10<br />BELIEFS<br />
  11. 11. Visual Expression<br />VISUAL EXPRESSION<br />11<br />PURCHASE DECISIONS<br />
  12. 12. Visual Expression<br />VISUAL EXPRESSION<br />12<br />
  13. 13. Visual Expression<br />VISUAL EXPRESSION<br />13<br />Stop<br />Stop<br />
  14. 14. Visual Expression<br />VISUAL EXPRESSION<br />14<br />WORD GAMES<br />RO<br /> DS<br />ROADS<br />
  15. 15. Visual Expression<br />VISUAL EXPRESSION<br />15<br />WORD GAMES<br />
  16. 16. Visual Expression<br />VISUAL EXPRESSION<br />16<br />WORD GAMES<br />MOONCEON<br />
  17. 17. Visual Expression<br />VISUAL EXPRESSION<br />17<br />WORD GAMES<br />AGED<br />AGED<br />AGED<br />
  18. 18. Visual Expression<br />VISUAL EXPRESSION<br />18<br />WORD GAMES<br />anything<br />anything<br />E<br />anything<br />anything<br />
  19. 19. Visual Expression<br />VISUAL EXPRESSION<br />19<br />WORD GAMES<br />NEFRIENDED<br />
  20. 20. Visual Expression<br />VISUAL EXPRESSION<br />20<br />WORD GAMES<br />QUITE<br />
  21. 21. Visual Expression<br />VISUAL EXPRESSION<br />21<br />WORD GAMES<br />O_ER_T_O_<br />
  22. 22. Visual Expression<br />VISUAL EXPRESSION<br />22<br />WORD GAMES<br />mary<br />mary<br />
  23. 23. VISUAL EXPRESSION<br />23<br />Strategic Brand Identity<br />STORYTELLING TOOLS<br />PROCESS OF BUILDING<br />TRENDS<br />CASE STUDIES<br />
  24. 24. A LOGO IS A BRAND.<br />Common Misconceptions<br />
  25. 25. A LOGO SAYS WHAT A COMPANY DOES.<br />Common Misconceptions<br />
  26. 26. A LOGO SHOULD BE ATTENTION GRABBING.<br />Common Misconceptions<br />
  27. 27. A LOGO IS AN IDENTIFICATION DEVICE.<br />What is a Logo?<br />
  28. 28. Universal Language<br />VISUAL EXPRESSION<br />28<br />ISRAEL<br />
  29. 29. Universal Language<br />VISUAL EXPRESSION<br />29<br />
  30. 30. Brand Identity Defined<br />VISUAL EXPRESSION<br />30<br />Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition. <br />Colors, fonts, imagery and design often combine to establish a formula of visual communication that enables efficient, memorable and timely recognition of a brand and its products.<br />
  31. 31. Brand Identity Defined<br />VISUAL EXPRESSION<br />31<br />Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition. <br />Colors, fonts, imagery and design often combine to establish a formula of visual communication that enablesefficient, memorable and timely recognition of a brandand its products.<br />
  32. 32. Brand Identity Defined<br />VISUAL EXPRESSION<br />32<br />BRAND POSITIONING<br />Who you are<br />VISUAL EXPRESSION<br />How you show it<br />
  33. 33. VISUAL EXPRESSION<br />33<br />Strategic Brand Identity<br />STORYTELLING TOOLS<br />
  34. 34. VISUAL EXPRESSION<br />34<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />
  35. 35. Visual Expression<br />VISUAL EXPRESSION<br />35<br />TYPOGRAPHY<br />
  36. 36. Visual Expression<br />VISUAL EXPRESSION<br />36<br />TYPOGRAPHY<br />
  37. 37. Visual Expression<br />VISUAL EXPRESSION<br />37<br />TYPOGRAPHY<br />STOP<br />Stop<br />Stop<br />
  38. 38. Visual Expression<br />VISUAL EXPRESSION<br />38<br />TYPOGRAPHY<br />
  39. 39. Visual Expression<br />VISUAL EXPRESSION<br />39<br />TYPOGRAPHY<br />
  40. 40. VISUAL EXPRESSION<br />40<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />
  41. 41. Visual Expression<br />VISUAL EXPRESSION<br />41<br />COLOR<br />
  42. 42. Visual Expression<br />VISUAL EXPRESSION<br />42<br />COLOR <br />Urgent<br />Earthy<br />Loving<br />Easy<br />Fast<br />Longevity<br />Risky<br />Intelligent<br />Awe-striking<br />
  43. 43. Visual Expression<br />COLOR<br />Trust<br />Loyalty<br />Sky<br />Sea<br />Joy<br />Fresh<br />Sunshine<br />Flowers<br />Power<br />Passion<br />Fire<br />Blood<br />Mystery<br />Elegance<br />Space<br />Night<br />Ambition<br />Health<br />Nature<br />Environment<br />Energy<br />Strength<br />Tropical<br />Food<br />Romantic<br />Nostalgic<br />Royalty<br />Rare<br />Purity<br />Goodness<br />Snow<br />Clouds<br />
  44. 44. Visual Expression<br />VISUAL EXPRESSION<br />44<br />
  45. 45. VISUAL EXPRESSION<br />45<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />
  46. 46. Visual Expression<br />VISUAL EXPRESSION<br />46<br />SHAPE<br />
  47. 47. Visual Expression<br />VISUAL EXPRESSION<br />47<br />SHAPE<br />
  48. 48. VISUAL EXPRESSION<br />48<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />
  49. 49. Visual Expression<br />VISUAL EXPRESSION<br />49<br />CONSITENCY<br />
  50. 50. Consistency<br />VISUAL EXPRESSION<br />50<br />To effectively communicate visually and own a visual system, all touchpoints must be executed with strategic attention to repetition and consistency across all media and mediums of expression<br />ADVERTISING<br />MOBILE PLATFORM<br />INTERACTIVE MEDIA<br />RETAIL EXPERIENCE<br />
  51. 51. Consistency<br />VISUAL EXPRESSION<br />51<br />ADVERTISING<br />MOBILE PLATFORM<br />RETAIL EXPERIENCE<br />INTERACTIVE MEDIA<br />
  52. 52. VISUAL EXPRESSION<br />52<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />
  53. 53. VISUAL EXPRESSION<br />53<br />VISUAL EXPRESSION<br />is communicated through<br />TYPE<br />COLOR<br />SHAPE<br />IMAGERY<br />STYLE<br />CONSISTENCY<br />LOGO<br />
  54. 54. DIFFERENTIATED<br />How different and therefore ownable is the logo within the industry?<br />MEMORABLE<br />Is the logo distinct enough to be memorable? <br />DURABLE<br />Is the logo sustainable over time?<br />ALIGNED<br />Does the logo align with the brand strategy, personality and look/feel of the visual system?<br />Logo Design Criteria<br />
  55. 55. Logotypes<br />VISUAL EXPRESSION<br />55<br />WORDMARK<br />EMBLEM<br />PICTORIAL MARK<br />LETTERFORM<br />ABSTRACT<br />
  56. 56. History of the Nestlé Logo<br />VISUAL EXPRESSION<br />56<br />1868<br /><ul><li>Henri Nestlé’s German name meaning little nest
  57. 57. Family emblem (crest)</li></ul>1966<br /><ul><li>Simplified design</li></ul>1988<br /><ul><li>Conceptual shift in the logo marking the company’s direction</li></ul>1875<br /><ul><li>A new mark is registered by new company owners</li></ul>TODAY<br /><ul><li>Most simplified execution</li></ul>1938<br /><ul><li>Traditional nest design was combined with the company name</li></li></ul><li>Challenges of Visual Expression<br />Visual Vocabulary #1 Challenge<br />Absorb and reflect an organization’s personality, history and unique significance through the simplest of visual ideas<br />Symbols mean nothing without context and explanation – over and over again<br />Differentiation means more in visual vocabulary than almost anywhere else in brand strategy<br />
  58. 58. Pepsi Logo<br />VISUAL EXPRESSION<br />58<br />1898<br />1950<br />1991<br />1905<br />1962<br />1998<br />2008<br />1906<br />2005<br />1973<br />1940<br />
  59. 59. Pepsi Logo<br />VISUAL EXPRESSION<br />59<br />1898<br />1950<br />1991<br />1905<br />1962<br />1998<br />2008<br />1906<br />2005<br />1973<br />1940<br />
  60. 60. Pepsi Logo<br />VISUAL EXPRESSION<br />60<br />
  61. 61. Pepsi Logo<br />VISUAL EXPRESSION<br />61<br />PEPSI IS THE ALPHA, THE OMEGA…<br />THE LOGO THAT DEFINES GRAVITY<br />
  62. 62. Pepsi Logo<br />VISUAL EXPRESSION<br />62<br />
  63. 63. VISUAL EXPRESSION<br />63<br />Strategic Brand Identity<br />STORYTELLING TOOLS<br />PROCESS OF BUILDING<br />
  64. 64. Process of Building<br />VISUAL EXPRESSION<br />64<br />RESEARCH<br />VISUAL WORKSHOP<br />STRATEGIC BRAINSTORM<br />MOODBOARDS<br />AUDIENCES<br />TOUCHPOINTS<br />CURRENT MATERIALS<br />COMPETITION<br />BRAND ATTRIBUTES<br />
  65. 65. VISUAL EXPRESSION<br />65<br />MOODBOARDS<br />Process of Building<br />
  66. 66. Process of Building<br />VISUAL EXPRESSION<br />66<br />RESEARCH<br />VISUAL WORKSHOP<br />STRATEGIC BRAINSTORM<br />MOODBOARDS<br />REFINEMENT<br />LOGO EXPLORATION<br />EXAMPLE EXECUTIONS<br />BRAND GUIDELINES<br />
  67. 67. VISUAL EXPRESSION<br />67<br />Strategic Brand Identity<br />STORYTELLING TOOLS<br />PROCESS OF BUILDING<br />DESIGN TRENDS<br />
  68. 68. Trends<br />VISUAL EXPRESSION<br />68<br />ICONOGRAPHY<br />
  69. 69. Trends<br />VISUAL EXPRESSION<br />69<br />WEB 2.0<br />
  70. 70. Trends<br />VISUAL EXPRESSION<br />70<br />MAXIMALISM<br />
  71. 71. Trends<br />VISUAL EXPRESSION<br />71<br />MINIMALISM<br />
  72. 72. Trends<br />VISUAL EXPRESSION<br />72<br />DYNAMIC IDENTITY<br />
  73. 73. AOL Animated Brand Identity<br />VISUAL EXPRESSION<br />73<br />
  74. 74. VISUAL EXPRESSION<br />74<br />DYNAMIC IDENTITY<br />Trends<br />
  75. 75. VISUAL EXPRESSION<br />75<br />Strategic Brand Identity<br />STORYTELLING TOOLS<br />PROCESS OF BUILDING<br />BEST PRACTICES + TRENDS<br />CASE STUDIES<br />
  76. 76. VISUAL EXPRESSION<br />76<br />LOGORAMA<br />François Alaux, Hervé de Crécy, LudovicHouplain + H5<br />2010 Oscar for Best Animated Short Film<br />
  77. 77. Recommended Resources<br />VISUAL EXPRESSION<br />77<br />DESIGNING BRAND IDENTITY<br />By Alina Wheeler<br />HELVETICA<br />&<br />OBJECTIFIED<br />Films by Gary Hustwit<br />ZAG<br />By Marty Neumeier<br />BRANDNEW<br />Blog by Underconisderation<br />
  78. 78. Thank you<br />bneff@innovationprotocol.com _ work<br />email@bryanneff.com _ personal<br />

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