This document discusses branding and logo design. It defines what a logo and brand are, noting that a logo promotes instant recognition while a brand creates a trusted image through benefits and values. The document emphasizes that modern consumers want transparency and authenticity from brands. It provides examples of transparent and authentic brands, and notes that while transparency is not required, authenticity is important to generate positive interest. It concludes with questions designers should consider when developing a brand, such as how the brand improves people's lives, connects to society, and is dedicated to consumer wellness.

1. 9/13 - Designers Discussions:
Brand Design (Designing For A Brand)
NOTRE DAME
DMA - 253 - 01
Graphic Design
Theory & Practice
Fall 2016

2. A BRAND FOR A COMPANY IS LIKE
A REPUTATION FOR A PERSON.
YOU EARN REPUTATION BY TRY-
ING TO DO HARD THINGS WELL.
A BRAND FOR A COMPANY IS LIKE
A REPUTATION FOR A PERSON.
YOU EARN REPUTATION BY TRY-
ING TO DO HARD THINGS WELL.
- Jeff Bezos - CEO of Amazon.com

3. WHAT IS A LOGO?
A logo (abbreviation of logotype) is a graphic mark, emblem,
or symbol commonly used by commercial enterprises, or-
ganizations and even individuals to aid and promote instant
public recognition. Logos are either purely graphic (symbols/
icons) or are composed of the name of the organization (a
logotype or wordmark).

4. WHAT IS
A BRAND?
A brand is defined as unique design, sign,
symbol, words, or a combination of these,
employed in creating an image that iden-
tifies a product and differentiates it from
its competitors. Over time, this image be-
comes associated with a level of credibility,
quality, and satisfaction in the consumer’s
mind. Thus, brands help harried consumers
in crowded and complex marketplace by
standing for certain benefits and value.

5. As it stands today, consumers want to trust the brands in which they shop.
In order for a company to connect and resonate with its consumer or
“humanize the business”, it must practice two models commonly known
as BRAND TRANSPARENCY & BRAND AUTHENTICITY.

6. 87% of global consumers say it’s
important for brands to “act with
integrity at all times”, while only
72% call innovation essential”.

7. Brand Transparency is operating in such a way that it is easy for others to
see what actions are performed.

8. Brand Authenticity, brings the consumer back to the importance of the story
– how the brands voice resonates with “authenticity”.

9. The stories that a brand has to tell in order to be authentic are simple:

10. 1. How does the brand make the consumers life better?

11. 1. How does the brand make the consumers life better?
2. How does the brand connect to the community and contribute to society?

12. 1. How does the brand make the consumers life better?
2. How does the brand connect to the community and contribute to society?
3. How is the brand dedicated to the wellness of the consumer?

13. While a company does not need to be both transparent
and authentic to be profitable or successful, the mod-
ern consumer will tend to perceive the lasting power of
a product/service based off of the vision and mission of
the company.
Some examples of companies that are both transparent
an authentic are:

17. Companies that are authentic but not transparent:

21. To not be transparent is not a negative. “Inventor”
brands need to have a myth behind what they offer and
what we are drawn to. But there can not and will not be
any positive curiosity without the authentic element. Tell
your story in a way that it connects with your audience.

22. QUESTIONS TO ASK
WHEN DESIGNING
A BRAND (and LOGO)?

23. 1. What is the organization’s vision and its service or product?
2. How the brand make the consumers life better?
3. What the your organization hope to accomplish by building a better brand? (i.e: In-
creased visibility? Sales? Build consumer loyalty? General image upgrade? Other?)
4. How does the brand connect to the community and contribute to society?
5. How is the brand dedicated to the wellness of the consumer?
6. Who is the brand’s target audience or demographic? Are they already knowledgeable
about the organization? What motivates them to use the product/ services? How so?
7. How does your audience currently perceive your organization? How, if at all, do you
want to change that perception?
8. What does the client want the brand to be remembered for? Can it be authen-
tic,transparent or both? Why?