Rob O' Reilly presentation on brand identity and tip on developing your brand from FUSE Product Development Workshop 17th July 2013.

1. The Process of Creating a Brand Identity
Brand Identity
Rob O’Reilly
Scale Graphic Design
rob@scale.ie

2. The Process of Creating a Brand Identity
Case Studies
Branding & Packaging
Brand Identity
in 9 steps
Perception

3. The Process of Creating a Brand IdentityIntroduction
“ You are,
what you are seen to be.’
Erik Spiekermann
So what does your branding say
about your product, and is it appropriate?

4. The Process of Creating a Brand Identity
Brand Perception —
how your customers
see your brand.
First impressions count, potential
customers will judge your product
on the image you portray.
You can help shape peoples
perception of your brand.
?

5. The Process of Creating a Brand Identity
* Name Recognition
Is the product name memorable?
Consistent application.
? Descriptor
Function of product
/ brand promise?

6. The Process of Creating a Brand Identity
‘ ’
+
Tone of Voice & Language
— appropriate to audience.
Differentiation — what
makes the brand unique.
Packaging with a memorable brand name
and descriptor alongside a key differentiator
— will help the retailer reach your customers.

7. The Process of Creating a Brand Identity
1 Research
7 Core
Design
Principles
4 Idea
Generation
2 Initial
Briefing
8 Production
Mediums
5 Feedback
3 Reiteration
of Brief
9 Assess
6 Design
Development
Brand Identity in 9 steps

8. The Process of Creating a Brand Identity1 Research
1 Research

9. The Process of Creating a Brand Identity
1 Research
> Do the research in order
to create a clear brief
> Target Audience
> Brand Position
– Relevance, what makes it different?
– Are people aware of it?
– How much do they need it?
> Legalities – Copyright & Naming
> Brainstorming
1 Research
Popularized by Alex Faickney Osborn in the late 1930s,
Brainstorming is a group creativity technique designed to
generate a large number of ideas for the solution to a problem.
rob@scale.ie
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rob@scale.ie

10. The Process of Creating a Brand Identity2 Initial Briefing
2 Initial
Briefing

11. The Process of Creating a Brand Identity
2 Initial Briefing
> A good design result will be born out
of clear understanding
> Project Brief should set parameters
of Time, Budget & Objectives
– Deadline will create focus
– Budget can challenge creativity
2 Initial Briefing

12. The Process of Creating a Brand Identity3 Reiteration of Brief
3 Reiteration
of Brief

13. The Process of Creating a Brand Identity
3 Reiteration – Brief
> If the brief is not clear it
may need to be rewritten
> Checklist
– Does the designer understand
what the client wants?
– Do both parties agree on time / budget
– Can the designer manage expectations
3 Reiteration of Brief

14. The Process of Creating a Brand Identity
1 Research
7 Core
Design
Principles
4 Idea
Generation
2 Initial
Briefing
8 Production
Mediums
5 Feedback
3 Reiteration
of Brief
9 Assess
6 Design
Development

15. The Process of Creating a Brand Identity4 Idea Generation
4 Idea
Generation

16. The Process of Creating a Brand Identity
4 Idea Generation
> Information from the brief should
inform the design solution
> Experimentation is necessary
– Left field
– Middle
– Conservative
> Contrasting approaches are useful
in helping the decision process
4 Idea Generation
L
R
M

17. The Process of Creating a Brand Identity5 Feedback
5 Feedback

18. The Process of Creating a Brand Identity
5 Feedback
> At this stage the client digests
initial design concepts
> Client feedback reference points
> Feedback must be interpreted
to improve the design
5 Feedback
Initial Design Suggestion Revised

19. The Process of Creating a Brand Identity6 Design Development
6 Design
Development

20. The Process of Creating a Brand Identity
6 Design
Development
> Gradual refinement
> This can mean small but significant
changes to typography or colour
schemes — to enhance the idea or
increase communication
> It is important at this stage that
the logo mark, colour and style are
agreed before applying to other items
6 Design Development

21. The Process of Creating a Brand Identity6 Design Development
Too Modern Natural More Vibrant
A Soft Day
Sweet Rain
and Long Grass
IRISH
MADE
SOYA
WAX
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SWEET RAIN & LONG GRASS
A Soft Day
Sweet Rain
and Long Grass
IRISH
MADE
SOYA
WAX
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiisssssssssssssssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh sssssssssssssssssssssssssssssssssssssssccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeennnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnttttttttttttttttttttttttttttttttttttttt oooooooooooooooooooooooooooooooooooofffffffffffffffffffffffffffffffffffffff ppppppppppppppppppppppppppppppppppppppppppllllllllllllllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaacccccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
SWEET RAIN & LONG GRASS
Connemara Mist
Sea Spray

22. The Process of Creating a Brand Identity
1 Research
7 Core
Design
Principles
4 Idea
Generation
2 Initial
Briefing
8 Production
Mediums
5 Feedback
3 Reiteration
of Brief
9 Assess
6 Design
Development

23. The Process of Creating a Brand Identity7 Core Design Principles
7 Core Design
Principles

24. The Process of Creating a Brand Identity
7 Core Design
Principles
> Here we look at how the visual identity
will be applied in terms of colour,
typography, imagery and words
> These are the core design principles that
allow the brand to communicate
it’s values
7 Core Design Principles

25. The Process of Creating a Brand Identity7 Core Design Principles
Typography
> Different typefaces
have different
personalities to the
extent that they can
seem to have faces
> Some appear serious
some functional
others quirky.
Colour
> Colour is a powerful
communication tool,
it can grab attention
> The subtle use of
colour can elevate
a brand to a level of
sophistication
> Colour Association
Words & Imagery
> Messages are also
communicated
through use of words
and imagery.

26. The Process of Creating a Brand Identity8 Production Mediums
8 Production
Mediums

27. The Process of Creating a Brand Identity
8 Production
Mediums
> Production Mediums
– Print, Packaging, Advertising, Online
> Format and production values can make a
real difference and elevate from the herd
> Non-standard and bespoke formats can
provide an opportunity to differentiate
8 Production Mediums

28. The Process of Creating a Brand Identity
> The pattern on the
packaging for Trig
jewellery is derived
from the geometric
pieces
8 Production Mediums

29. The Process of Creating a Brand Identity8 Production Mediums
> The non-standard
format packaging
on these utensils,
communicates it’s
regard for the
environment.

30. The Process of Creating a Brand Identity8 Production Mediums
> The Hering
website is clear and
easy to understand
reflecting the
nature of the
product.

31. The Process of Creating a Brand Identity9 Assess
9 Assess

32. The Process of Creating a Brand Identity9 Assess
9 Assess
> Once the process is complete
it is important to assess whether
all key elements are present.
> Does it communicate clearly?
> Will the new brand packaging
elevate the product?

33. The Process of Creating a Brand Identity
Brand Packaging
Key Elements
A Soft Day
Sweet Rain & Long Grass
A Soft Day
Sweet Rain & Long Grass
400g
A Soft Day
Enjoy the natural sweet
scent of an Irish meadow
after a summer shower.
www.SoilseCandleCompany.ieProduct Name
Descriptor
Irish Made
Ingredient Bar Code
Weight
Story
Point of
Contact
/
Company
Name
Variety Supporting
Illustration
A brand identity
is the sum of it’s parts
not just a logo.

34. The Process of Creating a Brand Identity
After
Before

35. The Process of Creating a Brand Identity
Base of box
becomes display case
for retailer

36. The Process of Creating a Brand Identity
Colour coding for each variety

37. The Process of Creating a Brand Identity
Defining attributes;
> Unique Diecut
> Economy
> Colour
> Photography
> Texture
Case Studies
Branding
& Packaging

38. The Process of Creating a Brand Identity
Unique Diecut & Logo
are based on textile pattern

39. The Process of Creating a Brand Identity

40. The Process of Creating a Brand Identity
Bespoke —
Pictograms represent furniture
Swing Tags become miniature
brochures

41. The Process of Creating a Brand Identity
Diecuts highlight
product contours

42. The Process of Creating a Brand Identity
Economy —
Rubber Stamp
becomes branding device

43. The Process of Creating a Brand Identity
Logo & Point of Sale Booklet
mimic the nature of product

44. The Process of Creating a Brand Identity
Swing Tags are
neutral in contrast
with woolen patterns

45. The Process of Creating a Brand Identity
Economy —
Paper Band becomes
branding device
& point of sale information

46. The Process of Creating a Brand Identity
Both Product
& Logo are
geometric
simple
functional

47. The Process of Creating a Brand Identity
Packaging
simply displays
product photography

48. The Process of Creating a Brand Identity
Promotional Poster
using leather rather
than paper
Logotype &
Illustrations
organic in style

49. The Process of Creating a Brand Identity
The Brand Identity
The Product
both reductive

50. The Process of Creating a Brand Identity
Point of Sale Brochure
has similar attributes
to the pure and simple
nature of the pottery

51. The Process of Creating a Brand Identity
Packaging Pattern
follows form of
trigonometry
jewellery

52. The Process of Creating a Brand Identity

53. The Process of Creating a Brand Identity
Thank You
Rob O’Reilly
Scale Graphic Design
rob@scale.ie