SlideShare a Scribd company logo
Design
Identity
Branding
What is design?
Design is a process and a product.
Both are included in the sentence
man makes tool,
where makes and tool
must be understood very widely.
The best designer?
Design is business
Where art is primarily concerned with aesthetics,
design is essentially a problem-solving discipline.
Great design, therefore, must begin with a comprehensive under-
standing of the business problem that needs to be solved.
http://www.designcouncil.org.uk
Products in three levels
Survival
Comfort
Experience
. . . or a total mix
Three design fields
	
	 exterior - where we live
		 cities, houses
	 interior - how we live
		 furniture, machines,
	 interaction - how things work
		 communication
Architecture
Product designProduct design
Graphic designGraphic design
. . . or a total mix
Design can be both a vital element
in the company product and in the way
the products are communicated.
Excellent presentation is an inseparable
part of excellent performance
Making it simple
"connecting people"
What is identity?
Did you bring your
identity today?
Identity
Identity is distinctive character:
What makes one phenomenon different
from other phenomena.
Identity
Known or recognized
The difference is the same
New context
Natural or produced identity
Natural or produced identity
Everything you do
Corporate identity is merely the identity of
the company's corporate product, which is
the sum of all its manifestations.
Everything the company is and does.
http://www.pentagram.com
What is image?
somebody got it?
somebody lost it?
Identity structures
BLOGGO
BLOGGO
Engineering
BLOGGO
Chemicals
BLOGGO
Aeorospace
BLOGGO
Plastics
Wally Olins. the guide to identity
Monolithic
BLOGGO
BROWNS
Engineering
SMITHS
Chemicals
JONES
Aerospace
CLARKES
Plastics
PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
Wally Olins. the guide to identity
Endorsed
PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
BLOGGO
BROWNS
Engineering
SMITHS
Chemicals
JONES
Aerospace
CLARKES
Plastics
Wally Olins. the guide to identity
Branded
Identity – Image
A corporation's image is what is perceived
by its various audiences – how it appears
to outsiders.
A corporations identity is what it chooses
to use to shape those perceptions.
What is visual identity?
Yes it is visual
Visual Identity
Visual identity is the visual part
of the complete identity of the company
(corporate identity).
The tip of the iceberg
Visual quality acts as an indicative
for competence and quality in areas
which are not just visible.
The visual identity of a company comes
from everything visible in the company:
products, printed and digital media, buil-
dings, vehicles, uniforms, etc.
Design Programme
The visual identity of the company is ruled by a design programme.
The aim often has three aspects:
	 • external identification
	 • internal identification
	 • controlling costs
A design programme includes
	
	 • basic elements
	 • rules for use and implementation
	 • documentation
Logotype
Trademark
Colours
Typeface
helvetica
gill
formata
times
garamond
century schoolbook
american typewriter
bauhaus
Fifth element
Rules for use and implementation
	
	 • stationery
	 • all other printed matter
	 • signs on buildings
	 • packaging
	 • advertising
	 • outdoor advertising
	 • uniforms
	 • digital media
What is branding?
“The ‘surplus society’ has a surplus
of similar companies, employing
similar people, with similar educa-
tional backgrounds, working in
similar jobs, coming up with simi-
lar ideas, producing similar things,
with similar prices and similar
quality.”
The ‘surplus society’
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
Corporate religion
Jesper Kunde; Corporate religion
Brand religion
Jesper Kunde; Corporate religion
Design Codification is important.
Think of how these three brands all delivers . . .
prestigious high end quality cars,
in their own distinct ways
Young at heart
Sporty
Muscle
Masculine
Expressive
Focus on driver
Mature
Limousine
Elegant
Noble
Understated
Conservative
Technology
Precision
Cleverness
Avant-garde
Least masculine
Success
Entrepreneur
Strong hands
Machismo
Luxury outspoken
Clear Statement
Success
Lawyer
Fine hands
Elegant & sophisticated
Discreet notion of luxury
Understatement
Brand benefits: functional and emotional
Success
Entrepreneur
Strong hands
Machismo
Luxury outspoken
Clear Statement
Success
Lawyer
Fine hands
Elegant & sophisticated
Discreet notion of luxury
Understatement
Brand benefits: functional and emotional
The design process is not riding alone

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