This document provides guidance on building a big brand through developing a big idea, symbolic icon, and visual identity. It emphasizes that a brand represents what a company does, its customers, and how its product distinguishes itself. It outlines principles for effective logo design of being simple, memorable, timeless, versatile, and appropriate. The document encourages practicing logo design around a provided sample identity.

2. MINI.

3. Nothing is Impossible.

5. 23

6. BUILD
A
B I G
B R A N D

7. A B I G
B R A N D =
A B I G I D E A
A S Y M B O L I C I C O N
A V I S U A L I D E N T I T Y

8. A B I G I D E A

9. • W H AT D O E S T H E C O M PA N Y D O ?
• W H O A R E T H E P R O D U C T ` S T Y P I C A L C U S T O M E R S ?
• W H AT M A K E T H E I R P R O D U C T D I S T I N G U I S H E S F R O M
T H E I R C O M P E T I T O R S ?
• A S S U M E T H AT T H E R E I S S O M E T H I N G W R O N G W I T H
T H E W O R L D T H AT N E E D S C H A N G I N G , A N D D O E S Y O U R
B R A N D C A N A D D R E S S T H E P R O B L E M ?

11. • W H AT D O E S Y O U R C O M PA N Y D O ?
• W H O A R E Y O U R T Y P I C A L C U S T O M E R S ?
• W H AT M A K E Y O U R P R O D U C T D I S T I N G U I S H E S F R O M
Y O U R C O M P E T I T O R S ?
• A S S U M E T H AT T H E R E I S S O M E T H I N G W R O N G W I T H
T H E W O R L D T H AT N E E D S C H A N G I N G , A N D D O E S Y O U R
B R A N D C A N A D D R E S S T H E P R O B L E M ?

12. “Your product is a …
Your brand believes the world would be a better place if …”

13. “KODAK projector is a carousel.
KODAK believes the world would be a better place if we
could bring the most valuable memory back to people.”

14. “Your product is a…
Your brand believes the world would be a better
place if …”
BIG IDEA TIME!

15. A S Y M B O L I C I C O N

16. A S Y M B O L I C I C O N
= A L O G O
= A M E S S A G E

17. 5 P R I N C I P L E S O F
E F F E C T I V E L O G O D E S I G N
S I M P L E
M E M O R A B L E
T I M E L E S S
V E R S AT I L E
A P P R O P R I AT E

18. S I M P L EM

19. E M O R A B L EM

20. T I M E L E S SSM

21. V E R S AT I L ESA

22. A P P R O P R I AT EA

23. S I M P L E M E M O R A B L E T I M E L E S S A P P R O P R I AT EV E R S AT I L E

25. PRACTICE TIME!

26. A N I M P R E S S I V E I D E N T I T Y

28. ELEPHANT

29. NANO.

30. T I T L E +
S H A P E +
B A C K G R O U N D
A BIG
IDEA.
NANO COLLEGE

31. T I T L E +
S H A P E +
I M A G E +
B A C K G R O U N D
A BIG
IDEA.
NANO COLLEGE

32. T I T L E +
S H A P E +
I M A G E +
B A C K G R O U N D ( H O R I Z O N TA L )

33. YOUR IDEA CAN ROCK THE WORLD.