Brands reinvent themselves by going through rigorous design and brand exercises involving designers, art directors, marketeers, and consumers themselves.

1. All Stories ‘No Gyan’
companies
What aesthetic choices we make
when it comes to..
Products that they make
Communicating with their customers (probably branding)
P.S. Title may still be misleading

2. Something are just beautiful …may not be for a good reason

3. Something are just beautiful …may not be for a good reason

4. Lets see if we can learn from a story
I am Bill Atkinson!
I am holding the
Apple mac its first user
Interface
Ohh.. BTW I was the
lead graphic programmer
during early Macintosh
development days
I am very happy today
because I have cracked a
great deal of stuff

5. I went to Steve…yes Jobs
Hey Steve! You
know what? we can
now draw shapes on
our screens
Great Bill!!!..
BUT

6. Is it possible to
draw rounded
rectangles
No. I don’t think it is
technically possible..
How do we program
them.
Why do we need them
in the first place

7. Rounded Rectangles or Stuff
Is everywhere..
Furniture
Sign posts
Spectacles
Badges
…
..

8. Bill made a genius…
Rounded rectangles became part all user interface elements that
Apple did from there on…

9. Ohh..Not only interface but
It almost became an unnoticed design
theme of Apple’s all products
Not so beautiful but
compact
Did you notice
that button?
Product
packaging

10. Why Rounded Rectangles Became An Intelligent Choice?
Is it because of Synesthesia? – Syn-es-the-sia
Web Definition
Synesthesia can be described as a state of mind when you experience an
external sense at the same time a parallel internal sense.
For example, some musicians reported seeing a particular color while
playing a specific instrumental chord. And some people see a particular
texture/color looking at an letter/number.
In a Synesthesia experiment letter ‘A’ is most likely
to be associated with color Red

11. Bouba and Kiki Effect
Wolfgang
Kohler
American
German
Psychologist
Simple task of matching the words with shapes
Proximity
Across all cultures – results are same…
Closure
Continuation
Similarity
We internally group sharp and edgy colors,
shapes together.
And rounded and muted sounds and colors and
shapes together

12. May Be I Can Use A Bad Example to Explain…
I think that’s why we all like rounded rectangles!

13. Let’s understand more scientifically
Perceive any
visual
information
Must Read –
Jurg Nanni’s
Visual Perception:
An Interactive Journey of
Discovery through Our Visual
System
Human
underline
visual system
Sensory
system

14. There is a visible difference…
Our visual system recognizes the two
shapes differently

15. ‘T’ cells used by our sensory system helps
us recognize different shapes by
recognizing their sharp edges and corners

16. Because of this nice alignment our visual
system has the perception of a unified
shape

17. On the right hand side – these cells align
themselves differently and our visual
system recognizes them as two shapes

18. It is possible that..

19. You may not know…
Our visual perception system can play really tough

20. How often do we come across brands!!!
Marketers use of
complementary brands
information
6:30 AM
Bathroom
8:00 AM
Kitchen
8:30 AM
Dressing
9:30 AM
Office
12:30 PM
Lunch
4:30 PM
Everybody’s favorite
Coffee
7:30
Beer Bar
10:30
TV Room
11:30
Bedroom

21. Basic Questions
What is Brand?
Why Brand?
Slide 21

22. Logo is NOT a BRAND!!!
Slide 22

23. Your product is NOT a BRAND!!!

24. Brand is not product!!!
Yes.
This is your brand
Emotions, Attachment, Attitude,
personality, Status and much…. all
are attributed of Harley’s brand
Slide 24

25. Your brand is made up of every
experience (physical, psychological) a
prospect has with your business and
the perception of promises made by
you.
Brand Identity: A visual representation of brand. Speaks for you
when you are not there…
Brand Image: The perception of your product and services of under
your brand by the consumer

26. The Coke Story
What’s in the name:
1.
Cocaine from Coca
2.
Caffeine from Kola nuts
Thus, Coca Cola
John Pemberton
Pharmacist from Atlanta
Inventor of Coke’s formula
Slide 26

27. Spencerian Art (Not really a script and typeface)
Frank Robinson
Bookkeeper of John
and typography
enthusiast because
of his profession
Platt Rogers Spencer
Spencerian Script is a
script style that flourished
in the United States from
1850 to 1925
Slide 27

28. The Design Challenge – We want a bottle
Can be recognized in dark
Can be identified if found broken
Trendy and Sensual
Slide 28

29. American trend
Hobble Skirts
Original Sketch
Original Proto
"contour bottle"
Cocoa Pod
Slide 29

30. Coke ‘wave’ is a design is a blend of spencerian curves and bottle contour
Slide 30

31. company with more than 350 products now
more than 300 bottling partners
retail partners in more than 200 countries
operating in countless languages and cultures
David Butler
Vice-President of Design
“Not easy…but you don’t have an option..
Your competition will vanish you overnight”
Slide 31

32. Product Branding
Old promises intact
Coke Classic
New promises made!!!
Recyclable aluminum version of
its classic "contour" bottle meet
the company's sustainability
goals
Short for West East 2008, the limited
edition WE8 bottle series launched in
June and was designed to celebrate
and express the global spirit of the
Beijing 2008 Olympic Games
Slide 32

33. Cross Channel Branding
Branding cannot limit itself to products…I think I said it before
You can’t get away from the Coke’s curve
Websites, brochures, intranets, extranets, mailers
Encouraged recycling
Social initiative
Subtle or rather no branding
because Coke believed “no
mileage out of social initiative”
and that’s how the
communication is designed…
Not only colors, logo and
graphics but shape of the
Vending Shape
Shape of the vending is just
similar to that of the Coke’s
classic bottle
Slide 33

34. Let’s understand brand
from a holistic approach…

35. Cross Channel Brand Experience Framework
TouchPoint 1
Promise 1
Sensation
Value 1
Value 2
Your brand
Segment 1
TouchPoint 2
Promise 2
Feeling
Segment 2
Value 3
Promise 3
Thinking
TouchPoint 3
1-800-
Value 4
Your
customer
Segment 3
Intuition
Promise 4
TouchPoint 4
Slide 35

36. Connections…
Sensation
An emotional concept :
Birthdays, patriotism, country,
first bike, first girlfriend, first
orgasm are all part of it
Feeling
Marketers use
these connection to
reach the right
customer,
Thinking
Experts says: It has a major
role to play in connection
and decision making but
still to be understood well
See, Hear,
Taste, Touch, Smell
Intuition
Straight from brain:
Logical, Mathematical,
Short Term, Long term
communicate the
right thing, create
differentiation, and
reduce noise
Slide 36

37. Sensory Connections
Layout/Information organization
Typefaces
See
Colors
Show Trust - Amitabh Bachaan for ICICI
Show Dynamism – Dhoni for Reebok
hear
Music
Airtel – “Express yourself”
by Rehman
Distinct packaging
Logos
Mnemonics
McDonald’s fries
Hyderabad House Biryani
Shape and form
Ponds cream
packaging
taste
smell
Britannia – “Ting-Ting-Tiding”
Pepsi – “Ahaa”
touch
Sandal – “Santoor”
Coffee – “Starbucks”
Vicks – “Vicks Smell”
Texture
Cashmere Wool
Announcer
Natural
Khaki, Jute, leather

38. So… what is so difficult in
branding????
Slide 38

39. What does your logo say’s
“E” and “x”.
The negative space those 2
letters create, form an
arrow pointing to the right
side. This signifies forward
or moving forward and this
is what the company does.
The logo has an arrow
pointing from A to Z. This
signifies that they sell
everything from A to Z. The
arrow also forms a smile.
The shape of 3 stripes
on the Adidas Logo
represents a mountain,
pointing out towards
the challenges
The simple logo icon
contains the letters V
and W: “volks” means
“people” and “wagon”
means “car”.
The star in three corners
represents the Mercedes-Benz
dominance on land, sea and air
The BMW medallion represents
a propeller of a plane in
motion, and the blue
represents the sky. This is
because BMW has built engines
for the German military planes
in World War II
Slide 39

40. Communicating the promises
Do it yourself tools
We sell user friendly
and safe tools…
United State’s second number
car rental company. First is
Hertz. They realized is and in
2006 added re-branded by
adding “We try harder” – A
Promise…

41. Impact of technology
When streamlining and aero dynamism was
introduced to planes and motor-vehicles, it was
automatically translated to fridges, furniture,
clocks and fans too.
1903
1912
1927
1957
1976
2003
Slide 41

42. Similarly
Their old logo was changed to this glassy one because of their product.