All Stories ‘No Gyan’
companies

What aesthetic choices we make
when it comes to..
Products that they make
Communicating w...
Something are just beautiful …may not be for a good reason
Something are just beautiful …may not be for a good reason
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 ...
I went to Steve…yes Jobs

Hey Steve! You
know what? we can
now draw shapes on
our screens

Great Bill!!!..

BUT
Is it possible to
draw rounded
rectangles

No. I don’t think it is
technically possible..
How do we program
them.
Why do w...
Rounded Rectangles or Stuff

Is everywhere..
Furniture
Sign posts
Spectacles
Badges
…
..
Bill made a genius…

Rounded rectangles became part all user interface elements that
Apple did from there on…
Ohh..Not only interface but

It almost became an unnoticed design
theme of Apple’s all products
Not so beautiful but
compa...
Why Rounded Rectangles Became An Intelligent Choice?

Is it because of Synesthesia? – Syn-es-the-sia

Web Definition
Synes...
Bouba and Kiki Effect
Wolfgang
Kohler
American
German
Psychologist

Simple task of matching the words with shapes

Proximi...
May Be I Can Use A Bad Example to Explain…

I think that’s why we all like rounded rectangles!
Let’s understand more scientifically

Perceive any
visual
information

Must Read –
Jurg Nanni’s
Visual Perception:
An Inte...
There is a visible difference…

Our visual system recognizes the two
shapes differently
‘T’ cells used by our sensory system helps
us recognize different shapes by
recognizing their sharp edges and corners
Because of this nice alignment our visual
system has the perception of a unified
shape
On the right hand side – these cells align
themselves differently and our visual
system recognizes them as two shapes
It is possible that..
You may not know…
Our visual perception system can play really tough
How often do we come across brands!!!

Marketers use of
complementary brands
information

6:30 AM

Bathroom

8:00 AM

Kitc...
Basic Questions

What is Brand?
Why Brand?

Slide 21
Logo is NOT a BRAND!!!
Slide 22
Your product is NOT a BRAND!!!
Brand is not product!!!

Yes.
This is your brand
Emotions, Attachment, Attitude,
personality, Status and much…. all
are at...
Your brand is made up of every
experience (physical, psychological) a
prospect has with your business and
the perception o...
The Coke Story

What’s in the name:

1.
Cocaine from Coca
2.
Caffeine from Kola nuts

Thus, Coca Cola

John Pemberton
Phar...
Spencerian Art (Not really a script and typeface)

Frank Robinson
Bookkeeper of John
and typography
enthusiast because
of ...
The Design Challenge – We want a bottle

Can be recognized in dark
Can be identified if found broken
Trendy and Sensual...
American trend

Hobble Skirts

Original Sketch

Original Proto

 "contour bottle"
Cocoa Pod
Slide 29
Coke ‘wave’ is a design is a blend of spencerian curves and bottle contour

Slide 30
company with more than 350 products now
more than 300 bottling partners
retail partners in more than 200 countries
operati...
Product Branding
Old promises intact
Coke Classic

New promises made!!!
Recyclable aluminum version of
its classic "contou...
Cross Channel Branding
Branding cannot limit itself to products…I think I said it before

You can’t get away from the Coke...
Let’s understand brand
from a holistic approach…
Cross Channel Brand Experience Framework

TouchPoint 1
Promise 1

Sensation

Value 1
Value 2
Your brand

Segment 1

TouchP...
Connections…

Sensation

An emotional concept :
Birthdays, patriotism, country,
first bike, first girlfriend, first
orgasm...
Sensory Connections
Layout/Information organization
Typefaces
See

Colors

Show Trust - Amitabh Bachaan for ICICI
Show Dyn...
So… what is so difficult in
branding????

Slide 38
What does your logo say’s

“E” and “x”.
The negative space those 2
letters create, form an
arrow pointing to the right
sid...
Communicating the promises

Do it yourself tools
We sell user friendly
and safe tools…

United State’s second number
car r...
Impact of technology
When streamlining and aero dynamism was
introduced to planes and motor-vehicles, it was
automatically...
Similarly

Their old logo was changed to this glassy one because of their product.
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How brands make design choices

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

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How brands make design choices

  1. 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. 2. Something are just beautiful …may not be for a good reason
  3. 3. Something are just beautiful …may not be for a good reason
  4. 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. 5. I went to Steve…yes Jobs Hey Steve! You know what? we can now draw shapes on our screens Great Bill!!!.. BUT
  6. 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. 7. Rounded Rectangles or Stuff Is everywhere.. Furniture Sign posts Spectacles Badges … ..
  8. 8. Bill made a genius… Rounded rectangles became part all user interface elements that Apple did from there on…
  9. 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. 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. 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. 12. May Be I Can Use A Bad Example to Explain… I think that’s why we all like rounded rectangles!
  13. 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. 14. There is a visible difference… Our visual system recognizes the two shapes differently
  15. 15. ‘T’ cells used by our sensory system helps us recognize different shapes by recognizing their sharp edges and corners
  16. 16. Because of this nice alignment our visual system has the perception of a unified shape
  17. 17. On the right hand side – these cells align themselves differently and our visual system recognizes them as two shapes
  18. 18. It is possible that..
  19. 19. You may not know… Our visual perception system can play really tough
  20. 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. 21. Basic Questions What is Brand? Why Brand? Slide 21
  22. 22. Logo is NOT a BRAND!!! Slide 22
  23. 23. Your product is NOT a BRAND!!!
  24. 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. 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. 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. 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. 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. 29. American trend Hobble Skirts Original Sketch Original Proto  "contour bottle" Cocoa Pod Slide 29
  30. 30. Coke ‘wave’ is a design is a blend of spencerian curves and bottle contour Slide 30
  31. 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. 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. 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. 34. Let’s understand brand from a holistic approach…
  35. 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. 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. 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. 38. So… what is so difficult in branding???? Slide 38
  39. 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. 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. 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. 42. Similarly Their old logo was changed to this glassy one because of their product.

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