Business Storytelling & Brand Development

Brand Identity

Brand Design Discussion

Two Classics…

Brandmarks can be either: •  Wordmark (word in unique stylized font)

•  Symbol

•  Or a wordmark with a symbol or logo

Brandmarks can be either: •  Wordmark

•  (word in unique stylized font)

•  Symbol

•  Or a wordmark with a symbol or logo

Types of Brandmarks

1.   Wordmark - Legible word or acronym with distinctive font characteristics.

2.   Letterforms - Letter infused with personality, meaning, symbolism.

3.   Emblems - Pictorial element inextricably connected to the name of the organization. Legibility challenge when minimized.

4.   Pictorial Marks - Literal and recognizable image. May allude to name of company or its mission, or may symbolize a brand attribute.

5.   Abstract/Symbolic Marks - Abstract visual form to convey a big idea or brand attribute.

Grade the Brand Manager

Which is better?

Law of Shape

•  Ideal logo shape is a horizontal rectangle

•  Human vision is primarily horizontal

•  Shape/dimensions of a standard car windshield

•  Most eye-catching and memorable, especially in signage

•  Legibility is critical

•  The word is more important than the font; so make sure it’s readable

•  “The power of a brand name lies in the meaning of the word in the mind.”

Discuss the Shape of the Logo…

Logo Timeline

Links

•  http://www.brandchannel.com/papers_review.asp?sp_id=684

•  http://www.uspto.gov/trademarks/basics/BasicFacts_with_correct_links.pdf

•  http://www.logodesignlove.com/

•  http://www.taglineguru.com/tgpedia.html

•  http://www.colormatters.com/des_meta.html

•  http://www.ficml.org/jemimap/style/color/wheel.html

It’s Your Turn…

A Look at Color

What color has each of these brands adopted as part of its brand identity?

•  UPS

•  IBM

•  Starbucks

•  Target

•  McDonald’s

•  American Express

•  Netflix

When using color, be: •  Differentiated •  Purposeful •  Consistent

Some Useful Resources: http://kuler.adobe.com/

http://www.color-wheel-pro.com/color-meaning.html

http://desktoppub.about.com/cs/color/a/symbolism.htm

http://www.underconsideration.com/brandnew

http://www.mariaclaudiacortes.com/colors/Colors.html

Law of Color

•  Color conveys mood, personality; evokes emotional response

•  Own a color

•  Select a color that fits your category

•  Stick with a basic color (red, blue, green, yellow, orange)

•  The pioneer gets first dibs •  If you’re not first, use opposite of competitor’s color

•  What do various colors convey: red, blue, white, black, purple, green •  What are some brands that have utilized these associations?

What brands come to mind?

Red

Passion, Energy, Power

Orange

Creativity, Energy, Warmth

Yellow

Cheerful, Brilliant, Happiness

Blue

Leadership

Royalty

Purple

Femininity, Happy, Healthy, Content

Pink

Trustworthy, Dependable, Friendliness, Simplicity

Brown

Luxury, Mystery, Sophistication

Black

Growth, Health Environment

Green

Purity, Innocense

White

What Color will you OWN?

www.UnderConsideration.com/brandnew

Funtivity – Logos in terms of color & shape