bsb brand id logos
TRANSCRIPT
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