thinking about visual branding and fashion
TRANSCRIPT
Title
A Strategic Brand Consultancy
What we think about when we start to think about visual branding …
Fashion
Ali NichollBarry Leonard
makeitclear.co.uk Visual branding Fashion
Fashion?
We don’t work in Fashion. Which is why we chose it when asked to demonstrate our approach to visual branding.
It’s a good test of our belief that all businesses have similar challenges and that the process of clarification works across all industries.
To prove that point, and by way of a demonstration, here is the application of our thinking on a very different industry, the four steps we take when we start to think about visual branding.
makeitclear.co.uk Visual branding Fashion
Contents
Select research set Identify components Analyse Questions
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makeitclear.co.uk Visual branding Fashion
And again (alphabetically)
Ann TaylorAcneAmbercrombie & FitchAlexander McQueenAlfred DunhillASOSAquascutum Audemars PiguetBarneys New YorkBalenciagaBen ShermanBoohoo.comBottega Veneta BurberryBulgariCartierCatherine Malandrino ChloeCoach Cole HaanCOS ChanelChristian DiorChristian LouboutinCynthia Rowley David YurmanDiane von FurstenbergDiesel
Donna Karan DKNYDolce & GabbanaEmporio Armani Ermenegildo Zegna FabFarFetchFendiFEYTFred PerryForever 21Giorgio Armani Gap Gucci H&MHarrods Harry WinstonHermes ParisHommard HublotHugo BossIWC SchaffhausenJaeger Le Coultre Jane Norman Jimmy ChooJohn VarvatosKate SpadeKurt Geiger
LacosteLongchampMade.comMarc Jacobs Michael KorsMiss SelfridgeMont Blanc MovadoMr Porter MujiNet-A-PorterNextNine WestOasisOmega Oscar de la Renta Pandora Paul SmithPradaRalph LaurenRaymond WeilRiver IslandRoberto Cavalli RolexRoxy Salvatore FerraginoSelfridges & Co.
Stella McCartneyStewart Weitzman Style.com SupremeSwarovski Tag HeuerTed Baker Tiffany & Co.Thomas PinkTK MaxxTommy HilfigerTopShopTopManTory BurchUNIQLOValentino Van Cleef & ArpelsVersaceVivienne WestwoodVictoria’s Secret Warber ParkerWhite+Warren Yves Saint LaurentZaraZac Posen
makeitclear.co.uk Visual branding Fashion
Colours Luxury
PatternsMetallics
Deep rich colours
Accent colours
Blacks Whites
Sample brands
makeitclear.co.uk Visual branding Fashion
Colours Strong
Dark primary colours and shades
Bright primary colours
Softer pastels
Sample brands
Blacks Whites
makeitclear.co.uk Visual branding Fashion
Typography
GUCCI CHANEL
BURBERRY
ZARA
DOLCE&GABBANA
Christian Dior DKNY
RALPH LAUREN T E D B A K E R
TOPSHOP
Serif Sans Serif Signature
Granjon Bold SF New Republic
Didot Bold
Didot Bold
Futura Medium
Cochin Bank Gothic
ITC Fenice Futura Medium Condensed
Gotham Thin
makeitclear.co.uk Visual branding Fashion
Detail
High details
Lacoste Versace
Ralph Lauren
Burberry Vivienne Westwood
Christian Louboutin
Subtle details
Pandora
Stella McCartney
Catherine Malandrino
Cole Haan
H&M
makeitclear.co.uk Visual branding Fashion
Whole set
OUTLIERS
STRONG COLOUR
SUBTLE DETAILS
MIXED FONT
SERIF TYPEFACES
HIGH DETAILS LUXURY COLOUR
makeitclear.co.uk Visual branding Fashion
At least two matches
SERIF TYPEFACES
LUXURY COLOURHIGH DETAILS
makeitclear.co.uk Visual branding Fashion
Non-conformists
OUTLIERS
STRONG COLOUR
SUBTLE DETAILS
MIXED FONT
SERIF TYPEFACES
HIGH DETAILS LUXURY COLOUR
makeitclear.co.uk Visual branding Fashion
Questions
Are brand and market position related? How do form and corporate function interact? Fashion brands -vs-fashionable brands. What can we read into font, detail, colour & pattern,
and how do different audiences see them?
Established 1991 • Based in Old Street, London • 17 Employees
A Strategic Brand Consultancy
About the presentersAli Nicholl is the brand strategy lead and Barry Leonard is a brand designer at Make it Clear, the strategic brand consultancy.
[email protected]@ac_nicholl@make_it_clear