This is VISUAL communication

NCFE Business Administration L 2 Communication The Methods of Communication – Visual

The Methods of Communication - Visual Objective: To understand how visual clues help to communicate brand awareness Success Criteria: I can define the terms symbolic , letter-mark and word-mark I can explain the importance of using imagery in creating a brand I can compare and contrast the effectiveness of different brands

Look at these three logos. What makes them different from one another? Task: Students are to examine the differences between each of the given logos. Most should be able to identify that the Open University logo is simply an image, whereas the Coca Cola logo is made up of words. The IMB logo is simply initials. Notes:

Symbolic Word-mark Letter-mark There are three types of logo: Task: Students should attempt to define each of the different types of logo. Use the images to help prompt responses. Link this back to the starter task. Notes: Letter-mark TASK: Can you jot down a short description of each type of logo

Symbolic logos use only an image to promote the brand. Word-mark logos use a word in a unique font to promote the brand. Task: Students should copy down these definitions and provide an example. Notes: Letter-mark logos use initials or letters to promote the brand.

How can we use images/colours to create a brand? Why are the images used in these football logos successful? What do the images say about the clubs? The lion is known as a proud and fierce animal, so it reflects the clubs attitude to competition. 40 39 41 44 38 43 42 36 33 32 34 35 45 37 47 56 55 57 58 60 59 54 53 48 31 49 50 52 51 46 30 9 8 10 11 13 12 7 6 1 End 2 3 5 4 29 14 24 23 25 26 28 27 15 22 17 16 21 18 19 20 The cannon is a very powerful weapon of war so it shows that Arsenal consider themselves to be strong. The cannon is also a very old weapon which reflects the clubs association with British history. Task: Students should discuss the question and explore possible reasons for using a lion and a cannon. Notes:

Why do Nike use a giant tick as their image? The Tick is a very positive image as it means something has been done right. Sub-consciously we see this as “good”. TASK: finish this sentence explaining why the images are important in a brand/logo Task: Notes: Image is very important in logo design because it helps the customer… …understand what the company does, as well as showing what the company stands for; the values and morals of the company.

What do you need to consider when looking at logos which use animals? Task: Students should discuss the inherent meaning of different animals and what the positive associations of each might be. Notes: Bacardi – uses a bat to signify night life. It also has a slightly dangerous or fear-factor edge to it which also helps promote the brand. Animals have certain characteristics which a company can use to promote itself. A Bull for example might show strength or reliability. What about Bacardi? Twitter?

What does a crown suggest to the audience? Task: Students should be able to identify inherent meaning of specific images. Notes: Crowns denote royalty and therefore have connotations of luxury, wealth, importance and above all, quality. What does a crown suggest to the audience?

What does a chilli suggest to the audience? Task:. Notes: Chilli's have denotations of heat which could connote fierceness, bravery or even the extreme nature of things.

What does a leaf suggest to the audience? Task:. Notes: Leaves have denotations of plants and the outdoors and therefore connote health, growth and eco-friendly endeavours.

What does a mountain suggest to the audience? Task:. Notes: Mountains are dangerous and isolated which suggests strength, power, intimidation and a sense of ruggedness. What does a mountain suggest to the audience?

It’s important to pick a logo that fits your company image Why might a solicitors not want a funny logo? What might they want instead? Why?

A chocolate company has decided that they need an identity change! In pairs: design a new logo for this company – Charlie’s Chocolates. Think about symbolic vs word-mark logos. Think about the imagery – what message do you want to convey? Will the colours have an effect? Is the target market important. Once you have designed your logo you MUST annotate it o explain WHY you have made these design choices. In 15 minutes you will present this to the class for their feedback.

CHALLENGE: who might their target market be? PLENARY: Both of these logos represent energy drink companies. How do they compare? Compare and contrast their effectiveness. Think about their logo, colours, imagery, what they stand for (morals/values) CHALLENGE: who might their target market be? Literacy tip: jazz up your sentences with higher level connectives! Task: Students are to write out two full sentences discussing how each logo uses imagery. More able students will be able to explain why each does it differently, even though they have a similar product. Notes: However, only if, because, as a result, therefore, due to, subsequently, hence, that is to say, unless, although, despite which, in addition to that