Logos & Branding Brand Building Basics…

LOGOS & BRANDING

“A brand is not a product. It is the sum total of everything a company does – the good, the bad and even the off strategy – that creates a large context or an identity in the consumer’s mind.” Scott Bedbury (formerly of Nike and Starbucks) The Lawlor Review, Winter 2000 WHAT IS A BRAND?

It has a history, a personality, a character, and a reputation It can mature over time, but its character and core values shouldn’t change And we judge them based on their behavior and the way they think and act – the good and the bad. A BRAND IS LIKE A PERSON…

Tangible Assets The products or services Intangible Assets public perception (emotional) WHAT IS A BRAND?

WHAT IS A BRAND?

Visual Identity Every aspect of a companies’ visual representation Fonts Approved color palettes Images | Audio | Video Products & Packaging Marketing Collateral (Recommended layouts) Signage Apparel (uniforms) WHAT IS A BRAND?

Visual Identity IDENTITY: visuals that represent a company /organization logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel, signage, etc.

IDENTITY: example package design Visual Identity

IDENTITY: design carried throughout all visuals Visual Identity

IDENTITY: design carried throughout all visuals Visual Identity

Logo Unique identifying mark that characterizes/represents a brand/group The corporate identity and brand all wrapped up into one identifiable mark. Used to identify, not explain the brand WHAT IS A BRAND?

Logos

A logo visually communicates the essence of a company. Wordmark : unique visual representation of name of company/organization Lettermark: initials of company/organization Symbol mark: abstract visual representation Logo

Logos

Brand Recognition Some logos are so recognizable, we don’t even need the entire image to identify the brand.

Brand Recognition Visual elements or slogan can contribute to brand recognition. Do you know what companies these visuals are associated with?

MILWAUKEE PUBLIC LIBRARY Milwaukee Public Library used brand recognition in a series of creative advertisements. Facebook, YouTube and Twitter visuals used throughout the ad campaign.

What does a brand say?

UPS Brand Management 4 Logos in its 102-year history March 2003 Rebranding (first change in logo in 42 years) Worked for 2 years with branding company UPS Logo: A Brief History - /The+UPS+Logo+-+A+Brief+History /The+UPS+Logo+-+A+Brief+History UWM logo and graphic identity guidelines Brand Management

Timeless

The importance of visual identity

VISUAL IDENTITY: consistency in visual design strengthens the visual identity and makes the brand more recognizable repetition of color: red, green, yellow repetition of theme: “quotation marks” repetition of shape: rectangle with curves consistent use of logo Example

Advertisements Stationary: letterhead, business card, envelope

Marketing Collateral: flyers, brochures, newsletters, websites, etc.

Consistency on-line?

OMG UWM!!!! What’s wrong with you?

Visual Identity IDENTITY: visuals that represent a company /organization logo, stationary (letterhead + business card + envelope, etc.), marketing collateral (flyers, brochures, books, websites, etc.) premiums (giveaways), products & packaging, apparel, signage, etc.

Logo Design Characteristics Logo captures – essence of your business (what you stand for, objectives, goals) – simple Develop a clear way to visually communicate it - Pick the most important aspect of a company – recognizable Designed to be memorable (stick in their mind and stay there forever) When someone thinks of a product or service you want them to think of you. Crafted to last a lifetime – timeless Visually engaging versatile – used across media (flexible)