View
252
Download
0
Category
Preview:
Citation preview
8/27/15
1
BRAND LOGO CAMPAIGN YOU
your product branding
corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand design and communication
YOU
¨ what ARE you? ¨ your name or a company name? ¨ mark or logotype or both? your product
branding corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand design and communication
branding
¤ reinforce a core message ¤ POSITIONING STATEMENT
based on information from the envision group, denver, co
branding
¤ reinforce a core message ¤ POSITIONING STATEMENT
¤ ongoing conversation
based on information from the envision group, denver, co
8/27/15
2
branding
¤ reinforce a core message ¤ ongoing conversation ¤ “a person’s perception of a product, service,
experience, or organization.” - The American Institute of Graphic Arts
A brand is NOT a logo.
A logo is part of a brand.
(keep repeating this) J
The Brand Gap – Marty Neumeier
The Brand Gap – Marty Neumeier The Brand Gap – Marty Neumeier
8/27/15
3
The Brand Gap – Marty Neumeier
YOU
START HERE (brand positioning statement)
your product branding
corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand : logo : campaign
1 2 3
The positioning never changes.
And target market’s understanding of
the brand should never
change.
This rarely changes. It is the primary visual
identifier of the brand. Its recognition is part
of “brand equity”.
“Identity” as in campaigns and all visual expressions of the brand
(of a product/service). This changes the most often in comparison.
8/27/15
4
corporate identity
¤ logo ¤ letterhead ¤ business card ¤ envelope
¤ web ¤ landing page ¤ social media icons
The more common meaning of “identity”
corporate identity
¤ logo n visually informative
corporate identity
¤ logo n visually informative
(not always so “see & say”)
corporate identity
¤ logo n visually informative - DISCUSS
8/27/15
5
corporate identity
¤ logo n visually informative n compact
n gestalt – the whole is greater than the sum of its parts.
corporate identity
¤ logo n visually informative n compact
n gestalt – the whole is greater than the sum of its parts.
n successful at 1 inch x 1 inch
Gestalt Principle: Figure Ground (shown below is ambiguous figure ground)
8/27/15
6
corporate identity
¤ logo n visually informative n compact
n successful at 1” x 1” n lasting
corporate identity
¤ logo n visually informative n compact
n successful at 1” x 1” n Lasting
n iconic logos that have had to adjust over the years:
8/27/15
7
TOO DIFFERENT?
corporate identity
¤ logo n visually informative n compact
n successful at 1” x 1” n lasting n easily reproduced in
multiple environments n successful in both color and
black & white
Would this be successful in grayscale printing?
Would this work without such brand awareness through media? (FYI: designed by Massimo Vignelli in 1967…you should know this. If you don’t remember, watch “Helvetica” AGAIN.)
Color adds more, but is not necessary for this system to work.
YOU
¨ what ARE you visually? ¨ your name or a company name? ¨ mark or logotype or both?
8/27/15
8
corporate identity
¤ logo ¤ letterhead ¤ business card ¤ envelope
¤ web ¤ landing page ¤ social media icons
branding corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand design and communication
© nikki arnell, 2011
8/27/15
9
building the brand
© nikki arnell, 2011 based on information from the envision group, denver, co
building the brand
n print collateral n TV, radio n web n direct mail n social media n packaging n point-of-purchase (POP) and in-store n public relations, external & internal n etc. n BRAND MANAGEMENT
© nikki arnell, 2011
YOU
¨ print collateral ¨ web ¨ direct mail/packaging ¨ social media ¨ public relations ¨ BRAND MANAGEMENT
© nikki arnell, 2011
branding
¤ It’s not what YOU say it is ¤ It’s what THEY say it is1
© nikki arnell, 2011 1Marty Neumeier, The Brand Gap (Berkeley: New Riders, 2006), 2-3.
branding corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand design and communication
© nikki arnell, 2011
WARNING: Don’t be confused by the following slides. These are intended to clarify a campaign in relation to logos and in relation to the larger brand. You are not going to do an ad campaign in this class, though you will employ Big Idea thinking. J
8/27/15
10
Campaign Big Idea Thinking
¨ The ad must be an observation about the product – truth is not enough to make a good ad
¨ Idea must be big enough to campaign 2nd ad? 25th ad? Social Media? Other “Legs”?
¨ Make a decision and stick to it. DON’T COMPROMISE! KEEP IT PURE!
MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS by MARIIA MOISEIEVA, file:///Users/narnell/Downloads/cris-2013-0005.pdf
8/27/15
14
YOU
¨ Recognize the hierarchy:
¨ First the brand ¨ Then the logo
and its identity system ¨ THEN everything else
© nikki arnell, 2011
8/27/15
15
your product branding
corporate identity building the brand and the BIG IDEA what is it?
self-promotion for creatives
brand design and communication
© nikki arnell, 2011
8/27/15
16
© nikki arnell, 2011
BRAND
© nikki arnell, 2011
LOGO
© nikki arnell, 2011
JOB HUNT JOURNAL
8/27/15
17
YOU
¨ YOUR BRAND ¤ Logo ¤ Visual identity
n Cover Letter, Résumé ¤ Self-Promotional Piece ¤ Website ¤ Social Media Plan ¤ Brand Book ¤ Portfolio (online and tangible)
© nikki arnell, 2011
YOU
¨ GETTING A JOB ¤ Job Hunt Journal ¤ (plus lectures on interviewing
and networking)
© nikki arnell, 2011
BRAND LOGO CAMPAIGN YOU
Recommended