Logo? Identity? Brand? - Getting the right idea & Getting the idea right

Getting the right idea & Getting the idea right.

Identifies a business in its simplest formvia the use of a mark or icon.

The BMW Logo

Original Logo 1923 1936

70s & 80s 1954 2000

The evolution of the BMW Logo

Visual aspects that formpart of the overall brand.

The Iconic Kidney Grille

The evolution of the Kidney Grille

It can be anything (i.e: place, artefact or interface),where a person experiences a brand.

The Sheer Driving Experience

The Top Draw Services

A brand > a name or a logo.It is a combination of experiences.

Think of a car brand that you like. Why you like it? It is ‘cos:

So you see, you like a brand for the different experiencesit gives you. And all these experiences are guided by one thing:

A brand promise is a commitment a brand delivers to its customers,its partners and its stakeholders. Let’s look at IKEA - a brand that successfully

brings the brand promise to life in all the experiences it offers:

Brand Promise

Customers

To create a better everyday lifefor the many people.

Well-designed productsat low prices= great value

= better everyday life.

Partners

Success and good sales= great value

= better everyday life.

Suppliers

Better sales= better demand= better profits

= better everyday life.

Can you see how IKEA delivers its brand promise across all experiences?

A good brand live and breathe their traits daily, they are definitelyhave a place in our heart and living it up to their brand promise.

Values make a brand unique and differentfrom competitors. It act as a guide in daily activities.

Do you have a“never say die” attitude

and always try to find solutionsto challenges and problems?

Are you knowledgeableand can you anticipate

the needs for the clients,partners or colleagues?

Are you honest,transparent and dowhat you promise?

Values Examples

It defines how a brand should behave in ways that reflect their brand promise.It is the soul, the persona, the spirit of the organisation manifested in

some comprehensible way.

Do you work in asteady, confident, clearand detailed manner?

Do you listens when othersspeak and know how toinflueance and inspire

them to do better?

Can you correctlysize-up a situation and

know how to turn itto your advantage?

Do you dare to break freefrom the norm, embrace

new challenges and find freshsolutions to old problems?

Personality Traits

Monolithic – Endorsed – Branded

Monolithic - The single business identity

Amore

AmoreENGINEERING

AmoreCHEMICALS

AmoreAEROSPACE

Endorsed - The multi-business identity

Amore

Fasola

Part of Amore

ENGINEERINGDoremiCHEMICALS

LatidoAEROSPACE

Part of Amore Part of Amore

Amore

FasolaENGINEERING

DoremiCHEMICALS

LatidoAEROSPACE

Branded - The brand-business identity (Free Standing)

The outward expression of a brand. Includes everything from its name and visual appearanceto the way it sounds, feels, smells and tastes. It is the fundamental means of consumer recognition and symbolizes its points of difference. It represents a unique set of associations which affect how a brand appears in consumers’ minds. Identity however, is a strategic goal (while image is a consumers’ actual

perception of a brand). The goal, is for identity and image to be the same.

Identity lead us to

Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer

experience to make sure that what customers see and think is what they want them to.

and...

These guidelines are part enforcement and part motivation to ensure consistent execution of the brand. It provide full information and empower staff

and third-party supplier to successfully develop the brand independently.

PAST PRESENT

Designer, Unknown.

MTV 1981 - Pat Gorman, Frank Olinsky and Patti Rogoff.

Lets have a look at...

Before

After

Before

After

After

Before

After

In conclusion

Visual aspectsthat form part of the

overall brand.

Perceived emotionalcorporate image as a whole.

Identifies a businessin its simplest form via the

use of a mark or icon.

“Your smile is your logo, your personality is your identity,How you leave others feeling after an experience with you

becomes your brand/trademark.”