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DesignIdentityBranding
What is design?
Design is a process and a product.
Both are included in the sentence
man makes tool,
where makes and toolmust be understood very widely.
The best designer?
Design is business
Where art is primarily concerned with aesthetics, design is essentially a problem-solving discipline.
Great design, therefore, must begin with a comprehensive under-standing of the business problem that needs to be solved.
http://www.designcouncil.org.uk
Products in three levels
Survival
Comfort
Experience
. . . or a total mix
Three design fields exterior - where we live cities, houses
interior - how we live furniture, machines,
interaction - how things work communication
Architecture
Product designProduct design
Graphic designGraphic design
. . . or a total mix
Design can be both a vital element in the company product and in the way the products are communicated.
Excellent presentation is an inseparable part of excellent performance
Making it simple
"connecting people"
What is identity?
Did you bring your identity today?
Identity
Identity is distinctive character:What makes one phenomenon different from other phenomena.
Identity
Known or recognized
The difference is the same
New context
Natural or produced identity
Natural or produced identity
Everything you do
Corporate identity is merely the identity of the company's corporate product, which is the sum of all its manifestations.
Everything the company is and does.
http://www.pentagram.com
What is image?
somebody got it?
somebody lost it?
Identity structures
BLOGGO
BLOGGOEngineering
BLOGGOChemicals
BLOGGOAeorospace
BLOGGOPlastics
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
Wally Olins. the guide to identity
Monolithic
BLOGGO
BLOGGOEngineering
BLOGGOChemicals
BLOGGOAeorospace
BLOGGOPlastics
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
Wally Olins. the guide to identity
Endorsed
BLOGGO
BLOGGOEngineering
BLOGGOChemicals
BLOGGOAeorospace
BLOGGOPlastics
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO
BLOGGO
BROWNSEngineering
SMITHSChemicals
JONESAerospace
CLARKESPlastics
Wally Olins. the guide to identity
Branded
Identity – Image
A corporation's image is what is perceived by its various audiences – how it appears to outsiders.
A corporations identity is what it chooses to use to shape those perceptions.
What is visual identity?
Yes it is visual
Visual Identity
Visual identity is the visual part of the complete identity of the company (corporate identity).
The tip of the iceberg
Visual quality acts as an indicative for competence and quality in areas which are not just visible.
The visual identity of a company comes from everything visible in the company: products, printed and digital media, buil-dings, vehicles, uniforms, etc.
Design Programme
The visual identity of the company is ruled by a design programme.
The aim often has three aspects: • external identification • internal identification • controlling costs
A design programme includes • basic elements • rules for use and implementation • documentation
Logotype
Trademark
Colours
Typeface
helveticagill
formatatimes
garamondcentury schoolbook
american typewriterbauhaus
Fifth element
Rules for use and implementation • stationery • all other printed matter • signs on buildings • packaging • advertising • outdoor advertising • uniforms • digital media
What is branding?
“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educa-tional backgrounds, working in similar jobs, coming up with simi-lar ideas, producing similar things, with similar prices and similar quality.”
The ‘surplus society’
Kjell Nordstrom and Jonas Ridderstrale, Funky Business
Corporate religion
Jesper Kunde; Corporate religion
Brand religion
Jesper Kunde; Corporate religion
Design Codification is important. Think of how these three brands all delivers . . .
prestigious high end quality cars, in their own distinct ways
Young at heartSportyMuscle
MasculineExpressive
Focus on driver
MatureLimousine
ElegantNoble
UnderstatedConservative
TechnologyPrecision
ClevernessAvant-garde
Least masculine
SuccessEntrepreneurStrong hands
MachismoLuxury outspoken Clear Statement
SuccessLawyer
Fine handsElegant & sophisticatedDiscreet notion of luxury
Understatement
Brand benefits: functional and emotional
SuccessEntrepreneurStrong hands
MachismoLuxury outspoken Clear Statement
SuccessLawyer
Fine handsElegant & sophisticatedDiscreet notion of luxury
Understatement
Brand benefits: functional and emotional
The design process is not riding alone