Logo Design

How a business defines themselvesWhat is Identity?LOGO1StandardsCTE Standards AME.A.A2.1 Analyze the way in which technical design (e.g., color theory, lighting, graphics, typography, posters, sound, costumes, makeup) contributes to a performance or presentation. AME.A.A2.2 Know the component steps and skills required to design, edit, and produce a production for audio, video, electronic, or printed presentation.California Visual Arts Standards:Advanced:1.6 Describe the use of the elements of art to express mood in one or more of their works of art.

2ObjectivesStudents will describe what corporate identity and branding are.Students will demonstrate their understanding of corporate identity by researching a company and defining its identity.CFU:What are you going to be able to describe after this lesson?What are you going to demonstrate?

3Simply Corporate Identity

www.themegallery.comCompany Logo4Brand, Identity, Logo Whats the Difference?A brand is the overall image of a company. Identity is the visual aspects of a companys brand.A logo identifies a business in the simplest form through the use of a recognizable mark or icon.

CFU: What is a brand? What is an identity? What is a logo? How is a brand different than identity? How is a logo different than a brand or identity?

5BrandBrand is the personality of a company. It conveys what the company stands for, through all of the companys communications, visual pieces and actions.

An example would be a well-known IT Company, Apple. The company projects a humanistic corporate culture. This is evident through everything they do including support of good causes, involvement in the community, innovative advertising and excellent customer service. Their brand connects with people and they buy or use their products to feel a part of the brand. CFU: What is brand? How does a company develop a brand?

6 IdentityA corporate identity is the overall image of a company, firm or business.

The identity of a company is developed to build the companys visibility and recognition.

Companies build identities that help customers fill a sense of belonging to their brand.

A companys identity answers the following questions about the company: Who are we? Where are we going?

CFU: What is a corporate identity? Why do companies build corporate identity? What questions should a corporate identity answer about a company?

7Key Aspects to a Companys IdentityDifferentiation: Todays market is highly competitive. In order for companies to be successful they need to differentiate themselves from other companies in order to be recognized, make an impression and become preferred by the customer.Relevant: A companys identity must be relevant to what people need or want.Unity: A companys identity must have unity. All of the corporate materials must go together and send the same message.

CFU: Why would a company want to differentiate themselves from other companies?Why does a company need to be relevant? Give an example of a company that has unity in their materials.

8Visual Aspects of IdentityLogo (symbol of the brand)Stationery (letterhead, business cards, envelope)Marking Materials (flyers, brochures, books, websites, etc.)Products and PackagingApparel Design (clothing worn by employees)Signage (interior and exterior signage)CFU: Give an example of one piece of a companys visual identity?

9LogoA companys Logo is for Identification. It portrays the company in its simples form through a unique mark, design, symbol or lettering that represent the company.

Specific colors and fonts are also used in logo. The use of specific colors and fonts helps maintain the companys identity.

CFU: What is a logo used for? How does a logo portray a company? How does it maintain a companys identity?

10An example of a Companys IdentityLOGO11Coca ColaLogo:

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png12Business Card

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png13Packaging

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png14Advertising

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png15Advertising

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png16Apparel

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png17 Valens Water Identity ExampleLOGOValens Powerful Water - Logo

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png19Valens Powerful Water - Packaging

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png20Valens Powerful Water - Stationery

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png21Valens Powerful Water Envelope

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png22Valens Powerful Water Business Card

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png23Valens Powerful Water - Advertising

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png24 More Identity ExamplesLOGOOther Examples of Identity

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png26Other Examples of Identity

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png27Other Examples of Identity

http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png28QuestionsWhat do all of these identity examples have in common?What helps products all look like they are part of the same company?Would you change anything about these designs? Why or why not?http://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.pnghttp://upload.wikimedia.org/wikipedia/commons/thumb/c/ce/Coca-Cola_logo.svg/800px-Coca-Cola_logo.svg.png

Show the examples of corporate identities and ask the following questions:What do all of these identity examples have in common?What helps products all look like they are part of the same company?Would you change anything about these designs? Why or why not?

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