Image and ethosMary Torjussen

Analysis of existing publication(s) to determine ‘house style’

You need to identify the philosophy, vision or persona being reflected by the document or justify why a particular icon or colour scheme has been used

You will have to write about the image and ethos of the organisation you have chosen

Make sure you choose an organisation which has a clear image and ethos

Brand image

Organisations create their brand image by using a name, logo, slogan and design scheme which will always be associated with their organisation

A brand is a symbolic embodiment of all the information connected to the organisation or product and serves to create associations and expectations around it.

A brand often includes a logo, fonts, colour schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality.

What could convey the image of the organisation?

Logo Colour scheme Type of font Type of presentation Sound (eg jingle)

Serif fonts are traditional

Sans Serif fonts are modern

Some logos change over time

Logos

STRONG AND SOLID

TRADITIONAL

FUN

FUTURISTIC

Some organisations use an image without text as a logo

Some organisations use a signature font for their logo

Example: how does the logo represent the ethos of the school?

Use of colour

Colour offers an instantaneous method for conveying meaning and message in your logo designs. It’s probably the most powerful non-verbal form of communication a designer can use

Our minds are programmed to respond to colour. As humans our survival depends on the identification of colour. We stop our cars for red lights and go on green. We look at the colour of certain plants and animals to

determine whether or not they are safe for us to eat or touch

It’s important for designers to use colour appropriately and understand the meaning behind the colours they choose

Red means action adventure, aggression, danger, excitement, love, passion, strength and vigour

Red is often used in logo design to grip the viewer’s attention

It can be used to express completely different emotions, eg love and danger

It can raise one’s blood pressure or make people hungry

Red Bull is an energy drink, hence the use of the colour red in the logo

Pink is used to represent femininity, romance, innocence and tranquillity

Pink is often used in logos to add a feminine flare

The shade can show fun or sophistication It is associated with breast cancer awareness The colour pink is very prominent in the

Barbie logo. It is a fitting colour for a toy that is marketed to young girls

The typeface complements the colour choice and helps to reinforce the brand’s positioning by giving the impression of a young girl’s handwriting

Orange is used to represent youth, creativity, enthusiasm and fun

As orange is made up of red and yellow, it can represent attributes from each of those colours

It’s less intense than red and more youthful, too You can use it in logos to create a fun atmosphere and

stimulate emotions and stimulate appetites Orange is a perfect colour choice for Nickelodeon whose

target audience is children. Orange is fun, light-hearted and youthful which reflects the TV channel’s programing. The design of the Nickelodeon logo supports the youthful theme with the paint spattered backdrop and playful typography.

Yellow can represent cheerfulness, joy, happiness and warmth, or caution and cowardice

Yellow, like red, can have conflicting messages. It can represent sunshine and happiness or caution and cowardice

Yellow is bright and highly visible which is why it can often be found on warning and road signs

Yellow is often used in logo design to get attention, create happiness and warmth

Like Red Bull, McDonald’s uses red and yellow in the logo, but McDonald’s logo is mainly yellow

The red works well as an accent colour and has been know to raise one’s blood pressure and evoke hunger

Green represents nature, renewal, tranquillity, environmentally friendly, harmony

Green represents life and renewal. It is a restful and soothing colour but can also represent jealousy and inexperience

You can often find it used in companies that want to portray themselves as eco-friendly

Green is suitable logo colour choice for a TV channel whose programing focuses solely on nature and animals. The colour conjures up imagery of jungles, grasses and nature in general

Blue represents calm, confidence, dignity, loyalty, success, trustworthiness and security

Blue is probably the most popular colour in logo design and can be seen extensively in government, medical and fortune 500 company logos

The blue in the IBM logo represents a company that is non-threatening yet stable and established. When Rand redesigned the IBM logo he replaced the solid type with 8 horizontal bars to represent “speed and dynamism”

Purple represents ceremony, expensive, fantasy, mystery, royalty and sophistication

Because purple is the combination of red and blue, it has both warm and cool properties. The colour purple can be found in many luxury product logos

The Hallmark company uses the slogan “When you care enough to send the very best.” The use of the colour purple in the logo supports the marketing message of the company. It implies royalty, expense and sophistication which is reinforced by the crown icon that hovers over the type.

Brown represents calm, richness, simplicity and nature

Brown is used in logos related to construction and legal logos due to it simplicity, warmth and neutrality

“What can Brown do for you?” is the tagline for UPS which might be one of the most recognized brown logos.

While the colour may be received by many as utilitarian, boring or conservative, UPS has taken ownership of the colour and used it as a point of distinction. In the 2003 redesign the introduction of yellow brings some warmth, friendliness and a certain richness to the mark.

Black is used to represent power, authority, formality, seriousness and tradition

Black is technically, the absence of all colour. Black is used in many logos for its boldness,

simplicity and sophistication The James Bond 007 logo is solid black. The

colour represents the authority, mystery and sophistication that is a part of 007 movies

Grey represents authority, corporate mentality, dullness, moodiness, respect and stability

Grey, is somewhere between black and white. From a moral standpoint, it is the area between good and evil

Grey is often used for the type within logos because it is neutral and works well with most other colours

The logo for the luxury brand Swarovski, maker of lead crystal glass, is grey. The grey could be viewed to represent the lead that is a part of the product the company makes, but also represents the respect and authority that comes from the history of a company that has been around for over 100 years

White represents cleanliness, innocence, peace, purity, serenity and truth

o White is the universal colour of peace and purity

o It can often be found in logos as reversed text or negative space

o While green may be the more prominent colour in the Girl Scouts’ logo it also uses the negative space to create the silhouettes of two faces. The combination of the silhouetted faces and the white create a certain purity and innocence in the logo

Explain why the ethos of this organisation is rural, friendly, fun and welcoming

What image of the organisation does this logo convey to you?

It’s the logo for an organisation called Urdd - The Welsh League of Hope – a Welsh youth movement with more than 50,000 members

Explanation of the Urdd logo

The Urdd triangular badge was created in 1944

The colours symbolise that the three elements of the Urdd motto Green represents ‘Wales’, Red represents ‘Fellow man’ White represents ‘Christ’.

Therefore the Urdd motto is I will be faithful to Wales, my fellow man and Christ.

What does this logo represent?

Black and white

SOLICITORS

Straight

Clear

The logo appears on all documents

The font is clear and modern

It’s evenly spaced, giving an uncluttered image.

The style of presentation is clear and easy to read

Formal but not officious

Presentation styleWhat is the presentation style?

Consistent themesWhat is the theme?

• The logo appears on all their documents so this is a consistent theme

• Black and white is a consistent theme

• Straight lines are a consistent theme

• The presentation is clear and uncluttered. It uses space well and has a font which is clear and easy to read

• This represents their brand image of CLARITY

Analysis of a recycling webpage

Green represents the environment

Recycling logo represents sustainability

Cartoon imagery means something is not frightening/ everyone can do it

Analysis of a beauty salon’s website

Pink colours in images and font represents the female market

The shade of pink represents a sophisticated adult market

An unusual and sophisticated font represents a luxury product

Please do not use the following terms:

Colourful x

Interesting x

Informative x

Professional x

Friendly and inviting (unless you can explain why)

x