& branding design

What exactly is a brand?

X What exactly is a brand? feeling emotion connection loyalty uniqueness exclusivity common misconceptions: visual identity logo tagline / motto presentation of company/product to client group strength of marketing & advertising quality of product/service offered design visibility message / image

“smiles in monochrome” Ellis Sharp, February 25, 2012

so much more than a logo or visual appearance… feelingemotion connection loyalty uniqueness exclusivity What exactly is a brand? experience

branding - a brief look back… ‣ branding originally goes back to early ages when symbols were burnt into skin to signify ownership (people/animals) ‣ around 1900 - fast moving consumer goods, improved transportation and increased competition became the driving force behind branding ‣ early focus was on distinguishing product from other on shelves or in advertising: packaging design / colour schemes / language view was: “branding = advertising = sales” ‣ modern branding as discipline evolved with the arrival of television advertising, accelerated importance with the advent of internet Milka cow, 1973

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• created in Atlanta in 1886 by pharmacist John Pemberton • first trademark lettering created by bookkeeper Frank Robinson • initially promoted via coupons offering free tasters • branded utensils (clocks, calendars, scales) were handed out to distributers

“Demand the genuine” “Accept no substitute”

Coca Cola ad ca. 1943, Louisiana

1920 1924

• brand continued to evolve - advertising changed during war time, supporting the country, the troops • aim was to get Coca Cola to every soldier for the same price, no matter where - number of bottling plants grew, expansion in progress • a"ter the war, Coca Cola was no longer selling a product alone - focus on selling positive feelings, memories—an experience = positive psychology

adverts during World War II

christmas ad, 1941

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1951 Egyptian Newspaper Ads

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1982 2000s

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Coke Factory ad, 2008

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the role of design in branding ‣ establish brand identity to create brand awareness ‣ visual identity : consistent & timeless yet flexible ‣ brand recognition vital to come through in all applications

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maintaining the brand brand guidelines => for consistent brand perception across all media style guidelines => for consistency across all material feeling emotion connection loyalty uniqueness exclusivity experience

‣ brand description ‣ logo & permitted usage ‣ colour ‣ typeface/s ‣ layout / spacing / alignment ‣ use of photos/visual elements style guide ‣ icon size/s & display ‣ link styling & hierarchy ‣ UI details (colour/size/state/forms) ‣ font stacks & typographical rules ‣ semantics / code structure ‣ RWD principles / technique style guide for web

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image credits front image: European detail map of Flickr and Twitter locations by Eric Fisher, via Flickr photo of Ellis Sharp © Remy Sharp, via Flickr Milka Cow, milka.de images for history of Coca Cola - coca-cola.com + coca-cola-art.com + coca-colaconversations.com + digitaldeli"tp.com I — NY site references theverybestofcocacola.com Coca-Cola ad: Factory innocentdrinks.co.uk cadbury.co.uk nhsidentity.nhs.uk bbc.co.uk/gel styletil.es Paul Robert Lloyd’s style guide

Prisca Schmarsow prisca@eyedea.eu graphiceyedea.co.uk @prisca_eyedea