branding & design

branding & design

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Prisca Schmarsow

April 23, 2012
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  1. & branding design

  2. What exactly is a brand?

  3. 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
  4. “smiles in monochrome” Ellis Sharp, February 25, 2012

  5. so much more than a logo or visual appearance… feelingemotion

    connection loyalty uniqueness exclusivity What exactly is a brand? experience
  6. 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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  8. • 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
  9. “Demand the genuine” “Accept no substitute”

  10. Coca Cola ad ca. 1943, Louisiana

  11. 1920 1924

  12. • 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
  13. adverts during World War II

  14. christmas ad, 1941

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  17. 1951 Egyptian Newspaper Ads

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  19. 1982 2000s

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  21. Coke Factory ad, 2008

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  23. 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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  28. 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
  29. ‣ 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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  43. 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
  44. Prisca Schmarsow prisca@eyedea.eu graphiceyedea.co.uk @prisca_eyedea