branding & design

Transcript

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
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
17. 1951 Egyptian Newspaper Ads
19. 1982 2000s
21. Coke Factory ad, 2008
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
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
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