Branding: on logo and brand marks.
This book was one of the required readings from my Branding course about 2 years ago. The definitions and basic terminologies still helps me to this day. I highly suggest keeping this in your collections.
Here's a summary from Designing Brand Identity book.
I. Symbols
- Pictorial & Descriptive (i.e. Apple & Target)
- Abstract Symbols (i.e. Chase): usually these are used only for companies that have been around for a while.
- Characters (i.e. Tiger from cereal, energizer bunny)
II. Letterforms: M for Motorola
III. Wordmark: Company name in itself (i.e. CNN & ABC).
IV. Signature/Emblems: combination of a word-mark & a symbol (i.e. Nike).
V. What are the general criteria for an effective brandmark?
The imagery (marks and icons used) must have:
- Positive association
- Easy identification: understand the company i.e. PUMA, Canada Air
- Appropriate symbol: i.e. Red Lobster
- Good visual impact, simple, bold and uncomplicated: details that will not loose when blown into a bigger platform.
- Close "Gestalt"
- Low abstraction level
- Reduces well: be able to clearly read the quality when the logo is reduced.
- Looks good when printed in grascale.
- Good upward direction
- Good flow
- Cross culture effectivity: be aware of don't and do's of different cultures of some people.
VI. When are the services of Identity Designers needed?
- Formation of a new company
- Name change
- Introduction of a new product
- Revitalizing an existing brand identity: expanded target market & expanded services
- Integrating an entire branding system: web presence
- When companies merge
- When companies acquire new companies i.e. Ford & Jaguar examples
VII. What are the skills needed to become a successful Identity Designer?
An Identity Designer must be adept in:
- Communication
- Aesthetics of design
- The basic principles of Graphic Design
- Behavioral psychology
- Marketing
VIII. Essential qualities of an effective Identity Design Program:
- Flexibility: all work in all types of medium.
- Consistency: visual consistency; repeated.
- Sustainability: lasts a long time at least 10 years.
0 comments