ART4423 Brand Logo Campaign Fall15 - · PDF file8/27/15 3 The Brand Gap – Marty Neumeier...

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8/27/15 1 BRAND LOGO CAMPAIGN YOU your product branding corporate identity building the brand and the BIG IDEA what is it? self-promotion for creatives brand design and communication YOU what ARE you? your name or a company name? mark or logotype or both? your product branding corporate identity building the brand and the BIG IDEA what is it? self-promotion for creatives brand design and communication branding reinforce a core message POSITIONING STATEMENT based on information from the envision group, denver, co branding reinforce a core message POSITIONING STATEMENT ongoing conversation based on information from the envision group, denver, co

Transcript of ART4423 Brand Logo Campaign Fall15 - · PDF file8/27/15 3 The Brand Gap – Marty Neumeier...

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BRAND LOGO CAMPAIGN YOU

your product branding

corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand design and communication

YOU

¨  what ARE you? ¨  your name or a company name? ¨  mark or logotype or both? your product

branding corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand design and communication

branding

¤ reinforce a core message ¤ POSITIONING STATEMENT

based on information from the envision group, denver, co

branding

¤ reinforce a core message ¤ POSITIONING STATEMENT

¤ ongoing conversation

based on information from the envision group, denver, co

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branding

¤ reinforce a core message ¤ ongoing conversation ¤ “a person’s perception of a product, service,

experience, or organization.” - The American Institute of Graphic Arts

A brand is NOT a logo.

A logo is part of a brand.

(keep repeating this) J

The Brand Gap – Marty Neumeier

The Brand Gap – Marty Neumeier The Brand Gap – Marty Neumeier

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The Brand Gap – Marty Neumeier

YOU

START HERE (brand positioning statement)

your product branding

corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand : logo : campaign

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The positioning never changes.

And target market’s understanding of

the brand should never

change.

This rarely changes. It is the primary visual

identifier of the brand. Its recognition is part

of “brand equity”.

“Identity” as in campaigns and all visual expressions of the brand

(of a product/service). This changes the most often in comparison.

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corporate identity

¤ logo ¤ letterhead ¤ business card ¤ envelope

¤ web ¤ landing page ¤ social media icons

The more common meaning of “identity”

corporate identity

¤ logo n visually informative

corporate identity

¤ logo n visually informative

(not always so “see & say”)

corporate identity

¤ logo n visually informative - DISCUSS

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corporate identity

¤ logo n visually informative n compact

n gestalt – the whole is greater than the sum of its parts.

corporate identity

¤ logo n visually informative n compact

n gestalt – the whole is greater than the sum of its parts.

n successful at 1 inch x 1 inch

Gestalt Principle: Figure Ground (shown below is ambiguous figure ground)

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corporate identity

¤ logo n visually informative n compact

n successful at 1” x 1” n lasting

corporate identity

¤ logo n visually informative n compact

n successful at 1” x 1” n Lasting

n iconic logos that have had to adjust over the years:

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TOO DIFFERENT?

corporate identity

¤ logo n visually informative n compact

n successful at 1” x 1” n lasting n easily reproduced in

multiple environments n successful in both color and

black & white

Would this be successful in grayscale printing?

Would this work without such brand awareness through media? (FYI: designed by Massimo Vignelli in 1967…you should know this. If you don’t remember, watch “Helvetica” AGAIN.)

Color adds more, but is not necessary for this system to work.

YOU

¨  what ARE you visually? ¨  your name or a company name? ¨  mark or logotype or both?

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corporate identity

¤ logo ¤ letterhead ¤ business card ¤ envelope

¤ web ¤ landing page ¤ social media icons

branding corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand design and communication

© nikki arnell, 2011

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building the brand

© nikki arnell, 2011 based on information from the envision group, denver, co

building the brand

n print collateral n TV, radio n web n direct mail n social media n packaging n point-of-purchase (POP) and in-store n public relations, external & internal n etc. n BRAND MANAGEMENT

© nikki arnell, 2011

YOU

¨ print collateral ¨ web ¨ direct mail/packaging ¨ social media ¨ public relations ¨ BRAND MANAGEMENT

© nikki arnell, 2011

branding

¤ It’s not what YOU say it is ¤ It’s what THEY say it is1

© nikki arnell, 2011 1Marty Neumeier, The Brand Gap (Berkeley: New Riders, 2006), 2-3.

branding corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand design and communication

© nikki arnell, 2011

WARNING: Don’t be confused by the following slides. These are intended to clarify a campaign in relation to logos and in relation to the larger brand. You are not going to do an ad campaign in this class, though you will employ Big Idea thinking. J

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Campaign Big Idea Thinking

¨  The ad must be an observation about the product – truth is not enough to make a good ad

¨  Idea must be big enough to campaign 2nd ad? 25th ad? Social Media? Other “Legs”?

¨  Make a decision and stick to it. DON’T COMPROMISE! KEEP IT PURE!

MINI COOPER: MARKETING STRATEGY, DIGITAL MARKETING, BRAND & ETHICS by MARIIA MOISEIEVA, file:///Users/narnell/Downloads/cris-2013-0005.pdf

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YOU

¨ Recognize the hierarchy:

¨ First the brand ¨ Then the logo

and its identity system ¨ THEN everything else

© nikki arnell, 2011

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your product branding

corporate identity building the brand and the BIG IDEA what is it?

self-promotion for creatives

brand design and communication

© nikki arnell, 2011

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© nikki arnell, 2011

BRAND

© nikki arnell, 2011

LOGO

© nikki arnell, 2011

JOB HUNT JOURNAL

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YOU

¨  YOUR BRAND ¤ Logo ¤ Visual identity

n Cover Letter, Résumé ¤ Self-Promotional Piece ¤ Website ¤ Social Media Plan ¤ Brand Book ¤ Portfolio (online and tangible)

© nikki arnell, 2011

YOU

¨  GETTING A JOB ¤ Job Hunt Journal ¤  (plus lectures on interviewing

and networking)

© nikki arnell, 2011

BRAND LOGO CAMPAIGN YOU