Brand Identity - Rob o' Reilly
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The Process of Creating a Brand Identity Brand Identity Rob O’Reilly Scale Graphic Design [email protected]
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Rob O' Reilly presentation on brand identity and tip on developing your brand from FUSE Product Development Workshop 17th July 2013.
Transcript of Brand Identity - Rob o' Reilly
The Process of Creating a Brand Identity
Brand Identity
Rob O’Reilly Scale Graphic [email protected] SCALE GRAPHIC DESIGN
6 BROOKVALE DOWNSRATHFARNHAM DUBLIN 14T 01 490 4866E [email protected] WWW.SCALE.IE
The Process of Creating a Brand Identity
Case StudiesBranding & Packaging
Brand Identity in 9 steps
Perception
The Process of Creating a Brand IdentityIntroduction
“ You are, what you are seen to be.’ Erik Spiekermann
So what does your branding say about your product, and is it appropriate?
The Process of Creating a Brand Identity
Brand Perception — how your customers see your brand.
First impressions count, potential customers will judge your product on the image you portray.
You can help shape peoples perception of your brand.
?
The Process of Creating a Brand Identity
* Name Recognition Is the product name memorable?
Consistent application.
? Descriptor Function of product
/ brand promise?
The Process of Creating a Brand Identity
‘ ’
+
Tone of Voice & Language — appropriate to audience.
Differentiation — what makes the brand unique.
Packaging with a memorable brand name and descriptor alongside a key differentiator— will help the retailer reach your customers.
The Process of Creating a Brand Identity
1 Research
7 Core Design Principles
4 Idea Generation
2 Initial Briefing
8 Production Mediums
5 Feedback
3 Reiteration of Brief
9 Assess
6 Design Development
Brand Identity in 9 steps
The Process of Creating a Brand Identity1 Research
1 Research
The Process of Creating a Brand Identity
1 Research> Do the research in order
to create a clear brief
> Target Audience
> Brand Position – Relevance, what makes it different? – Are people aware of it? – How much do they need it?
> Legalities – Copyright & Naming
> Brainstorming
1 Research
Popularized by Alex Faickney Osborn in the late 1930s,
Brainstorming is a group creativity technique designed to
generate a large number of ideas for the solution to a problem. ro
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The Process of Creating a Brand Identity2 Initial Briefing
2 Initial Briefing
The Process of Creating a Brand Identity
2 Initial Briefing
> A good design result will be born out of clear understanding
> Project Brief should set parameters of Time, Budget & Objectives
– Deadline will create focus – Budget can challenge creativity
2 Initial Briefing
The Process of Creating a Brand Identity3 Reiteration of Brief
3 Reiteration of Brief
The Process of Creating a Brand Identity
3 Reiteration – Brief
> If the brief is not clear it may need to be rewritten
> Checklist
– Does the designer understand what the client wants?
– Do both parties agree on time / budget
– Can the designer manage expectations
3 Reiteration of Brief
The Process of Creating a Brand Identity
1 Research
7 Core Design Principles
4 Idea Generation
2 Initial Briefing
8 Production Mediums
5 Feedback
3 Reiteration of Brief
9 Assess
6 Design Development
The Process of Creating a Brand Identity4 Idea Generation
4 Idea Generation
The Process of Creating a Brand Identity
4 Idea Generation
> Information from the brief should inform the design solution
> Experimentation is necessary – Left field – Middle – Conservative
> Contrasting approaches are useful in helping the decision process
4 Idea Generation
L
RM
The Process of Creating a Brand Identity5 Feedback
5 Feedback
The Process of Creating a Brand Identity
5 Feedback
> At this stage the client digests initial design concepts
> Client feedback reference points
> Feedback must be interpreted to improve the design
5 Feedback
Initial Design Suggestion Revised
The Process of Creating a Brand Identity6 Design Development
6 Design Development
The Process of Creating a Brand Identity
6 Design Development
> Gradual refinement
> This can mean small but significant changes to typography or colour schemes — to enhance the idea or increase communication
> It is important at this stage that the logo mark, colour and style are agreed before applying to other items
6 Design Development
The Process of Creating a Brand Identity6 Design Development
Too Modern Natural More Vibrant
A Soft DaySweet Rain and Long Grass
IRISHMADE
SOYAWAX
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiisssssssssssssssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh sssssssssssssssssssssssssssssssssssssssccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeennnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnttttttttttttttttttttttttttttttttttttttt oooooooooooooooooooooooooooooooooooofffffffffffffffffffffffffffffffffffffff ppppppppppppppppppppppppppppppppppppppppppllllllllllllllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaacccccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
SWEET RAIN & LONG GRASS
A Soft DaySweet Rain and Long Grass
IRISHMADE
SOYAWAX
aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnn IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrriiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiisssssssssssssssssssssssssssssssssssssssssshhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhhh sssssssssssssssssssssssssssssssssssssssccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeennnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnnttttttttttttttttttttttttttttttttttttttt oooooooooooooooooooooooooooooooooooofffffffffffffffffffffffffffffffffffffff ppppppppppppppppppppppppppppppppppppppppppllllllllllllllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaacccccccccccccccccccccccccccccccccccccccccceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee
SWEET RAIN & LONG GRASS
Connemara MistSea Spray
The Process of Creating a Brand Identity
1 Research
7 Core Design Principles
4 Idea Generation
2 Initial Briefing
8 Production Mediums
5 Feedback
3 Reiteration of Brief
9 Assess
6 Design Development
The Process of Creating a Brand Identity7 Core Design Principles
7 Core Design Principles
The Process of Creating a Brand Identity
7 Core Design Principles
> Here we look at how the visual identity will be applied in terms of colour, typography, imagery and words
> These are the core design principles that allow the brand to communicate it’s values
7 Core Design Principles
The Process of Creating a Brand Identity7 Core Design Principles
Typography
> Different typefaces have different personalities to the extent that they can seem to have faces
> Some appear serious some functional others quirky.
Colour
> Colour is a powerful communication tool, it can grab attention
> The subtle use of colour can elevate a brand to a level of sophistication
> Colour Association
Words & Imagery
> Messages are also communicated through use of words and imagery.
The Process of Creating a Brand Identity8 Production Mediums
8 Production Mediums
The Process of Creating a Brand Identity
8 Production Mediums
> Production Mediums
– Print, Packaging, Advertising, Online
> Format and production values can make a real difference and elevate from the herd
> Non-standard and bespoke formats can provide an opportunity to differentiate
8 Production Mediums
The Process of Creating a Brand Identity
> The pattern on the packaging for Trig jewellery is derived from the geometric pieces
8 Production Mediums
The Process of Creating a Brand Identity8 Production Mediums
> The non-standard format packaging on these utensils, communicates it’s regard for the environment.
The Process of Creating a Brand Identity8 Production Mediums
> The Hering website is clear and easy to understand reflecting the nature of the product.
The Process of Creating a Brand Identity9 Assess
9 Assess
The Process of Creating a Brand Identity9 Assess
9 Assess> Once the process is complete
it is important to assess whether all key elements are present.
> Does it communicate clearly?
> Will the new brand packaging elevate the product?
The Process of Creating a Brand Identity
Brand Packaging Key Elements
A Soft DaySweet Rain & Long Grass
A Soft DaySweet Rain & Long Grass
400g
A Soft Day
Enjoy the natural sweet scent of an Irish meadow after a summer shower.
www.SoilseCandleCompany.ieProduct Name
Descriptor
Irish Made
Ingredient Bar Code
WeightStory
Point ofContact/CompanyName
Variety Supporting Illustration
A brand identity is the sum of it’s parts not just a logo.
The Process of Creating a Brand Identity
After
Before
The Process of Creating a Brand Identity
Base of box becomes display case for retailer
The Process of Creating a Brand Identity
Colour coding for each variety
The Process of Creating a Brand Identity
Defining attributes;
> Unique Diecut
> Economy
> Colour
> Photography
> Texture
Case StudiesBranding & Packaging
The Process of Creating a Brand Identity
Unique Diecut & Logo are based on textile pattern
The Process of Creating a Brand Identity
The Process of Creating a Brand Identity
Bespoke —Pictograms represent furniture
Swing Tags become miniature brochures
The Process of Creating a Brand Identity
Diecuts highlight product contours
The Process of Creating a Brand Identity
Economy —Rubber Stamp becomes branding device
The Process of Creating a Brand Identity
Logo & Point of Sale Bookletmimic the nature of product
The Process of Creating a Brand Identity
Swing Tags are neutral in contrast with woolen patterns
The Process of Creating a Brand Identity
Economy —Paper Band becomes branding device & point of sale information
The Process of Creating a Brand Identity
Both Product & Logo aregeometricsimplefunctional
The Process of Creating a Brand Identity
Packagingsimply displays product photography
The Process of Creating a Brand Identity
Promotional Posterusing leather rather than paper
Logotype & Illustrationsorganic in style
The Process of Creating a Brand Identity
The Brand Identity
The Product
both reductive
The Process of Creating a Brand Identity
Point of Sale Brochurehas similar attributes to the pure and simple nature of the pottery
The Process of Creating a Brand Identity
Packaging Patternfollows form oftrigonometryjewellery
The Process of Creating a Brand Identity
The Process of Creating a Brand Identity
Thank You
Rob O’Reilly Scale Graphic [email protected]
SCALE GRAPHIC DESIGN6 BROOKVALE DOWNSRATHFARNHAM DUBLIN 14T 01 490 4866E [email protected] WWW.SCALE.IE
