Branding & Brand IdentityWednesday 3 – Thursday 3

Aims & Outcomes:

• Aims: To understand branding and how it is used to promote products and services.

• To explore the different visual elements of a brand and how they interact to support eachother.

• To explore individual brand design and how this will support the themes of the assignment.

• Outcomes: You will understand what a brand is, the visual elements of a brand, and how they are used together to promote products or services. You will begin to develop your individual branding based on your chosen theme.

Bridge Task 6 – Complete Designing with the Golden Ratio by Tuesday• Task 1: Answer the following questions using annotated examples:

1. What is the golden ratio and how is it used in design?2. Other than in design, where does the golden ratio appear?3. What mathematical theory is the golden ratio related to?4. How is a Golden Ratio layout created?

• Task: 2: Based on an A4 sheet of paper, and using the mathematical calculations from your findings, create a golden ratio grid using guidelines and rectangles in Photoshop (make sure the grid is on a transparent layer).

• Task 3: Using your golden ratio grid on an A3 document, design a mock up advertising poster which is suitable for your chosen assignment theme. Make sure you adhere to the principles we have investigated so far and you can use all elements of design including images and text.

What is a Brand?

• A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.

What is Branding?

• Branding is the process of creating and publicising the brand name.

• Branding can be applied to the entire corporate identity as well as to individual product and service names.

How is a Brand Expressed?

• A brand is expressed using a series of inter-related objects or properties which together make up the brand as a whole.

• These objects or properties have to be designed making sure they integrate into the whole brand, and communicate effectively to the consumer.

What are the Visual Elements of a Brand:

• Main logo

• Logo lockups

• Main colour palette

• Secondary colour palette

• Typefaces

• Typographic Standards

• Images

• Graphic elements, symbols, icons, textures etc.

• Tag line

Branding Task 1 – What are the Visual Elements of a Brand• Pick a card and find out more about the card’s subject and

answer the following questions:

• What is the purpose of the element?

• How does your chosen brand element support the overall brand identity, why?

• Where in the brand would the element be used, and why?

• Which other elements are closely related to your selection of element, and how?

• If you removed your element from the overall brand identity, would the brand work in the same way, why?

• Be ready to share your findings…

Main Logo

Logo Lockups

Main Colour Palette

Secondary Colour Palette

Typefaces

Typographic Standards

Imagery

Graphics, symbols, shapes, texture

Taglines

Task 2 - Creating Your Brand:

• Main logo

• Logo lockups

• Main colour palette

• Secondary colour palette

• Typefaces

• Typographic Standards

• Images

• Graphic elements, symbols, icons, textures etc.

• Tag line

• Using your understanding gained from today’s session, develop a number of brand ideas fro your chosen theme:• Start on paper with extensive ideas and planning.

• Develop into the digital environment and produce three different concept boards which include examples of all of the above.

• Share these with your client for feedback before deciding which brand will be taken forward into final designs.

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Concept Board Content

• A concept board is a little like a mood board but it contains specific content which is related to the design idea you have.

• Content:

• Logos & Logo lockups

• Colour palettes

• Typefaces

• Imagery

• Textures, shapes

• Graphics, symbols, icons etc.

• Tag lines

Bridge Task 7 – Tuesday 31st

• Research the principles of good logo design and present in your sketchbook ready to share on Tuesday. Use examples to support your findings.

Plenary:• I feel the most important thing I learnt today was?

• With the information I learnt today, I will now be able to…

• After today’s lesson I can now explain.

• Today I was able to make progress because…

• The part of the lesson I found easiest was…

• If was to set homework to build on today’s lesson I would…

• I am proud of myself today because….

• I think it is important to remember what I learnt today because…

• One thing I think I did really well was…

• Next time I would like to learn…