Branding + Design The relationship between design and business in building a brand solution. Dr....

Branding + Design

The relationship between design and business in building a brand solution.

Dr. Corrine Beaumont, MFA PhD

First, draw a symbol that represents your country.


Now, pretend you are a graphic designer.


When people ask what you do, what do you say?


When people ask what you do, what do you say?

I create logos,websites,

posters,etc...on the computer.

I use visuals tocommunicate

a messagethat achieves

a certainhuman response.


Which is more important, aesthetics or communication?

What is graphic design?

fine art? social science?

Based on a paper: Graphic design: Fine Art? or Social Science? by Jorge Frascara http://bit.ly/dpslVl


http://bit.ly/dpslVl


fine art.

...then aesthetics and expression are the most important.

Goals for success:It is attractive?Does it evoke a response?Does it make a unique statement?



social science.

...then communication and it’s relationship to people are the most important.

Goals for success:Are people clearly receiving the message?

Are people responding as intended to the message?

Does evaluation confirm the goals?


Role Play

A local council is having problems with cars parking near the river and floating away.

The old warning sign was stolen and they need a new one. They think something bigger and more up-to-date will get better attention.

What do you do?Dr. Corrine Beaumont, MFA PhD

Is this how you define the problem?

Problem: We need a sign and symbol that explains the danger, in a cool way.

Problem: We need to develop a communication strategy to prevent accidents.


What is a graphic designer?

What is the difference between a designer, and someone that produces signs on the computer?

How do you investigate? When do you know the

problem has been “solved?”

“Iinvestigateand solve

problems.”

“I am asign andsymbolmaker.”


Defend your position:

How do you explain that a sign shop is not a full solution

to the problem?(especially when they are

cheaper)

How do you explain it’s more than the sign?


Ways to demonstrate your value:

“My symbols are better,cooler, prettier, fresh and

modern.”

“I asked people who lost their cars why they parked there. A

nearby parking permit sign gave times when it was OK to park

and misled them.” Dr. Corrine Beaumont, MFA PhD

How do you survive as a designer?

You win.Because the client agreed

with your aesthetics.

You win.Because you can show how you investigated and solved

the problem.Dr. Corrine Beaumont, MFA PhD

What is a graphic designer?

Vendor. Visual Strategist.


What’s Branding?

• Brand is everything that creates an experience for the customer

• Identity is usually the visual part of the brand: logo, colours, layout, adverts, design

• DNA is the unique message of the business that is communicated in the brand


http://www.london2012.com/gymnastics-artistic


http://www.london2012.com/gymnastics-artistic

Typeface choice is important.


Would you go to this hospital?


Your typeface choice, it’s placement, size and colour determine the voice people hear in their head when they read your message.


Questions to ask yourself about typeface choices:

• Is the typeface distracting from the message or enhancing how it is understood?

• Do I want people to notice the shape of the word, or just get the information quickly?

• How does this “sound” when people read it?


wordmark

mark


Can you spot the relationship between storytelling and identity to create the brand?

http://www.youtube.com/watch?v=O1w_wDhpugw

Notice how very few of these commercials use a dialogue and rely on visuals to communicate.


However good it may be, the brand is not the business.It is a support to the business.Or if it’s done badly, it’s a harm to the business.

You are branding whether it’s intentional or not, you cannot not communicate.


Branding + Design The relationship between design and business in building a brand solution. Dr....

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