Visual Branding
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Transcript of Visual Branding
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Native of KansasCarnegie Mellon University in Pittsburgh PA
Mechanical Engineering (2002)Masters in Product Development (2009)
7 years in engineering design & analysis4 years in consumer product developmentInterested in crafting product experiencePassionate about emotion evoking design
Aaron Pavkov MPD, PE
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storyboardingindustrial designrapid prototypinginteraction designphotographyanimationweb designgraphic designlogo designbrandingmarketing campaignsethnographic researchmarket researchfocus groups
experience
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I have no special talent. I am only passionately curious.‐
Albert Einstein
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branding origins
branding origins
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BrandDerived from the Old Norse brandr,
meaning ʺto burn.ʺ
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World’s first trademark?
(1876)
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Industrial Revolution
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trustcredibility
Branding Creates…
familiarity
consistency
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branding originsbranding today
branding today
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“Great brands find relevant ways to tap the emotional
drivers that already reside deep within each of us.”‐Scott Bedbury
A New Brand World pg 96
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Name that brand:
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Gotcha!
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“A brand is a metaphorical story that connects with
something very deep
– a fundamental appreciation of
mythology. Stories create the emotional
context people
need to locate themselves in a larger experience.”‐Scott Bedbury
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branding originsbranding today
customer experience
customerexperience
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How do you create amazing customer experiences?
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Touchpoints
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“…present [your brand] in the best possible light
whenever and wherever it may be found.”‐Scott Bedbury
A New Brand World pg 109
Brand Environmentalism:
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Total Experience Lifecycle
Credit: Akendiwww.akendi.com
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“It means leveraging every opportunity to tell amore complete, more consistent, more unique,
more compelling brand story.‐Scott Bedbury
A New Brand World pg 111
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it is through experiencethat your company’s story
becomes your customer’s story.
then and only then…will they really care
about you!
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branding originsbranding today
customer experienceexamples
a few quick
examples
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What need or emotion do these brands address?
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imagination?
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en
erg
y?
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FREEDOM?
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appetite?
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empowerment?
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branding originsbranding today
customer experienceexamples
balanced thinking
balanced thinking
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Where do great ideas come from?
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“Rigorous explicit thinking…
limits people to conscious thinking and hence to using just a tiny proportion of the
potential in their minds -
like the ice above the water.”-Bill Moggridge, IDEO Co-Founder
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Credit: Design Conceptswww.design-concepts.com
Problem solvingAnalytical reasoning
ThoroughConcept reliability
IntuitiveModal reasoning
NimbleConcept validity
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“In any worthwhile organization, both left‐
and right‐brain
thinking must not only coexist, but enrich each other in
order to achieve balanced and enduring brand excellence.”‐Scott Bedbury
A New Brand World pg 146
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branding originsbranding today
customer experienceexamples
balanced thinkingvisual brand language
visual brandlanguage
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“Visual Brand Language is a unique ʺalphabetʺ of design
elements
‐
such as shape, color, materials, finish, typography
and composition ‐
which directly and subliminally
communicate a companyʹs values
and personality
through compelling imagery and design style.”‐Wikipedia
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The Snow White design language “not only helped Apple’s recognition factor on a world stage, but the innovative designs helped mold the way
computers
were
perceived
throughout the manufacturing and business world.”
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Chuck Jones, Whirlpool/KitchenAid:
“Visual Brand Language is like a pyramid…”
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Visual Brand Language Pyramid
Signature Elements
Core Values
Brand Positioning
Design Principles
The heart of a company’s brand:How it conducts business and
how it presents itself to the market
Visual tone of a brand in context of other brands
Articulations of design principles through form, texture, badging, surface, interaction details
Specific visual concepts which guide expression of a brand
Credit: Ziba
Design
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Brand DNA:
“For the way it’s made”
Ziba
Design, KitchenAid
VBL Pyramid Overview
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Brand Positioning:Professional grade products for cooking enthusiasts;combining the warmth of home with commercial-grade
engineering and robustness: “warm commercial”
Ziba
Design, KitchenAid
VBL Pyramid Overview
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Design PrinciplesExaggerated scale, softened surfaces, large user
interfaces.
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Signature ElementsAnalog gauges, distinct controls, chrome accents.
Analog gages
Distinct controls
Chrome accents