What\'s That Branding Buzz?

$: What\'s That Branding Buzz?$
Julia Reich Design

what’s that Branding

BUZZ? How to Distinguish Your Company with a Strong Brand

Presented June 2, 2010 for the Coffee & Content series at

2Branding yoUr BUsiness witH jUlia reich design

we are a team of design, Branding, marketing, & other creative professionals dedicated to helping BUsinesses and organiZa-tions sUcceed in the marketplace with visUal commUnications.

Led by Julia ReichPrincipal & Creative DirectorOver 10 years experiencehelping organizations communicate— with creativity, passion, and intelligence.

clients



oUr areas of expertise inclUde

Slow Food USA | quarterly magazIne

Julia Reich Design

[email protected] | ph: 315-364-7190 | www.juliareichdesign.com

Slow Food USAQuarterly National Magazine

Publication Design



Print Design



Event Collateral



Hawthorne Valley Farm | yoguRt cup PackagIng & logo deSIgn

Biodynamic® Organic Yogurt

MAPLE VANILLA

Haw

th

orne Valley Farm

Biodynamic® Organic Yogurt

Haw

th

orne Valley FarmPLAIN

Julia Reich Design

[email protected] | ph: 315-364-7190 | www.juliareichdesign.com

PackageDesign



website Design



Logos



Branding


1. learn what branding is2. Understand how a strong brand can

benefit your business or organization3. learn about the process of creating a

strong brand4. start you on the process of building

your brand

Q & A after, but feel free to ask questions along the way.

workshop oBjectives


Branding what is it?

13Branding yoUr BUsiness witH jUlia reich design 13Branding yoUr BUsiness witH jUlia reich design


“a logo is a point of entry into a Brand”

—Milton Glaser

ok, so what is it??


• The promise that resides in each customer’s mind about your company

• Your company’s personality• Everything a customer says about you

after they leave• People fall in love with brands and

are loyal to them - it’s an emotional connection

• The brand gets built into all your communication tools


“prodUcts arecreated in the factory. Brands are created in the mind.”

—walter Landor


“Hi, I am a mac”I am cool, trendy, young, friendly, casual, reliable, fast, looking for fun,

“Hi, I am a PC”I am boring, formal, cold, old, unreliable, slow, not inspiring

BRAND PERSONA

• experiential communications apple experience3

when is Branding needed?


New company, new product I’m starting a new business. I need a business card and a website.

Name change Our name no longer fits who we are and the business we’re in.

Revitalize a brand We need to communicate more clearly about who we are. no one knows who we are. We want to appeal to a new market.

Revitalize a brand identity Our identity doesn’t position us shoulder-to-shoulder with our competitors. I’m embarrassed when I give out my business card. We’re a great company but we look behind the times.

Created an integrated system We don’t present a consistent face to our customers. Our packaging is not distinctive. Our competitors look better than us and their sales are going up.

When companies merge We want to build on the brand equity of the merging companies.

Brand toUchpoints


trade shows

point of pUrchase

telephone yoUr Brand

presentations

press releases

advertising

signage

packaging

weBsites

BUsiness cardsprodUcts service

proposals

sales promotions

newsletters

voice mail

networking

differentiation: What makes your brand stand apart

Relevance: how appropriate this differ-ence is to the audience you want to reach

Esteem: how well regarded your brand is in the marketplace

knowledge: How well consumers know and understand your brand

the foUr Brand pillars


differentiation



the Brand

process

Branding affects BUsiness performance


Brandidea

cUstomerexperience

Brandperception

cUstomerBehavior

BUsinessperformance

Brand idea: what a brand stands for

Brand personality: the attitude it projects

verbal identity: its name and how it talks

visual identity: what it looks like

sensory identity: what it feels and sounds like

a Brand’s foUndational signals


1. learn what branding is2. Understand how a strong brand can

benefit your business3. learn about the process of creating a

strong brand4. start you on the process of building

your brand

Q & A after, but feel free to ask questions along the way.

personality is....

27Branding yoUr BUsiness witH jUlia reich design 27Branding yoUr BUsiness witH jUlia reich design

“the UniqUe, aUthentic, and talkaBle soUl of yoUr Brand that people can get passionate aBoUt.”

— Rohit Bhargava, Personality Not Included: Why Companies Lose Their Authenticity and How Great Brands Get It Back

visUal identity


Bold

Memorable

Immediately recognizable

Provides a clear and consistent image of your company

authentic

meaningful

differentiated

flexible

Has enduring value

criteria to determine effective Brand identity


shape, color, & typography


look & feel of a logo


asc case stUdy


marketing goals


1. Grow the size of audience from the current demographic, to include U.S. college-age students and women in their 20’s-40’s, who have the income to afford a $180 pair of shoes that are handmade, natural, using best materials

2. increase internet sales

3. Convey an image of the shoes as ‘earthy’ and natural, and a quality handmade product


“the new logo feels worn in, comfortaBle, and sincere like an old wax stamp”

—David Binns, Owner, ASC

asc case stUdy: Brand personality


• Warm• Organic• Natural• Timeless• Simple• Modest• Independent• Unpretentious

• Honest• Sincere• Dependable• Quality• Fresh• Intelligent

asc case stUdy: visUal sUrvey


Julia Reich Design | aurora shoe company | logo ideation, round 1 2

05 06

04

01

03

02

competitive logos01 ibex outdoor clothing

Simple, natural, hand drawn icon paired with serif & sans-serif modern typefaces.

02 horny toad

Youthful brand personality appeals to teens and outdoor types. Slanted typeface is dynamic; horned toad icon is cute and has attitude.

03 naot

Simplistic shoe shape encom-passes brand name; together with sun creates a natural landscape.

04 simple

Colorful layered version indicates youthfulness and fun; black version is as simple - yet impactful - as the name suggests.

05 terrasoles

Natural hand drawn typeface paired with abstract vegeta-tion pattern in an earthy color palette.

06 birkenstock

Rigid type accompanies seal of upside-down foot. Leads one to question whether this archaic logo has ever been updated since 1774.


05 06

04

01

03

02

competitive logos01 ibex outdoor clothing

Simple, natural, hand drawn icon paired with serif & sans-serif modern typefaces.

02 horny toad

Youthful brand personality appeals to teens and outdoor types. Slanted typeface is dynamic; horned toad icon is cute and has attitude.

03 naot

Simplistic shoe shape encom-passes brand name; together with sun creates a natural landscape.

04 simple

Colorful layered version indicates youthfulness and fun; black version is as simple - yet impactful - as the name suggests.

05 terrasoles

Natural hand drawn typeface paired with abstract vegeta-tion pattern in an earthy color palette.

06 birkenstock

Rigid type accompanies seal of upside-down foot. Leads one to question whether this archaic logo has ever been updated since 1774.

asc case stUdy: prelim designs



concept 01:

Natural Footprint - verticalThese two logos are exactly the same except for the typeface choice, and both are shown in black and white and color. inside a footprint silhouette is a landscape portraying the “land of eternal dawn” - aurora, nY, along with cayuga lake and surrounding farm fields. This logo not only refers to aurora shoe company’s rural location, it also emphasizes how comfortable the shoes are - like walking barefoot through nature. The vertical orientation of the sun rays evoke toes at the top of the shoe. The footprint is facing up, communicat-ing the idea these feet are ‘going somewhere’. stylistically, the landscape is rendered like a woodcut, further emphasizing the natural, handmade quality of the shoes. The color palette is earthy yet hip - not boring. The logo on the left is possibly the most feminine of the logo concepts presented, due to the curvy typeface - an important factor, considering the stated desire to attract more women customers.

(Note: the typeface used on the left, Mason Sans, would need to be purchased for approx. $50)

JULIA REICH DESIGN | Aurora Shoe Company | Logo Ideation round 01 | presented 08_26_09



concept 03:

Big AThis icon is a mark formed from the shapes of the strap, buckle, and leather tongue that are present on the West indian style, but simplified and abstracted into a big letter ‘a’, for ‘aurora’. Furthermore, the horizon-tal strap is rendered to look like hand stitching. The two tones of dark red in the color version suggest the natural color of leather, but are not bright enough to be garish.




concept 06:

Shoe Silhouettea simple and bold, yet clever logo. The words are inside the shoe shape - a reference to the fact that these natural, handmade shoes mold to uniquely fit your foot. The color options show an organic shade of dark red and also a soft, natural, grassy green. This version would look great as a stamp inside the shoe or on the sign outside the factory.




concept 05:

Simply GrassWithin a fresh, modern, sans serif typeface are blades of grass. like the Terrasoles logo, this mark communi-cates simplicity and nature. The color version is rendered in a soft, grassy green.

(Note: the typeface used here, Houschka, would need to be purchased for approx. $50)




concept 02:

Natural Footprint - horizontalThese are similar to the previous concepts, only showing a different color option for the text and different typefaces. The landscape is perhaps easier to ‘read’ in this horizontal orientation. using a light shade of the dark red for the text renders the icon bold and impactful. The undulating edges of the letterforms mimics the organically drawn sun rays.

(Note: the typeface used here, TS Worchester, would need to be purchased for approx. $50)



asc case stUdy: revised designs


A U R O R AS H O E C O.







PMS 7413 / 7504 PMS 7413 / 7504 PMS 7408 / 7504 PMS 718 / 7504 PMS 718 / 7504 PMS 7504 PMS 7504

1 1A 2 3 3A 4A 4A

asc case stUdy: final designs


asc case stUdy: oUtcome


asc case stUdy: deliveraBles


aurora shoe Company Brand IdentIty GuIdelInes

Brand messaGInG platform3

Purpose of These Guidelines As Aurora Shoe Company (ASC) continues to grow, it is important that we deliver a consistent message describing who we are, what we do, and what sets us apart from other footwear companies. These guidelines are provided to ensure the correct and consistent use of the brand identity system. Specific directions regarding the logo, typography, and color palette are included. As they are developed, design suggestions for other visual elements such as stationery, signage, website, and an email newsletter template can be added to help us manage our communication materials. By accurately implementing this brand identity system, we protect the equity of the ASC brand and better support its repositioning. Please use this guide to help bring the ASC brand to life across all communications.

Who We AreThe Aurora Shoe Company is a small company, about 20 years old, that makes hand crafted leather footwear. The company was founded on the idea that a good pair of shoes should be made well and fit comfortably. ASC uses American-made materials and assembles all of the shoes in house and by hand. ASC simple leather shoes are timeless in style and universal in their appeal.

Brand Personality

The Strategy Behind Our New IdentityThe concept behind our new logo is a round seal, resembling a sun, containing the centered letters ‘A’ and ‘S’, for “Aurora Shoe”. The circle lies in between the company name, spelled out. The sun/circle refers to the word aurora which means ‘Land of Constant Dawn’ and is the place where the factory is located.

Font and color choices were made specifically to convey the brand personality adjectives listed above.

In the logo, the central seal and the letters within are rendered in a loose handwritten brush stroke, which conveys the handmade nature of ASC shoes.

The logo font, Bell Gothic, is simple, clear, and unadorned, echoing similar qualities as Aurora Shoe Company’s personality.

The two logo colors, a light brown/mauve paired with a goldenrod yellow, are fresh, warm, unpretentious, and evoke the color of natural leather.

The new logo feels, in the words of ASC’s owner, “worn in, comfortable, and sincere like an old wax stamp”.

Version 1.0 © Aurora Shoe Company 2010 Brand Identity Guidelines Julia Reich Design | juliareichdesign.com | 315.364.7190

• Warm• Organic• Natural• Timeless• Simple• Modest• Independent

• Unpretentious• Honest• Sincere• Dependable• Quality• Fresh• Intelligent


asC maIn loGo, GraysCale and BlaCk & whIte5

The Aurora Shoe Company logo must always appear as shown on this page, the previous page, and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its presentation. Use the logo in approved colors only.

This main version should be used as much as possible, however, a knock out version is provided for those instances when you need an open version where the ink does not fill in.

Digital Files Electronic Aurora Shoe Company logo files are available in eps, gif, and jpeg formats. The files are available on the provided CD.

grAYSCAlE lOgOFile Name: ASC_logo_grayscale_main.eps File Name: ASC_logo_ko_grayscale_main.eps Use for newspapers and press releases, faxes or anything to be photocopied.

blACk & WHITE lOgOFile Name: ASC_logo_bw_main.eps File Name: ASC_logo_ko_bw_main.eps Use for newspapers and press releases, faxes or anything to be photocopied.



asC maIn loGo, Color

Knock out (ko) version

Main version

4

The Aurora Shoe Company logo must always appear as shown on this page and the next several pages. Never attempt to redraw or re-scale the logo or add other graphic elements to its presentation. Use the logo in approved colors only.

This main version should be used as much as possible, however, a knock out version is provided for those instances when you need an open version where the ink does not fill in.

Digital Files Electronic Aurora Shoe Company logo files are available in eps, gif, and jpeg formats. The files are available on the provided CD.

FOUr COlOr lOgOFile Name: ASC_logo_cmyk_main.eps File Name: ASC_logo_ko_cmyk_main.eps Use for four color print projects such as brochures.

TWO COlOr lOgOFile Name: ASC_logo_spot_main.eps File Name: ASC_logo_ko_spot_main.eps Use for two-color print projects on coated paper that use spot colors (ie, Pantone or PMS) such as stationery.

File Name: ASC_logo_spotU_main.eps File Name: ASC_logo_ko_spotU_main.eps Use for two-color print projects on uncoated paper that use spot colors (ie, Pantone or PMS) such as stationery.

rgb lOgOFile Name: ASC_logo_rgb_main.gif File Name: ASC_logo_rgb_main.jpg File Name: ASC_logo_ko_rgb_main.gif File Name: ASC_logo_ko_rgb_main.jpg Use for electronic applications such as video and web.



loGo plaCement on photoGraphy

10

Use the full color version of the logo whenever possible when applying it to photographs. The preferred background color for a full color logo is white. If not possible, try to find a place on the photograph that allows the logo to stand out in the design. Avoid areas with sharp contrast in color. Search for photos that have small areas of calm where the logo can be placed and stand out. If it is necessary to place the logo on a dark background or busy photograph, please use the boxed version (which has a white background in conjunction with the logo), the one-color version with the knock out white text, or the knock out version shown on the previous pages.

Digital FilesbOXED File Name: ASC_logo_cmyk_main_box.eps File Name: ASC_logo_cmyk_stack_box.eps

kNOCk OUT WHITE TEXT File Name: ASC_logo_1c_cmyk_main.eps File Name: ASC_logo_1c_cmyk_stack.eps

kNOCk OUT CIrClE File Name: ASC_logo_ko_cmyk_main.eps File Name: ASC_logo_ko_cmyk_stack.eps


Version 1.0 © Aurora Shoe Company 2010

Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190

Brand IdentIty GuIdelInes


Branding for yoUr BiZ

1. what are we selling?2. who is it intended for?3. What is the benefit to customers?4. How will we communicate our brand?5. how are we currently positioned in the

marketplace?6. What are our core values?

Brand strategy


the BlUrB worksheet


1. What do you currently say when someone asks what you do?

2. First (if this isn’t different from above) say what you do by labeling yourself. For example: I’m a database marketing consultant.

3. your 15–word Blurb should answer the question “what do you do?” with three important pieces of information: what you do, who you do it for and what they get. Complete the formula: what you do For Whom what they get

4. turn that into your 15–word Blurb

5. Now write that blurb from a “helping perspective”: I help (who?) (do what?) (so they can)

6. Write a version that your mother would understand. Make it as clear as possible since she doesn’t get your work, much less the specifics of what you do.

attriBUte spectrUm


Necessity >>

Expensive >>

Light >>

Formal >>

Exotic >>

Discreet >>

Hi-Tech >>

Heritage >>

Modern >>

Quiet >>

Simple >>

Subdued >>

Black & White >>

Feminine >>

Raw >>

<< Luxury

<< Economical

<< Serious

<< Casual

<< Commonplace

<< Aggressive

<< Homemade

<< Ground Breaking

<< Classic

<< Loud

<< Complex

<< Bright

<< Colorful

<< Masculine

<< Refined

m m m m m m m

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1. A brand is the promise that resides in each customer’s mind about your company

2. A strong brand can help you convey your personality and values

3. A brand is everything a customer says about you after they leave

4. A strong brand is essential to appeal to customers & stand out in the marketplace

5. People fall in love with brands and are loyal to them - it’s an emotional connection

6. Branding is a process that moves from research to outreach

7. A strong brand extends through all marketing materials

8. your logo is the entry point for your brand

9. The visual aspect is very important, as people use vision to gain information about the world

10. Through repeated exposure, symbols, type & colors become extremely recognizable

take aways



thank yoU!julia@juliareichdesign.comwww.juliareichdesign.comjuliareich.wordpress.com @juliareichwww.linkedin.com/in/juliareichdesign315-364-7190

What\'s That Branding Buzz?

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