presentation Keren
Base One Branding
quandry:“make the logo bigger!”
Base One Branding
are designers ignorant of businessordo marketers not value aesthetics
Base One Branding
“you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
Base One Branding
“you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
even more so with service companies where
no product recognition
Base One Branding
Base One Branding
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4 65
ge shell unilever assurant sun dhl
Base One Branding
1 32
4 65
ge
shell unilever
assurant
sun
dhl
the brand
the logo
the look and feel
Base One Branding
the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding
the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding
the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
Base One Branding
recognition
Base One Branding
shape:
shape: colour:
shape: colour: content
shape: colour: contentsimplicity simplicity simplicity
shape: colour: content
topology of trademarkswordmarks
designed to convey brand attribute or positioning
letterforms
act as a memory aid for a company name
emblem
company name strongly associated to a pictorial element
pictorial
simplified and stylised literal image
abstract
conveys a big idea or strategic ambiguity
topology of trademarkswordmarks
designed to convey brand attribute or positioning
letterforms
act as a memory aid for a company name
emblem
company name strongly associated to a pictorial element
pictorial
simplified and stylised literal image
abstract
conveys a big idea or strategic ambiguity
topology of trademarkswordmarks
designed to convey brand attribute or positioning
letterforms
act as a memory aid for a company name
emblem
company name strongly associated to a pictorial element
pictorial
simplified and stylised literal image
abstract
conveys a big idea or strategic ambiguity
topology of trademarkswordmarks
designed to convey brand attribute or positioning
letterforms
act as a memory aid for a company name
emblem
company name strongly associated to a pictorial element
pictorial
simplified and stylised literal image
abstract
conveys a big idea or strategic ambiguity
topology of trademarkswordmarks
designed to convey brand attribute or positioning
letterforms
act as a memory aid for a company name
emblem
company name strongly associated to a pictorial element
pictorial
simplified and stylised literal image
abstract
conveys a big idea or strategic ambiguity
logo development:
what’s the business imperative?
logo development:
what’s the business imperative?
what elements maintained?
what works, what doesn’t?
logo development:
what’s the business imperative?
what elements maintained?
evolutionary of revolutionary?
what’s right for Rackspace?
modernisation
re-alignment
which route?
what elements maintained?
evolutionary or revolutionary
logo end.next: visual strategy, what to say & how to say it
if it doesn’t hurtit’s not strategy.
we want to be unique, just like they are.
option:
design
option:
design
LBM
pros:
flexible,
extendible
cons:
balance,
interpretation
option:
colour
design
option:
colour
UPS
pros:
immediate,
emotional
cons:
competition,
internal boredom
option:
imagery
designcolour
UPS
pros:
impact
cons:
production,
longevity
option:
imagery
option:
typography
designcolourimagery
UPS
pros:
unique,
ease of use
cons:
creation
option:
typography
option:
sensory
designcolourimagerytypography
five
pros:
memorable,
emotional
cons:
limited use
option:
sensory
current priority
design colour imagery typography sensory
current use
design colour imagery typography sensory
most suitable priority
design colour imagery typography sensory
insidewhat you say
how you say it
how long you say it for
taglinescommand
just do it
Nike
taglinescommand
just do it
Nike
describe
imagination
at work
GE
taglinescommand
just do it
Nike
describe
imagination
at work
GE
position
the ultimate
driving machine
BMW
taglinescommand
just do it
Nike
describe
imagination
at work
GE
position
the ultimate
driving machine
BMW
provoke
where do you
want to go today?
your potential,
our passion
Microsoft
taglinescommand
just do it
Nike
describe
imagination
at work
GE
position
the ultimate
driving machine
BMW
provoke
where do you
want to go today?
your potential,
our passion
Microsoft
categorise
the world’s local
bank
HSBC
taglinesshortuniquecaptures the essence and positioningeasy to say memorableget an emotional response
taglinesshortuniquecaptures the essence and positioningeasy to say memorableget an emotional responsedifficult to think up
“whatever you are,be it 100%.”
Base One Branding
Keren