Design for Social Media Midterm

logotype and signature

determined font, often juxtapose with a symbol (the signature)

brand brief

documenting precepts of the brand, getting key decision makers to agree, strategic

naming

names need to be judged against positioning goals, performance criteria, and availability within a sector

Narrowing the focus

stand back and look at the big idea

"A brand becomes stronger when you narrow the focus"

Al Ries and Laura Ries

"Look into a microscope with one eye and a telescope with the other"

Blake Deutsch

"naming is 20% creative and 80% political"

Danny Altman

"color creates emotion, triggers memory, and gives sensation"

Gael Towey

"we never know what the process will reveal"

Hans-U. Allemann

"The right typefaces embody, promote, and complement a great brand, whether it is a city, a sports team, or a soft drink"

Jeremy Dooley

"the brand brief is a foundational document that clearly articulates who we are and why we exist"

Matt Hames

"You should be able to cover up the logo and still identify the company because the look and feel is so distinctive"

Michael Bierut

Clarifying Strategy

analysis, discovery, synthesis, simplicity, and clarity

designing identity

begins phase 3, integrates meaning with form

understanding - clarifying - positioning - brand essence

big idea

positioning

builds on a deep understanding of customer needs and aspirations, the competition, the strengths and weaknesses of a brand, changes in demographics, technology, and trends

typography

core building block, distinctive and consistent typographical style, must support the positioning strategy and an inherent legibility.

positioning pyramid

understand, value, identify with, own

color

used to evoke emission and express personality, stimulates brand association and accelerates differentiation

look and feel

visual language that makes a system proprietary and recognizable, expresses a point of view, color, imagery, typography, and composition