APR 490 Brand Marketing

1879 - ivory soap

"99% pure" - harley proctor and james gamble - ivory was shipped to college professors to see hoe pure - ivory floated - proctor came up with the name in church

brand truths

"brand" term comes from old norse work "branded" meaning to burn cattle/livestock etc.

5 qualities of effective names

(SMILE) Suggestive - evokes something about your brand Meaningful - resonates with your audience Imagery - visually evocative to aid memory (ex: Irish Soap, Timberland) Legs - lends itself to a theme for extended mileage (it keeps going) Emotional - moves people (makes people want to interact with your brand)

ascender height or ascent line

(not always the same as the cap height - ascenders are often taller than caps)

history of branding (cont.)

**Late 1860s (After Civil War): People bought from actual cracker barrels The typical consumer didnt actually know where the products were coming from and they didnt care People would take bags of their own and bring their own bags to weight out how many crackers they wanted Tobacco companies started putting their names ON the barrels The beginning of widespread products packaging/promotion (soemone creating a box the package things) You could write on the package Post toasties corn flakes & Kellogs cornflakes - you could finally distinguish bw the 2] Folding box is invented (cereal and crakcer markets flourished) Small quantity and info on package Role of brand name, brandmark (logo), label, package and advertising Plus rising literacy Plus mass media and inventions (typewriters/photography) = branding explosion!!!

1899 - Uneeda Biscuits

**manufactured by the national biscuit company which came up with "Nabisco" - 1st 1 million campaign Brand claim: they were always packaged for freshness & cleanliness - used same typface on ads and building painting

Brand Identity Ideals (4. Authenticity)

*Triangle figure* - Logo - Look and feel - Targeted messages - Core messages - We know who we are

Brand voice tools: Brand Dictionary

- A listing of perfect words that are required (or simply preferred) to describe the brand. - Generic terms and correct way to use them - - Staff must always be referred to as "our people" not employees - Common jargon from your marketplace, translated Ex: "Cascade Communications" means.... To us. - - Employees are told to use specific words - they have to read it, learn it, and abide by it - - Like companies saying collisions instead of accidents - instead of drivers - use people driving - Words that can perfectly describe the brand that used to be in communication

brand identity elements (shape theory) CIRCLES

- An ancient and universal symbol of Unity - Eternal wholeness - The goddess - Female power - Earth-centererd - It is protective or infinite

Tagline

- a gallic term for war cry - a short phrase that captures the company's brand essence personality and positioning - distinguished a brand from similar brands - motto, "slogan" (war cry) - less about brand DNA and more about communicating with the company's benefits to consumers with personality attitude

Ad icon evolutions (how styles change overtime)

- betty crocker - style went along with the times - 1996: did a nationwide contest of what they thought betty crocker should look like and this transformated her image - the importance of including a whole group of people in the project - Brawny paper towels guy - later updated into a female

human

- characters came first - pros: character fmailiarity to consumer - people relate well to other people - cons: stereotypes, if it is a real actor, real people make real mistakes Ex: gerber baby, flo from progressive

1990s

- early use of the internet - way back machine: early web pages of todays top brands - apple's iconic "think different" - heavy on pop culture and individuals used for ads

1893 - Heinz pickle pin

- first introduced at the 1893 Chicago World Fair - became advertising staple - 1 million pickle pins distributes - one of the most successful advertising campaigns ** 1st marketing attempt that used the public as advertisers

Scents

- memories associated with scent is the strongest part of human memory - some by nature of their business (starbucks, bath and body works) - some do this specifically to provide brand consistence from location to location (abercrombie) - some do this to increase potential for people to stay longer at their locations

Modifying VIS (visual identity system)

- nickelodeon logo - VIS evolution

branding as public service war council/ad council

- november 1941: the war advertising council created a campaign to sell was bonds - now the ad council remains america's leading producer of public service communications Ex: rosie the riveter - women joining the workforce Ex: smokey the bear - "only you can prevent forest fires: for 75+ years smokey has been protecting out forests and getting the word out about wildfire prevention

brand voice

- refers to the personality and emotion infused into a companies communications - encompasses everything from the words and language used, to the personality and images you messages aim to invoke - it's the attitude and values the brand uses addressing the target audience or others - how a brand conveys its brand personality to the external audience

1929-33 Great Depression

- relatively new packages cereal market - post reined in expenses and cut back on advertising - kellogs doubles its ad budget and moved aggressively into radio advertising - heavily pushed its new cereal rice crispies (snap, crackle, pop - 1930) - by 1933 kellogs profits rose almost 30% - became the cereals dominant player

**Typeface**

- should match an organizations personality, message & audiences - usually not the same as the typeface used in brand logo - typeface is a type design (ex: times new roman) - choose no more than 2 typeface families - do not choose 2 similar type families. ex: don't use 2 serifs or 2 thick and 2 thin - script/handwriting typefaces are discourages for long copy - all caps are difficult to read and not good for long copy - use the 2 VIS (visual identity systems) typeface families consistently in all copy throughout all brand communication pieces

brand identity

- the visual and verbal expression of the brand - support, express, communicates, synthesizes and visualizes the brand

Social media efforts

- you can use sound and most brand elements - consider which social media makes sense for the brand - be intentional and smart about which social media you use

7 categories of concept/design brand identity elements: Tagline

1. Call to action (ex: Fisher Price: Play, Laugh, Grow) 2. Descriptive (Bounty: The Quicker Picker Upper) (Snap, Crackle, Pop) 3. Superlative (BMW's the Ultimate Driving Machine) 4. Abstract Need (DeBeer's: A Diamond is Forever) 5. Promise (WDW: The Happiest Place on Earth) 6. Suggested Risk (Michelin: Because So Much is Riding On Your Tires) 7. Connect to Other Brand Element (Prudential: Get a Piece of the Rock)

Concept/Design Brand Identity Elements Name: Categories

1. Founder (Gates Foundation) Named after founder (ex: Addias: combining first & last name) 2. Descriptive (Rooms to Go, Bed Bath & Beyond) Describes exactly what brand offers 3. Fabricated (Haagen Dazs, pinterest, verizon) Combining two words to create a descriptive brand name 4. Metaphor (Nike - the goddess of victory) Metaphorical connection to make brand positive & give a certain feel to it Ford Vehicle names (escape, explorer, expedition...) 5. Acronym (GE) General Electric When name is too long (ex: IBM (international business team) CNN (Cable News Network)

3 Typed of brand architectue

1. Monolith 2. Endorsed 3. Pluralistic

brand voice examples

1. Target: pleasant, upbeat and playful 2. Skittles: pleasant, upbeat, playful, and slightly weird 3. Bath & Body Works: fresh and clean 4. Harley-Davidson: agressive and in-your-face

7 brand identity ideals

1. Vision 2. Meaning 3. Coherence 4. Authenticity 5. Differentiation 6. Sustainability 7. Flexibility

types of ad icons

1. human 2. animal 3. magical 4. literal

7 types of logos

1. pictorial marks 2. abstract mark 3. mascot logo 4. emblem logo 5. lettermark 6. wordmark 7. combination mark

5 classic multi-platform typefaces

1. times 2. helvectica 3. future 4. goudy 5. arial

Magical/Fantasy

1893: the white rock nymph (stands for butterfly and soul) from the art Noveau Movement Pros: imply that the brands work magic Cons: people don't believe

early 20th century

1st 20 years graphic design, advertising, americans were prosperous

social media brand history

2003: Tom Anderson and Chris Dewolfe, employees of the internet marketing company eUnvierse (later Intermix Media), creates Myspace in 2003 2004: Facebook is a social networking service launched as The Facebook on feb 4th, 2004. It was founded by Mark Zucherberg and college roommates and fellow harvard u Eduardo Saverin, Andrew Mccollum, Dustin Moskvivitz and chris hughes 2005: the first ever youtube video uploaded april 23, 2005 - by cofounder 18 -second video of him at the zoo 2006: twitter foiudner jack dorseyd first tweert "just setting p ym twitter 2007: chris messina, a social technology expert, is credited to have come up with the very first hashtag on twitter - first hashtag #barcamp 2010: first instagram post posted of south beach harbor by mike krieger on july 16th 2010 2011: Reggie brown, Evan Speigal and bobby murph worked together on snapchat , originally peekaboo" 2016: Launched september 2016 - TikTok exploded popularity over the past 5 years - as of jan - 689 million monthly active users worldwide

history of branding

2700 BC: Livestock branding has been going on for at least 4,700 years and likely longer Branding is commonly used to denote property 1300 BC: Potters marks used on pottery (used by this person) Accountability & expectation based on the person who makes it (mainly symbols) 106 AD: China Paper is invented You could now recreate something or move it Difficult to make paper - huge process 1200s - England England began requiring bread makers, goldsmiths, and silversmiths to mark their goods They needed to be accountable for their goods - people needed to be able to find them Can you be held responsible for what you created and how well it was made or how useful it is 1448 - Germany Gutenberg's printing press Created the ability to easily publish and distribute writing 1625 - England 1st ad appears in newspaper (1st modern mass medium) Classified ads - in the back of the newspaper - you had to purchase space in the back of the newspaper to give people a lot of the SAME information quickly 1600s Criminals were branded "The branded hand" PERMANANCE* 1704 America First known newspaper as in America Various actual brands from texas - alot of livestock Symbols - this is how you tell whose is what Mid 1700s- Early 1800s: Industrial revolution Mass production Need to distinguish products in the same category Early forms of visual identity systems - Early 1800s: Tobacco and patented Medicines begin branding

Brand Positioning

7 Up case study - the uncola commercial

Brand Identity Ideals (1. Vision)

A compelling vision by an effective, articulate and passionate leader - Tony Hsieh: founder of Zappos created a great brand for his company - delivered all promises - made jobs for employees even & wanted to create a place where people loved to work & loved the business - mainly focused on customer service

UNDERSTAND THE ORGANIZATION MISSION COMBINED WITH VISION

APR - to prepare highly competent, socially conscious and engaged leaders to shape the future of global advertising and public relations - sometimes mission and vision statements are combined into one comprehensive and over arching mission statement - to define the organizations reason for existing and its outlook for internal and external audiences -Ex: Disney - to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting through the power of unparalleled story telling

1986

Absolut vodka - one of the coolest campaigns & most well known - made it THE vodka in the 80s - had over 1500 print ads - none went to waste

Types of Branding: Consumer Branding

Aimed directly at consumers Household goods Home electronics Automobiles & auto service Computer hard/software Beer, wine & spirits Apparel Beauty aids and services Pet products Created for corporations or corporate groups rather that for produces and services New companies Company mergers Companies that go through name changes Companies that want t be revitalized Branding and advertising food organizations (national or international) Medical research Humanitarian Social or environmental issues Political and nonprofit organizations

Brand Identity Ideals (5. Differentiation)

Airstream RV's Airstream is a cult classic Founded in 1929 and one of the most recognized RV's Sleek silver cabin - iconic image of cross country road traveling It's a great blend of past meets future Focuses of intangible desires for its core customer - retro and independence "Streams '' the affectionate nickname of airsteam drivers * how theyre differentiating themselves: Focus on quality, image and community Expensive, but rarely lose value,and built to last Recently relaunched a new website and digital experience Offer endless community and dealership events where you can sit in an airstream to experience it yourself Customer stories focused on airstream experience with the tagline "live riveted"

Strategy: Reasoned decisions on behalf of the brand

All processes and decisions related to how a brand projects itself in the marketplace

Animals

Almost as old as human characters (elsie the cow = oldest) Symbolism is usually obvious (as with dogs) Pros: can lean on characteristics we associate with different animals - gives quick relevance Cons: there are so many animals used....

Pluralistic

Also known as "P&G approach" (procter & gamble) Sometimes called "branded approach" No use or dependency on the parent brand bu sub-brands Name of the parent may be invisible or irrelevant to the consumer

Types of Branding: Branded Environments

Are intetnionally built enviorntmetnes that erve as the physical embodiment of a brand Applications: Retail design Sign and wayfinding systems exhibit , art and museum design Themes environments Sports arenas Parks, zoos Aircraft enviorntamtns Corporate environments

TRIANGLES

Associated with the number 3 Suggests tension conflict Most geometrically stable/stongest shape Pointing upwards symbolizes fire and the mael power Pointing down symbolized water, female sexuality, goddess religions and homosexuality

TIPS

Be aware of colors & their cultural symbolism - Ex: black & white in western vs. eastern cultures Be aware of colors & their category symbolism - Ex: what does green mean in cigarettes (menthol) - soft drinks (lime/citris)

UNDERSTAND THE ORGANIZATIONS BRAND MANTRAS

Brand Mantras: a 3 or 4, super-synthesized typically internal, summary of what a brand stands for A brand mantra is a driving message that captures the essence of your brand and positions it in the marketplace: Nike: Authentic Athletic Performance Disney: Fun Family Entertainment Starbucks: Rewarding Everyday Moments Jeep: Rugged, Timeless, American

Types of Branding: Global Branding

Branding designed and customized for the international audience Upholds consistency but can still reflect cultural and regional norms

**Character attributes

Cap height Ascenders Ascender height, or ascent line Serif thick/thin Serif Stress Descenders Baseline Hook Terminal stroke loop ear bowl bar counter

Pantone Matching System

Commercial color matching system Standard palette of colors, each with ID number Ensures consistency. across platforms

RESEARCH Understand the Competition

Competition: Similar brand that exist in the same brand category which compete for the same stakeholders Ex: department stores: Target, Macys, JCPenny

UNDERSTANDING THE ORGANIZATIONS CORE VALUES

Core Values: a guide on how the brands organization should run - Brands benefit from taking ownership and defining their values - Need to be constantly reinforced and reviewed as - Important to the long-term growth and value of your company - The essence of the companies identity Companies should try to establish their company values as a team instead of just the leader or management

Brand Name Case Study

Cracker Barrel: The term "Cracker-barrel" was first used in 1916 Emerged from the country stores of era The phrase "cracker-barrel" was inspired by the barrels full of soda crackers that were for sale in the countries country stores Each barrel tored rakcrs and visitors to the stores sat around the barrels chatting and catching up on the days news Represents "friendly homespund character"

4. Authenticity examples

Ex: Dove has been able to change its public perceptin to a brand that authentically champions women's empowerment and wants to change the conversation around beauty. The longevity and resources dove has put into changing the advertising industry's narrow view of beauty have also made dove appear more credible with its marketing messages. Dove real beauty camptaign - little girl looking at all beauty adds every thing fake bigger this smaller that "talk to you daughter before the beauty industry doe" Last vidoe - drawing pictures - how you describe yourself vs how others describe you - at this time (mid 2000w) - this was rare for brands

core values example

Ex: Virgin Airlines we think customer we lead the way we do the right thing we determine to deliver together we make a difference

stakeholders

External: public/target markets/users/attendees/followers Internal: company leaders, employees, board members, investor

"Fluer-de-lis": lily of france

First an adaptation of the lily Joan of arc's banner

Typefaces: Basics

Guetenburg's moveable type system - each character places within a block Computer-based editing programs - Single characters can be placed closer to other characters based on rules of the typeface Ex: Kernings

UNDERSTAND THE ORGANIZATIONS CULTURE AND PRIDE POINTS

Having a culture that is so specific to your organization - they have such culture that they created a company within the company's culture - how to replicate it in a business: **ZAPPOS INSIGHTS: created site to help share the zappos culture with the world - "we re happy to share how we created out ten core values, built our culture, and run our business based on them (the cultural and pride points are very important!!!)

HEART

Health Love Romance

Perception Maps

Helps companies figure out how they compare to their competitors - identify key elements that are important to your market and set them on x-axis and y-axis in comparison to your competition

STRATEGY Understand the brand architecture

How an organization publicly promotes the relationship between itself and its brands***

UNDERSTAND THE ORGANIZATIONS MISSION VS. VISION

IKEA - is a conglomerate that designs and ssells ready to assemble furniture Mission statement: to offer a wide range of well-desgined functional home furnishing product at low prices for people to afford them Vision to create a better everyday life for many people TELSA - an american electric and clean energy company Mission - to accelerate the world's transitions to sustainable energy Vision - to create the most compelling car company of the 21st century by driving the worlds transition to electric vehicles

SQUARES

In contrast - the square represents The physical world Stability Equality Male qualities in many cultures

Types of Branding: Cause-related Marketing/Advertising

Is about motivating people to change their behavior - Funding for nonprofit orgs can be sponsored by brands and corporations - Ford motor raises money for breast cancer research through sale of Lily Pulitzer

Brand Positioning

Jack Trout introduced this concept in 1972 - Not necessarily creating something new or different, but to manipulate what is already there in the mind of the consumer and retie connections that already exist

spirals

Linked to the circle Ancient symbol of: The Goddess The womb Fertility Continual change

Brand Identity Ideals (7. Flexibility)

Means that an identity can easily adapt to a broad range of marketing and communications

UNDERSTANDING THE ORGANIZATION MISSION

Mission: what a brand wants to do A mission statement is intended to clarify the what, who, and why of a company Is serves as a roadmap for the company's vision statement An action-oriented statement, declaring the purpose an organization serves to its audience Examples: Life is good company - american apparel and accessories wholesaler, retailer - registered trade mark - Mission Statement: "spread the power of optimism" Warby Parker - prescription glasses and sunglasses - Mission Statement: "To inspire and impact the worl with vision, purpose, and style" Honest Tea - bottle of organic tea company based in maryland - bring beverages to the market that are not as sugary and organic - conduct business using fair trade principles - ads use specific imagery - Mission Staement: "To create and promote great-tasting, healthy, organic beverages"

Sounds

Mitsubishi - car commercial with a brand music - became popular for song Bud light - celebrated random things with a beer - came up with funny song GAP - went along with the swing dancing trend used stop motion photography for the first time ever THX, 20th century fox, windows Insurance companies

Brand Identity Elements

Name Logo Tagline Brand voice Typefaces Color palette architecture/interior design Packaging Sounds Scents Brand characters/icons

Brand Identity Ideals (2. Meaning)

Nike swoosh - based off greek goddess nike "victory" wing Mercedes - Singulars - ampithimorthic and movable logo represented the freedom of human voice Mishibitsu - understanding international trade CBS - "eye" - their broadcasting company can see everything going on - also one of the first tv logo Similar to differentiation, meaning is about how your brand can amplify and enhacu human potential Nike video - amplifying and enhancing human potential - a more meaningful step from differentiation

Brand Identity Ideals (3. Coherence)

Nike swoosh - based off greek goddess nike "victory" wing Mercedes - Singulars - ampithimorthic and movable logo represented the freedom of human voice Mishibitsu - understanding international trade CBS - "eye" - their broadcasting company can see everything going on - also one of the first tv logo Similar to differentiation, meaning is about how your brand can amplify and enhance human potential Nike video - amplifying and enhancing human potential - a more meaningful step from differentiation

architecture/interior design

PF Changs - meaning of the horse statue

Endorsed

Parent and sub-brand are used together There is a clearly defined market siffference yet a synergy between the two Nilla wafers (Nabisco), Mariott (Fairfield suits, courtyard, springhill suites), Lowes ( a national wpartner with woman build)Parent brand adds credibility to sub brand

infinity

Perfection Dualism Unity b/w male and female

racial, religious, and cultural stereotypes

Quaker Oats: the term "quakers" orginated as a reference to society of friends charismatic worship practices, which involved dancing, shouting and speaking in tongues - derogatory term Frito Bandito: mexican character - sent wrong message - took months for company to realize the problem The Chiquita Banana: half banana/half lady - wrong message of latinas with hypersexualization Eskimo pie became edy's pie: long overdue - they stopped production of everything until they figured out what to do with their name Aunt Jemima -> pearl milling company uncle ben's rice: still have not made changes

**The Branding Process

Research Brand Strategy Concept/Design Brand Expression

1837 Tiffany's color

Robin's Egg Blue Box and White Ribbon (1837: year they started = color numbers)

Color palette: 1995 Supreme Court

Ruled that color can be registered and protected as a trademark

Preventing Hideous Brand Names

Spelling Challenged - would Siri butcher it? Looks like Typo. Speesees - brand for baby clothing Houzz Copycat - too similar to competitor in the same category Outside the category still works like Pandora jewlery and pandora music) "The juicy crab" - one was a franchise - other had to change name - too confusing Restrictive - paints you into a corner Canadian tire store (origionally was a tire/autoshop store - later became a department store so the name doesnt really make sense) The pants store (doesn't only sell pants) Annoying - dreadful to hear Femfeshionals - Womens networking Lollapalooza - palooza has been used so many times Tame - boring Docusign - gave up creativity in order to be very descriptive Imfagrow - formule - infant will grow Curse of knowledge - only insiders get it Eukanebia dog food - named afte jazz Hard to pronounce - Sprechen Sie Deutsch? Saucany shoes

UNDERSTAND THE ORGANIZATIONS STAKEHOLDERS

Stakeholders: any group of people with an interest in, or concern with a brand Most find out what both communities What they believe about the brand today What they value for the brands future

celestial bodies

Sun and moon: male/female Sun: energy, liffe giving, sunny childlike disposition Stars: ambition, optimism, sucess, self-promotion Asymmetrical stars; excess energy All: sci-fi, fantasy, astrology

Brand Identity Ideals (6. Sustainability)

This is the ability of an identity to have a staying power in an environment that is in flux... with an unpredictable future Bohem family changed their surname to "beam" 1st product was called old jake beam Rebranded as jim beam bourbon on 1933 with the statement "none genuine without my signature of the label" The brand is still managed by members of the beam family Levis strauss emigrated here from bavaria in 1853 A friend asked him to help produce a revolutionary new type of denim pants together they gave a life to one of the most enduring brands in casual fashion Levi's is notable for its use of old-fasioned music in many of its ads to the point where the albums were re-released due to the demand

Brand Name Case Study 2

Triscuits: 1903 ElecTRIcity "Electricity Buscuit" Lego: Danish "leg godt", which means to "play well". Lego also means "I put together" Skype: The original concept for the name was sky-peer-to-peer, which morphed into skype then skype Starbucks: This coffee giant was named after starbuvk, moby-dick Founders thought the name evoked the romance of the high seas and the seafaring tradition of the early coffee traders 7-Eleven: It was renamed from "U-Tote-m" in 1946 to reflect their newwlt extended hours 7-11. Google: An accidental misspelling of the number googol and settled upon because google.com was unregistered Googol is the number 1 followed by 100 zeros. It was proposed to reflect the companies mission to organize the immense amount of info available online Ebay Pierre Omidayar's web consulting company called Echo Bay Tchnology Group A gold mning company had already taken echobay.com they went with 2nd best name Asis Anima sana in corpore sano - "healthy soul in a healthy body" in latin Bic Marcel bich - founder - he dropped the h to avoid a potentially inappropriate english pronunciation of the name

RESEARCH

Understand the organization: 1. mission, vision, core values & mantras 2. stakeholders: 3. culture/pride points

HANDS

Unity Help Welcome Comfort Human

Monolith

Uses one single brand Es: starbucks, american redcross, virgin atlantic Does not highlight sub brands/efforts with different names' american red cross does not "brand" their disaster relief or CPR lessons

UNDERSTANDING THE VISION ORGANIZATION VISION

Vision: where a brand wants to go Describes where the company aspires to b upon achieving its mission describes where the company wants a community, or they world to be as a result of the company's services Alziehers association Miscrosoft: a computer on every desk and in every home Linkedin: economic opportunity for every member of the global workforce Teach for america: one day, all children in this nation will have the opportunity to attain excellent organization Australia department of health

arrows

War, power Swiftness Knowledge Preferred direction

Literals

When the brand character assumes human shape but is made up of the brand itself Bidendum is the oldest still in use early 1898 Pros: major capacity for creativity Cons: can be a little silly or cheesy Ex: scrubbing bubbles, koolaid guy, pilsbury doughboy, m&m's

Name Changing

When the organization outgrows its name, the process to change is difficult and can be confusing to stakeholder and if not done well can damage trust in the brand Ex: Federal Express - (originally to get something out of US fast - an overnight service) - was used as a verb like "I'll FedEx it to you" - origionally had a problem with the word federal because it gave the connotation of slow and a long process - if your own name works against you -the is a problem that needs to be addressed Eventually the brand was fixed by becoming FedEx

**combination mark

a. A combination mark is combined of - a combined wordmark or lettermark - a pictorial mark, abstract mark or mascot - a tagline b. The best at delivering a full brand message c. usually easier to trademark than a pictorial mark alone

word mark

a. A font-based logo that focuses on a business' name alone. Think visa and coca-cola b. Work really well when a company has a sufficient and distinct name c. Typeface choice is very important

lettermark

a. A typrography based logo that consists of letters, usually brand initials b. Streamline companies with long names c. Typeface choice is very important

emblem logo

a. Consists of a font or a symbol inside a symbol or icon b. Think badges, seals and crests c. Tend to have a more traditional appearance to them making a striking impact d. Some companies have effectively modernized the traditional emblem look with a logo designs fit for the 21st century e. They can be less versatile (an intricate emblem won't be easy to replicate across all branding)

abstract mark

a. Instead of being a recognizable image its an abstract geometric form that represents business b. Not restricted to s picture of something recognizable, abstract logs allow you to create something truly unique to represent your brand c. The benefit of an abstract mark is that you're able to convey what your company does symbolically, without relying on the cultural implications of a specific image

pictorial marks

a. It's probably the image that comes to mind when you think "logo" b. A true pictorial mark is only an image. Because of this , it can be a ticky logo type for new companies, or those without strong brand recognition, to use c. When designing these it is important to o for staying power

mascot logo

a. Logos that involve an illustrates character Often colorful, sometimes cartoonish, and most always fun, the mascot logo is a great way to create your very own brand spokesperson b. Think of them as the 110% controllable ambassador for your business c. Mascots are great for companies that want to create a wholesome atmosphere and appeal to families and children

by 1930

almost 90% of radio stations in the US were broadcasting commercials

typeface family

always pick a typeface family with the 4 types (regular, italic, bold, bold italic) - the more options in typeface family, the better

mass production brand touch-points

any opportunity for an experience between a consumer and the brand

2000s

average # of brands in supermarkets went from 20k in 1990 to 32k in 2002

brand identity (cont.)

begins with a brand name or mark/logo - that builds into a matrix of tools and communications - used to protect brands visual integrity **consistency & repetition builds brand awareness and recognition**

brand history

brands became legally recognized on January 1st, 1876 - beer = 1st brand "bass & company's pale ale" - trademarks / brands were detail oriented selling pictures w/ the product

1920s radio

brands were on the air - the 1st paid radio commercial aired in 1922 on WEAD in NY - advertising a new apartment complex in the area

First TV Ad - July 1st, 1941

bulova watches aired the 1st tv commercial before broadcast of NY baseball game

1970s-80s

by the 70s the difference b/w a product and brand was a common misunderstanding - 1972: Jack Trout introduces a new concept that would change marketing and branding forever

color palette

choose 3 main colors: accent, base, neutral

picas are used for measurement of page dimensions

columns or type margins

terminal

end of a stroke without a serif

lightning bolts

energy or supernatural power

the history of branding

every time we pick a brand over another, we are in some way subscribing to their ideology and practices, whether intentionally or not

blue

faith, stability, melancholy, security, strength, freedom, truth worthiness, professionalism, formality

pink

femininity, youth, warmth, love, gentleness, beauty and innocence, also being fired (pink slip)

**Chiquita banana

half banana half woman - change overtime from the banana to a literal human (Carmen Miranda - a popular latina dancer

yellow

happiness, youth and optimism, enthusiasm, cheerfulness, sense of humor, fun, cowardice attention grabbing

cap height

height of the capital letters

bar

horizontal stroke (as in A, H, t)

what does brand mean?

it is not just about products - it's about companies, programs, events, teams, candidates, celebs, beliefs, publications, services, etc.

orange

joy, knowledge, creativity, playfulness, vitality, friendliness, caution

gray

neutrality, classic, serious, mysterious, mature

Inspiration & logo example

new prudential commercials - rock of gibralter: famous worldwide rock that became a dramatic age of strength and stability

Trade Characters

other names: brand mascot, brand character, ad character, ad icon, anthropomorphic (having human characteristics) character - real or fictional characters that can be as important as brand names and logos in identifying brands and relating to people**

point used for smaller spacing

paragraph indents leading type size

red

passion, excitement, pleasure, desire, vitality and anger, importance

brand truths (cont.)

people fall in love with brands not products

units of measurements

picas and points

black

powerful, sophisticated, edgy, luxurious, modern, death/grieving

white

purity, cleanliness, virtue, health, simplicity

readability vs. legibility

readability: refers to longer bodies or large blocks of text legibility: short phrases or words, letterforms

Rebranding

refers to a complete revise of the logo in order to clear brand confusion or otherwise strengthen communication efforts

brand identity (cont.)

repeated exposure to a consistent brand symbol or identity system strengthens brand recall *TEST QUESTION* how does this work? *remember the order* - shapes - colors - content

symbols

represent individuality, pride, loyalty and ownership can represent power based on the way you use it

2010

rise of the personal brand (social media)

purple

royalty, power, honor, nobility, transformation, wisdom, luxury

brown

rugged, earth, old fashioned, conservative

brand identity (cont.)

shortest form of communication available (logos, tone you set, name-lines, color scheme, typeface, retail space, people chosen to represent brand)

green

stability, prosperity, freshness, growth, nature, sickness, envy

ascenders

stroked that rise above the x-height

descenders

strokes that dip below the baseline (lowercase y)

** combination mark

super strong when relaying a message

stress

the angle through the thinnest parts of the curves

1950s-60s

the birth of modern branding -television (chrysler & coca cola)

thick/thin

the contrast in the thickness of the curves strokes (lowercase a)

branding

the cultivation of an emotional connection between a disctinct product, service or organization and consumers

baseline

the invisible line upon which type sits

stroke

the main line of a character

branding (cont.)

the process by which a company, a product name or an image becomes synonymous with a set of values, aspirations or state

brand truths (cont.)

the promise, the idea and expectations that reside in a consumer's mind about product, service, or organization

packaging

they way brands package themselves (football teams different uniforms, UPS, publix workers, Lady Gaga's looks)

light blue

tranquility, trust, openness, optimism, opportunities, sky, sea, coolness, water, innocence

**Tagline

which ones more easily obtained - the tagline isn't the mantra - one is more easily changed, the other one you don't want to change (mantra can change)