Designing Brands - Emily Schrubbe-Potts
Brand architecture begins with the establishment and assessment of the positive attributes of the brand (consumer benefits) and then identifies those attributes as either intrinsic (physical) or extrinsic (emotional) properties of the brand. These brand assets are further analysed to reveal the brand essence - a few words or thoughts that represent the brand to the core and target consumer. Brand essence is the heart and soul of the brand and only when it is established should the process begin.
The next step is brand positioning statement development, which is defined as the consumer's sense of the tangible and intangible benefits of the brand and why it is better than the competition. Brand positioning serves as a guideline for marketers to sell their brand to target customers. The consumer study completes the brand architecture process and allows (after a creative brief is developed) for the brand design team to begin. The creative team now knows the brand's essence, positioning, and to whom they are speaking.
This strategic branding approach to designing start-up brands will give marketers, designers, and consumers the clearest picture of that brand and guarantees brand success. this methodology communicates critical brand imagery to target consumers, thus creating motivating purchase intent and long-term brand equity. It is a fun and enlightening process, and for start-up brands it is essential to their success and longevity.
Really Good Logos explained - Margo Chase, Rian Hughes, Ron Miriello, Alex W. White
Get as much information as you can about who the audience really is. Meet them and talk to them if possible. Then design for them, not for yourself.
Do your best to understand the context of the business; who the competition is; what, how, and where the logo will appear; why it is needed and who will see it. Don't expect to get all of your information from the client.
Find out how the logo will be used before you start designing. Nothing is worse than selling your client on a logo that looks great in full colour detail, and then finding out that it will only be printed in silk screen or embroidered.
What is the purpose of this logo? What adjectives would you use to describe the product/company? What image does the logo need to concisely convey? Where will it be used, and how? To what audience are you speaking? How can you address all the above in a memorable and original way?
If the logo is two different ideas combined, it'll probably communicate neither idea effectively.
Be original. Originality means creating something new, not lifting from an obscure source on the web, this book, or the chap sitting opposite you.
Think of the applications. A logo doesn't exist in isolation. If it's likely to appear on a shop fascia, it needs to be long and thin.
What makes them viable, and how can those qualities be expressed symbolically?
No comments:
Post a Comment