Tutorial #4
Closing: 29.9.15
Problem : Visual Brand Identity
Learning objectives:
- Developing visual brand identity
- Translating brand Identity into something visual
- Important factors and elements in creating visual brand identity
- How to keep your visual brand identity consistent in relation with time and space
- Touchpoints & consistency
- How to keep the brand identity consistent over different touchpoints
- case studies
- How does visual brand identity affect the relation to your audience
- how does the public respond to visual brand identity
- Case studies
Keywords
Developing visual brand identity
Here are some questions you should start off by asking in your process to link your brand and its visual concept:
Look at what your brand is. Ask questions that unveil the message and value of the brand. You want there to be a realistic connection to the images you put out to the message and products you sell. If there is no connections consumers become confused and disinterested.
creativemarket
Important factors and elements in creating visual brand identity
Color: It's difficult to say whether certain colors affect a persons opinion because color evokes emotions that are so dependent on one owns personal history/experiences/preferences. What color can do though is be linked closely with the brand. does the color fit what the brand is selling. In reference to brand as a person, you can ask does the color fit the personality. (reference to the image above)
Color is also important because it is the first thing that visually separates the brand from others. Although companies can't necessarily own a color it is important to see the other brands in your industry and separate yourself by color. You don't want a color that may remind a consumer of another brand instead of yours.
With this in mind in relation to the brand some colors to correlate with certain terms. Ruggedness with brown, healthy with green, etc. So based on the key brand aspects its clear to chose colors based on this. Color can also go based on gender preference, age, etc so look to your target market what would they best respond to.
Ciotti, G. entrepreneur
Typography
What is your brand trying to say? is it a quiet, feminine tone?, rugged outdoor loud voice? typography needs to translate what you're saying in a visual way.
Imagery
What is your brand image. when you think of a picture how is the brand translated in this. Animated? editorial? Where is the consumer in this image?
sametz.com Accessed:24.9
Logo
1. keep it simple
2.keep it appropriate to your brand identity
3.keep it clear
4. multipurpose: it should be able to be condenced and cut to fit on billboards/business cards, etc.
huffingtonpost
examples of great branding logos and their transformation along different surfaces/products
How to keep your visual identity consistent in relation with time and space
Joanna brings up a good point in her article saying that the key isn't consistency but coherence.
The most important element in a brand is that it should feel familiar, not played with in a way that can potentially hurt the brand, but not being tied down to old concepts. The way a brand feels says more about them then a logo could, for example people already recognize a Nike commercial before the name or logo is even shown. This is because certain stories and emotions are tied to different brands. Motivation, passion etc all link with the emotions you might feel during a Nike commercial that's how the recognition kicks in.
Similarly, don't change just to change. If your brand is still the same as it was consumers most likely have grown to love the consistency and attachment to its old ways.
infinitevisions
Rebranding your visual concept to keep up with the times can be useful if the products themselves are developing along with it for example Apples transformation over the years:
On brand and marketing in new markets:
Example:
Unilever utilizes brand collaborations in which they meet with different markets and discuss if the content being created is "locally relevant, on-brand, and inline with global standards for image quality" percolate
Touchpoints & consistency
Brand bible: many companies are utilizing brand books to keep the brand image consistent amongst any departments in the company that might need to adapt it. It explains the colors, images typography, vision, etc. and how each of these factors are used to express the brand identity. This is useful tool to keep things consistent but also can possibly be used as a good tool in creating the visual brand. When explaining each factor, one might come across difficulties explaining or defining why they use a certain element which may be a red flag as to why have it.
webdesignerdepot accessed:28.9
How does visual brand identity affect the relation to your audience
A company's visual can be one of its most crucial assets. If done well, it can attract attention, be memorable, etc. The company's brand will always be directly associated with the images they put out there because people naturally put visuals to names. Companies need to be critical when making their logos, etc because it needs to encapsulate the brands identity but also not be offensive.
No comments:
Post a Comment