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1. Brand Identity
Business Storytelling & Brand Development

3. Brand Design
Discussion

4. Two Classics…

10. Brandmarks can be either:
• Wordmark (word in unique stylized font)
• Symbol
• Or a wordmark with a symbol or logo

11. Brandmarks can be either:
• Wordmark
• (word in unique stylized font)
• Symbol
• Or a wordmark with a symbol or logo

12. Types of Brandmarks
1. Wordmark - Legible word or acronym
with distinctive font characteristics.
2. Letterforms - Letter infused with
personality, meaning, symbolism.
3. Emblems - Pictorial element
inextricably connected to the name of
the organization. Legibility challenge
when minimized.
4. Pictorial Marks - Literal and
recognizable image. May allude to
name of company or its mission, or
may symbolize a brand attribute.
5. Abstract/Symbolic Marks - Abstract
visual form to convey a big idea or
brand attribute.

18. Grade the Brand Manager

19. Which is better?

21. Law of Shape
• Ideal logo shape is a horizontal rectangle
• Human vision is primarily horizontal
• Shape/dimensions of a standard car windshield
• Most eye-catching and memorable, especially in signage
• Legibility is critical
• The word is more important than the font; so make sure it’s readable
• “The power of a brand name lies in the meaning of the word in the mind.”

22. Discuss the Shape of the Logo…

23. Logo Timeline

26. Links
• http://www.brandchannel.com/papers_review.asp?
sp_id=684
• http://www.uspto.gov/trademarks/basics/
BasicFacts_with_correct_links.pdf
• http://www.logodesignlove.com/
• http://www.taglineguru.com/tgpedia.html
• http://www.colormatters.com/des_meta.html
• http://www.ficml.org/jemimap/style/color/
wheel.html

27. It’s Your Turn…

30. A Look at Color
What color has each of these brands
When using color, be:
adopted as part of its brand identity?
• Differentiated
• Purposeful
• UPS • Consistent
• IBM
• Starbucks Some Useful Resources:
• Target http://kuler.adobe.com/
• McDonald’s
http://www.color-wheel-pro.com/color-meaning.html
• American Express
• Netflix http://desktoppub.about.com/cs/color/a/symbolism.htm
http://www.underconsideration.com/brandnew
http://www.mariaclaudiacortes.com/colors/Colors.html

31. Law of Color
• Color conveys mood, personality; evokes emotional response
• Own a color
• Select a color that fits your category
• Stick with a basic color (red, blue, green, yellow, orange)
• The pioneer gets first dibs
• If you’re not first, use opposite of competitor’s color
• What do various colors convey: red, blue, white, black, purple, green
• What are some brands that have utilized these associations?

32. What brands come to mind?
Passion,
Energy, Power
Red

33. Creativity,
Energy,
Warmth
Orange

34. Cheerful,
Brilliant,
Happiness
Yellow

35. Leadership
Blue

36. Royalty
Purple

37. Femininity,
Happy,
Healthy,
Content
Pink

38. Trustworthy,
Dependable,
Friendliness,
Simplicity
Brown

39. Luxury,
Mystery,
Sophistication
Black

40. Growth,
Health
Environment
Green

41. Purity,
Innocense
White

43. What Color will you
OWN?

46. Funtivity – Logos in terms of color & shape
www.UnderConsideration.com/brandnew