Creative Strategy is the art of translating a unique business asset (called a brand platform) into an experience. This experience starts with a strong visual system: an ownable and easily recognizable form of branded communication that translates the brand platform into visual storytelling artifacts. The visual system and brand platform become alive through executions across various mediums such as interactive, print and digital campaigns.
30. Brand Identity Defined VISUAL EXPRESSION 30 Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition. Colors, fonts, imagery and design often combine to establish a formula of visual communication that enables efficient, memorable and timely recognition of a brand and its products.
31. Brand Identity Defined VISUAL EXPRESSION 31 Brand identity is a unified visual system that communicates and differentiates an organization and its products from its environment and the competition. Colors, fonts, imagery and design often combine to establish a formula of visual communication that enablesefficient, memorable and timely recognition of a brandand its products.
32. Brand Identity Defined VISUAL EXPRESSION 32 BRAND POSITIONING Who you are VISUAL EXPRESSION How you show it
42. Visual Expression VISUAL EXPRESSION 42 COLOR Urgent Earthy Loving Easy Fast Longevity Risky Intelligent Awe-striking
43. Visual Expression COLOR Trust Loyalty Sky Sea Joy Fresh Sunshine Flowers Power Passion Fire Blood Mystery Elegance Space Night Ambition Health Nature Environment Energy Strength Tropical Food Romantic Nostalgic Royalty Rare Purity Goodness Snow Clouds
50. Consistency VISUAL EXPRESSION 50 To effectively communicate visually and own a visual system, all touchpoints must be executed with strategic attention to repetition and consistency across all media and mediums of expression ADVERTISING MOBILE PLATFORM INTERACTIVE MEDIA RETAIL EXPERIENCE
52. VISUAL EXPRESSION 52 VISUAL EXPRESSION is communicated through TYPE COLOR SHAPE IMAGERY STYLE CONSISTENCY
53. VISUAL EXPRESSION 53 VISUAL EXPRESSION is communicated through TYPE COLOR SHAPE IMAGERY STYLE CONSISTENCY LOGO
54. DIFFERENTIATED How different and therefore ownable is the logo within the industry? MEMORABLE Is the logo distinct enough to be memorable? DURABLE Is the logo sustainable over time? ALIGNED Does the logo align with the brand strategy, personality and look/feel of the visual system? Logo Design Criteria
63. VISUAL EXPRESSION 63 Strategic Brand Identity STORYTELLING TOOLS PROCESS OF BUILDING
64. Process of Building VISUAL EXPRESSION 64 RESEARCH VISUAL WORKSHOP STRATEGIC BRAINSTORM MOODBOARDS AUDIENCES TOUCHPOINTS CURRENT MATERIALS COMPETITION BRAND ATTRIBUTES
66. Process of Building VISUAL EXPRESSION 66 RESEARCH VISUAL WORKSHOP STRATEGIC BRAINSTORM MOODBOARDS REFINEMENT LOGO EXPLORATION EXAMPLE EXECUTIONS BRAND GUIDELINES
67. VISUAL EXPRESSION 67 Strategic Brand Identity STORYTELLING TOOLS PROCESS OF BUILDING DESIGN TRENDS
75. VISUAL EXPRESSION 75 Strategic Brand Identity STORYTELLING TOOLS PROCESS OF BUILDING BEST PRACTICES + TRENDS CASE STUDIES
76. VISUAL EXPRESSION 76 LOGORAMA François Alaux, Hervé de Crécy, LudovicHouplain + H5 2010 Oscar for Best Animated Short Film
77. Recommended Resources VISUAL EXPRESSION 77 DESIGNING BRAND IDENTITY By Alina Wheeler HELVETICA & OBJECTIFIED Films by Gary Hustwit ZAG By Marty Neumeier BRANDNEW Blog by Underconisderation
Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
Rorschach Test – “RAW-SHOCK”psychological test in which subjects' perceptions of inkblots are recorded and then analyzed using psychological interpretation, complex scientifically derived algorithms, or both. Some psychologists use this test to examine a person's personality characteristics and emotional functioning.
Cross roads
Half-Hearted
Once in a blue moon
Middle aged
Middle aged
Friend in Need
Quite Right
Painless Operation
Summary
Russian
developed in 1957 by Swiss typeface designer Max Miedinger with Eduard HoffmannMarketed as a symbol of cutting-edge Swiss technologyUbiquitous – omnipresent, everywhereThe aim of the new design was to create a neutral typeface that had great clarity, had no intrinsic meaning in its form, and could be used on a wide variety of signage.
Selfridges is a chain of high enddepartment stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK (after Harrods) and was opened on 15 March 1909[1]. More recently, three other stores have been opened; in Trafford, Greater Manchester (1998), in Manchester City Centre's Exchange Square (2002) and in the Bullring, Birmingham (2003). The store was for a long time part of the famous Lewis's group.
1988The worm in the mother bird’s beak is removedOnly two fledglings instead of threeMeant to better illustrate the activities of the company – not only in nutrition, but to reflect the modern family of two childrenMeaning:The tree is oak: strength, vitality, dependabilityBirds: Easy to appreciate understand, connection of family and caring for your familyHelvetica – ubiquitous and unobtrusive allowing the logo’s narrative to take precedent
It’s has all the right components Solid history Famous product Consistent execution Insanely detailed process of building the identityBut this is an example of going too far and trying to find meaning completely separated from the company's brand platform and unique positioningToo much hype too much strategy
Highly expressive and aliveEverything a client could want
Selfridges is a chain of high enddepartment stores in the United Kingdom. It was founded by Harry Gordon Selfridge. The flagship store in London's Oxford Street is the second largest shop in the UK (after Harrods) and was opened on 15 March 1909[1]. More recently, three other stores have been opened; in Trafford, Greater Manchester (1998), in Manchester City Centre's Exchange Square (2002) and in the Bullring, Birmingham (2003). The store was for a long time part of the famous Lewis's group.
Mobile platforms and other operating platforms interfaces can be brandedWhy?Help customers with quick recognition and be the branded that assists them
Good idea?Test of time.But hey, Aol is going to need to have a good sense of humor about it