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.
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.”
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?
