Beruflich Dokumente
Kultur Dokumente
Page1
Brand Logo
Components of an Effective Logo Logo Formats Analyzing Logos Meanings of different Shapes and Symbols Psychology of shapes and symbols 14 15 17 18 21
13
Brand Color
Importance of Colors in Branding Colors and Health Colors and Emotions Colors and Gender Color Usage Significance
22
Brand Typeface
Classification of Typefaces Elements of a Brand Typeface Analysis
Page1
BRAND NAME
Brand Name is one of the most essential and important aspects of a brand. While choosing the name of a brand, a lot of things have to be taken into consideration because of the immense importance attached to the name of the brand. The importance of the Brand Name can be judged from the fact that it differentiates and distinguishes the brand in question from its competing brands. For instance, the name Gold Leaf differentiates the brand from its counterparts like Dunhill etc.
It should sound appropriate and above all since it provides a distinguishing point from its competitors, it should be unique.
It should provide the ease of translation into other languages. Since today more and more brands are moving into the global arena, establishing presence in multiple nations, translation is a crucial factor, which is required to localize the brand for the local targets.
Page1
Borrowed interest Names: These are names that use existing words that dont directly reflect the brands offerings or promise but that can be linked to a brands essence and promise through marketing efforts rather than through direct translation.
Fabricated-word Names: These are names that combine acronyms, words, or syllables to form previously unknown words and brand names. Because theyre newly invented words, fabricated names are usually available for trademark protection, and the domain names that contain them are likely to be available, too.
Invented Names: These names contain a distinct brand name that allows it to stand out amongst the industry and quickly establish a position of leadership. There are three main ways of inventing brand names (Names and Brands, 2008). Firstly, by syllable combinations, this involves, randomly combining syllables of words. Secondly by randomly substituting letters to produce multiple variations of a word I.e. Pattern based word generation. Last but not least by Word fusion i.e. combining beginning and end of existing words to produce new words.
Connotative Names: These names combine the qualities of descriptive and invented brand names to create a unique brand in the market place.
Bridged Names: These names combine two brand names; generally, as a result of a merger or acquisition for example the Pakistan operations of ANZ Grindlays were renamed to Standard Chartered Grindlays after the acquisition.
These above mentioned are the standalone names of brand name types but generally the brand name comprises of one or more types of the above mentioned, for example, Aston Martin, takes its name from the "Aston Hill" races (near Aston Clinton) where the company was founded and its founder, Lionel Martin (Wikipedia, 2010). Page1
BRAND LOGO
The company logo is the foundation stone of the firm's branding elements. Many firms regard their logos as a visual depiction of their reasons for existence into the arena. A great logo would indeed help build the firm; it also plays a vital role in representing it. On the contrary, a weak or confusing logo can detract from the value that the firm brings. In short, the brand logo is the visual expression of the Brand Identity.
A good logo is usable in all types of communication mediums. For instance, if a logo only looks good in color and it is advertised mainly in local newspapers, this will present a production problem. The symbol will become distorted, if not unreadable. Moreover, an effective logo supports the USP being offered by the brand for example, if a brand is trying to communicate low prices then the logo should support that image. Last but not least a logo should be Legible. This seems pretty obvious but many brands use typefaces and images that can't be printed or carried to a large sign. A logo should clearly identify the company and that cant be done if people don't understand it.
Logo Formats
There is a variety of logo formats being applied in the business world these days. Some of them include (Identifying Concepts, 2009):
Word mark: It contains just the brand name without any accompanying visual symbol because the name itself is distinct and unique enough for example Microsoft.
Letterform: It generally utilizes the first letter of the brand name to create a distinct letterform that establishes visual ownership of that letter for example McDonalds has one of the most recognized logos in the world, M.
Emblems:
the brand is inextricably connected to. They often look like shields which is where they originate from.
Pictorial: It generally utilizes a common, yet strong visual pictorial icon or symbol to establish visual ownership of that image for example Apple.
Character: It is similar to a pictorial style logo, but the visual image is personified giving it a life of its own that acts as an ambassador for the brand for example John Players Gold Leaf and its logo bearing a sailors picture.
Page1
Abstract: Abstract Logos normally contain visual symbols that convey a big idea or brand attributes and often embodies strategic ambiguity. This type of brand logo is the most difficult to succeed with.
Analyzing Logos
In order to interpret the logos and find the meaning that is embedded in them, some essential guidelines have to be followed and answers to the following questions should be looked for: Is it Simple? Complex logos are difficult to remember and it takes time to register in the mind and achieving recall is difficult. At the same time, it will present many issues when that logo is scaled to fit smaller applications. Analyzing the most successful brands and their logos, this can be observed that that they are simple shapes or forms for example Apple, Google, etc. Is it Scalable? A successful logo has to work in a 1 by 1 application or in a billboard size. This is achieved by simple images and the right typography. Many companies in their brand guidelines develop different logo applications with minor modifications to ensure that their logo will work at any size. Does the typography fit the logo or the imagery? Typography is an essential element and it should fit the logo or the imagery. The main goal of a logo is to be recognizable and easily readable. Are the colors in contrast? The logo should be in contrast with the colors, the elements and shapes of the design. Are the colors appropriate? Color is one of the most important aspects of a logo. Different colors have different meanings and they tend to monitor the interaction of people towards the brand.
Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and triangles but also octagons, hexagons, and cones. In addition to the basic square, circle, other geometric shapes have specific meanings. An octagon, especially a red one, usually means stop. A starburst is commonly used to grab attention and identify something that is new, improved, or 'on sale.'
Natural shapes are found in nature or they can be manmade shapes. Leaves are an example of a natural shape. An ink blob is a natural shape. Natural shapes are often irregular and fluid. These can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of spontaneity.
Abstract shapes are stylized or simplified versions of natural shapes. Some examples of abstract shapes are alphabetical glyphs, icons and symbols.
Meaning
They are stable shapes. Familiar and trusted shapes and suggest honesty. They have right angles and represent order, mathematics, rationality, and formality.
Square/Rectan gle
Triangle
Can be stable when sitting on their base or unstable when not. They are balanced and can be a symbol for law, science, and religion. The strength of triangles suggests masculinity. Convey progression, direction, and purpose. Are expressions of creativity Convey ideas of fertility, birth, death, expansion, and transformation.
Spiral
Represent trust during change, the release of energy and maintaining flexibility through transformation. Clockwise spiral Projects expression of an expression. Counter Clockwise Spiral Fulfillment of an interaction. Balance, progress, direction, initiation, development.
Places attention on something to be experienced Attracts people who are striving to focus on their goals
Pentagon
Hexagon
Page1
BRAND COLORS
Different colors have different meaning to different people in general. The meaning of colors varies depending on one's culture, race, gender, and even age. Selection of a particular color to target a market is of immense importance. Moreover, different colors have different connotations in different cultures across the world for instance; white is often associated with weddings in North America and evokes the feeling of innocence. In Eastern cultures, white signifies death. Its imperative for a dress designer to choose the color for wedding dresses when making and selling stuff in china.
Blue stimulated the sympathetic nervous system the most and the red and green the least. This system is responsible for heartbeat, blood pressure and perspiration. (Color Meaning, 2002)
cleanliness. This meaning translates into an advantage and benefit for the brand because milk is meant to be pure and clean. Usually zodiac signs are used in conjoint with the planets of the solar system. The reason for this is that each sign of the Zodiac has its planetary ruler and unique characteristics emanating from that planet. Each sign radiates its own hues and color. The spectrum of colors with each of the signs of the Zodiac signifies psychological, spiritual, and physical energies special to that sign. Below is a detailed explanation of some colors and their meanings: Color Description
Think fire and blood - Red rushes to us with messages of Red passion, primal urges, Mars Aries action, pleasure, vibrancy, blend Aids decision making, Mercury Gemini enhances cheer , confidence and assurance I am satisfied Boosts energy, protection, enhances libido I am ignited
Celestial
Zodiac
Healing
Mantra
between the aggressive red and the high-pitch of yellow Orange is about harmony, Orange aspiration, contentment, sociability, and
intelligence Worshipped in the form of the sun - Yellow is all about radiating Yellow protection, creativity, intellect, Sun Leo
positivity and clarity. The fresh start of spring brings waves of Green and with it comes attributes of Green youth, nature, sentimentality, adventure, growth Venus and Earth Libra and Taurus
and health. Look to the sky for the meanings of Blue - open spaces, Blue freedom, Jupiter Sagittarius imagination, expansiveness, inspiration, and sensitivity. Similar to the attributes of blue, Indigo but Indigo's energy runs very deep - consider the unknown depths of the sea along with emotion, Saturn and Neptune Capricorn and Pisces
Heals the sense organs, aids in balance and self-expression Provides clarity of purpose, aids spiritual healing I am deep I am expansive
Page1
fluidity, and
pervasiveness. The hue of fragile flowers and sleepy sunsets, Violet reminds us of spirituality, Violet communion, grandeur, highideals, devotion, and peace Black is required for all other colors to have depth and variation forceful Black of hue - it's feature a and Saturn and Pluto Capricorn and Scorpio Uranus and Moon Aquarius and Cancer
Enhances nurturing, balances sensitivity Promotes stability and protection, heals misunderstandi ng I am endless I am revolutionary
represents formality, dignity, force, convention, stability, and zero-tolerance. Contemplate the brilliance of a new white snow and how it pulls a blanket of peace over everything it touches - White
Promotes Mercury and Moon Virgo cleansing, order and establishes clarity I am illumined
White
stands for peace, cleansing, illumination, kind of understanding. purity, innocence and the highest
significant impact on peoples emotional state. In certain instances they tend to impact peoples ability to concentrate and learn. They have a wide variety of specific mental associations. In fact, the effects are physiological, psychological, and sociological. (Daye, 2006) Colors also have a functional impact on readability, eye-strain, ability to attract attention, ability to be seen at night, etc. For instance Yellow is regarded as the most visible color amongst all. It is advisable for a particular brand to own some colors more commonly known as the corporate colors. Such colors provide an additional recognition cue. Page1
BRAND TYPEFACES
Typeface is one another important factor of a brand corporate identity. While choosing a typeface there are some fundamental decisions to be made, is it to be serif, sans serif, script, condensed, bold, light, extended, italic, capitals, lower case etc ( For more information refer to Typography Glossary). Thousands of combinations of the above exist from which the brand may have to choose and this thing should be kept in mind that these choices say a lot about the brand itself. Type can indicate the brands cultural roots and historical type is used by consumer reinforce origin either real. Type tells a lot to the helps to position the brand typeface can be used to a sector or stand out from example Virgins use of the visually reinforces the nationality, period. brands perceived consumer Often to or and
differentiation from the traditional corporation. Similarly a typeface can be adopted to signify belonging. In this case being different is not an advantage. These choices are part of developing your brand strategy and quickly connect you with the values of your customers.
Typeface Classifications
In order to create a typographic layout the first and the foremost thing that should Page1 be considered is that when to use a style type and when not use it. In order to do so it is imperative to study the different classification of typefaces. Typefaces are
classified by appearance and most fit into one or more categories. In general, different type styles (bold, italic, bold italic) may be used with each type of classification. Though there are hundreds of classifications, but some of the most important ones are as follows: (Adobe Print Publishing Technical Guides, 2009) .
Black letter: The blackletter classification may also be referred to as the Old English, Text or Gothic. This form gains its popularity due to its use throughout the era of scribes Christendom until the end of World War II. Now they are primarily used as display types. These type faces are very complex and ornate and may be difficult to read. Due to this reason they are used for very special reasons such as advertisements, invitations, diplomas, certificates or initial caps at the beginning of chapters or paragraphs. Decorative and Display: They are sometimes referred to as the novelty or occasional. This classification includes typefaces of unusual or unique designs that do not fit into any other classification. These types are most effective when used in larger sizes such as for headlines, titles and display purposes (e.g., advertisements). Sans Serif: Typefaces in this category are without serifs. These types have a very clean design and are very legible for display, special emphasis and text. However, they should not be used for large bodies of texts because large amount of text in sans serif can cause eye stress. These are highly legible for display and text use, sans serifs generally fall into one of four categories: Grotesque, Neo-Grotesque, Geometric and Humanist. Script: Typefaces falling in this classification generally resemble handwriting, with styles ranging from formal to whimsical. Some of the typefaces in the Page1 genre contain characters than are connected.
These should never be used in all capital letters and as far as their uses are concerned, they are used for greetings, announcements, invitations and advertisements. Slab Serif: These are also known as the Square serif or Egyptian. One of the main differentiating factors that differentiate slab serif is that they are not that legible as serif or sans serif. Their strong, square finishing strokes are extremely useful for commanding readers attention and this is the main reason why they should be used for headings, advertisements, captions and initial caps.
Transitional: These typefaces have evolved from the ones used in the 16 th and the 17th century. These typefaces are beautifully suited for text due to their precision and regularity. The axis of the round characters is vertical or barely inclined, the contrast between hairlines and main strokes is slightly pronounced, and serifs are thin, flat and bracketed.
Monospaced: All of the characters in a Monospaced typeface have the same width. Most typefaces have proportionally-spaced characters, but Monospaced characters are often required when setting text on forms, financial statements and other documents where exact spacing is required.
Optical: Optical fonts include versions whose design has been optimized to appear best when printed at Display, Subhead and Caption point sizes as well as when used at smaller text sizes. The subtle difference adds a professional polish to any fine print piece. Page1
Serif: In typography, serifs are semi-structural details on the ends of some of the strokes that make up letters and symbols. A typeface that has serifs is called a serif typeface (Wikipedia - The free encyclopedia, 2010) . A typeface without serifs is called sans-serif. The first thing that is to be analyzed is that does a type face have any serifs. If yes, what type of serif does it have? Serif fonts can be broadly classified into four subgroups: old style, transitional, modern and slab serif.
X-heights: The x-height or corpus size refers to the distance between the baseline and the mean line in a typeface. Typically, this is the height of the letter x in the font, as well as the u, v, w, and z. However, in modern typography, the x-height is simply a design characteristic of the font. Lowercase letters whose height is greater than the x-height either
have descenders which extend below the baseline, such as y, g, q, and p, or have ascenders which extend above the x-height, such as l, k, b, and d. The ratio of the x-height to the body height is capital one letters is of the major to as Cap height (Wikipedia The free characteristics that define the appearance of a typeface. The height of the referred encyclopedia, 2010).
Width: A characteristic of a typeface determined by the width of its characters in proportion to their height. Typeface width is generally categorized as condensed, normal, and expanded, with varying levels of condensation and expansion. The terms that denote width are not standardized and there is no precise formula for determining the width classification of a typeface. Classifications include:
Page1
Condensed/Compr essed Compact Semi Condensed Condensed Extra Condensed Ultra Condensed
Expanded/Exte nded Wilde Semi Expanded Expanded Extra Expanded Ultra Expanded
Structure: It is defined as the fundamental skeletal form of a character, excluding details such as serifs, curve stress, and line weight. In some scenarios the term structure is applied to different classifications of type styles, such as black letter, sans serif, and others.
Good contrast and Conflicting Typefaces: It is essential in choosing a typeface that it matches the overall appeal of the logo or the visual identity. In short every aspect should match the other one so that a synergy is created and a uniform image is displayed. Mismatching typefaces should be avoided as they portray a confused and conflicting image with the overall theme.
Weight: A characteristic of a typeface determined by the thickness of the strokes that make up its characters. The terms that denote weight are not standardized and there is no precise formula to determine the weight classification of a typeface. Individual type designers and manufacturers generally determine the weight designation for each typeface. Weight
Page1
classifications include:
Thin Bold Semi Bold Extra Bold Extra Light Light Heavy Book Regular Ultra Black
Medium
Black
Typeface and the Audience: While selecting a typeface for the target audience this thing should be strictly kept in mind that the type should match the audience and should be in contrast with it for example when targeting a mature audience using a funky type face may not be a good idea, whereas it is meant for younger ones.
Typeface
Classification:
classification as the importance of using the right thing in the right medium cannot be ignored. Every typeface is intended to be used in a specific location and medium.
Page1
BRAND Ariel
Brand Name Analysis
The brand name, Ariel, gets its name from Hebrew language and means, the Lion of God. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har
positive
mental from
other
Blue Green
White
Page1
BRAND Capstan
Brand Name Analysis Brand Logo Analysis
Characteristic Uniqueness Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Eas y Eas y No Result Medium Medium reference Har d Har d to No No Communicates nature of product Appeals the target audience Suitable color scheme Consistency of logo Usage in all mediums Supports USP Legibility of Logo Typographic Fit Yes Yes Yes Yes Yes Yes Yes Result Fairly Yes Fairly Yes Fairly Yes Fairly Yes Fairly Yes Fairly Yes Fairly No No No No No No No
positive
mental from
other
White
Page1
Eas y Eas
Har d Har d
positive
mental from
other
Page1
White
Facets
Down-toearth Honest Cheerful Wholesome Spirited Imaginative Up-to-date
Traits
Family Oriented Sincere Original Friendly Young Unique Contempor ary
Excitement
Page1
BRAND Colgate
Brand Name Analysis
The brand name, Ariel, gets its name from its founder William Colgate. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har
positive
mental from
other
White
Page1
BRAND Gillette
Brand Name Analysis
The brand name, Gillette, gets its name from its owner King Camp Gillette. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har d
positive
mental from
No No
other
Page1
Eas y Eas
Har d Har
positive
mental from
other
Blue
White
Page1
BRAND Lipton
Brand Name Analysis
The brand name, Lipton, gets its name from its founder owner Sir Thomas Lipton. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har
positive
mental from
other
Yellow
White
Page1
BRAND Lux
Brand Name Analysis
Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Eas y Eas Result Medium Medium Har d Har d
positive
mental from
other
Page1
BRAND Mobilink
Brand Name Analysis
The brand name, Mobilink, gets its name from which is a combination of two words Mobi (Mobile) and link (linking people. It signifies the need of connecting people. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har d
positive
mental from
No No
Purple
Grey/Silv er
Page1
positive
mental from
other
White
Page1
Eas y Eas
Har d Har d
positive
mental from
other
White
Pink
Brand Personality Statement Pure Life is a married female with 2 kids. She is a very responsible mother who makes every effort to take the best care possible of her kids and family. Culture is deeply
Page1
embedded in her and she sticks to her family traditions. Healthy living is one of the most valued things by her and she makes all possible efforts for the betterment of the society as a whole. To an extent she is an authoritarian and bears a commanding Sophisticatio n Excitement
Eas y Eas
Har d Har d
positive
mental from
other
Orange
Pink
Page1
Excitement
Competence
BRAND Tapal
Brand Name Analysis
Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Eas y Eas Result Medium Medium Har d Har d
positive
mental from
other
White
Page1
BRAND Telenor
Brand Name Analysis
The brand Telenor gets its name from the combination of two words i.e. Tele communicating the nature of the brand and Nor communicating the origin i.e. Norway. Characteristic Ease of memorizing Spelling & Pronunciation Reference product Evokes of name to Result Medium Medium
Eas y Eas
Har d Har d
positive
mental from
No No
Black
Page1
BIBLIOGRAPHY
(2010, 04 01). Retrieved 04 01, 2010, from Business Dictionary: http://www.businessdictionary.com/definition/brand-equity.html Adobe Print Publishing Technical Guides. (2009, 01 01). Retrieved 04 20, 2010, from Typography Basics: Typeface Classifications: http://www.bsu.edu/web/ucspubs/pdf/other/typeface_classifications.pdf Color Meaning. (2002, 01 01). Retrieved 04 20, 2010, from Color Wheel Pro - Color Theory in Action: http://www.color-wheel-pro.com/color-meaning.html Consulting, B. (n.d.). BBDO Consulting. Retrieved 04 13, 2010, from BBDO Consulting: http://www.bbdoconsulting.com/cms/en/publikationen/brand_management/brand_management/publikation_ 18.jsp Crum, W. D. (2002, 01 01). Articles and Papers. Retrieved 04 13, 2010, from SDR Consulting: http://www.sdrnet.com/article12.html Daye, D. (2006, 11 06). Brand Identity: The Importance of Color. Retrieved 04 20, 2010, from Brand Strategy Insider: http://www.brandingstrategyinsider.com/2006/11/brand_identity_.html Dictionary, B. (2010, 01 01). Business Dictionary. Retrieved 04 13, 2010, from http://www.businessdictionary.com/definition/brand-image.html Financial Management Resources. (n.d.). Retrieved 04 13, 2010, from http://www.bizmove.com/finance/m3b3.htm Haigh, D. (n.d.). Brands in the Boardroom - IAM Supplement. Retrieved April 13, 2010, from http://www.brandfinance.com/Uploads/pdfs/BrandValuation_Whatandwhy.pdf Identifying Concepts. (2009, 01 01). Retrieved 04 20, 2010, from Identifying Concepts: http://identifyingconcepts.com/tag/invented/ Interbrand. (2004, April 01). Retrieved 04 13, 2010, from Brand Valuation: http://www.marketingritson.com/documents/week1brandvaluation.pdf Kevin Lane Keller. (2000, 01 01). The Brand Report Card. Harvard Business Review . Harvard Business Review. Marketing. (n.d.). Retrieved 04 13, 2010, from http://en.mimi.hu/marketingweb/product_attributes.html
Page1
Names and Brands. (2008, 1 01). Retrieved 04 20, 2010, from Names and Brands: http://www.names-n-brands.com/ Our Businesses. (2009, 07 09). Retrieved 04 04, 2010, from Pakistan Tobacco Company: http://www.ptc.com.pk/group/sites/PAK_7SHBXN.nsf/vwPagesWebLive/DO7SHC5E? opendocument&SKN=1 Popular types of Brand Names. (2010, 01 01). Retrieved 04 20, 2010, from http://www.dummies.com/how-to/content/popular-types-of-brand-names.html Separate Youre Business from the Competition by Branding and Positioning . (2006, 11 10). Retrieved 04 20, 2010, from Entrepreneurship: http://blog.prosperlearning.com/entrepreneurship/?p=27 Shapes. (2010, 01 01). Retrieved 04 20, 2010, from About.com - Desktop Publishing: http://desktoppub.about.com/od/elements/l/aa_shape.htm Singh, S. (2006). Impact of Color on Marketing. Journal or Marketing , 783-787. The Meaning of Shapes - Developing Visual Grammar . (2006, 01 01). Retrieved 04 20, 2010, from The Meaning of Shapes - Developing Visual Grammar: http://www.vanseodesign.com/web-design/visual-grammar-shapes/ Wikipedia - The free encyclopedia. (2010, 04 16). Retrieved 04 20, 2010, from Wikipedia The free encyclopedia: http://en.wikipedia.org/wiki/Serif Wikipedia. (2010, 04 20). List of company name etymologies. Retrieved 04 20, 2010, from Wikipedia: http://en.wikipedia.org/wiki/List_of_company_name_etymologies
Page1