brand identity engages the senses and understands its customers.
an identity needs to embrace an organization's history but incorporate enough flexibility to evolve as that organization anticipates the future. -woody pirtle
a wordmark is a freestanding word or words. it may be a company name or an acronym. the best word marks imbue a legible word(s) with distinctive font characteristics, and may integrate abstract elements or pictorial elements. the distinctive tilted E in Dell activates and strengthens the one-syllable name. the IBM acronym has transcended enormous technological change in its industry.
Most processes leave out the stuff that no one wants to talk about: magic, intuition and leaps of faith. -michael bierut
phase 1 research and analysis: clarify vision, strategies, goals, and values. research stakeholders' needs and perceptions. conduct an internal, competitive, technology, and legal audit. interview key management. and evaluate existing brands and brand architecture.
phase 2 brand strategy: synthesize learnings. clarify brand strategy. develop a positioning platform. co-create brand attributes. present brand brief. create a naming strategy.
phase 3: design concept: visualize the future. design brand identity. finalize brand architecture. examine applicability. present visual strategy.
phase 4: brand expressions: finalize design solution. initiate trademark protection. prioritize and design applications. design identity program. apply brand architecture.
phase 5: managing assets: build synergy around new brand. develop launch strategy plan. launch internally first. launch externally. develop standards and guidelines. nurture brand champions.
a successful brand is all about detail. every facet of a brand must be apparent in an organization's communications, behavior, products and environment. -brian boylan.
NAMING BASICS:
1 brand names are valuable assets.
2 when you are brainstorming, there are no stupid ideas.
3 always examine a name in context.
4. consider sound, cadence, and how easy a name is to pronounce.
5 be methodical in tracking name selections.
6 determine smartest searching techniques.
7 review all the criteria before you toss a name.
when designing a symbol examine: meaning, attributes, acronyms, inspiration, history, form, counterform, abstract, pictorial, letterform, wordmark, combination, time, space, light, still, motion, transition, perspective, reality, fantasy, straight, curve, angle, intersection, patterns.
when chosing type examine: serif, sans serif, size, weight, curves, rhythm, descenders, ascenders, capitalization, headlines, subheads, text, titles, callouts, captions, bulleted lists, leading, line length, letter spacing, numerals, symbols, quotation marks.
ephemera:
the possibilities: pens, pencils, highlighters, mugs, commuter cups, steins, coasters, apothecary jars, sports bottles, portfolios, pad holders, cd cases, folders, pocket planners, letter openers, mouse pads, screen sweeps, notepads, memo cubes, 3m postits, magnets, rulers, balloons, tins, yo-yos, frisbees, laying cards, stress balls, beach balls, wooden nickels, hand flyers, lanyards, neck wallets, key chains, tools, flashlights, x-strobes, clocks, watches, globes, calculators, calendars, totes, luggage tags, sports duffels, golf balls, golf tees, golf umbrellas, visors, lapel pins, t-shirts, golf shirts, denim shirts, sweatshirts, parkas, rain jackets, throws.... stationery, business cards, forms, faxes, e-mail signatures, signage, advertising, website, marketing materials, uniforms and name tags, customers, vendors, contractors, directory listings, voice mail, phone answering...
pre launch questions:
who needs to know?
what do they need to know?
why do they need to know?
does the change affect them?
how are they going to find out?
when are they going to find out?
organization-wide meetings, press releases, special events, Q&A hotline on website, script of consistent messages, print, radio, tv ads, trade publications, direct mail, launch website.
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