Brand Architecture, Logo topology, Naming and Tag Lines

A Brand is not what you say it is.

1

2

It’s what they say it is.

Marty Neumeier The Brand Gap

Hello, thanks for your interest. The topics covered in this slide show are:

1. Brand Architecture 2. Topology of Logos

3. Brand Names and Naming 4. PosiHoning and Taglines

Rob Pearce

Graphic Design Professor Centennial College

3

4

1.  Brand Architecture:

Monolithic Endorser PluralisHc

5

1. Brand Architecture:

MONOLITHIC brand architecture: When a brand has mulHple opHons or brands

within a single company.

(i.e. as a brand grows merges and develops new companies and products)

6

Brand Architecture:

1. MONOLITHIC brand architecture

Family of Companies

FedEx ExpressFast, reliable delivery to 211 countries with leadingedge technology.

FedEx GroundCost-effective ground transportation in the contiguousUnited States and Canada

FedEx Custom CriticalFast action with safe, secure delivery of time-criticalshipments, often the same day.

FedEx FreightLeading provider of next-day and second-day regionalLTL freight services through American Freightways andViking Freight.

FedEx Trade NetworksFull-service customs brokerage, trade consulting andinformation technology, E-clearance solutions andtransportation and logistics services through TowerGroup International, Worldtariff Limited and CaribbeanTransportation Services.

http://www.fedex.com/ca_english/about/overview/companies/i...

1 of 1 13-01-25 2:15 PM

7

Brand Architecture:

Monolithic brand architecture Branding for the 2016 Olympics in Rio de Janeiro, Brazil

8

3 Types of Brand Architecture:

1. MONOLITHIC brand architecture Characterized by a strong master brand. It is the master brand loyalty that attracts customers. Brand extensions, satellite locations, additional services use the master brand identity.

FedEx + FedEx Office Google + Google Maps

GE + GE healthcare Virgin + Virgin Mobile

9


2. ENDORSED brand architecture. Characterized by marketing synergy between the product divisions, services and parent co. The product has a clearly defined market presence and both brands benefit from the relationship.

iPod + Apple Polo + Ralph Lauren Oreo + Mr. Christie

Chunky + Campbell’s

10


3. PLURALISTIC brand architecture Characterized by series of well known consumer brands. The name of the parent brand may be unknown to the consumer.

Fido (Roger’s Mobile) The Ritz Carlton (Mariott) Hellmans Mayo (Unilever) Tide (Proctor & Gamble)

11


In-‐class team exercise: Using online resources, research and find more examples of the 3 types of

brand architecture

12

Part 2

Topology of logos

• The Wordmark • The Symbol (icon)

• The CombinaHon Mark • The Emblem

13

What is a logo?

Logo… idenHfies a business in its simplest form via the use of a

mark or icon

Logo is for… idenHficaHon

14

Topology of logos

• The Wordmark (word mark or logotype)

The Word Mark is the most common style of

logo—39 % of the top 100 global brands use this approach. This type of logo turns the word itself into the graphic representaHon of the brand.

15

Topology of logos

• The Symbol (icon)

No words necessary. QUESTION: What are the benefits of this approach? ANSWER: 1.  Your brand transcends language 2.  It creates an iconic presence 3.  Opportunity! Only 3% of the top brands in the world are

strictly symbol brands

16

Topology of logos

• The CombinaHon Mark

Can you can get the best of both worlds by combining a word mark with a symbol? Does the symbol and the mark give people two cues to memory? The symbol can communicate a message that supports the name.

17

Topology of logos

• The Emblem

Perhaps a befer approach for some companies is to make their name an intrinsic part of the symbol, creaHng an iconic emblem of the brand. Discussion point is the Starbucks logo an emblem or symbol?

18

Part 3:

Brand Names The right name is: •  Hreless and Hmeless •  easy to say and memorable •  has rhythm •  looks good in an email and in the logo A well chosen name is an asset and a 24/7 workhorse HOWEVER: This approach takes a rigorous and exhausHve process – frequently hundreds of names are reviewed prior to finding the one that is right and legal

19

QualiHes of effecHve brand names

Meaningful: it says something about the essence of a brand

Dis2nc2ve: unique, memorable, differenHated

Future-‐oriented: fits with growth change and success

Modular: enable brand extensions with ease

Protectable: owned and trademarked and domain name

Posi2ve: generally posiHve connotaHons in the market served

Visual: lends itself well to graphic applicaHons

20

Types of brand names

Founder: named aler person or people

Descrip2ve: convey the nature of the business

Fabricated: a made up name

Metaphor: a noun used to allude to quality

Acronym: of the full name. IniHals only (AGO)

Magic Spell: altered spelling that is unique and memorable

Combina2ons of above: CiHbank (descripHve & magic spell)

21

Part 3:

PosiHoning and Taglines (tags, slogans catchphrase)

• A tagline is a short phrase that captures a companies brand essence, personality and posiHoning. • DecepHvely simple, but grows out of intensive strategic and creaHve process

22

Taglines

• The best have a long lifespan, are meaningful and well used. • Nike’s “Just Do It!” has become part of popular culture. • Target’s “Expect More. Pay Less” is a brand promise.

23

Types of Taglines

IMPERATIVE: commands acHon starts with a verb YOU TUBE – Broadcast yourself

DESCRIPTIVE: describes the product, brand or service TED – Ideas worth spreading

SUPERLATIVE: posiHons the company as best in class BUDWEISER – King of Beers

PROVOCATIVE: makes you think; typically a quesHon DAIRY COUNCIL – Got milk?

SPECIFIC: reveals the business category VW – Das Auto

24

Thank You! For further reading and Sources:

Wikipedia HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE

HTTP://EN.WIKIPEDIA.ORG/WIKI/WORDMARK

HARLEY DAVIDSON HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-‐IS-‐BRAND-‐ESSENCE-‐51373.HTML

JUST CREATIVE:

HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-‐IDENTITY-‐LOGO-‐DESIGN-‐EXPLAINED/

FEDEX: http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4

MERRIAM AND ASSOCIATES:

http://merriamassociates.com/2009/06/logo-styles-and-logo-types/

TÁTIL DESIGN DE IDEIAS https://www.behance.net/gallery/Rio-2016/889218

Designing Brand Identity:

Alina Wheeler