HOW TO DESIGN STRONG BRAND IDENTITIES 2/4

HELLOWELCOME TO Brand & Corporate Communication CLASS

www.liuzzosfactory.com

LESSON 02

HELLO


AGAIN, I’mGIUSEPPE LIUZZOBRAND & GRAPHIC DESIGNERAND ALSO YOUR LOVELY TEACHER FOR TODAY.


VISUAL IDENTITYIN THIS CLASS

LIKE A BOSS !

WE GOING TO TALK ABOUT

AND LEARN HOW IT WORKS AND HOW TO DESIGN IT

HEM... LIKE A PRO, NOT BOSS, MY FAULT ;-)


LAST TIME...CHOOSE A FAMOUS BRAND

AND TRY TO DESICRIBE IT LIKE A PLANET...ANY MEDIA ALLOWED:

A POEM, A SONG, A POSTER...IMPORTANT:

NEVER USE THE LOGO OR THE NAME OF BRAND


YOU HAVE

FOR LET US KNOWOF WICH BRAND

YOU TALKING ABOUTIT'S MORE THAN A REGULAR ADVERTISING

eheheheSORRYGUYS


TODAY WE FOCUSON LOGOS

HOW THEY WORKS?


LAST TIME WE SAID

Logo!IS THE MOSTMEMORABLEPART OF A COMPANY

IT EXPRESS THE MOST IMPORTANT VALUES OF A BRAND WITH EXTREME SIMPLICITY...

At the end of the day... peopole may not remember your website, packaging or store... but they remember your LOGO...

www.liuzzosfactory.comwww.liuzzosfactory.com

LOGOFUNCTIONS!CREATE AN ICONIC SIGN FOR STANDING OUT AND BE UNIQUE.

LOGO


FIRST OF ALL

NEED MEANINGSIT'S NOT JUST A DRAW... IT'S A COMMUNICATION TOOL, THE MOST IMPORTANT ONE...

Logo!


SO, YOU NEED A

OF WHAT YOU WANT TO SAYAND HOW TO FIGURATEIT IN A GRAPHIC WAY

OF WHAT YOU WANT TO SAYAND HOW TO FIGURATEIT IN A GRAPHIC WAY

C NCEPTa.k.a: A CREATIVE IDEA


LOGO MUSTTELL A STORY

"A STRONG BUT SIMPLE STORY"HAVE TO EXPRESS THE MOST RELEVANT

VALUES OF BRANDS (1 OR 2 MAX.)


LOGO MUSTTELL A STORY

CONCEPT: SHARE YOUR FUN

CONCEPT: MILAN BASED CARE


VIDEO


NEVER FORGETSIMPLICITY

SIMPLICITY IS THE KEY TO MEMORABILITY

SIMPLICITY IS ABOUTSUBTRATING THE OBVIOUS,AND ADDING THE MEANINGFUL.


SIMPLE MEANS"FOCUSED"

A simple logo design is automatically focused. It pin points who and what you are, and what you offer. It forces your logo to project the essence of

who you are in a condensed form.


SIMPLE CAN HAVE HIDDEN MEANINGS

Just because something is simple doesn’t mean that it can’t have hidden depths. Negative space logos are a great example of simple logo design

with hidden or double meanings.


BE CAREFUL WITH HIDDEN MEANINGS


IT'S ALL ABOUTSYNTHESIZE


IT'S ALL ABOUTSYNTHESIZE


LOGOINGREDIENTSLET'S LEARN THE DIFFERENT PARTS OF LOGO

LOGO


NAMINGthe discipline of deciding what a product or a company will be called.

SEARCH IT! CLEAN THAT CARPET CALL ME LATER

is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand visual identity, such as positioning and the design of logo, packaging...

IT'S NOT EASY AS IT LOOK LIKE...

CALL ME LATER


HOW TO "NAME"ACRONYMS

AMALGAM APPROPRIATION CLEVER STATEMENT

ALLITERATION DESCRIPTIVE EVOCATIVE

FOUNDERS' NAMESNames created by taking

parts of words and putting them together:

Use the idea for one thing and apply it to another:

Names don't have to be just a word or two:

Fun to say, and particularly memorable:

Descriptive names ascribe to the product a characteristic:

Invoke a vivid image that alludes to a brand benefi t:

Use the name of a founder or founder family member:


HOW TO "NAME"

HUMOR/SLANG NICKNAME ONOMATOPOEIA PORTMANTEAUPORTMANTEAUFor a name with personality: Use a founder's nickname: Use a sound associated

with a product function or other brand idea:

combination of two (or more) words and their

defi nitions, into a new one

GEOGRAPHY INGREDIENTS NEOLOGISM PERSONIFICATIONChose a name associated

with company/product location:

Base the name on ingredients:

A completely new made-up word:

Create a character or adopt an existing personage:


MONOGRAMS

+

–

Monograms are often made by combining the initials of a company, used as recognizable logos.

Clean and simple shapes.Good solution when companies names are long and made by a lot of words.

Lack of personality, need a good design to be recognized by people.

is a motif made by overlapping or combining two or more letters or other graphemes to form one symbol.


WORDMARKWORDMARKa.ka. LOGOTYPE

The company name is incorporated as a simple graphic treatment to create a clear, visually memorable visual identity.

a text-only typographic treatment of the name of a company, institution, or product used as a logo

+

–

It's good when you have a very unique and iconic name.

it's all about typography... if you choose the wrong one...


FIGURATIVEWORDMARK

Like a regular "wordmark" but the typography interact with geometric shapes or minimal graphic elements

+

–

It's a simple but good way for standing out from surrounding visual mess.

Your brand could look "similar"to somone also...

VISUAL MARKis the combination of pictograms and wordmark. it could be edited in a graphic way but it is possible to describe in a verbal way

+

–

This solution play on power of images, it's an universal language for everybody

It's a saturated market, so it's not so easy to fi nd an origianalvisual mark in this days


VISUAL MARKVISUAL MARKABSTRACT

when it's impossible to associate the graphic shape to something real but maybe it could have some hiddenmeaning (like road signs)

+

–

it's easy to communicate values if the abstract shapes are designed in a good way

there is a real risk to create something wit a lack of emo-tion or memorability.


VISUAL MARKVISUAL MARKILLUSTRATIVE

it's not an usual way to design a logo but it's the way of be recognized through an illustration or a piece of art.

+

–

make brands credible but it have to play an important game with colors or packaging

Have a lot of technicalproblems when you going to put on different media


PAYOFF or CLAIMSare short, memorable group of words used for drawing attention

to one distinctive feature (an aspect of a product or brand). Some claims are created just for specifi c limited-time campaigns; others are intended

as a corporate slogan,


SO ARE NOT EASY TO DESIGN AS PEOPLE THINK.

IS NOT JUST YOUR NAME ON A CIRCLESHAPE...

visual markor symbol

naming

logotype or wordmark

pay-off or claim font

Logo!

CONCEPT: SWEETNESS, DONUTS, SUGAR

COLOR SCHEME


IT'S EASY.LOGO MUST BE ICONIC


HOW TO EXPLAIN "ICONIC"ICONIC means BE DIFFERENT FROM YOUR BACKGROUND,

be a MEMORABLE SPOT, have a personal look...


HOW TO EXPLAIN "ICONIC"ICONIC means ALWAYS RECOGNIZABLE... in any size,

situation, media etc... NEVER LOOK DIFFERENT. NEVER!


LOGOS ARE NOT ALONELogo could be PART OF A FAMILY sometimes.

There are different kind of "brand" families

THE BRANDED HOUSE HOUSE OF BRANDS HYBRID HOUSE

Company use the same logo for different business areas, only business pay-offs or colors change according to different activities.

Each sub-brand operates independently and obtain separate market share and profi t.

Is the combination of pre-vious two types. An higer brand manage other sub-brand that operate in the-same market area


BE TIMELESS IS IMPORTANT

SOMETIMES YOU NEED ABUT IMPOSSIBLE...

RESTYLING


LOGOKNOW HOWIT'S NOT "JUST PUT ON YOUR COMPANY PRODUCTS"... YOU NEED TO KNOW HOW TO USE LOGO IN THE BEST WAY...

LOGO


COLORS

HOW TO DESIGN A LOGO

I'M SERIOUS...AT THE BEGININGFORGET ABOUT

A GOOD LOGOMUST WORKS IN BLACK

THEY CAN CONFUSE YOU

SOMETIME...THERE IS NO LIGHT...SO, YOUR LOGOHAVE TO WORKSALSO IN:NEGATIVEAND LOOK THE SAME...


TRUST MESIZE MATTERSIT'S EASY TO BERECOGNIZEDWHEN YOU'REBIG... BUT WHATHAPPENS WHENYOU'RE SMALL?




AROUND LOGO IS ALSO RELVANT FOR MAKINGIT RECOGNIZABLE

SET A SAFE AREA AROUND YOUR LOGO IN ORDER TO MAKE IT ALWAYS CLEAR

S PA C E


THERE AREMANY RULES

AROUND LOGOSAND YOU HAVE TO SET IT ALL

DURING THE DESIGN PROCESS


EXTRASWATCH THIS MOVIE VISIT THIS WEBSITE

logodesignlove.com

HERE THE LINK

or just check for it onYouTube


VIDEO


FOR NEXT TIMECHOOSE TWO LOGOS FROM THE STREET

AND MAKE AN ANALYSIS BASED ON:

WHAT'S THE ORIGIN OF NAMING?

IT WORKS IN ONE COLOR?

IT'S POSSIBLE TOSIMPLIFY THIS LOGO? HOW?

HAVE A CONCEPT BEHIND? IT WORKS?

IT WORKS IN SMALL SIZE?

WHAT KIND OF LOGO IS IT? WHY?

IS THIS LOGOICONIC? WHY?

FROM A BAR, A LAUNDRY, A RESTURANT etc...please: don't choose famous brands, or franchising stores.

GROUP PROJECT

MAX. 10 SLIDESPRESENTATION


IF YOU NEED HELP

SEND ME AN EMAILBUT ONLY IF YOU REALLY, REALLY NEED*

*BUT ALSO IF YOU WANT TO OFFER ME A BEER

[email protected]


SEE YA’ NEXT WEEK


FOR START TO BE A REAL "DESIGN GANGSTA"

Design

HOW TO DESIGN STRONG BRAND IDENTITIES 2/4