WHAT IS A BRAND? David Ogilvy’s definition is still probably the best and most succinct, ‘The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised. THERE ARE 5 TYPES OF LOGO 1. SYMBOL OR ICON 2. WORD MARK 3. LETTER MARK 4. COMBINATION MARK 5. EMBLEM CREATING A CORPORATE (BRAND) IDENTITY
Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top centre of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity. ELEMENTS OF A BRAND IDENTITY USUALLY INCLUDE: 1. THE LOGO OR WORDMARK. 2. LOGO VARIATIONS (FULL COLOUR, B/W, ALIGNMENT VARIATION ETC) 3. PRIMARY COLOUR PALETTE 4. SECONDARY COLOUR PALETTE 5. CORPORATE TYPEFACES 6. STYLE SHEETS 7. IMAGE TREATMENTS/LIBRARIES After doing a simple Google search I found lots of historical timelines. I will use these as I guide when creating my dual timeline for the brief. Here are a couple of my favourites.
Before I started any work I looked at many different logo's related to deafness whether that be deaf societies or sign language schools. I did this to gain a wider understanding of what is already out there and what is missing in the market. Their is no point in creating something that already exists. It's good to be different and out of the box. This week was all about launching our brief for the first semester. To do this, we had the clients visit to give us a more in-depth look at when they do and represent. This gave us all a better understanding of what type of company we are designing for. The client who came in were for the 'Bolton Deaf Society' & 'Trojan Utilities'.
For our brief we were asked to design 3 things. A logo, a timeline for their centre & a third item that had to be decided by us individually that we could contribute to the society, e.g a letterhead or business card. The brief said the following: DESIGN REQUIREMENTS • Logo/ Brand design plus associated brand guidelines. • Historic Timeline Info graphic. • 1 additional piece of design ephemera KEY DATES: Brief Launch: 23rd September 2014 Tutorial and Formative Feedback: 14th October 2014 Initial Client Presentation: 4th November 2014 Client Formative Feedback: 11th November Hand in: 9th December 4.30pm Formal Client Presentation: 13th December |