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
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
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