Nigel Aono-Billson Monday 17/10/11 9:15
marketing & branding
we have to be aware of these things - USP, marketing, branding etc.
before we respond to a brief.
to deliver a good brand and establish good visual communication connects target audience and motivates the user and buyer
Maslow's hierarchy - USE IT!
Apple's original logo alluded to the eureka moment - enlightenment. self actualisation and allowing the user to be the author.
first apple prototypes = AWESOME!!!!
updated the logo to rainbow apple - Apple Macintosh - clear & concise. had to differentiate between apple records.
took the bite out of the apple. the possibilities of the future
updated to more plasticised and 3d version. bondi blue imac. marked a real revolution in their designs - came with developments in microtechnology.
faster computer in a smaller box. updated logo to go with updated technology.
they maintained the rainbow apple for peripherals and kept various colours for things like literature.
returned to flat version for ease of use on hardware. simpler than extruding plastic etc.
adobe - use initial as opposed to legend. legend = distinct piece of typography used as a recognisable brand name - often made to be unique and trademarked - and often reduced to a single letterform.
brandmark can often be reduced from the name and trademark to just the trademark, when the logo has become recognisable on it's own - a symbol (semiotics).
nike swoosh - is a global cross cultural piece of communication.
it transcends words.
you can also use texts and terms/payoffs/headlines and phrases with out the brandmark i.e just do it.
they use a version of the typeface to keep it recognisable as well as a colour scheme. other methods include use of colour schemes/shapes/
when you create a brand mark you need to own it/ register it.
also you need to patent it - can simply be done by a drawing.
people buy into brands - change in a brand can disillusion customers - it can challenge their allegiance and even cause them to leave.
support and strength for customers.
zeitgeist - things in culture at a particular time.
similar things happen at the same time - fashion/competition.
coca cola - colour scheme/logo/shape of product/
like other brands - they will create celebratory/one-off/promotional versions of their products. however, they will still retain their identifiable qualities
barry deck - designed fonts for Emigre - rather than just being a magazine it became it's own brand as a type foundry with it's own look and feel.
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