LT 2.1
Getting to grips with the components of visual identity.
- Name the three most important components of visual identity.
- Describe the difference between logotype and signature.
- Using color.adobe.com or coolors.co, create a colour scheme (using only three colours in each set) for the following products:
- A luxury chocolate truffle brand that is made from real chocolate. The keyword here is ‘quality’.
- A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
- An international insurance company that focuses on family values.
- Write your name in four different typefaces, according to the following criteria and write a short description of one or two sentences explaining each of your choices. Use a typeface that:
- Expresses a unique quality about you.
- Is inspired by your favourite food.
- Makes your name look sophisticated.
- Connects you to a specific culture or ethnic group.
Getting to grips with the components of visual identity.
Name the three most important components of visual identity.
Logo, typhography, color and imagry
Describe the difference between logotype and signature.
The logo is the symbol and trademark for the brand whereas the signature is a brands name, The signature is important when it comes to signifying approval, feks for a legal contract.
Using color.adobe.com or coolors.co, create a colour scheme (using only three colours in each set) for the following products:
A luxury chocolate truffle brand that is made from real chocolate. The keyword here is ‘quality’.
A courier company that delivers internationally by air, land and sea – their main focus is fast delivery.
An international insurance company that focuses on family values.
Write your name in four different typefaces, according to the following criteria and write a short description of one or two sentences explaining each of your choices. Use a typeface that:
Expresses a unique quality about you.
Is inspired by your favourite food.
Makes your name look sophisticated.
Connects you to a specific culture or ethnic group.
I couldnt find any font that would do this for me.
LT 2.2
Observe and learn how leading brand names work with visual identity.
Choose a well established, international brand name. Some examples are H&M, Nike, Amazon, KFC, Mercedes, Virgin, Sony. You are free to choose another. Research the history and origin of the brand name and write down your findings.
Compare the history of the name with the current logo and brand.
Write down your own conclusions about how the logo relates to its history.
amazon first started out as cadabra inc. however the lawyer helping Bezos with this missheard the name and wrote down the name cadavre inc. So bezos changed the name yet again to Relentless.com, whichg he actually bought. But after his friends claimed it was too sinister he settled on the brand name we know today Amazon in the 90’s. And so it started building itself.
Now write about how the logo or brand relates to its current target audience. Note if any changes were made to the original brand to achieve this or not.
Amazon first started out as a bookstore, but latyer moved on to offer a little bit of everything shipping all over the world. Amazon is a easy to use handy company that offers a easy way to find stuff you may not find in your local stores. The logo is easy to recognize and reprensent them well, the audiance will automatically know what its about. its a good but slightly boring logo.
Collect examples of how this brand is applied across different platforms with at least five different touchpoints (for example, digital campaigns, social media, large format, signage, packaging, specialised campaigns and so forth). Discuss how a consistent visual identity was established across the different touchpoints. Consider the brand application in terms of logo, icon, colour, type, texture, photography etc.
- Amazon marks their packaging with their logo and uses their own boxes. Easy to recognize.
- Amazon creates adds according to your amazon search history where they personlise the add to fit your intrest making it easy for them to make small adds pop up on other social media such as instagram.
LT 2.3
Design according to a Brand Manual.
Pretend you’re on the editorial team of an airport company’s inflight magazine. The magazine is funded by advertisements, and the marketing team wants to pitch marketing plans to possible advertisers.
For this, they want to present examples of advertisements inside the magazine to the clients they approach, showing them what an advertisement inside the magazine could look like. You must apply the brand rules of these companies religiously.
You need to create two full-page magazine advertisements for this campaign. The first advertisement is for Starbucks. Here is a link to their online brand guide: https://creative.starbucks.com/.
The second advertisement is for Audi. You can find their Brand Appearance guidelines here: https://www.audi.com/ci/en/intro/brand-appearance.html#.
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