The Process of Creating a Brand Identity

Brand Identity

Rob O’Reilly Scale Graphic Designrob@scale.ie SCALE GRAPHIC DESIGN

6 BROOKVALE DOWNSRATHFARNHAM DUBLIN 14T 01 490 4866E INFO@SCALE.IEW WWW.SCALE.IE

The Process of Creating a Brand Identity

Case StudiesBranding & Packaging

Brand Identity in 9 steps

Perception

The Process of Creating a Brand IdentityIntroduction

“ You are, what you are seen to be.’ Erik Spiekermann

So what does your branding say about your product, and is it appropriate?

The Process of Creating a Brand Identity

Brand Perception — how your customers see your brand.

First impressions count, potential customers will judge your product on the image you portray.

You can help shape peoples perception of your brand.

?

The Process of Creating a Brand Identity

* Name Recognition Is the product name memorable?

Consistent application.

? Descriptor Function of product

/ brand promise?

The Process of Creating a Brand Identity

‘ ’

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Tone of Voice & Language — appropriate to audience.

Differentiation — what makes the brand unique.

Packaging with a memorable brand name and descriptor alongside a key differentiator— will help the retailer reach your customers.

The Process of Creating a Brand Identity

1 Research

7 Core Design Principles

4 Idea Generation

2 Initial Briefing

8 Production Mediums

5 Feedback

3 Reiteration of Brief

9 Assess

6 Design Development

Brand Identity in 9 steps

The Process of Creating a Brand Identity1 Research

1 Research

The Process of Creating a Brand Identity

1 Research> Do the research in order

to create a clear brief

> Target Audience

> Brand Position – Relevance, what makes it different? – Are people aware of it? – How much do they need it?

> Legalities – Copyright & Naming

> Brainstorming

1 Research

Popularized by Alex Faickney Osborn in the late 1930s,

Brainstorming is a group creativity technique designed to

generate a large number of ideas for the solution to a problem. ro

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The Process of Creating a Brand Identity2 Initial Briefing

2 Initial Briefing

The Process of Creating a Brand Identity

2 Initial Briefing

> A good design result will be born out of clear understanding

> Project Brief should set parameters of Time, Budget & Objectives

– Deadline will create focus – Budget can challenge creativity

2 Initial Briefing

The Process of Creating a Brand Identity3 Reiteration of Brief

3 Reiteration of Brief

The Process of Creating a Brand Identity

3 Reiteration – Brief

> If the brief is not clear it may need to be rewritten

> Checklist

– Does the designer understand what the client wants?

– Do both parties agree on time / budget

– Can the designer manage expectations

3 Reiteration of Brief

The Process of Creating a Brand Identity

1 Research

7 Core Design Principles

4 Idea Generation

2 Initial Briefing

8 Production Mediums

5 Feedback

3 Reiteration of Brief

9 Assess

6 Design Development

The Process of Creating a Brand Identity4 Idea Generation

4 Idea Generation

The Process of Creating a Brand Identity

4 Idea Generation

> Information from the brief should inform the design solution

> Experimentation is necessary – Left field – Middle – Conservative

> Contrasting approaches are useful in helping the decision process

4 Idea Generation

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The Process of Creating a Brand Identity5 Feedback

5 Feedback

The Process of Creating a Brand Identity

5 Feedback

> At this stage the client digests initial design concepts

> Client feedback reference points

> Feedback must be interpreted to improve the design

5 Feedback

Initial Design Suggestion Revised

The Process of Creating a Brand Identity6 Design Development

6 Design Development

The Process of Creating a Brand Identity

6 Design Development

> Gradual refinement

> This can mean small but significant changes to typography or colour schemes — to enhance the idea or increase communication

> It is important at this stage that the logo mark, colour and style are agreed before applying to other items

6 Design Development

The Process of Creating a Brand Identity6 Design Development

Too Modern Natural More Vibrant

A Soft DaySweet Rain and Long Grass

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A Soft DaySweet Rain and Long Grass

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SWEET RAIN & LONG GRASS

Connemara MistSea Spray

The Process of Creating a Brand Identity

1 Research

7 Core Design Principles

4 Idea Generation

2 Initial Briefing

8 Production Mediums

5 Feedback

3 Reiteration of Brief

9 Assess

6 Design Development

The Process of Creating a Brand Identity7 Core Design Principles

7 Core Design Principles

The Process of Creating a Brand Identity

7 Core Design Principles

> Here we look at how the visual identity will be applied in terms of colour, typography, imagery and words

> These are the core design principles that allow the brand to communicate it’s values

7 Core Design Principles

The Process of Creating a Brand Identity7 Core Design Principles

Typography

> Different typefaces have different personalities to the extent that they can seem to have faces

> Some appear serious some functional others quirky.

Colour

> Colour is a powerful communication tool, it can grab attention

> The subtle use of colour can elevate a brand to a level of sophistication

> Colour Association

Words & Imagery

> Messages are also communicated through use of words and imagery.

The Process of Creating a Brand Identity8 Production Mediums

8 Production Mediums

The Process of Creating a Brand Identity

8 Production Mediums

> Production Mediums

– Print, Packaging, Advertising, Online

> Format and production values can make a real difference and elevate from the herd

> Non-standard and bespoke formats can provide an opportunity to differentiate

8 Production Mediums

The Process of Creating a Brand Identity

> The pattern on the packaging for Trig jewellery is derived from the geometric pieces

8 Production Mediums

The Process of Creating a Brand Identity8 Production Mediums

> The non-standard format packaging on these utensils, communicates it’s regard for the environment.

The Process of Creating a Brand Identity8 Production Mediums

> The Hering website is clear and easy to understand reflecting the nature of the product.

The Process of Creating a Brand Identity9 Assess

9 Assess

The Process of Creating a Brand Identity9 Assess

9 Assess> Once the process is complete

it is important to assess whether all key elements are present.

> Does it communicate clearly?

> Will the new brand packaging elevate the product?

The Process of Creating a Brand Identity

Brand Packaging Key Elements

A Soft DaySweet Rain & Long Grass

A Soft DaySweet Rain & Long Grass

400g

A Soft Day

Enjoy the natural sweet scent of an Irish meadow after a summer shower.

www.SoilseCandleCompany.ieProduct Name

Descriptor

Irish Made

Ingredient Bar Code

WeightStory

Point ofContact/CompanyName

Variety Supporting Illustration

A brand identity is the sum of it’s parts not just a logo.

The Process of Creating a Brand Identity

After

Before

The Process of Creating a Brand Identity

Base of box becomes display case for retailer

The Process of Creating a Brand Identity

Colour coding for each variety

The Process of Creating a Brand Identity

Defining attributes;

> Unique Diecut

> Economy

> Colour

> Photography

> Texture

Case StudiesBranding & Packaging

The Process of Creating a Brand Identity

Unique Diecut & Logo are based on textile pattern

The Process of Creating a Brand Identity

The Process of Creating a Brand Identity

Bespoke —Pictograms represent furniture

Swing Tags become miniature brochures

The Process of Creating a Brand Identity

Diecuts highlight product contours

The Process of Creating a Brand Identity

Economy —Rubber Stamp becomes branding device

The Process of Creating a Brand Identity

Logo & Point of Sale Bookletmimic the nature of product

The Process of Creating a Brand Identity

Swing Tags are neutral in contrast with woolen patterns

The Process of Creating a Brand Identity

Economy —Paper Band becomes branding device & point of sale information

The Process of Creating a Brand Identity

Both Product & Logo aregeometricsimplefunctional

The Process of Creating a Brand Identity

Packagingsimply displays product photography

The Process of Creating a Brand Identity

Promotional Posterusing leather rather than paper

Logotype & Illustrationsorganic in style

The Process of Creating a Brand Identity

The Brand Identity

The Product

both reductive

The Process of Creating a Brand Identity

Point of Sale Brochurehas similar attributes to the pure and simple nature of the pottery

The Process of Creating a Brand Identity

Packaging Patternfollows form oftrigonometryjewellery

The Process of Creating a Brand Identity

The Process of Creating a Brand Identity

Thank You

Rob O’Reilly Scale Graphic Designrob@scale.ie

SCALE GRAPHIC DESIGN6 BROOKVALE DOWNSRATHFARNHAM DUBLIN 14T 01 490 4866E INFO@SCALE.IEW WWW.SCALE.IE