presentation Keren

Base One Branding

quandry:“make the logo bigger!”

Base One Branding

are designers ignorant of businessordo marketers not value aesthetics

Base One Branding

“you should be able to cover up the logo and

still recognise who the communication is from

because the look and feel is so distinctive.”

Base One Branding

“you should be able to cover up the logo and

still recognise who the communication is from

because the look and feel is so distinctive.”

even more so with service companies where

no product recognition

Base One Branding

Base One Branding

1 32

4 65

ge shell unilever assurant sun dhl

Base One Branding

1 32

4 65

ge

shell unilever

assurant

sun

dhl

the brand

the logo

the look and feel

Base One Branding

the brand turns the business back into an idea

the logo is the shortcut to the idea

the look and feel sells the idea

Base One Branding

the brand turns the business back into an idea

the logo is the shortcut to the idea

the look and feel sells the idea

Base One Branding

the brand turns the business back into an idea

the logo is the shortcut to the idea

the look and feel sells the idea

Base One Branding

recognition

Base One Branding

shape:

shape: colour:

shape: colour: content

shape: colour: contentsimplicity simplicity simplicity

shape: colour: content

topology of trademarkswordmarks

designed to convey brand attribute or positioning

letterforms

act as a memory aid for a company name

emblem

company name strongly associated to a pictorial element

pictorial

simplified and stylised literal image

abstract

conveys a big idea or strategic ambiguity

topology of trademarkswordmarks

designed to convey brand attribute or positioning

letterforms

act as a memory aid for a company name

emblem

company name strongly associated to a pictorial element

pictorial

simplified and stylised literal image

abstract

conveys a big idea or strategic ambiguity

topology of trademarkswordmarks

designed to convey brand attribute or positioning

letterforms

act as a memory aid for a company name

emblem

company name strongly associated to a pictorial element

pictorial

simplified and stylised literal image

abstract

conveys a big idea or strategic ambiguity

topology of trademarkswordmarks

designed to convey brand attribute or positioning

letterforms

act as a memory aid for a company name

emblem

company name strongly associated to a pictorial element

pictorial

simplified and stylised literal image

abstract

conveys a big idea or strategic ambiguity

topology of trademarkswordmarks

designed to convey brand attribute or positioning

letterforms

act as a memory aid for a company name

emblem

company name strongly associated to a pictorial element

pictorial

simplified and stylised literal image

abstract

conveys a big idea or strategic ambiguity

logo development:

what’s the business imperative?

logo development:

what’s the business imperative?

what elements maintained?

what works, what doesn’t?

logo development:

what’s the business imperative?

what elements maintained?

evolutionary of revolutionary?

what’s right for Rackspace?

modernisation

re-alignment

which route?

what elements maintained?

evolutionary or revolutionary

logo end.next: visual strategy, what to say & how to say it

if it doesn’t hurtit’s not strategy.

we want to be unique, just like they are.

option:

design

option:

design

LBM

pros:

flexible,

extendible

cons:

balance,

interpretation

option:

colour

design

option:

colour

UPS

pros:

immediate,

emotional

cons:

competition,

internal boredom

option:

imagery

designcolour

UPS

pros:

impact

cons:

production,

longevity

option:

imagery

option:

typography

designcolourimagery

UPS

pros:

unique,

ease of use

cons:

creation

option:

typography

option:

sensory

designcolourimagerytypography

five

pros:

memorable,

emotional

cons:

limited use

option:

sensory

current priority

design colour imagery typography sensory

current use

design colour imagery typography sensory

most suitable priority

design colour imagery typography sensory

insidewhat you say

how you say it

how long you say it for

taglinescommand

just do it

Nike

taglinescommand

just do it

Nike

describe

imagination

at work

GE

taglinescommand

just do it

Nike

describe

imagination

at work

GE

position

the ultimate

driving machine

BMW

taglinescommand

just do it

Nike

describe

imagination

at work

GE

position

the ultimate

driving machine

BMW

provoke

where do you

want to go today?

your potential,

our passion

Microsoft

taglinescommand

just do it

Nike

describe

imagination

at work

GE

position

the ultimate

driving machine

BMW

provoke

where do you

want to go today?

your potential,

our passion

Microsoft

categorise

the world’s local

bank

HSBC

taglinesshortuniquecaptures the essence and positioningeasy to say memorableget an emotional response

taglinesshortuniquecaptures the essence and positioningeasy to say memorableget an emotional responsedifficult to think up

“whatever you are,be it 100%.”

Base One Branding

Keren