Branding & Brand IdentityWednesday 3 – Thursday 3
Aims & Outcomes:
• Aims: To understand branding and how it is used to promote products and services.
• To explore the different visual elements of a brand and how they interact to support eachother.
• To explore individual brand design and how this will support the themes of the assignment.
• Outcomes: You will understand what a brand is, the visual elements of a brand, and how they are used together to promote products or services. You will begin to develop your individual branding based on your chosen theme.
What is a Brand?
• A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.
What is Branding?
• Branding is the process of creating and publicising the brand name.
• Branding can be applied to the entire corporate identity as well as to individual product and service names.
How is a Brand Expressed?
• A brand is expressed using a series of inter-related objects or properties which together make up the brand as a whole.
• These objects or properties have to be designed making sure they integrate into the whole brand, and communicate effectively to the consumer.
What are the Visual Elements of a Brand:
• Main logo
• Logo lockups
• Main colour palette
• Secondary colour palette
• Typefaces
• Typographic Standards
• Images
• Graphic elements, symbols, icons, textures etc.
• Tag line
Branding Task 1 – What are the Visual Elements of a Brand• Pick a card and find out more about the card’s subject and
answer the following questions:
• What is the purpose of the element?
• How does your chosen brand element support the overall brand identity, why?
• Where in the brand would the element be used, and why?
• Which other elements are closely related to your selection of element, and how?
• If you removed your element from the overall brand identity, would the brand work in the same way, why?
• Be ready to share your findings…
Main Logo
Logo Lockups
Main Colour Palette
Secondary Colour Palette
Typefaces
Typographic Standards
Imagery
Graphics, symbols, shapes, texture
Taglines
Task 2 - Creating Your Brand:
• Main logo
• Logo lockups
• Main colour palette
• Secondary colour palette
• Typefaces
• Typographic Standards
• Images
• Graphic elements, symbols, icons, textures etc.
• Tag line
• Using your understanding gained from yesterday’s session, develop a number of brand ideas for your chosen theme:• Start on paper with extensive ideas and planning.
• Develop into the digital environment and produce three different concept boards which include examples of each element.
• Share these with your client for feedback before deciding which brand will be taken forward into final designs.
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Concept Board Content
• A concept board is a little like a mood board but it contains specific content which is related to the design idea you have.
• Content:
• Logos & Logo lockups
• Colour palettes
• Typefaces
• Imagery
• Textures, shapes
• Graphics, symbols, icons etc.
• Tag lines
Bridge Task 7 – Tuesday 31st
• Research the principles of good logo design and present in your sketchbook ready to share on Tuesday. Use examples to support your findings.
Plenary:• I feel the most important thing I learnt today was?
• With the information I learnt today, I will now be able to…
• After today’s lesson I can now explain.
• Today I was able to make progress because…
• The part of the lesson I found easiest was…
• If was to set homework to build on today’s lesson I would…
• I am proud of myself today because….
• I think it is important to remember what I learnt today because…
• One thing I think I did really well was…
• Next time I would like to learn…