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Typography and branding Swinburne University August 2011
Typography and branding
Swinburne UniversityAugust 2011
TodayMy backgroundTransparency and the rise oftechnologySocial mediaThe brand manifestoDestination brandingBrand affinity in cultural brandingThe renaissance of type
My {rst commercial typefacefamily was based on my ownhand-lettering.I tried to replace myself with acomputer.
Canberra calling
And a little bit more
Vision
Management commitment →Facilitative management →
Interdept. connectedness →Existing vision & strategy→
→
Identityresearch
mc→
fm→
ic→
Identityexposition
Internal
External
Image
mc→
fm→
ic→
Pre-existing image→
Businessperformance
Tim
eT
ime
Tim
eT
ime
Tim
e
mc→
fm→
ic→
Feedbackprocess ▼
→
→
→
→
→
→
customers, you begin to know how youcan exceed their expectations.
The literature
Grönroos talks aboutone-to-one;Engeseth talks aboutbeing one.
If you engage your
1,500 fans through engagement
Fairfax and Wellington politics
Aims for brands in social media
1. Build a sense of membership orcitizenship within the organization.
2. Encourage the acceptance andcommunication of brand values.
3. Encourage the audience to engagein dialogue and promote the brand.
4. The dialogue can help the firm findand maintain a competitive advantage.
5. It can inform the vision and the brandand build differentiation for it.
6. It can act as a check on whether thebrand is being properly communicatedand understood by audiences.
Consequences
1. Build positive brand associations.
2. Build the perceived quality of thebrand.
3. Build greater awareness of the brandto audiences it has not yet reached.
The brand manifesto
1. Branding unites people’s passions.
2. Brands must have focus to berelevant.
3. Branding is about delivering whatyou promise.
4. Good brands should make peoplehappy.
5. Finance is broken.
6. Brands are not advertisements.
7. Brands bring humanity to theorganization.
8. Brands create community.
Destination branding fail
Destination branding basics
A destination branding programmemust study the gap between currentperceptions and desired outcomes.
A destination branding programmemust get the community on side first.
Sicco van Gelder: brand affinitydimensions
Functional Emotional
Native Cosmopolitan
Ego-oriented Society-oriented
Empathy Association
United Kingdom
Switzerland
France
Australia
AustraliaArum Sans
by Wayne Thompson
Font linking
Right image courtesy of Peter Bil’ak of Typothequewww.typotheque.com
Branding defined
Branding is the methods in which theorganization communicates,symbolizes and differentiates itself toaudiences.
