EESTEC Summer School 2012 - Branding Guidelines - Milosh Pivic
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Transcript of EESTEC Summer School 2012 - Branding Guidelines - Milosh Pivic
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EESTEC Branding Guidelines Brand basics
• What is brand?• What is brand identity?• What is branding?
Designing identity• Logotype + signature• Color• Typography
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EESTEC Branding Guidelines Successful brands
EESTEC Brand Manual
Miloš Pivić,LC Belgrade
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Brand basics / What is brand?
A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."
“A brand is a person’s gut feeling about a product, service, or company.”
Marty Neumeier, The Brand Gap
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Brands functions
Brands have three primary functions: Navigation Reassurance Engagement
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Who are you? Who needs to know? How will they find out? Why should they care?
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Brand touchpoints Each touchpoint is
an opportunity to increase awareness and build customer loyalty.
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Brand basics / What is brand identity?The outward expression of a brand,
including its name, trademark, communications, and visual appearance – is brand identity.Brand identity fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.
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Brand basics / What is branding?
Branding is a disciplined process used to build awareness and extend customer loyalty.Branding is about seizing every opportunity to express why people should choose one brand over another.
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Brand basics / Let’s sum up
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Designing identity
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Logotype + signature
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Color Colors are more than a combination of
red and blue or yellow and black. They are a non-verbal means of
communication. Colors have symbolism and color
meanings that go beyond their ink.
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Color brand identity basics Use color to facilitate recognition and
build brand equity. Colors have different connotations in
different cultures. Research. Color is affected by various
reproduction methods. Test. Sixty percent of the decision to buy a
product is based on color.
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Typography Typography is a core building block for
brands. A unified and coherent company image
is not possible without typography that has a unique personality.
The typeface needs to be flexible and easy to use, and it must provide a wide range of expression.
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Typeface family basics Typefaces are chosen for their
legibility, their unique character, and their range of weights and widths.
Intelligent typography supports information hierarchy.
Typeface families must be chosen to complement the signature, not necessarily to replicate the signature.
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Successful brands
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Real-Time Data Entrepreneurial
Talents Incredible
Marketing