Getting the right idea & Getting the idea right.
Identifies a business in its simplest formvia the use of a mark or icon.
The BMW Logo
Original Logo 1923 1936
70s & 80s 1954 2000
The evolution of the BMW Logo
Visual aspects that formpart of the overall brand.
The Iconic Kidney Grille
The evolution of the Kidney Grille
It can be anything (i.e: place, artefact or interface),where a person experiences a brand.
The Sheer Driving Experience
The Top Draw Services
A brand > a name or a logo.It is a combination of experiences.
Think of a car brand that you like. Why you like it? It is ‘cos:
So you see, you like a brand for the different experiencesit gives you. And all these experiences are guided by one thing:
A brand promise is a commitment a brand delivers to its customers,its partners and its stakeholders. Let’s look at IKEA - a brand that successfully
brings the brand promise to life in all the experiences it offers:
Brand Promise
Customers
To create a better everyday lifefor the many people.
Well-designed productsat low prices= great value
= better everyday life.
Partners
Success and good sales= great value
= better everyday life.
Suppliers
Better sales= better demand= better profits
= better everyday life.
Can you see how IKEA delivers its brand promise across all experiences?
A good brand live and breathe their traits daily, they are definitelyhave a place in our heart and living it up to their brand promise.
Values make a brand unique and differentfrom competitors. It act as a guide in daily activities.
Do you have a“never say die” attitude
and always try to find solutionsto challenges and problems?
Are you knowledgeableand can you anticipate
the needs for the clients,partners or colleagues?
Are you honest,transparent and dowhat you promise?
Values Examples
It defines how a brand should behave in ways that reflect their brand promise.It is the soul, the persona, the spirit of the organisation manifested in
some comprehensible way.
Do you work in asteady, confident, clearand detailed manner?
Do you listens when othersspeak and know how toinflueance and inspire
them to do better?
Can you correctlysize-up a situation and
know how to turn itto your advantage?
Do you dare to break freefrom the norm, embrace
new challenges and find freshsolutions to old problems?
Personality Traits
Monolithic – Endorsed – Branded
Monolithic - The single business identity
Amore
AmoreENGINEERING
AmoreCHEMICALS
AmoreAEROSPACE
Endorsed - The multi-business identity
Amore
Fasola
Part of Amore
ENGINEERINGDoremiCHEMICALS
LatidoAEROSPACE
Part of Amore Part of Amore
Amore
FasolaENGINEERING
DoremiCHEMICALS
LatidoAEROSPACE
Branded - The brand-business identity (Free Standing)
The outward expression of a brand. Includes everything from its name and visual appearanceto the way it sounds, feels, smells and tastes. It is the fundamental means of consumer recognition and symbolizes its points of difference. It represents a unique set of associations which affect how a brand appears in consumers’ minds. Identity however, is a strategic goal (while image is a consumers’ actual
perception of a brand). The goal, is for identity and image to be the same.
Identity lead us to
Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer
experience to make sure that what customers see and think is what they want them to.
and...
These guidelines are part enforcement and part motivation to ensure consistent execution of the brand. It provide full information and empower staff
and third-party supplier to successfully develop the brand independently.
PAST PRESENT
Designer, Unknown.
MTV 1981 - Pat Gorman, Frank Olinsky and Patti Rogoff.
Lets have a look at...
Before
After
Before
After
After
Before
After
In conclusion
Visual aspectsthat form part of the
overall brand.
Perceived emotionalcorporate image as a whole.
Identifies a businessin its simplest form via the
use of a mark or icon.
“Your smile is your logo, your personality is your identity,How you leave others feeling after an experience with you
becomes your brand/trademark.”