Branding Video

Note to self: Don't try taking notes on the computer again.


A logo is not a brand.

The brand is the promise, the big idea and the reputation.
We are all tribal and we want to reach an emotional connection and create loyalty.
Designers can't create a brand but can assist with the graphic visual.
The Logo is the entry point to the brand

A good design solution can never make a bad product good.
A good brand makes a good company. Next time you shop ask why am I buying this.
Perception is reality
A brand will always be received one way or another, never neutral.

As a designer the thing you can control about the brand is to be able to look at the big picture. As a designer, you can look at the brand as a whole and figure out the brand messaging. Designers need to work with the client and create a clear message.

Communication strategy: How? What? Why?

As a designer your goal is to help the designer succeeded:
What is the current brand strategy?
Who is the audience? Who should the audience be in five years?

Research first
sit and talk with people (employees or bosses)
competition between brands
Identify the right audience (not so broad)
Values, goals and the promises:
If the CEO decides the values, then we help realize the vision
Find whats wronging and make is improve

Have a phase and budget for your research in your contact.

 When meeting with the CEO or others; take notes by hands
Ask the who's, the whats and the hows
You only take notes and not argue with them
Keep the meeting light and relaxing, meet at a comfortable place.

create a list of five and eight words
It's important to be honest with your client. 
If the client wants to attract an audience then as a designer I need to attract that person.
What media fits the need of the audience.

Persuasion is 90% of design. Your using persuasion on why its the best solution and not that its just your idea.

Presentation: 
 Always have a title page. The presentation needs to be understandable to a child. Answers need to be simple. Add the five or eight word list. Use diagrams if the answer is to complex. Don't list the competition use the logo. Use all the media materials all at once to see the visual brand. Have a call to action and end with a thank you page.

The system also need to be able to be used by other designers make it a more dynamic logo. If the brand is more cooperate then keep it strict.

Rules about logo:
 Good logos identify but doesn't describe 
 A logo can't solve every problem
 Logo must be visually engaging
The logo must have mnemonic value ( Why is blank red? Why is there an arrow in the FedEx?)
A logo must exist in ever piece of media
A logo is not an illustration 
A logo is the foundation of the visual system

A word-mark must be an icon of a name, simple and unable to be reproduced. The point must be an iconic representation of a name.

Monogram must be a simple and be able to expand into different areas. The down side of the  monogram is how many there are in the world but it will be easily remembered by your audience

Icons. It takes a while for an icon to be remembered. Link the name to the icon for a while before you take away the words. Over uses is the biggest problem in the icon logo solutions.

Take a few moments to explain to your client what you understand logos to be and understand what they mean.

 Make sure to make all the colors are in that different color types CMYK and RGB. Even pathone
The primary typeface should compliment the logo but not over take the logo. Don't go to trendy or unique.