Are you building your visual brand?
Visual branding is much more than just your logo.
Are you using visual consistency at every touchpoint?
See if these basic visual brand builders to follow, help you.
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We have seen the shift to visual content on social media with pinterest sharable images, facebooks image-based timeline and facebooks acquisition of the “image-based content king” instagram. So why is visual content driving engagement?
3 simple reasons…. Read more
Good design is simple, yet so effective! When a visual’s positive space is so cleverly designed that it reveals another visual in its reverse negative space, this is good design.
Here is a good definition of negative space:
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Exelon has a new logo which replaces the green and blue logo that has been used since 2000. The logo, they say, “better represents the new company.”
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Why is a strong company brand important?
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PriceWaterhouseCoopers, now PwC, has a morphing logo too.
Shown below is the static logo – old and new.
Logos based on algorithms are being developed with more frequency. Are these the logos of the future? The following are 3 examples of logos based on algorithms that show out-of-the-box thinking.
Casa da Música logo inspired by buildings architecture
Stefan Sagmeister is a graphic designer who developed a logo for Casa da Música. The design came out of its building architecture which in itself is art – so it came naturally as the inspiration. They began with a study of the architecture from 6 angles: west, north, south, east, top and bottom.
The Philadelphia Phillies pack the stadium consistently with 45,000 fans and are watched by many more on national syndication. Am I the only one concerned with their visual brand?
Brand Keys, a marketing and research firm, gave the title of “team with the most loyal fans” to the Philadelphia Phillies in their 2011 Brand Keys Sports Loyalty Engagement Index. This index is based on 4 factors: Pure Entertainment, Authenticity, Fan Bonding, and History and Tradition.
So their brand is strong and that is important.
Their visual brand is not. Everybody plays with the Phillies logo, colors and uniform designs.
The inconsistent colors, typefaces and many designs all contribute to visual brand confusion. Typography has nearly as much to do with the identity of the team as the logo itself. But it seems the team has no control over the use of their visual brand elements. Most sports memorabilia vendors take liberties with the designs. Although you can get usage of the official custom typeface from the Phillies website, most opt for a less expensive route.
The team plays in many uniform sets in a multitude of style and color variations. It’s phashion week at the phillies … every week. Why is there no control over the teams visual brand consistency?
But it seems the Philadelphia Phillies do have one consistent element that gains instant recognition everywhere … the logotype. It uses its own custom-designed typeface called scriptwurst which has the a fun feeling – just right for a baseball team. Its colors and stars, craftily used as the dots over the “i”, honor not only its historic city, but the all-star spirit of the team and its brand-loyal fans.
Physiological/subliminal: how our bodies reflexively respond to color; our subliminal associations of color based on our first interactions with color in nature reside in our collective unconscious.
Cultural: the conventions of color usage throughout time in specific cultures.
And
Marketing context: i.e., green in “warm beverages” means decaf … or in sodas it can be a flavor cue for lemon-lime.
Red is the most extroverted color in the spectrum, representing vitality, life and energy.
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JCPenney’s recently launched new logo uses the lowercase letters “jcp” inside their signature box.
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