Branding Today

Craftmanship in Brand Design

Hello,
this is my story

Branding Today Branding Today phone: +32 16414088
Koning Leopold-I-straat nr 18 info@brandingtoday.be
20-03-2013 3000 Leuven (B) www.brandingtoday.be

THIS IS OUR STORY

I’m Tom
creative partner
at Today

copyright © Branding Today

THIS IS OUR STORY

I studied graphic design
and advertising


THIS IS OUR STORY

1. before Today
2. about Today
3. our approach
4. what we do
5. about branding
6. we work for
7. selected cases
8. how we work


BEFORE TODAY

MARKETING DESIGN BRUSSEL
junior designer

VULCAN
senior designer

REDSTAR DESIGN - LDV UNITED
creative director

TODAY
creative partner


BEFORE TODAY

MARKETING DESIGN BRUSSELS

junior designer
design agency Brussels
specialisation packaging design
English graphic designers
Jeremy Dawkins (CD)

Tabacofina-Vander Elst, Danone, GB, Guylian,
Gyproc, Synthelabo, Ehsal, Milupa, ...


MARKETING DESIGN


BEFORE TODAY

VULCAN

senior designer
freelance design agency
collective of graphic designers
creatieve hotshop
own clients and advertising agencies
typografic and graphic design assistance

KBC Bank & Verzekering, Bayer, VT4, Telindus, Wolters Plantyn, ...
Design Support: LDV Bates, VVL/BBDO, Expanded Media, ...


VULCAN

PANTONE 2955 PANTONE 301

DonnaTone2955.EPS / DonnaTone2955.PSD

restyling logo
PANTONE 193 PANTONE 151

DonnaTone193.EPS / DonnaTone193.PSD


BEFORE TODAY

REDSTAR DESIGN

design division of LDV United Antwerp
fuse advertising + design
strategic support
Brand Design in Belgium

City of Antwerp, O’Cool, Veritas, Sony, De Standaard, Telenet,
Gouden Gids, Fun, Pearle, Nuon, Visa, Red Bull, ...


SELECTED CASES

1. Pegase
2. Brussels Airport
3. Veritas
3. Stad Antwerpen


OLD LOGO


OLD CATALOGUE


NEW LOGO


REDSTAR DESIGN

pegase botswana | afrika botswana | afrika
pegase

eagle island camp savulte elephant
at xaxaba camp
okavago delta chobe n.p.

Ed molore vero conulpute magna ad doloborting es- Ed molore vero conulpute magna ad doloborting es-
trud deliquat, suscil iuscilisisi.Lendreet ing ero el er trud deliquat, suscil iuscilisisi.Lendreet ing ero el er.
iliquam, commod tis accummo lutate conulpu tpatiniam Ed molore vero conulpute magna ad doloborting es-
zzriustrud tio eleniam, sectet ad tatie feum vel ipit trud deliquat, suscil iuscilisisi.Lendreet ing ero el er
lummy numsand ionsecte tismodo lorper sed ex eui. iliquam, commod tis accummo lutate conulpu tpatiniam
zzriustrud tio eleniam, sectet ad tatie feum vel ipit
Ed molore vero conulpute magna ad doloborting estrud deliquat, lummy numsand ionsecte tismodo lorper sed ex eui.
suscil iuscilisisi.Lendreet ing ero el er iliquam, commod tis ac- iliquam, commod tis accummo lutate conulpu tpatiniam
cummo lutate conulpu tpatiniam zzriustrud tio eleniam, sectet ad zzriustrud tio eleniam, sectet ad tatie feum vel ipit
tatie feum vel ipit lummy numsand ionsecte tismodo lorper sed lummy numsand ionsecte tismodo lorper sed ex eui.
ex euis aut nos acillamet, quissequisi blam nit ipissim erciduisse
facing el inim iniamet do od magnim quam, qui euis exerosto ero Deliqui tatissi tis nulla feugiam el eugait, si elit erit luptatum quis-
eum acip euisisit dolesectem nissi. cipsum acip estisit vendrem vel iustisl ea facidunt autem nulputat
autat, volobor sumsan henim volorti ssequipit ad magnit diam

yoake wellness cruise
Deliqui tatissi tis nulla feugiam el eugait, si elit erit luptatum quis- zzriure feumsan exer acinissed modolore ex el estisci duisciliqui eu
cipsum acip estisit vendrem vel iustisl ea facidunt autem nulputat faccums andrer iril iril eriurem ing estie ea consequamcon verius-
autat, volobor sumsan henim volorti ssequipit ad magnit diam trud tem delestrud eugait aut velent nos adiam il ip exer sumsand
zzriure feumsan exer acinissed modolore ex el estisci duisciliqui eu ipsusti smodit laore exerci blandrero od dolent augiam, sum ve.
faccums andrer iril iril eriurem ing estie ea consequamcon verius-
trud tem delestrud eugait aut velent nos adiam il ip exer sumsand Tmodo lorper sed ex euis aut nos acillamet, quissequisi blam nit
ipsusti smodit laore exerci blandrero od dolent augiam, sum ve. ipissim erciduisse facing el inim iniamet do od magnim quam, qui

een zee
euis exerosto ero eum acip euisisit dolesectem nissi.Tmodo lorper
Tmodo lorper sed ex euis aut nos acillamet, quissequisi blam nit sed ex euis aut nos acillamet, quissequisi blam nit ipissim erciduisse
ipissim erciduisse facing el inim iniamet do od magnim quam, qui facing el inim iniamet do od magnim quam, qui euis exerosto ero
euis exerosto ero eum acip euisisit dolesectem nissi. eum acip euisisit dolesectem nissi. select select select select
Duis augait venit at ulputat alit prat, volore duissit ut numsandiam, sit volutpa- Duis augait venit at ulputat alit prat, volore duissit ut numsandiam, sit volutpa-
select select charme
tum zzrillut veriustie eum quam, consed te c tipit lan ut praessequat vullaoreet
s e l e del select select tum zzrillut veriustie eum quam, consed e c tipit lan ut praessequat vullaoreet
s e l te del select harme
c select charme charme
aliquat nim ea faccummy nonsenibh exer. aliquat nim ea faccummy nonsenibh exer.
select c h a r ml e c t
se e charmeelect
s c h a r ml e c t
se e charme select c h a r ml e c t
se e c h a r m e ede c tg n
s l si c h a r ml e c t g n
se desi
e charme design design

charme d e s ic h a r m e s e l e c t i g n h a r ms e l e c td e s ic h a r m e s e l e c t i g n
gn des c e select charme d e s ic h a r m e s e l e c t i g n h a r ms e l e c td e s ic hc l u be s e l e c t i g n
des c club
e
gn des gn gn rm
a des c l ue l e c t
sb club

design c l u b s i g n c h a r mu b d e s i g n h a r m ec l u b s i g n c h a r m e
de cl e c de club charme select d e s is en e c t
gl c l u b s i g ns e l ea r mu b d e s ie ln esat m ec l u b r ega i sc h a r m e
de ch ct l e
c r s e c hc r
g ai
l desi l n relcharme
ais
club relais
club relais b
clu d e s i g na i s c l u b d e s i g nr e l a i s b 4 0 d e s i g na i s charme ch a r m g l a i s c l u bdae smg nr e l a i s i d s 0 d e s i g na i s
c l u b a r m e r e l a i s b c hd e s i e n k i dsr i e
club 4 kids sign

van verwenning
rel clu rel design clu re ch k de
rel kids
relais kids lais club relais lub kids lais r e l a ie s i g n
ds k i d s l a i s d e scgu b
re kids c re club
kids club design re i l ni d s
k r e l a iec l u b
d ss i g n kids lais
re club
kids club
kids relais kids relais club kids kids relais
kids kids relais relais club kids c rul a i s
leb club kids relais relais
kids kids relais r e lk iid s
a s kids
kids kids relais r ek i ds
lai kids
kids kids
kids kids

ed molore vero conulpute magna ad doloborting estrud deliquat, suscil iuscilisisi.Lendreet ing
copyright © Branding Today ero el er iliquam, commod tis accummo lutate conulpu tpatiniam zzriustrud tio eleniam, sectet a
tatie feum vel ipit lummy numsand ionsecte tismodo lorper sed ex euis aut nos acillamet, quisseq
uisi blam nit ipissim erciduisse facing el inim iniamet do od magn.

REDSTAR DESIGN


OLD BIAC LOGO


OLD VERITAS LOGO


OLD ANTWERP LOGO


C. Layout. Layout. DESIGN
C.
REDSTAR

Titels in Sun Titels in Sun
Regular 25 punt.Regular 25 punt.

’t Stad ’t Stad ’t Stad ’t Stad
is van is van is van is van
iedereen. iedereen. iedereen. iedereen.

’t Stad
is van
’t Stad
is van
Titels in Sun Titels in Sun
iedereen. iedereen. Regular Regular
35 punt. 35 punt.
Titels in Sun Regular 25Titels in Sun Regular 25 punt.
punt. Ondertitel in Sun Ondertitel in Sun Titels in Sun Titels in Sun
ONDERTITEL IN SUN BOLD 8 PUNT ONDERTITEL IN SUN BOLD 8 PUNT

Bodytekst in DTL Vanderkeere Regular min. 8 punt, Bodytekst in DTL Vanderkeere Regular min. 8 punt,
Regular 20 punt Regular 20 punt leading is auto. habitant morbi tristique senectus et leading is auto. habitant morbi tristique senectus et

Regular Regular
ONDERTITEL IN SUN BOLD 8 PUNT sagittis nunc risus vitaeSUN BOLD 8 PUNT vestibulum est
ONDERTITEL IN tortor. Curabitur sagittis nunc risus vitae tortor. Curabitur vestibulum est netus et malesuada fames ac turpis egestas. Cras euis- netus et malesuada fames ac turpis egestas. Cras euis-
et sem. Suspendisse malesuada, ante non vulputate sagit- et sem. Suspendisse malesuada, ante non vulputate sagit- mod, mi at vulputate placerat, ipsum lorem sollici- mod, mi at vulputate placerat, ipsum lorem sollici-
Bodytekst in DTL Vanderkeere Regular min. 8 punt, tis, leo ante rhoncus diam, sed fermentum wisi est eu 8 punt,
Bodytekst in DTL Vanderkeere Regular min. tis, leo ante rhoncus diam, sed fermentum wisi est eu tudin risus, eu sagittis nunc risus vitae tortor. tudin risus, eu sagittis nunc risus vitae tortor.
leading is auto. habitant morbi tristique senectus et netus erat. In sit amet is auto. habitant morbi tristique senectus et netus
leading urna in sapien oCurabitur vestibulum est erat. In sit amet urna in sapien oCurabitur vestibulum est Curabitur vestibulum est et sem. Suspendisse male- Curabitur vestibulum est et sem. Suspendisse male-
et malesuada fames ac turpis egestas. Cras euismod, mi et sem. Suspendisse malesuada, ante non vulputate euismod, mi
et malesuada fames ac turpis egestas. Cras sagit- et sem. Suspendisse malesuada, ante non vulputate sagit- suada, ante non vulputate sagittis, leo ante rhoncus suada, ante non vulputate sagittis, leo ante rhoncus
at vulputate placerat, ipsum lorem sollicitudin risus, eu
sagittis nunc risus vitae tortor. Curabitur vestibulum est
et sem. Suspendisse malesuada, ante non vulputate sagit-
tis, leo ante rhoncus diam, sed fermentum wisi est eu
tis, leo ante rhoncus placerat, ipsum lorem wisi est eu risus, eu
at vulputate diam, sed fermentum sollicitudin
erat. In sit ametnunc risus vitae `tortor. Curabitur vestibulum est
sagittis urna in sapien
ONDERTITEL leo SUN BOLD 8 PUNT sed fermentum wisi est eu
tis, IN ante rhoncus diam,
erat. In sit amet urna in sapien `

ONDERTITEL IN SUN BOLD 8 PUNT
35 punt. 35 punt.
diam, sed fermentum wisi est eu erat. In sit amet
urna in sapien oCurabitur vestibulum est et sem.
Suspendisse malesuada, ante non vulputate sagittis,
leo ante rhoncus diam, sed fermentum wisi est eu
diam, sed fermentum wisi est eu erat. In sit amet
urna in sapien oCurabitur vestibulum est et sem.
Suspendisse malesuada, ante non vulputate sagittis,
leo ante rhoncus diam, sed fermentum wisi est eu
erat. In sit amet urna in sapien oCurabitur vestibulum est
erat. In sit amet urna in sapien oCurabitur vestibulum est
Bodytekst in DTL Vanderkeere Regular ante non vulputate sagit-
et sem. Suspendisse malesuada, min. 8 punt,
leading is auto. ante rhoncus diam, sed fermentum wisi est eu
tis, leo habitant morbi tristique senectus et netus
Bodytekst in DTL Vanderkeere Regular min. 8 punt,
leading is auto. habitant morbi tristique senectus et netus
Ondertitel in Sun Ondertitel in Sun
erat. In sit amet urna in sapien erat. In sit amet urna in sapien

erat. In sit amet urna in sapien et malesuada In sit amet urna egestas. Cras euismod, mi
erat. fames ac turpis in sapien
at vulputate placerat, ipsum lorem sollics vitae tortor.
et malesuada fames ac turpis egestas. Cras euismod, mi
at vulputate placerat, ipsum lorem sollics vitae tortor.
Regular 20 punt Regular 20 punt
ONDERTITEL IN SUN BOLD 8 PUNT Curabitur vestibulum est et BOLD Suspendisse malesuada,
ONDERTITEL IN SUN sem. 8 PUNT Curabitur vestibulum est et sem. Suspendisse malesuada,
ante non vulputate sagittis, leo ante rhoncus diam, sed ante non vulputate sagittis, leo ante rhoncus diam, sed
Bodytekst in DTL Vanderkeere Regular min. 8 punt, fermentum wisi estin DTL Vanderkeereurna in sapien 8 punt,
Bodytekst eu erat. In sit amet Regular min. fermentum wisi est eu erat. In sit amet urna in sapien
leading is auto. habitant morbi tristique senectus et netus oCurabitur vestibulum est et sem. Suspendisse malesua- et netus
leading is auto. habitant morbi tristique senectus oCurabitur vestibulum est et sem. Suspendisse malesua-
et malesuada fames ac turpis egestas. Cras euismod, mi da, ante et malesuada fames ac turpis egestas. Cras euismod, mi
non vuante rhoncus diam, sed fermentum wisi da, ante non vuante rhoncus diam, sed fermentum wisi
at vulputate placerat, ipsum lorem sollicitudin risus, eu est eu erat.vulputate placerat, ipsum lorem sollicitudin risus, eu
at In sit amet urna in sapien est eu erat. In sit amet urna in sapien

www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be
STAD ANTWERPEN STAD ANTWERPEN
0800|030303 0800|030303
0800|030303 0800|030303 STAD ANTWERPEN STAD ANTWERPEN
0800|030303 0800|030303
0800|030303 0800|030303

VOORBEELD 1 VOORBEELD 1 VOORBEELD 2 VOORBEELD 2 VOORBEELD 3 VOORBEELD 3 VOORBEELD 4 VOORBEELD 4
Hierbij zie je een layoutHierbij zie je een layout In dit voorbeeld is geenIn dit voorbeeld is geen Bij deze layout gebruiken deze layout gebruiken
Bij Layout waarbij er twee Layout waarbij er twee
met vrij veel bodytekst. met vrij veel bodytekst. bodytekst. bodytekst. we een titel in combinatie een titel in combinatie
we tekstzones ontstaan. Eentekstzones ontstaan. Een
Dit is gemakkelijk in te Dit is gemakkelijk in te We plaaatsen de titels op plaaatsen de titels op
We met een ondertitel. met een ondertitel. voor de titels, de andere
voor de titels, de andere
vullen door te tekstzone te door te tekstzone te
vullen een gekleurd vlak, dit om gekleurd vlak, dit om
een ’t Stad
is van
’t Stad
is van
’t Stad
is van
voor de bodytekst.
’t Stad
is van
voor de bodytekst.
vergroten. vergroten. de leesbaarheid te opti-de leesbaarheid te opti- iedereen. iedereen.
De layoutmogelijkheden layoutmogelijkheden
De iedereen. iedereen.

’t Stad
is van
maliseren. maliseren. ’t Stad
is van
zijn onbeperkt en blijven onbeperkt en blijven
zijn
iedereen. iedereen.
Voor de titels bebruiken we de titels bebruiken we
Voor heel herkenbaar. heel herkenbaar.
het lettertype Sun. het lettertype Sun.
Als bodytekst gebruiken we
Als bodytekst gebruiken we
DTL Vanderkeere. DTL Vanderkeere.
Als de kleurzone onder Als de kleurzone onder de
de
tekst te licht is gebruiken te licht is gebruiken
tekst www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be www.antwerpen.be
0800|030303 ANTWERPEN 0800|030303 0800|030303 ANTWERPEN 0800|030303 0800|030303 ANTWERPEN 0800|030303 0800|030303 ANTWERPEN 0800|030303
we de bodytekst in zwart. de bodytekst in zwart.
we
STAD ANTWERPEN STAD STAD ANTWERPEN STAD STAD ANTWERPEN STAD STAD ANTWERPEN STAD

VOORSTEL STRATEGISCH MARKETING- EN COMMUNICATIEPLAN STAD ANTWERPEN EN COMMUNICATIEPLAN STAD ANTWERPEN
VOORSTEL STRATEGISCH MARKETING- pagina 40 pagina 40 pagina 41 pagina 41
LDV /OneForOne | Rijnkaai 99 | 2000 Antwerpen | T 03 229 29 /OneForOne |29 30 | M: info@ldv.be | W: www.fansforbrands.com229 29 30 | M: info@ldv.be | W: www.fansforbrands.com
LDV 29 | F 03 229 Rijnkaai 99 | 2000 Antwerpen | T 03 229 29 29 | F 03

THIS IS OUR STORY

1. about me
2. about Today
3. our approach
4. what we do
5. about branding
6. we work for
7. selected cases
8. how we work


THIS IS OUR STORY

Why Today?
Today you define
your tomorrow.


ABOUT TODAY

We are a strategic design agency with a clear focus and expertise in
creating and developing brands that last. Through strategy and design,
we help our clients build or transform their companies, brands or products.

We aim to be best in what we do, so every single project -big or small-
we take on, has to prove we make an actual difference for our clients.

We do so by combining bold ideas with a bright logic,
creating good design that’s good for business.


ABOUT TODAY

design + strategy

passion + clarity + focus

When a job, We like things What we don’t do,
becomes a joy clear and simple makes us good at
what we do

ABOUT TODAY

design strategy
Tom Andries Mathias Delmote
Creative Partner Managing Partner

Matti Jeroen Louis Jonas
lead designer senior designer strategy project manager

Jonathan Joyce
senior designer junior designer


THIS IS OUR STORY

1. our story
2. about us
3. our approach
4. what we do
5. about branding
6. we work for
7. selected cases
8. how we work


OUR APPROACH

bold bright


OUR APPROACH

Bold is about our open and
no-nonsense relationship with
our clients.

Bold is about having the courage

bold to go for bold ideas which enable
us to create distinctive design.
Design that makes a difference.


OUR APPROACH

Bright is about clear and smart
thinking, about rational thought
and sound judgment from our
clients and us. Creating a bright
logic that has effect.

bright We believe a bold & bright
approach leads to good design
and good business.


WHAT WE DO

Brand strategy
Brand values, mission & vision
Brand Manifesto
Brand Architecture

Naming
From creation to legal check

Brand design
Brand identity analysis, creation or adaptation

Print Branding Digital Branding Product Branding Branding Places
from stationery cross-device packaging concept store & office design
to ad templates design and design signage systems

Brand implementation & management
Implementation strategy
brand bible, brand guidelines, brand platform, brand review


ABOUT BRANDING

A brand identity is present in all you do.
You can't control perception, but you can influence
by maximizing coherence.

CEO's
speech
product use social media

employee's
story
shop
experience
branding

event shop
experience

campaign
press article


ABOUT BRANDING

A brand identity is a toolbox with several building blocks, enabling you to make
sure all brand touch-points add to one brand experience.
As brand touch-points are so diverse, this brand identity toolbox needs to allow
for the right amount of flexibility without loosing recognition and coherence.

FIX FLEX

logo colour

type photo ...

logo colour type photo ...


WE WORK FOR

SPRINGLEVEND


SELECTED CASES

1. Stad Leuven
2. Brouwerij Haacht
3. bpost
4. Bel&Bo
5. druglijn
6. i.materialise


OLD LOGO

Leuven.
n
Eeuwenoud,
stad Leuve springlevend.

Beknopte richtlijnen
copyright © Branding Today huisstijl stad Leuven

NEW LOGO

SPRINGLEVEND


TODAY

Laore faccum cons Laore faccum cons Laore faccum cons
endre magna aute feum endre magna aute feum endre magna aute feum
ezrit est praesed diat. SPRINGLEVEND


TODAY


HOW WE WORK

analyse define create implement inspire


HOW WE WORK


Current
Identity &
competition

Inventory
& criteria


HOW WE WORK


Brand Values
& Manifesto

Brand
Architecture


HOW WE WORK


Concept
& naming

Building
blocks &
applications


HOW WE WORK


Strategy
& planning

Follow-up


HOW WE WORK


Tools:
guidelines,
platform,…

Brand reviews
& inspiration
sessions


THIS IS OUR STORY

thank you.


contact: copyright © Branding Today

Tom Andries | Creative Partner This presentation and any files transmitted with it are
+32 (0)496 08 66 85 confidential and intended solely for the use of the individual or
tom@brandingtoday.be entity to whom they are addressed. This presentation contains
confidential information and is intended only for the individual
named. If you are not the named addressee you should not
disseminate, distribute or copy this presentation.

?
Brussels Airport Provincie Antwerpen Branding Today
2006 2012 2013

Branding Today phone: +32 16414088
Koning Leopold-I-straat nr 18 info@brandingtoday.be
3000 Leuven (B) www.brandingtoday.be
Brussels Airport Provincie Antwerpen Branding Today
2006 2012 2013

Branding Today

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