This document discusses branding and logo design. It covers topics like the importance of the brand, logo, look and feel in representing a company idea. Different logo types like wordmarks, letterforms, emblems and pictorial logos are outlined. The document also discusses elements to consider in logo development like the business imperative and what elements to maintain or change. Additional branding elements like visual strategy, color, imagery, typography and sensory experiences are mentioned. Effective tagline qualities like being short, unique, capturing essence and positioning, being memorable and eliciting emotion are highlighted.

1. presentation Keren
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2. quandry:
“make the
logo bigger!”
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3. are designers
ignorant of business
or
do marketers not
value aesthetics
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4. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
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5. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
even more so with service companies where
no product recognition
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6. 1 2 3
4 5 6
ge shell unilever assurant sun dhl
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7. 1 assurant 2 dhl 3 ge
4 shell 5 sun 6 unilever
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8. the brand
the logo
the look and feel
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9. the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
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10. the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
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11. the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea
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12. recognition
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13. shape:

14. shape: colour:

15. shape: colour: content

16. simplicity simplicity simplicity
shape: colour: content

17. shape: colour: content

18. topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

19. topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

20. topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

21. topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

22. topology of trademarks
wordmarks letterforms emblem pictorial abstract
designed to act as a memory company simplified and conveys a big
convey brand aid for a name strongly stylised literal idea or strategic
attribute or company name associated image ambiguity
positioning to a pictorial
element

23. logo development:
what’s the business imperative?

24. logo development:
what’s the business imperative?
what elements maintained?
what works, what doesn’t?

25. logo development:
what’s the business imperative?
what elements maintained?
evolutionary of revolutionary?
what’s right for Rackspace?

26. modernisation

27. re-alignment

28. which route?
what elements maintained?
evolutionary or revolutionary

29. logo end.
next: visual strategy, what to say & how to say it

30. if it doesn’t hurt
it’s not strategy.

31. we want to be unique,
just like they are.

32. option:
design

33. option:
design
LBM
pros:
flexible,
extendible
cons:
balance,
interpretation

34. design
option:
colour

35. option:
colour
UPS
pros:
immediate,
emotional
cons:
competition,
internal boredom

36. design
colour
option:
imagery

37. option:
imagery
UPS
pros:
impact
cons:
production,
longevity

38. design
colour
imagery
option:
typography

39. option:
typography
UPS
pros:
unique,
ease of use
cons:
creation

40. design
colour
imagery
typography
option:
sensory

41. option:
sensory
five
pros:
memorable,
emotional
cons:
limited use

42. current priority
design colour imagery typography sensory

43. current use
design colour imagery typography sensory
most suitable priority
design colour imagery typography sensory

44. inside
what you say
how you say it
how long you say it for

45. taglines
command
just do it
Nike

46. taglines
command describe
just do it imagination
at work
Nike GE

47. taglines
command describe position
just do it imagination the ultimate
at work driving machine
Nike GE BMW

48. taglines
command describe position provoke
just do it imagination the ultimate where do you
at work driving machine want to go today?
your potential,
our passion
Nike GE BMW Microsoft

49. taglines
command describe position provoke categorise
just do it imagination the ultimate where do you the world’s local
at work driving machine want to go today? bank
your potential,
our passion
Nike GE BMW Microsoft HSBC

50. taglines
short
unique
captures the essence and positioning
easy to say
memorable
get an emotional response

51. taglines
short
unique
captures the essence and positioning
easy to say
memorable
get an emotional response
difficult to think up

52. “whatever you are,
be it 100%.”
Keren
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