Brand, Identity and Logo

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Definitions

What is the meaning of Brand?

The definition of what “Brand” means has changed over time. The word in its original usage referred to the given distinguishing name of products or services from a specific company or source. As advertising and consumerism in our society increased, people realised when selling their products that they could influence certain perceptions, reactions and reputations for  attributes and qualities of what they were marketing. This new folded perception and reputation of products and services began to be referred to as “the brand” of the products/companies/services.  However the brand is determined by the customers and audience, a designer or company can only try and encourage certain elements of what they want their reputation to be.

Seth Godin: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

What is the meaning of identity?

The word identity refers to the visual devices used to represent a company, this framework of cohesive design and image is built by Style guidelines that keep a company and its product looking and working together consistently. The identity of a company is displayed across all its mediums, from products, advertisements, uniforms, stationary, online, business cards etc. A company to have a successful identity includes having a consistent design that has flexibility to suit a variety of needs and mediums.

What is a logo?

A logo is the central identifiable visual element of a company, it serves to promote an audience to discover, share and remember a company. Successful logos are Simple, Memorable, Timeless, Versatile, Appropriate.  A logo represents a person, company or organization and often includes elements of their concept, product or similar related elements to help identify the purpose of the company.

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Cows and companies: Carnage

 

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Brand:

To describe the brand of Carnage is difficult as the brand is determined by the audience,  not the designer. However the designer can try to influence and mould what they hope their brand’s reputation to be. The aim for this product was to attract a wide range and variety of customers, and that the product would be perceived as Classic and timeless, yet with a modern twist that still keeps it popular amongst younger customers.

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Identity:

The identity of carnage is designed to be minimalistic, simple and clean, void of distracting visual elements and busyness across all mediums. Three simple colours are bold and eye-catching and used in contrast against each other throughout all products and stationary. Typefaces are used throughout all mediums that are classic in their design that promote the identity of the company being timeless and classic.

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Logo:

The Carnage logo consists of a white skull that appears to be melting on either a black/blue/red background with the product name Carnage underneath, followed in a smaller font the tag line “Ice-cream to die for” The logo embodies the brand name, and the visual elements of the logo relate back to the type of product itself, helping the customer identify the product’s use. The logo design is clean and uses only two colours making it easily memorable and bold.

 

Analysis:

I created a combination mark that consists of a visual skull melting with the product name ‘Carnage’ and the tag line underneath it. This design was based off a gothic concept and this is represented through the brand name as well as the large Serif font used for the hero font, including as well the smaller more classic serif font used for the tagline. The visual element of the design (the skull) also shows this gothic concept. In order to stand out and catch the viewers attention the lines and forms of the design are bold and strong, making the font easier readable. The logo is purposely designed to appear without 3D form to best suit the gothic theme. However the usage of bright colours (red and blue) help balance the darkness of the original concept. The design is surrounded by lots of negative space that brings attention to the design itself, and helps draw the viewers attention to the logo itself as well as a high contrast between the skull and the background colour. The design of the logo allows for flexibility in shaping it to suit different mediums and sizes by the shape of the visual logo and the text being able to move around the core visual element.

 

Pepsi Re-brand

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Analysis

Pepsis new logo can be classified as a Combination mark, as it consists of text and an image. The new logo consists of an entirely new typeface, this typeface is sans serif and very rounded in shape, particularly in the first three letters, however this is an awkward contrast when compared to the rest of the word which is small and narrow, ending in ‘si’. The counters in the P and E are too large, especially compared to the line weight of the text. The shape of the letter P is quite wide due to its large counter, however the letter and all together the word feel unbalanced due to the descenders of this letter being short and stubby. Another element of the text that makes it appeared unbalanced and therefore uncomfortable on the eye is the absence of a capital P at the start of the word.

The image inside the logo itself is more pleasing on the eyes, as the design is simple and clean. The different sides of the circle are well balanced, and the white curve separating them with its differing’s in line weight is intriguing to the eye and places emphasis on the circle. The different elements making up the circle design mesh well together in unity to create a balanced shape that is pleasing to the eye.

The colours remain faithful to the old design, the bright red and blue are eye catching and their use together is effective and attractive.

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Successful or not?

Pepsi’s rebrand is unsuccessful, due to their logo being uncomfortable to the eye and the lack of identity that this rebrand should have restructured.

A few positives did come from Pepsi’s effort to rebrand themselves. Their new logo is definitely cleaner, and simpler in their design, they also shed their outdated  3D special effects that they had on their logo. These were all steps in the right direction, however they seemed to have then lost their map and again veered off in the wrong direction. Their typeface became too oversimplified and ended up becoming unbalanced making it uncomfortable to read and look at, which is definitely what is wanted in a logo.  This unbalanced feeling continued with the placement of the title of the logo skewed to the side. This continues throughout the different mediums that Pepsi represents themselves on, each different product packaging, advertisements and mediums lack a strong identity and continuity between them. Pepsi had a lot of potential in this design however they failed to realise and understand what makes a strong brand and identity. A look through Pepsi’s history shows their lack of identity and direction, and a rebrand was the best way to fix this and set themselves on a strong new path.

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Quote

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“Corporate reputation refers to the expectation, attitudes and feelings that consumers have about the nature and the underlying reality of a company as represented by its corporate identity” Topalian, 1984).

This quote defines Corporate reputation, a term interchangeable with ‘Brand’. It defines the way consumers expectations, attitudes and feelings about a companies products or services are defined and moulded by the companies own corporate identity, which is the visual elements that define and represent their corporation.

 

Bibliography and Image sources

Apple (Australia). (2016). Apple (Australia). [online] Available at: http://www.apple.com/au/ [Accessed 21 Sep. 2016].

Forbes.com. (2016). Forbes Welcome. [online] Available at: http://www.forbes.com/sites/jerrymclaughlin/2011/12/21/what-is-a-brand-anyway/#30007ccc2aa4 [Accessed 21 Sep. 2016].

Hardy, T. (2013). Coca Cola vs Pepsi | Logo Design Case Study | Canny Creative. [online] Canny Creative. Available at: http://www.canny-creative.com/2013/03/coca-cola-vs-pepsi-logo-design-case-study/ [Accessed 21 Sep. 2016].

JUST™ Creative. (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: http://justcreative.com/2010/04/06/branding-identity-logo-design-explained/ [Accessed 21 Sep. 2016].

Lamson, G. (2013). Designing a Brand Identity. [online] Creative Market. Available at: https://creativemarket.com/blog/designing-a-brand-identity [Accessed 21 Sep. 2016].

Lindelepalais.com. (2016). Nike Women discover the new collection Fall Winter 16/17 | Lindelepalais.com. [online] Available at: http://www.lindelepalais.com/en-US/women/designer/nike [Accessed 21 Sep. 2016].

Rocheleau, J. (2015). Pepsi’s Diverse Homepage Layout Design. [online] Web Design Ledger. Available at: https://webdesignledger.com/pepsi-cola-layout/ [Accessed 21 Sep. 2016].

Stace & Co. Marketing consultant and coach Sydney. (2014). Logo Evolution. [online] Available at: http://staceandco.com.au/logo-evolution-brand-refresh-famous-brands/ [Accessed 21 Sep. 2016].

Visible Logic. (2013). What is branding? Defining Logo, Brand Identity, And Brand. [online] Available at: http://www.visiblelogic.com/blog/2013/02/logo-brand-identity-brand-what-is-branding/ [Accessed 21 Sep. 2016].

Wikipedia. (2016). Pepsi. [online] Available at: https://en.wikipedia.org/wiki/Pepsi [Accessed 21 Sep. 2016].

Wikipedia. (2016). Pepsi Globe. [online] Available at: https://en.wikipedia.org/wiki/Pepsi_Globe [Accessed 21 Sep. 2016].

 

Cows and Companies – Carnage

The finished product of the Cows and Companies design task including Style Guide, Logo, Stationary, Mockups and a Designers Statement.

Style Guide:

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Finished Logos:

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Business Cards:

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Letter Heads:

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Envelope:

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Mockups:

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Designers Statement:

For this task I was required to design a corporate brand (logo) for a dairy-based food enterprise, create a style guide and feature it on corporate stationary. 

I brainstormed through my diary and researched using Pinterest and went through a process of various different designs and ideas before deciding to proceed on a Ice-cream brand based around the Tagline and general theme – Icecream to die for.

I sketched up various logo ideas that all revolved around a skull incorporated into the design. I also brainstormed various brand names that were related to death and destruction. I then went to the computer and started trying to develop some of my ideas through illustrator. However I found that trying to draw on the computer free hand my design was not providing a clean or professional enough shape so I moved to the internet where I began to source images of skulls to trace. 

After successfully tracing a skull I began to modify the shape to appear that it was melting, to better fit the product itself, Ice-cream. After the core part of the logo was finished being designed I had decided that my brands name would be Carnage, and went to the internet to find a font. I searched for a serif typeface that appeared slightly gothic but that would be bold and clean enough to serve as a logo. Through dafont I found exactly what I wanted and chose the typeface Morvo. I used this as my hero font, however after some teacher feedback I modified the font to appear bolder and easier to read. Georgia is used as the secondary font, as it is clean, classic and easily readable which is necessary when being used for the rest of the brands text, however it still sits well as looking slightly gothic and classic next to the hero typeface Morvo.

When I first visualised my brand and its image I assigned it just two colours, black and red (PMS 485 U). I chose these colours to help run with the theme of death, however after teacher feedback I decided to expand my colour range to include a bright blue (PMS 3005 U). I was very happy with this inclusion of more colour, I feel that these colours and the way they are used together broadens the audience to people who felt that the dark colours were a little too dark and depressing for a ice-cream brand and could attract more family friendly customers. These colours are bright and will help catch the attention of customers amongst the other many ice-cream brands that are out there. When choosing an additional colour I tried to steer away from green or yellows as I felt that when linked to a theme that involved death they would bring up feelings of sickness or rotting which I didn’t want to be associated with my product.

Throughout the branding process and across the different stationary items I kept the logo and design looking clean, simple and void of busy or confusing elements. When I did research by looking at various ice-cream brands at a local Woolworths, I noticed that the packaging of many of the ice-cream brands was busy and did not catch the eye. However the brands that did have a more minimalistic, simple design that made use of positive and negative space where easier to see and more appealing to the eye. 

I believe that this design is unique and original in its concept and logo and will stand out in the oversaturated market to the audience. The task has been successfully completed and extra time has been put in to go further and produce extra mockups to display the variety and versatility of this brand.

Rebel Sports Rebrand Analysis

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Rebel sports, leader in the retail world of sporting and leisure equipment since 1985 decided to take the risk of a rebrand of the design of their company ‘s stores, logos and uniforms. Below is an analysis of the unsuccessful nature of the company rebrand.

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Goals and Aims:

The old rebel sports brand logo was widely known and easily recognisable. When asking friends and family to describe what they thought their current logo looked like, most of them described Rebel sports original logo. This means that this current logo has achieved a good standard of brand recognition and help build the company image. However the logo does have an outdated feeling to it, which is under stable considering how old the company is. Jaid Hulsbosch, director of the project said,“As an established 27 year old business it was important to identify the values of the Rebel brand and the core assets inherent in its graphic identity. With this understanding, we worked on the idea of being the best you can and applied this as a brand attribute that carried meaning and relevance through to its customer base.” The apparent want to rebrand came with the aim to “increase its market share of sports enthusiasts and to grow the number of female customers

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Design:

Not everything about the rebrand was terrible, the new redesigned logo makes better use of positive and negative space through its open and simple design. In contrast to the old logo, which looks boxed in and cramped with the box surrounding it. The new logo also has a reversed e, which gives the logo a small difference from just a bold font. To help emphasis this point of difference a second colour, yellow helps bring emphasis and contrast to the logo. Yellow is a bright colour that catches the eye easily and helps bring emotions related to optimism and hope, which would be important for a sporting related company. All together these different elements work together in unity to create a logo that feels fresh and new as well as cleaner with better versatility, which can be seen across their range of products. In contrast to the old logo, this new design has a typeface that is bolder and easier to read, making it better to read from a distance and attract more customers. Each of the letters are kerned more distantly from each other, making the word mark appear cleaner.

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Brand Recognition:

However besides the improvement in some areas of the design, this new logo is not a successful rebrand as the purpose of a rebrand is to improve a companys image and attract customers and appeal to their audience. This logo fails to do this, as Rebel sports made a mistake when redesigning, presuming they had strong enough brand recognition to be known by just their name they removed the word ‘sports’  from their logo. However this is fatal as with the new logo their target audience has a harder time distinguishing what their logo is mean to represent out of context. Rebel sports would have done better to have incorporated the word sports into their design, adding a small layer of complexity to the design that would have improved their brand recognition, and once their logo and image was strong enough to their audience to slowly remove the word ‘sports’ and have the easy recognisable word mark. The rebrand also has no indication to how they plan to target female customers which they list as one of their main aims which is also a flaw.

Point of Difference:

The word mark is weak with not a strong point of difference to distinguish its typeface from others and feels weak. The logo is strong enough to be memorable and because of this most people I surveyed remarked they either could not recall what Rebel’s logo was or that it had been changed. When the designers aimed to make the logo clean and modern they went too far and instead produced something that was too simple to make a real impact on the brand image and recognition in the retail industry.

References:

LLC, U. (2016). Brand New: Follow-up: Rebel. [online] Underconsideration.com. Available at: http://www.underconsideration.com/brandnew/archives/follow-up_rebel.php#.V9JDA2XwzeQ [Accessed 9 Sep. 2016].

Marketing Magazine. (2016). Rebel rebrands to black and yellow to tackle premium market | Marketing Magazine. [online] Available at: https://www.marketingmag.com.au/news-c/rebel-rebrands-to-black-and-yellow-to-tackle-premium-market/ [Accessed 9 Sep. 2016].

Mumbrella. (2012). Rebel rebrands with Hulsbosch – Mumbrella. [online] Available at: https://mumbrella.com.au/rebel-rebrands-with-hulsbosch-128635 [Accessed 9 Sep. 2016].

Rebelsport.com.au. (2016). rebel – sporting and exercise equipment, gym & fitness, clothing, footwear & accessories for running, swimming, football, tennis, cricket + more, with all the best brands!. [online] Available at: http://www.rebelsport.com.au [Accessed 9 Sep. 2016].