ADV 2151 Lecture 5: Art Direction 5
4 May 2018
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Class #5 - Branding, Logo and Identity
• What Is Branding?
o A brand could be described as an organization, service or product with a
persoality that is shaped y the pereptios of the audiee
o A desiger aot ake a rad – only the audience can do this. A designer
forms the foundation of the brand and creates collateral that influences the
audiee/ustoers pereptios.
o Many people believe a brand only consists of a few elements – some colors,
some fonts, a logo, a slogan and maybe some music added in too.
o In reality, it is much more complicated than that.
o A rad is a orporate iage
▪ The fudaetal idea ad ore oept ehid haig a orporate
iage is that eerythig a opay does, eerythig it os ad
everything it produces should reflect the values and aims of the business
as a whole.
▪ It is the consistency of this core idea that makes up the company, driving
it, showing what it stands for, what it believes in and why they exist
▪ It is not purely some colors, some typefaces, a logo and a slogan
▪ Case study: Apple
• . Apple as a company, projects a humanistic corporate culture and
a strong corporate ethic, one which is characterized by
volunteerism, support of good causes & involvement in the
community.
• These values of the business are evident throughout everything
they do, from their innovative products and advertising, right
through to their customer service.
• Apple is an emotionally humanist brand that really connects with
people – when people buy or use their products or services; they
feel part of the brand, like a tribe even.
• It is this emotional connection that creates their brand – not
purely their products and a bite sized logo.
o What is identity?
▪ Oe ajor role i the rad or orporate iage of a opay
is its identity.
▪ In most cases, identity design is based around both the visual and verbal
(language/voice) devices used within a company, usually assembled
within a set of guidelines.
▪ These guidelines that make up an identity usually administer how the
identity is applied throughout a variety of mediums, using approved color
palettes, fonts, layouts, measurements and so forth.
▪ These guidelines ensure that the identity of the company is kept
coherent, which in turn, allows the brand as a whole, to be recognizable.
▪ The idetity or iage of a opay is ade up of ay visual devies:
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