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Design identity Branding

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Published in: Design, Business
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Design identity Branding

  1. 1. Design Identity Branding
  2. 2. What is design?
  3. 3. Design is a process and a product. Both are included in the sentence man makes tool, where makes and tool must be understood very widely.
  4. 4. The best designer?
  5. 5. Design is business Where art is primarily concerned with aesthetics, design is essentially a problem-solving discipline. Great design, therefore, must begin with a comprehensive under- standing of the business problem that needs to be solved. http://www.designcouncil.org.uk
  6. 6. Products in three levels
  7. 7. Survival
  8. 8. Comfort
  9. 9. Experience
  10. 10. . . . or a total mix
  11. 11. Three design fields exterior - where we live cities, houses interior - how we live furniture, machines, interaction - how things work communication
  12. 12. Architecture
  13. 13. Product designProduct design
  14. 14. Graphic designGraphic design
  15. 15. . . . or a total mix
  16. 16. Design can be both a vital element in the company product and in the way the products are communicated. Excellent presentation is an inseparable part of excellent performance
  17. 17. Making it simple "connecting people"
  18. 18. What is identity?
  19. 19. Did you bring your identity today?
  20. 20. Identity Identity is distinctive character: What makes one phenomenon different from other phenomena.
  21. 21. Identity
  22. 22. Known or recognized
  23. 23. The difference is the same
  24. 24. New context
  25. 25. Natural or produced identity
  26. 26. Natural or produced identity
  27. 27. Everything you do
  28. 28. Corporate identity is merely the identity of the company's corporate product, which is the sum of all its manifestations. Everything the company is and does.
  29. 29. http://www.pentagram.com
  30. 30. What is image?
  31. 31. somebody got it?
  32. 32. somebody lost it?
  33. 33. Identity structures
  34. 34. BLOGGO BLOGGO Engineering BLOGGO Chemicals BLOGGO Aeorospace BLOGGO Plastics Wally Olins. the guide to identity Monolithic
  35. 35. BLOGGO BROWNS Engineering SMITHS Chemicals JONES Aerospace CLARKES Plastics PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO Wally Olins. the guide to identity Endorsed
  36. 36. PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO BLOGGO BROWNS Engineering SMITHS Chemicals JONES Aerospace CLARKES Plastics Wally Olins. the guide to identity Branded
  37. 37. Identity – Image A corporation's image is what is perceived by its various audiences – how it appears to outsiders. A corporations identity is what it chooses to use to shape those perceptions.
  38. 38. What is visual identity?
  39. 39. Yes it is visual
  40. 40. Visual Identity Visual identity is the visual part of the complete identity of the company (corporate identity).
  41. 41. The tip of the iceberg
  42. 42. Visual quality acts as an indicative for competence and quality in areas which are not just visible.
  43. 43. The visual identity of a company comes from everything visible in the company: products, printed and digital media, buil- dings, vehicles, uniforms, etc.
  44. 44. Design Programme The visual identity of the company is ruled by a design programme. The aim often has three aspects: • external identification • internal identification • controlling costs
  45. 45. A design programme includes • basic elements • rules for use and implementation • documentation
  46. 46. Logotype
  47. 47. Trademark
  48. 48. Colours
  49. 49. Typeface helvetica gill formata times garamond century schoolbook american typewriter bauhaus
  50. 50. Fifth element
  51. 51. Rules for use and implementation • stationery • all other printed matter • signs on buildings • packaging • advertising • outdoor advertising • uniforms • digital media
  52. 52. What is branding?
  53. 53. “The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educa- tional backgrounds, working in similar jobs, coming up with simi- lar ideas, producing similar things, with similar prices and similar quality.” The ‘surplus society’ Kjell Nordstrom and Jonas Ridderstrale, Funky Business
  54. 54. Corporate religion Jesper Kunde; Corporate religion
  55. 55. Brand religion Jesper Kunde; Corporate religion
  56. 56. Design Codification is important. Think of how these three brands all delivers . . .
  57. 57. prestigious high end quality cars, in their own distinct ways Young at heart Sporty Muscle Masculine Expressive Focus on driver Mature Limousine Elegant Noble Understated Conservative Technology Precision Cleverness Avant-garde Least masculine
  58. 58. Success Entrepreneur Strong hands Machismo Luxury outspoken Clear Statement Success Lawyer Fine hands Elegant & sophisticated Discreet notion of luxury Understatement Brand benefits: functional and emotional
  59. 59. Success Entrepreneur Strong hands Machismo Luxury outspoken Clear Statement Success Lawyer Fine hands Elegant & sophisticated Discreet notion of luxury Understatement Brand benefits: functional and emotional
  60. 60. The design process is not riding alone

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