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IDEA
IDENTITY
TO
S U D I O S U D A R S A N
T H E D E S I G N O F A B R A N D
CONVERTING IDEA TO IDENTITY IS BRAND PINNACLE
IT’S THIS PORTRAIT CONSUMERS PURCHASE
THIS VISUAL
PRESENTATION AIMS TO
EXPLICATE HOW
DESIGN OF A BRAND
HELPS ACCOMPLISH
THIS TRANSCENDENCE:
FROM IDEA TO IDENTITY.
architectural design automotive design biological
design brand design communication design
configuration design engineering design experience
design fashion design game design graphic design
information design industrial design instructional
design interaction design interior design landscape
design lighting design modular design motion
graphic design organization design product design
process design service design software design
sound design spatial design strategic design
systems design systems modeling urban design
user experience design visual design web design
WHAT IS DESIGN?
BRANDING IS CREATING RIGHT PERCEPTIONS.
DESIGN IS CREATING RIGHT SENSATIONS.
DESIGN CREATES A
SET OF MULTI-
SENSORY ELEMENTS
THAT MARKETERS
EMPLOY FOR
CONSUMERS TO
PERCEIVE THE BRAND.
DESIGN USES FIVE SENSES TO SEDUCE.
OLFACTION
VISION
GUSTATION
TACTITION
AUDITION
Publications
Publicity and Media
Ambience
Employee
Kiosks
ShowroomSalesPitch
SignagePoster
Dispensers
Product/Service
Nam
e
cards
Ephemera
Banner
Booth
Graphics
Brochures
Voice/Tone
Representative
Capability Document
Video
Prom
o
C
ontests
Print
Television
RadioO
utdoor
Curation
Events
Design
Material
Copy
Texture
LaunchesPressKit
App
UX/UI
Rank
Website
Inserts
Banners
Civic Marketing
Community Affairs
Call Center
Surveys
Loyalty Program
Service Center
Presentations
Earnings Release
High Platform
Address
Internal Com
m
unication
Investor Relations
A
nnualR
eports
Service
RepRecruitingFieldForceTraining
Policies
Accounts
Sales
Coverage
BRAND
TOUCHPOINTS
LOGO
NAME
ARCHETYPE
TYPOGRAPHY
COLOR
VOICE
IDENTITY
CORE
The identity core is the sun; along
with its design planets form the
brand identity system
3
TAGLINE4
7
5
1
2
6
YOU’LL DISCOVER THE IMPORTANCE OF GOING
FORWARD ONCE YOU’VE TAKEN THE FIRST STEP.
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
KNOW THYSELF
A symbol, theme, setting, or
character-type that recurs
in different times and places
in myth, literature, folklore,
dreams, and rituals so
frequently or prominently as
to suggest that it embodies
elements of universal
human experiences.
UNIVERSAL CHARACTER OF BRAND IS DISCOVERED
WITH BRAND PURPOSE AND VALUE MATRIX.
UNDERLYING
ASSUMPTIONS
ESPOUSED
VALUES
ARTIFACTS
Unconscious
Taken-for-granted
Source for values
Strategies
Goals
Philosophies
Organizational
structures and
processes
SCHEIN
LEVELS OF
CULTURE
As the poetic basis of mind, archetypes
in branding provide the rocket fuel to
imagine creative possibilities.
Sample archetype framework is provided
Toss a note at erica@iSudio.com for full-length archetypal discovery
CREATIVE
JESTER
CAREGIVER
MATCHMAKER
HEALER
SOLDIER
VISIONARY
CHAMPION
REBEL
STRATEGIST
EMPEROR
ADVOCATE
EXPLORATORY
GROUP
IMPRINTING
SESSION
AGNOSTIC
OFIDENTITY
KICKOFF
THEMESETTING
DISCOVERYMEETING
DIVERGENCE
CONVERGENCE
VERIFICATION
VALIDATING
SESSION
ARCHETYPE
ACTIONPLAN
TEAMMEETING
Exploratory group phase is
non-directive; participants
lead and take us where they
want to go. Structure is
overlooked to repeal biases
or preconceptions.
Imprinting sessions are
referred as patterning
sessions, where structures,
themes, repetitions are
discovered to understand
emotional dispositions.
Structure of mental
tendencies that arise out of
deep connections which
organize behavioral hot
buttons are detected. I use
hypnotic or neuromarketing
tools to aid this session.
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
IDEA TO IDENTITY:  THE DESIGN OF BRAND
GREAT BRAN NAMES ARE GREAT STORIES
D
A good brand name is both emotional and functional: it can
evoke a sound, a feeling, a story, but also act as a pathfinder for
people to choose the brand.
Analysis of
Rivals Analysis of
Substitutes
Protect Name
Legally
Organize
Name Options
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
TM
Beyond the challenge of finding
names that are likable and
memorable, they need to be legally
defensible, transferable, and
protectable.
You should be able to
easily find domain names.
Most importantly, eschew linguistic
and cultural howlers. There are no
shortcuts to brand naming.
Following slides discuss naming
options..
ACRONYM
Brand names formed via abbreviating the
initial letters of other words or names.
Abbreviated names require higher
investment for brand awareness and
recognition.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
Names that literally describe:
product or service offering
company’s strengths or purpose
brand promise
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

Southwest Airlines
FABRICATED
A newly coined word in a linguistic system;
owing to its uniqueness, inventive names
have potential to become very effective.
Easier to find website domains; usually
available for trademark protection.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED
Exxon

Kodak

Sony

Wii

Xerox
METAMORPHICAL
Since metaphors are figures of speech that
express an idea through another object,
metaphorical brand names are often boiled
down to one strong name that expresses an
entire idea.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED METAMORPHICAL
Amazon

Brocade

Jaguar

Shell

Target
Exxon

Kodak

Sony

Wii

Xerox
MIMETICS
Use of alternative spelling to name firms and
products is increasingly popular owing to
scarcity of domain names or the descriptive
name choice does not cause much intrigue.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED METAMORPHICAL
Amazon

Brocade

Jaguar

Shell

Target
MIMETIC
Chvrches

Flickr

Kleenex

Krispy Kreme

Tumblr
Exxon

Kodak

Sony

Wii

Xerox
ONOMASTIC
Whether for reasons for heritage or hubris,
an owner’s or any proper name serves as the
basis for a business name as long the name
garners neutral or positive brand recognition
or legacy; that is, Tim Cook Computers would
work than Bill Cosby Pharmacy.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED
ONOMASTIC
Burt’s Bees

Cisco

Hewlett-Packard

Silicon Valley Bank

Toyota
MIMETIC
METAMORPHICAL
Amazon

Brocade

Jaguar

Shell

Target
Chvrches

Flickr

Kleenex

Krispy Kreme

Tumblr
Exxon

Kodak

Sony

Wii

Xerox
PORTMANTEAU
The resulting brand name from the blending
of two or more sounds, words, or meanings.
For instance, Vodafone is the combination of
the words: voice, data, and phone.
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED
ONOMASTIC
Burt’s Bees

Cisco

Hewlett-Packard

Silicon Valley Bank

Toyota
MIMETIC PORTMANTEAU
Cemex

Comcast

Microsoft

Skype

Verizon
METAMORPHICAL
Amazon

Brocade

Jaguar

Shell

Target
Chvrches

Flickr

Kleenex

Krispy Kreme

Tumblr
Exxon

Kodak

Sony

Wii

Xerox
Arbitrarily termed brand names, which can
sometimes be playfully quaint, fanciful, or
amusing, whimsical brand names are among
the most legally defensible. People will make
meaning of the name and the offering of the
brand.
WHIMSICAL
ACRONYM
3M

AFLAC

BMW

IBM

UPS
DESCRIPTIVE
BestBuy

Citibank

PayPal

Reader’s Digest

salesforce.com
FABRICATED
Exxon

Kodak

Sony

Wii

Xerox
ONOMASTIC
Burt’s Bees

Cisco

Hewlett-Packard

Silicon Valley Bank

Toyota
MIMETIC PORTMANTEAU
Cemex

Comcast

Microsoft

Skype

Verizon
METAMORPHICAL
Amazon

Brocade

Jaguar

Shell

Target
Chvrches

Flickr

Kleenex

Krispy Kreme

Tumblr
WHIMSICAL
Java

Lotus

Orange

Starbucks

Virgin
THE EIGHT NAMING STYLES
Key elements to keep in mind while
naming a brand or business are:
distinctive name with an appeal
from primary consumer segment;
strategic in terms of future
expansion or brand development;
legal availability in geographies of
interest and consumer adoption
intuitive to spell and pronounce
among non native English
speakers
absence of negative meaning and/
or association
need for exact domain name
www.iSudio.com
To know how to market-test names,
jump to page 121 of this slide deck.
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
Logo is the busy
ambassador of the
brand’s identity
system.
AIRBNB LOGO DESIGN
PEOPLE LOCATIONS LOVE AIRBNB MOMENTS LOGO=++++
LIVE
LIKE A
LOCAL
IDEA TO IDENTITY:  THE DESIGN OF BRAND
INTRIGUING DESIGNS WHEEDLE OTHERS TO RENDER VARIANTS
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
ARE BAD RENDITIONS GOOD PUBLICITY?
IDEA TO IDENTITY:  THE DESIGN OF BRAND
TAXONOMY OF BRAND LOGO
Amalgam
Emblem
Mascot
Pictorial
Wordmark
Abstract
Glyph
Monogram
ABSTRACT LOGO
Instead of a recognizable image, an otherwise pictorial logo assumes a notional form.
Brand: Pepsi Cola; Designer: Arnell
IDEA TO IDENTITY:  THE DESIGN OF BRAND
AMALGAM
Wordmark and pictograph laid out together to create image.
WWF; Peter Scott
IDEA TO IDENTITY:  THE DESIGN OF BRAND
EMBLEMATIC LOGO
Symbol represented as distinctive badge or symbolic object
Harley Davidson; Harley Davidson
IDEA TO IDENTITY:  THE DESIGN OF BRAND
GLYPH
Logo illustrated as a hieroglyphic character or a small graphic symbol
World Trade Center; Landor Associates
IDEA TO IDENTITY:  THE DESIGN OF BRAND
MASCOT
Illustrated character—sometimes a cartoon or caricature—represents the brand; interpreted as
the spokesperson.
Kentucky Fried Chicken; Tesser
IDEA TO IDENTITY:  THE DESIGN OF BRAND
WORDMARK
Instead of a recognizable image, an otherwise pictorial logo assumes a notional form.
London Underground; Edward Johnston
IDEA TO IDENTITY:  THE DESIGN OF BRAND
PICTORIAL MARK
The visual shortcut is only an icon, because the brand it represents is well established.
Target; designer undisclosed
IDEA TO IDENTITY:  THE DESIGN OF BRAND
MONOGRAM
A monogram is essentially a typography-based logo, composing of initials or name.
Stussy; Shawn Stussy and Christian Anicete
IDEA TO IDENTITY:  THE DESIGN OF BRAND
BRAND LOGO TRENDS
USE OF LINES IN THE MAKING OF A BRAND SYMBOL
IDEA TO IDENTITY:  THE DESIGN OF BRAND
USE OF CONTOURS IN THE MAKING OF A BRAND SYMBOL
IDEA TO IDENTITY:  THE DESIGN OF BRAND
USE OF GEOMETRIC SHAPES IN THE MAKING OF A SYMBOL
IDEA TO IDENTITY:  THE DESIGN OF BRAND
ICONIZATION IN THE MAKING OF A SYMBOL
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
ACTIVATING
THE DESIGN
TO CREATE
BRAND
PERCEPTIONS
BRAND LOGO
NAME CARDS
JERSEY
CLOTHING
MERCHANDISE
BROCHURE
WEBSITE
The positive effects of logos on customer
commitment and brand performance derive
not from enabling brand identification, but
essentially from facilitating customer self-
identity, representing a brand's emotional
benefits, and offering aesthetic appeal.
BRAND
BOOK
SUDIO
SUDARSAN
Sometimes referred as “brand
guidelines” or “style guide,”
brand book is essentially a
rule book that explains how
brand is activated. It contains
business vision, brand values,
archetype, and logo setup
specifications—including
tagline usage. Chosen color
palette, type style, logo
variants, and correct logo
treatments are also
delineated. Brand Book is the
bible; it helps to ensure that all
promotional channels are
aligned—no matter who
develops them prospectively.
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
Taglines give brands a boost;
produces an explosive effect,
and sets the brand on the right
trajectory.
Strapline
gets rid of
everything
inessential
to making
a point.
IT’S YOUR BRAND ON THE LINE
After all,
IMPERATIVE
The subtle assertiveness can bring about an
attitude to the brand, which by the way, may
or may not be beneficial to brand identity.
The verb in the strapline commands users to
take specific action relevant to brand’s
promise.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
DESCRIPTIVE
Descriptive slogans are direct and
straightforward; they provide a succinct
description of the brand’s promise (TED) or
their core consumer behavior (Castlemaine
Brewing Company).
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEAS WORTH SPREADING
IDEA TO IDENTITY:  THE DESIGN OF BRAND
AUSSIES WOULDN’T GIVE A XXXX FOR ANYTHING ELSE
SUPERLATIVE
Remember your graduating class voted to
select “outstanding leader” or “best student?”
Brands boast of such superlative taglines,
positioning itself as the top of the crop.
Budweiser calls itself, “the king of beers.”
Instead of being outrightly pretentious,
tagline could call for superlatives of the
category.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
PROVOCATIVE
This class of taglines arouse interest,
especially deliberately, and thereby cause a
strong reaction. One of the more iconic
slogans was used by a company to promote
a product most would consider the antithesis
of exciting!
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
SPECIFIC
Specificity subtly divulges the brand’s
category in an ingenious manner, and
thereby gains memorability or recognition.
Volkswagen, a brand notorious in the
advertising world for use of deadpan, o -the-
wall humor, stays true to their brand’s ethos
while flipping the script with their slogan,
“Driver’s wanted.”
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
But, here are the elements of a great tagline..
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Let me broach upon the subject of design
process and market testing brand elements..
1
2
3
9
8
7
6
5
4
Brief
Concept
Development
Work Session
Research
Refine
Test 1
Concept
Selection
Test 2
Final Art
PROCESS
The design
is only as good as
the brief.
Designers begin to create concepts per the brief
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Even though these are design artifacts of your
brand, customers need to vote. Customer
perception is brand reality.
Ranking even a dozen design concepts is
implausible.
What would you do to the two designs that score
the same on likert scale?
DESIGNS
Conjoint Analysis, a measurement technique to
estimate consumer preferences based on how
respondents make trade-offs within a controlled
environment, is invariably used to remove the chaff
from the wheat.
Research participants
make selections
between stimuli
Regression modeling
estimates utilities
Marketer determines
and
factors,
levels,
stimuli
Market research is an organized effort to
gather information about customer’s
preferences on chosen brand elements for
validation; trying to corroborate the design
that appeals to people’s perception.
Conjoint Analysis offers a more efficient
and accurate approach to gain fact-based
insight quantitatively, and correspondingly
to drive strategic decision that can better
guide brand activation efforts. Our
proprietary conjoint analytic tool offers
simpler web-based approach for multi-
attribute preference measurement that has
higher statistical confidence.
Howeffective?
Whyused?
What methods?
If market validation is critical or the client
has required funds to measure emotion,
motivation, and other non-conscious
processing, then use of neural metrics,
biometrics, implicit measures and self-
report data cast better light on the
customer’s preferences of design
elements. Cognitive load or complexity of
design concept, arousal or emotional
intensity can be measured by the electrical
activity using electroencephalogram
method.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
In this way, we get the market not only to play a role in
selecting the brand element, but also validate design.
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
A strong color palette in a visual system is one of designer’s most
emotionally resonant tools. The right color creates the right response.
In a physical sense, there are no colors;
just lightwaves of different wavelengths.
As rays of light
vibrate at different
speeds, the human
eye is able to
distinguish among
wavelengths to see
the world in color.
Little light causes little color.
Strong light produces intense color.
Colors are the mother tongue
of the subliminal sensation.
R+G+B=WHITE
RED GREEN
BLUE
B+G=CYANR+B=PINK
Colortheory
is
a
setof
guiding
principles
thatcan
be
used
to
create
color
com
binations
Color wheel is a good
tool to visualize color
relationships.
The CMYK four-color model is subtractive,
used in color printing, and is also used to
describe the printing process itself.
Human eyes have three types of color
receptor cells or cones: red, green,
and blue. As a result, all incoming
light is reduced to these three colors.
All perceived colors are generated by
a mixture of these colors.
Colors do not carry
meanings. Our brain
experiences them
emotionally because of
cultural conditioning.
Owing to cultural
agreement, color
symbolism can be varied;
often conflicting.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
COLOR INDEX
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Blood
Ebullience
Energy
Enthusiasm
Heat
Love
Passion
Power
Sex
Accident
Aggression
Anger
Battle
Cruelty
Immorality
Revolution
War
Africa: Death
(Ivory Coast);
Mourning (South
Africa)
Asia: Marriage,
prosperity; Soldier
(India); sports
(Korea)
Europe:
Masculinity
(France)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Idealism
Intellect
Happiness
Joy
Optimism
Positivity
Radiance
Wisdom
Caution
Cowardice
Deceit
Jealousy
Africa: Death
(Egypt)
Asia: Mourning
(Myanmar);
Courage (Japan)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Coolness
Contemplation
Justice
Intelligence
Knowledge
Loyalty
Masculinity
Peace
Apathy
Depression
Detachment
Frigidity
Unappetizing
Asia: Mourning
(Iran); Girls
(China); eum or
yin feminine
energy (Korea)
N.A.: Boys (USA)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Fertility
Growth
Harmony
Healing
Honesty
Money
Nature
Success
Youth
Corrosion
Envy
Greed
Inexperience
Islamophobia
Nausea
Posion
Asia: Paradise (all
Islamic countries)
Europe: Fertility
(Ireland)
N.A.: Volition
(Native Indian
Cultures)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Creativity
Imagination
Inspiration
Luxury
Mysticism
Nobility
Rank
Sophistication
Wisdom
Cruelty
Exaggeration
Excess
Madness
Asia: Mourning
(Thailand);
ceremony,
enlightenment
(Japan)
S.A.: Death
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Activity
Creativity
Energy
Invigoration
Health
Stimulation
Uniqueness
Whimsy
Crassness
Loudness
Asia: Sacred;
renoncement
(India)
Europe: Protestant
movement
(Ireland); Dutch
N.A.: Learning
(Native Indian)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Cleanliness
Innocence
Lightness
Perfection
Simplicity
Softness
Truth
Virtue
Fragility
Isolation
Asia: Commonly
used color (Korea,
rural India);
afterlife (China,
Korea, India);
funeral (Japan)
Europe: Purity
N.A.: Purity (USA,
Canada)
Worldwide: Peace
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Authority
Dignity
Elegance
Formality
Mystery
Power
Seriousness
Solitude
Sophistication
Stylishness
Weight
Emptiness
Fear
Heaviness
Negativity
Remorse
Secrecy
Submission
Asia: Boys
(China); career
(various); evil
(India)
N.A.: Rebellion
(USA)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
+ - *
Balance
Brain power
Classicism
High intellectual
capacity (high IQ)
Maturity
Modesty
Perception
Reliability
Security
Wisdom
Bad weather
Boredom
Cloudiness
Indecision
Moodiness
Old age
Sadness
Uncertainty
Asia: Helpful,
travel
N.A.: Honor,
friendship (Native
Indian); industry
(USA)
Worldwide: Money,
silver
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
SOME RULES CONCERNING COLOR
1. Attract and hold attention
2. Create color harmony
3. Convey information via color
4. Assist in mnemonic value
5. Context is everything
IDEA TO IDENTITY:  THE DESIGN OF BRAND
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
I N T E G R A L
E L E M E NT Y P 0 G R A P H Y I S A N
T
Good typography is not
a matter of opinion, but
a matter of taste.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Terminology
TerminologySTEM
SERIF
BAR
FOOT
STROKE
TERMINAL
TITTLE
SHOULDER
BOWL
ASCENDER COUNTER
EAR
DESCENDER TAIL
APERTURE KERNING
Let’s discuss elements of typographical design in this section.
SPACE
S
A
B
B
I
T
HA
S
U
DARSN
S
U
O
I
D
L
E
V
O
F
K
C
U
Space is the area in which the other elements act. It is
like the air around us. It begins as a void and becomes
a design element, taking on form, and acquiring
dimension as other elements are added to it.
A
S
E
K
XI
YL
E
C
N
E
M
R
A
U
P
N
R
I
I
EB
E
A
N
The true power of space
lies in its hidden strength.
Linespace
Word space
Letter space
Counter space
B
D
A
K E R N I N G
C
A
N
N
O
T
B
E
JUSTIFIED
Recreated advertisements: 1. “Population Day” (United
Nations); 2. “Don’t text and drive” (by students at the
Parsons School of Design, New York)
IDEA TO IDENTITY:  THE DESIGN OF BRAND
DON’T TEXT AND DRIVE
Hi Stefanie, I
have to say the
little black dress
is amazing!
LOVE YA!
Oh boy, how much I miss!
OK Oh
OMGProud of you
Listening to Sonic Youth
sure
See you Friday
Holiday
Tennis for Kids
Give me
a break
OMG When?
How come
Really?
Must go Goodbye
Let’s try then
Around 10 a.m.
See you for dinner
See you around
Tell me about it
WootWoot
Where are you Billy?
IDKOK
OK
OK
Must go
See ya XOXO
BBQ?
Come on man
Don’t tell me!!!
Insane!!!
IMO
YES
ALRIGHT
NO WAY
WTF
WTF
Really?
NO
HF LOL LOL
AAMOF
Later
WTF
Unreal
TQ
TIA
FYI
POV
POV
OT
WTF
FYI
SLAP
ICYMI
Have
fun
:)
LINE
Line is an energy force that can divide, penetrate,
enclose, or otherwise define a space. Lines convey
shape, movement, stability, action, and direction.
C
SERIF SANS SERIF
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
SOLIDITY
The degree of power generated by a letter relates
directly to the typographic mass.
Z
ZZ
Z
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
PLANE
Though typography is a two-dimensional art form, the
designer, like the painter, can create the illusion of
different planes and three dimensions by setting up a
perspective, a visual depth of field.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Imposible que salga de tu boca.
What are your pictures worth?
CONTEXT
Each work of art establishes a theme, to which all the
elements within that composition must relate. The
principles of typography, like that of design, also rely
on building and working with elements of relationship,
transition, priority, and position.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Il1
Il1
Il1
Il1
Il1
Il1 Il1
Il1
Il1
Il1
THE IL1 TEST
VISUAL HIERARCHY
COLOR
LAYOUT
S I
Z E
LAYOUT
LAYOUT
LAYOUT
LAYOUT
S P A C E CONTRAST
GR
OU
PI
NG GR
OU
PI
NG
U
N
T
Y
ISTYLE S Mii iLAR TY
IDEA TO IDENTITY:  THE DESIGN OF BRAND
ARCHETYPE
NAME
LOGO
TAGLINE
COLOR
TYPOGRAPHY
VOICE
Let’s look at a man who has hurled insults at 425 people,
places, and things on Twitter.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
Brand voice genuinely
divulges personality.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
T-Mobile CEO John Legere
has filled his closet racks
with magenta-colored shirts,
shoes, ties, scarves, pants,
and jackets. Indisputably, he
lives the T-Mobile brand.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
WHAT DOES THAT SAY ABOUT BRAND VOICE?
Do want a quirky voice?
Or a sophisticated one?
Brandvoicedependsonchoiceofarchetype.
IDEA TO IDENTITY:  THE DESIGN OF BRAND
IN
C
LO
SIN
G
..
GREAT DESIGN
IS ANTITHETICAL
TO BAD DESIGN;
THERE IS NO SUCH
THING AS NO DESIGN.
WITHOUT
CREATIVITYISAMERE
DESIGN IS
ELEMENTAL
PART OF
BRAND
BUILDING.
DESIGN CAN ALTER PERCEPTIONS.
DESIGN
GIVES THAT
EMOTIONAL
BONUS
SUDIO
COSMETICS
DESIGN MOVES BRANDS FROM AN EXISTING
CONDITION TO A PREFERRED ONE.
Good design is like a
refrigerator. Nobody gives
a damn when it works. But
when it doesn’t, it stinks.
ss@iSudio.com
@iSudio
www.iSudio.com
Have an awesome business idea?
Let’s wrap that with an awesome identity.
DESIGN
IS
BRAND
MADE
SEDUCTIVE

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IDEA TO IDENTITY: THE DESIGN OF BRAND