More than the business idea, a strong brand identity is a critical factor for success. Identity provides direction, purpose, and meaning for the brand. Design is the rocket fuel to construct brand identity prioritizing the identity elements necessary. This slide deck explores the myriad facets of design that can impact identity.
15. 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.
25. 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.
28. 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..
29. ACRONYM
Brand names formed via abbreviating the
initial letters of other words or names.
Abbreviated names require higher
investment for brand awareness and
recognition.
33. 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.
35. 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.
37. 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.
39. 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.
41. 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.
43. 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
45. Key elements to keep in mind while
naming a brand or business are:
46. 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
47. To know how to market-test names,
jump to page 121 of this slide deck.
94. 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.
95. 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.
100. 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.
103. 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).
108. 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.
111. 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!
114. 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.”
127. What would you do to the two designs that score
the same on likert scale?
DESIGNS
128. 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.
129. 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.
131. 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.
133. In this way, we get the market not only to play a role in
selecting the brand element, but also validate design.
142. The CMYK four-color model is subtractive,
used in color printing, and is also used to
describe the printing process itself.
143. 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.
197. 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
198. The true power of space
lies in its hidden strength.
Linespace
Word space
Letter space
Counter space
199. B
D
A
K E R N I N G
C
A
N
N
O
T
B
E
JUSTIFIED
200. Recreated advertisements: 1. “Population Day” (United
Nations); 2. “Don’t text and drive” (by students at the
Parsons School of Design, New York)
202. 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
:)
203. 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
207. SOLIDITY
The degree of power generated by a letter relates
directly to the typographic mass.
Z
ZZ
Z
210. 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.
214. 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.
226. 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.