Week 5b, Introduction to Identity Design & Branding Presentation from Introduction to Graphic Design, Columbia College Chicago. Much of the content taken from readings, including the textbooks: Timothy Samara's "Design Elements" and "Design Evolution." Other references cited in presentation. Please note: many slides are intended for class discussion and might not make sense out of context.

1. IDENTITY & BRAND

2. IDENTITY

3. The term graphic identity typically refers to the logo of a
company, usually supported by system of rules and
guidelines that establish how a company will represent
itself through advertisements, collateral, stationery, signage,
vehicles, etc.

4. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

5. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

6. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

7. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

8. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

9. Identity ≠ Brand
While a graphic identity system is an important part of a
brand, it is only the visible component, not the brand itself.
The logo is a sign for the brand. A logo redesign is not a
rebranding, although is one of the easiest components of
brand to successfully change.

10. BRAND

11. A brand is a persons gut feeling about a product, service, or
company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?

12. A brand is a persons gut feeling about a product, service, or
company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?

13. A brand is a persons gut feeling about a product, service, or
company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?

14. A brand is a persons gut feeling about a product, service, or
company. It’s a gut feeling because we are all emotional,
intuitive beings, despite our best efforts to be rational.
What is your gut feeling about the companies above?
How did you arrive at those feelings?

15. A brand is a person’s gut feeling, because in the end
the brand is defined by individuals, not by companies,
markets, or the so-called general public.
Each person creates his or her own version of it.

16. While companies can’t
control this process, they
can influence it by
communicating the qualities
that make this product
different than that product.

17. When enough individuals arrive at the same gut
feeling, a company can be said to have a brand.
=

18. In other words, a brand is not what you say it is.
It’s what they say it is.

19. In other words, a brand is not what you say it is.
It’s what they say it is.

20. In other words, a brand is not what you say it is.
It’s what they say it is.

21. In other words, a brand is not what you say it is.
It’s what they say it is.

22. In other words, a brand is not what you say it is.
It’s what they say it is.

23. In other words, a brand is not what you say it is.
It’s what they say it is.

24. In other words, a brand is not what you say it is.
It’s what they say it is.

25. The Brand Gap
by Marty Neumeier

26. Guidelines/Standards—The first goal of implementing an approved
identity program is to establish consistent usage across a company.
Dow Corporate Identity Standards
Use of the DOW Diamond
September 2002
Standards
Corporate BBCi brand guidelines
identity DRAFT version 2.2
guidelines
Version 2.2 July 2003 April 21st 2005
Visual Identity
Opt 48398 0703
Guidelines
1
Consistency is established by publishing a Identity
Standards manual that will guide practitioners through
any usage they might encounter.

27. What a logo is and does, by Paul Rand

28. A logo is a flag, a signature, an escutcheon.
Escutcheon is the term used in heraldry for the shield displayed in a coat of arms.

29. A logo doesn't sell (directly), it identifies.

30. A logo is rarely a description of a business.

31. A logo derives its meaning from the quality of the
thing it symbolizes, not the other way around.

32. A logo derives its meaning from the quality of the
thing it symbolizes, not the other way around.

33. A logo derives its meaning from the quality of the
thing it symbolizes, not the other way around.

34. A logo is less important than the product it
signifies; what it means is more important that
what it looks like.

35. I D E N T I T Y: S TAT I O N E R Y

36. Your stationery should:
Embody how your company wants to be seen by others
Demonstrate a logical extension of your logo and overall
business identity
Clearly present necessary information with a clear and
engaging design
Establish a consistent style of usage that can be extended to
other uses

37. Questions
What is the most important part of the logo?
How can I create a hierarchy of information?
What kind of business card would this type of company have?
Colorful/fun/boutique, or monotone/sterile/definitive/
corporate?

38. Strategies:
1. Size
2. Space
3. Color & Contrast

39. 1. Size
Create a hierarchy of information by varying type size, weight, and width. Use a type
family with a good range of fonts.

40. 1. Size

41. 1. Size

42. 1. Size

43. 2. Space
Create hierarchy through space only
Working with the grid: symmetrical/asymmetrical
Law of Thirds & the Golden Section (see
handouts)
Positive/negative
Correspondence: creating alignments and
intersections

44. 2. Space
The typographic grid is a proportional
regulator for composition, tables,
pictures, etc...The difficulty is: to find the
balance, the maximum of conformity to a
rule with the maximum of freedom. Or:
the maximum constraints with the
greatest possible variability.
—Karl Gerstner, 1961

45. 2. Space

46. 2. Space

47. 2. Space

48. 2. Space

49. 2. Space

50. 2. Space

51. 2. Space

52. 2. Space

53. 2. Space

54. 2. Space

55. 2. Space

56. 2. Space

57. 3. Color & Contrast

58. 3. Color & Contrast

59. 3. Color & Contrast

60. 3. Color & Contrast

61. 3. Color & Contrast