how to design strong brand identities 1/4

HELLOWELCOME TO Brand & Corporate Communication CLASS

www.liuzzosfactory.com

LESSON 01

HELLO


I’mGIUSEPPE LIUZZOBRAND & GRAPHIC DESIGNERAND ALSO YOUR LOVELY TEACHER FOR TODAY.


VISUAL IDENTITYIN THIS CLASS

LIKE A BOSS !

WE GOING TO TALK ABOUT

AND LEARN HOW IT WORKS AND HOW TO DESIGN IT

HEM... LIKE A PRO, NOT BOSS, MY FAULT ;-)


FIRST OF ALL:SOMEBODY KNOW WHAT VISUAL IDENTITY MEANS?

SOMEBODY KNOW THE FUNCTIONS OF A LOGO?

SOMEBODY KNOW WHAT IS A BRAND?

OK... Let’s Start.

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LOGOBRANDWHAT’S THE DIFFERENCE?

LOGO&


BUT LOGOS AND VISUAL IDENTITIES HELPS BRANDS TO BE RECOGNIZED BY PEOPLE

So... WTF youtalkin’ about?


EASY SAMPLE


imagine a planet THIS PLANET COULD BE A COMPANY,

A PRODUCT... SO IT IS A BRAND


CORE

AboutCORE

Who madethe CORE ?

THIS IS THE HEART OF A BRAND, IT DETER-MINATE ALL ABOUT THE PLANET. IT COULD BE DYNAMIC, STATIC, MADE OF STEEL OR OF SOFT KITTIES.

PEOPLES KNOWS IT EXIST, THEY FEEL IT BUT THEY NEVER BE ABLE TO SEE OR TOUCH THIS PART.

FOUNDERS of companyin collaborations with Marketing guys and busi-ness men.

PLANETBRAND

VALUES

MISSION

VISION


AboutSTRATEGYMANTLE

Who madethe S.M ?

THE STRATEGY MAN-TLE IS WHERE BRAND SET ITS OWN GOALS AND HOW TO REACH IT. HERE THE BRAND PLANET STARTS TO GROW BY UNDER-STANDING WHAT KIND OF PEOPLE COULD LIVE ON IT, WHAT KIND OF SURFACE HE NEEDACCORDING TO THE CORE VALUES.

STRATEGY MANTLE is a place made by social researchers and market-ing people.

PLANETBRAND

CORESTR

ATEGY MANTLE

TARGET NEEDSMEDIA

POSITIONING


AboutVISUALIDENTITY

Who madethe V.I ?

VISUAL IDENITY is the only reconizable part of the planet. Everybody going to remeber this planet only for this part. The most iconic part. Of course this part born after CORE and STRATEGY MANTLE so it have to re-fl ect in a visual way all the spec. built before it.

VISUAL IDENTITY is a job for GRAPHIC DESIGNERS.

PLANETBRAND

CORESTR

ATEGY MANTLE

PLA

N

ET VISUAL IDENTITY

LOGO SHAPESTYPE FORMATS

COLORS TONE OF VOICE

IMAGERY


THIS MEANS:AFTER UNDERSTANDING THE INSIDEYOU HAVE TO CREATE THE SURFACE

OF THIS PLANET AND ITS UNIQUE ELEMENTS


NOW YOU KNOWYOUR TARGET, YOUR NEEDS, YOUR VALUES.

YOU KNOW WHAT YOUR PEOPLE WANT LET’S DESIGN IT


NOW YOU KNOWYOUR TARGET, YOUR NEEDS, YOUR VALUES.

YOU KNOW WHAT PEOPLE WANT FROM YOU LET’S DESIGN IT

AMOOOZINGI WANT TO LIVE THERE...

BAZINGA...

I HAVE FIND

THE PERFECT

PLACE FOR ME!

F*CKSPRINGFIELD...

I FIND A NEW

HOME


BUT WEHAVE APROBLEM THIS PLANET DOESN’T EXIST...YOU GAVE A FACE TO ITS VALUES, MISSION AND VISION... BY CREATING A LOGO AND A VISUAL IDENTITY SYSTEM.

PROBLEM PROBLEM


SO...

GIVE THEMSOUVENIRS

PEOPLES WANT TO LIVE ON YOUR PLANET BECAUSE THEY LOVE YOUR PHILOSOPHY AND VISION AND HOW YOU COMMUNICATE IT


IN ORDER TO DEMOSTRATETO THE WORLD ITS MEMBERSHIPTO YOUR PLANET AND ITS VALUES.JUST PUT YOUR PLANET LOGOON YOUR SERVICES OR PRODUCTS


People choose a BRAND not a product for let know to everybody their mambership to their “dreams” planet.

His not using a phonein this momentHe just using a “SOUVENIR” of a planet he want to visit. A planet made by innovative people, smart technology, no problems and freedom, music, de-sign and white everywhere. Very expensive planet, but money are not a main issue on this planet.


People choose a BRAND not a product for let know to everybody their mambership to their “dreams” planet.

His not drink a sodaHe just taste a “SOUVENIR” of a planet he want to visit. A planet made of happiness, funny people ready to share everything with you, a lot of colors and a lot of red, simply things and no problems at all. Everybody are happy on this Planet and waiting to share their smiles with you.


And they recognize all this FEELINGS just through this signs:


or this shapes:


AWESOMERIGHT ?GRAPHIC DESIGN TALKS TO EVERYBODY ABOUT YOUR BRAND, THERE ARE NO LANGAUGES IN VISUAL COMMUNICATIONS...


VIDEO


Let’s learnHOW TO GIVE A FACE AND A PERSONALITY

TO OUR BRAND THROUGH VISUAL IDENTITY


VISUAL IDENTITYFirst of all, you have to build a Graphic D.N.A

LOGO >

COLORS >

TYPES >

TEXTURESPATTERNS >TREATMENTS

FACE

PERSONALITY

VOICE

DRESS


VISUAL IDENTITY

Logo!BORING DESIGNER describe a logo like this:

This is

BORING DESIGNER

A logo is a graphic mark or emblemcommonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recogni-tion. Logos are either purely graphic (sym-bols/icons) or are composed of the name of the organization (a logotype or word-mark). At the level of mass communication and in common usage a company’s logo is today often synonymous with its trademark or brand.


VISUAL IDENTITY

IS AN EXTENSION OF WHO YOU AREOR WHAT YOU DO.IS A PART OF AN INVISIBLE VOCABULARY...

Logo!But i think...


VISUAL IDENTITY

Logo!IS THE MOSTMEMORABLEPART OF A COMPANY

IT EXPRESS THE MOST IMPORTANT VALUES OF A BRAND WITH EXTREME SIMPLICITY...

At the end of the day... peopole may not remember your website, packaging or store... but they remember your LOGO...


VISUAL IDENTITY

NOW, LET’S PLAY...

LOGO SPEAK TO PEOPLE, GIVE EMOTION AND FIDELITY TO OUR CUSTOMERS...

LOGO IS THE FACE OF OUR IDENTITY... THE FIRST PART PEOPLE SEE AND REMEMBER...


WHAT’S THIS ?


WHERELOGOS

FROM ?COMECOMECOME


DEEP ANTIQUITYEXPRESSION OF IDEAS ANDFEELINGS THROGH VISUAL SHAPES.


ARISTOCRACYHad complex logos because not everybody was litterate so it was the best way to spread and communicate their family values and mark their lands.


IN ROMAN EMPIRE YOU WILL FIND MOSAICSthey talks about tradesmen and old companies

someone been to Africa

sombodydealing

fish

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FARMERSStart to MARK their COWS with simple letters or shapes for make them recognizablefrom everybody.


ALL OF THESE THINGS INDICATED

BUT... IN 18TH AND 19TH CENTURIES

INCREASED EXPONENTIALLY

WHO THE MERCHANT WAS

COMMERCE, INDUSTRIESTECHNOLOGIES

MORE COMPETITION!THIS MEANS:


COMPETITION = VISUAL MESS

LESS ELEMENTS MORE MEANINGS

NEED TO STAND OUT


LOGO MUST BE:

IMPLE

ESTHETIC

EMORABLE

SABLE

IMELESS

SAMUT


VIDEO


LET’STALK

COLORSABOUT

O


VISUAL IDENTITY

COLORSa SILENT and an EMOTIONAL languagewith 3 differents type of associations


UNIVERSALASSCOCIATION #1


COLORS


CULTURALASSCOCIATION #2COLORS


INDIVIDUALASSCOCIATION #3

FORGETABOUT IT!

COLORS


IN VISUAL IDENTITYIT’S NOT ABOUTWHAT YOU LIKE...

COLORSO


BUT ABOUT WHATYOU NEED TO

SAY

COLORSO


VOICE SAMPLE

WHY YELLOW?HIGH VISIBILITYWARNINGEYE CATCHING

COLORS

WHY RED?


IN BRANDINGTALK ABOUT FEELINGS & VALUES

COLORSO


LET’S PLAY...

RED sporting car


RED sporting car

LET’S PLAY...


ORANGE airplane

LET’S PLAY...


YELLOWBLUEfuniture store

LET’S PLAY...


LET’S PLAY...


VIDEO


LET’STALK

TYPEABOUTABOUTABOUT


VISUAL IDENTITY


VISUAL IDENTITY

TYPE Have a personality, and we need the right one for talking with our target


VISUAL IDENTITYTypefaces must reinforce your brand messagesYour tone of voice could be:

FUNNYWILDPersonal FriendlyComplicated

INFORMATIVE FASHIONHighTechInstitutional


VISUAL IDENTITYTYPEFACES helps to recognize you

and talk to the right people

Helloyou can

trust me, i’m a

manager

HelloI’ve to learn a lot of things

helloI’m arebel... so.. f**k you


VISUAL IDENTITYFor your identity choose max. 2 typefaces

PRIMARYFOR TITLESor CLAIMS...

SECONDARYFOR LONG TEXTS...


LET’S PLAY...


VIDEO


LET’STALKABOUTABOUTABOUTTREATMENTS&LAYOUTS


TREATMENTSARE THE BRAND DRESS CODE


TEXTURESREINFORCE VISUAL IDENTITY COMMUNICATION

AND CREATE ICONIC STATMENTS


ICONIC ELEMENTSICONIC ELEMENTS THAT HELPS BRAND VISUAL

IDENTITY TO STAND OUT



FORMATSLAYOUTS, FORMATS, CONTAINER FOR BRAND

COMMUNICATION...


EVERYTHINGHAVE TOSPEAKTHE SAMELANGUAGE

HAVE TOHAVE TO


VISUAL IDENTITYFirst of all, you have to build a Graphic D.N.A

LOGO >

COLORS >

TYPES >

TEXTURESPATTERNS >TREATMENTS

FACE

PERSONALITY

VOICE

DRESS


EXTRASDOWNLOAD THIS GAME VISIT THIS WEBSITE

underconsideration.com/BRANDNEW


FOR NEXT TIMECHOOSE A FAMOUS BRAND

AND TRY TO DESICRIBE IT LIKE A PLANET...ANY MEDIA ALLOWED:

A POEM, A SONG, A POSTER...IMPORTANT:

NEVER USE THE LOGO OR THE NAME OF BRAND


SEE YA’ NEXT WEEK


FOR START TO LEARNSOMETHING SERIOUS

how to design strong brand identities 1/4

Design