Brand design

brand DESIGN

CHALLENGE EVERYTHING

-  Detach from the symbols and messages (existing or preconceived)

-  Minimise the non-negotiables approach

brand design

Start with the message/concept we want to convey. Then apply fonts, shapes & colours constructively. The same applies for naming conventions.

What is brand design? 1. A visual representation of a brand strategy 2. Design can change businesses 3. Design is more than pretty images 4. Part science & strategy part art

Great design 5. Is simple, distinct & memorable

Great design process 6. Is a collaboration (inside out)(Outside the office) 7. Has a bible (CI)

& brands evolve, so should design.

What should your brand

Look like?

-­‐  To use visual language effectively. -­‐  Shapes and Lines, Colours, Fonts,

Symbols all communicate messages to your audience.

development BRAND VISION CORE BRAND STRATEGY

BRAND ARCHITECTURE BRAND DESIGN

-  Logo design -  Mood board -  Requirements and purpose of a CI

brand design symbols

the

& font Of colour importance

-  Great brands make colour and font a brand property.

Colour meanings Excitement, energy, passion, desire, speed, strength, power, heat, love, aggression, danger, fire, blood, war, violence, all things intense and passionate

Joy, happiness, optimism, idealism, imagination, hope, sunshine, summer, gold, philosophy, dishonesty, cowardice, betrayal, jealousy, deceit and illness

Peace, tranquillity, calm, stability, harmony, unity, trust, truth, confidence, cleanliness, order, loyalty, sky, water, technology, depression and cool

Nature, environment, healthy, good luck, renewal, youth, vigour, spring, generosity, fertility, jealousy, inexperience, envy and misfortune

Security, reliability, intelligence, staid modesty, dignity, maturity, solid, conservative, practical, old age, sadness and boring

Royalty, spirituality, nobility, ceremony, mysterious, transformation, wisdom, enlightenment, cruelty, arrogance and mourning

Earth, hearth, home, outdoors, reliability, comfort, endurance, stability, simplicity and comfort

Reverence, purity simplicity, cleanliness, peace, humility, precision, innocence, youth, birth, winter, snow, good, sterility, marriage (Western cultures), death (Eastern cultures), cold, clinical and sterile

Power, sexuality, sophistication, formality, elegance, wealth mystery, fear, evil, anonymity, unhappiness, depth, style, evil, sadness, remorse, anger, underground, good technical colour, mourning, death (Western cultures)

Energy, balance, warmth, enthusiasm, vibrant, expansive, flamboyant, demanding of attention

MOOD BOARD

EXAMPLE