Brand identity

session.06. September 12.08Prepared by: Jacky Cahyadi, S.Sn.Consistent

Flexibility

ConsistentFlexibility

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Logos are an essential part, part of virtually every interaction between the customer and the brand. And remember,a single message communicated seven times is always more memorable than seven messages communicated once. Beyond aesthetic and creative components, the bottom line is that logo consistency is critical.The logo for The Society of American Fight

Directors has to represent several categories.The logo flexes for specific sectors of fighting.

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Biasanya disamping perusahaan mengganti logonya ada juga yang gemar merancang banyak variasi logo, misalnya variasi warna, bentuk, typeface ataupun icon. Hal ini dilakukan untuk menyiasati pasar yang sangat dinamis.

Walaupun perusahaan memiliki banyak variasi logo, namun tetap mengikuti master logonya.

example :

Nickelodeon’s Logo and MTV are reflected in a highly flexible logo design

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example :

Nick Junior’s Logo isa changeable set of icon.The letterforms and colors arealways consistent.

The “caregiver” shape changes on each application. The attitude of play and levity is built into the logo, and the visual system reinforces these ideas.

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example :

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Balance color and shape. The use of coloras a flexible variable is common and effectivefor both retail brands and others needing toevoke pre-planned changes. Lucina usescolor to identify seasonal updates.

Use shape to communicate flexibilty. Thisopens up plenty of creative opportunities inwhich the logo design can tailor the brand’stone to fit certain contexts.

example :

Seed Media Group’s logo is simple yet hasAn immense depth, beauty and flexibility.

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example :

Headshots of Seed Media’s staff create anintriguing mosaic on their business card andprovide another interpretation of the SeedMedia Group logo.

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Static Vs Changeable

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The logo must serve as a central tool providing a cohesive voice for a wide range of applications. This does not necessitate (memaksa) that the logo be an intransigent (tidak mengenal kompromi), immutable (tidak dapat diubah) object.

Twenty years ago, the idea of designing a logo that could mutate was heresy (bertentangan). As the delivery systems of information have expended into television and new media though, the desire for logos to move, change, or just plain “do something” has increased. We now expect a logo on the bottom right corner of the television screen to animate. An accompanying audio cue is also expected. Whether it was meant to move, or not is irrelevant; somewhere along the line, someone will make it spin.

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Rather than allow someone else to make decisions about the changeable qualities of the logo, the designer should presuppose this scenario. Providing guidelines for motion, audio, and print is as important as choosing color. Once again, however, the message is at the heart of the decision-making process.

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example :

Kushti Logo(Female PR/communicationsconsultancy)

Thank You for your attentionand see you next week