DesignIdentityBranding

What is design?

Design is a process and a product.

Both are included in the sentence

man makes tool,

where makes and toolmust be understood very widely.

The best designer?

Design is business

Where art is primarily concerned with aesthetics, design is essentially a problem-solving discipline.

Great design, therefore, must begin with a comprehensive under-standing of the business problem that needs to be solved.

http://www.designcouncil.org.uk

Products in three levels

Survival

Comfort

Experience

. . . or a total mix

Three design fields exterior - where we live cities, houses

interior - how we live furniture, machines,

interaction - how things work communication

Architecture

Product designProduct design

Graphic designGraphic design

. . . or a total mix

Design can be both a vital element in the company product and in the way the products are communicated.

Excellent presentation is an inseparable part of excellent performance

Making it simple

"connecting people"

What is identity?

Did you bring your identity today?

Identity

Identity is distinctive character:What makes one phenomenon different from other phenomena.

Identity

Known or recognized

The difference is the same

New context

Natural or produced identity

Natural or produced identity

Everything you do

Corporate identity is merely the identity of the company's corporate product, which is the sum of all its manifestations.

Everything the company is and does.

http://www.pentagram.com

What is image?

somebody got it?

somebody lost it?

Identity structures

BLOGGO

BLOGGOEngineering

BLOGGOChemicals

BLOGGOAeorospace

BLOGGOPlastics

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

Wally Olins. the guide to identity

Monolithic

BLOGGO

BLOGGOEngineering

BLOGGOChemicals

BLOGGOAeorospace

BLOGGOPlastics

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

Wally Olins. the guide to identity

Endorsed

BLOGGO

BLOGGOEngineering

BLOGGOChemicals

BLOGGOAeorospace

BLOGGOPlastics

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO PART OF BLOGGO

BLOGGO

BROWNSEngineering

SMITHSChemicals

JONESAerospace

CLARKESPlastics

Wally Olins. the guide to identity

Branded

Identity – Image

A corporation's image is what is perceived by its various audiences – how it appears to outsiders.

A corporations identity is what it chooses to use to shape those perceptions.

What is visual identity?

Yes it is visual

Visual Identity

Visual identity is the visual part of the complete identity of the company (corporate identity).

The tip of the iceberg

Visual quality acts as an indicative for competence and quality in areas which are not just visible.

The visual identity of a company comes from everything visible in the company: products, printed and digital media, buil-dings, vehicles, uniforms, etc.

Design Programme

The visual identity of the company is ruled by a design programme.

The aim often has three aspects: • external identification • internal identification • controlling costs

A design programme includes • basic elements • rules for use and implementation • documentation

Logotype

Trademark

Colours

Typeface

helveticagill

formatatimes

garamondcentury schoolbook

american typewriterbauhaus

Fifth element

Rules for use and implementation • stationery • all other printed matter • signs on buildings • packaging • advertising • outdoor advertising • uniforms • digital media

What is branding?

“The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educa-tional backgrounds, working in similar jobs, coming up with simi-lar ideas, producing similar things, with similar prices and similar quality.”

The ‘surplus society’

Kjell Nordstrom and Jonas Ridderstrale, Funky Business

Corporate religion

Jesper Kunde; Corporate religion

Brand religion

Jesper Kunde; Corporate religion

Design Codification is important. Think of how these three brands all delivers . . .

prestigious high end quality cars, in their own distinct ways

Young at heartSportyMuscle

MasculineExpressive

Focus on driver

MatureLimousine

ElegantNoble

UnderstatedConservative

TechnologyPrecision

ClevernessAvant-garde

Least masculine

SuccessEntrepreneurStrong hands

MachismoLuxury outspoken Clear Statement

SuccessLawyer

Fine handsElegant & sophisticatedDiscreet notion of luxury

Understatement

Brand benefits: functional and emotional

SuccessEntrepreneurStrong hands

MachismoLuxury outspoken Clear Statement

SuccessLawyer

Fine handsElegant & sophisticatedDiscreet notion of luxury

Understatement

Brand benefits: functional and emotional

The design process is not riding alone