gd498-proposal

BRAND IDENTITY DESIGNATRIA OLIVE OILS

Burcu Tanrıöver

Course Coordinator: Gary McLeod

IZMIR UNIVERSITY OF ECONOMICS,

FACULTY OF FINE ARTS AND DESIGN

DEPARTMENT OF VISUAL COMMUNICATION DESIGN

SPRING 2013, GD 498

Interest in the topic

Project concept

Precedents for my concept

Project summary

Target audience

Contributions to society

Potential outcomes for your concept

List of possible artefacts you will make

List of possible software you will use

Work Plan

Bibliography

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CONTENT

Brand identity is combination of color schemes, design and typography that visual state-

ments about firm and to communicate its business philosophy. Overall image of a com-

pany that comes from an accumulation of experiences through all touch points.

It must be; memorable, unique, essence of organization and recognizable. So people

can remember you instead of other products.

History of Logo Design

The idea of a logo dates back to the simple identifying ciphers of ancient Greece. These

generally consisted of a single letter paired with a symbol or simple design to create a

distinctive identifier. They were used by those in positions of great power and were not

part of the everyday life of most people.

Individual craftsmen would “mark” their products as an identifier of their handiwork. This

practice had obvious utility and it soon extended beyond the realm of masons and furni-

ture builders. By the 1700’s, traders had developed the habit of marking their goods with

simple logos, as well.

As the industrial revolution took hold, the frequency of logo use became even more pro-

nounced. What was once strictly for a few powerful people was now a mainstream part

of identification.

Individual ranch logos were seared into livestock as identifiers. Overtime, the logo be-

came more than a simple identifier. Although logos still served that function, it became

clear that they could have a greater value. By the 1950’s, the logo was not a mere

symbol. It was an asset.

Logos became the faces of business. They were used as part of brand identities to com-

municate brand and to unify messaging.

12–13 GD498 - Graduation Project Proposal 1


The first global logo is the VOC’s logo in the world. (Vereenigde Oost- Indische Compag-

nie, ”United East India Company)

The industrial revolution made way for a new generation of brands across the world and

they adopted varying approaches to presenting their brand identities. Not only were

logos developed. Also brand standards became a part of the daily life of employees

and described. Details became important. So, brand identities can be done well, or not,

and the success of the company often depends on the effectiveness of the visual materials

that represent it. Although during the 60’s brand identity was something that only major

brands placed much importance on, through the development and spread of graphic

design it has found a place in the development of almost every business in every field of

modern society.


That is sure every brand should accommodate to social life and recent day. I want to give

some examples of important brands’, and their improvements.

AUDI

It represents the 1932 merger of four independent motor-vehicle manufacturers: Audi,

DKW, Horch and Wanderer. Together with the NSU Motorenwerke AG, which joined

in 1969, these manufacturers are the origins of the present-day Audi AG. The company

itself is over 100 years old. In September 2009, Audi released their new logo that we

have come to know today which features an enhanced 3-Dimensional aspect of the rings.

PEPSI

In 1893 started experimenting with different soft drink mixtures. In 1898, Bradham

bought the trade name “Pepsi Cola” for $100 from a competitor that had gone broke.

At the same time Bradham’s neighbor, designed the first Pepsi logo. The beverage’s

instant popularity led Bradham to channel his efforts to developing Pepsi-Cola into a real

business. Over the decades, Pepsi has remained one of the world’s most famous brands

alongside its main rival Coca-Cola. Over this time, Pepsi has also gone through major

logo redesigns and modifications. Now we have come to know the iconic red, white

and blue Pepsi globe that leaves an everlasting impression in the minds of people across

the world.


PROJECT CONCEPT

I will design a final project about brand identity. I will make a random brand’s design.

But as a graphic design student I needed a concept. Instead of a random brand I chose

a brand which needs to identity.

It is a brand that makes olive commerce. The brand is from Aydın, Aegean part of Turkey.

It is very local. The owner is Mehmet Helvacı who wanted to do exportation. Based on the

informations that I had from the lessons of corporate culture I researched “Does a brand

need an identity for export?”.

At first I started with www.zae.gov. After that, I communicated with assistant professor

Osman Mestav, and lecturer Ayla Sarı from Adnan Menderes University. They are from

olive department. Then I reached an agricultural technician Nevzat Duman. They told me

that If a brand want to do exportation it should have an identity. So I learned that there is

necessity.

There was not a name of brand. Firstly owner and me decided to name of brand. It is

Atria. Atria name came from old time civilizations. In B.C. 7th centuries, northern people

came Aegean area and built Atria which is called Aydin now.

PRECEDENTS FOR MY CONCEPT

1. Komili

Brand identity based on benefits like non-cholestrol (bad cholestrol), light. They used mod-

ern and traditional patterns together.



2. Yudum

Dynamism, young and energetic. Their positioning became “light” concept.

Having managed to marry the traditional flavor with modern machines, producing high

quality and healthy olive oil.


3. Tariş

Tree of olive is the base of civilizations in all the history in Tariş Area. Their position came

from natural. But they are also modern. In special edition versions they used patterns and

colors of civilizations again.

PROJECT SUMMARY

The brand that I am going to design its identity is traditional one. They are self confidence

and using modern technology. Examples that I gave Turkish brands that are most preferred.

They used healthy, traditional, light and modern concepts. I can do it for my brand. I will

differentiate and positioning brand.


TARGET AUDIENCE

Target audience exist based on age, demography and lifestyle. Actually, men women

young middle ages and old people consume olive and olive oil. There will be several

types of olives, %100 oliveoil, %70 oliveoil, %50 olive oil. Then, I can separate to de-

mography. For %100 to Aegean and Mediterranean areas, because other areas will not

like %100 olive oil. For example Turkish people do not like olive oil. Aegean and Mediter-

ranean parts of Turkey like and use olive oil but other sides are not familiar to olive oil,

although there is big place for olive oil. They can consume barely %50 olive oil. People

who live in cities will be my target audience. Because their homes close to markets and

they are familiar to buy their products from markets. So they can reach the product. Then,

the other thing is lifestyle. Families that have breakfast everyday and eating olive, or society

that use olive oil for their meals and care their health are my target audience.


CONTRIBUTIONS TO SOCIETY

My project about olive. Olive branch reminds people peace. It became as a symbol of

peace. This symbol, deriving from the customs of Ancient Greece which is in Aegean. So

this symbol is related with my brand. I have some suggestions about that point. There will

be campaign for peace. Some of profits will directly go to the institution for peace. So it

will be benefit for society.


POTENTIAL OUTCOMES FOR MY CONCEPT

I require the potential outcome observation on one unit should be unaffected by the par-

ticular assignment of treatments to the other units. Potential outcomes is for approach for

measuring effects.

If there will be a success brand will earn money. In additional the brand will known. They

will know there is a brand from Aegean part in Turkey. Because brand identity is the thing

that present a product. If a brand identity is good people will buy it. If they like products

they will continue to buy it. And demand will be high.

If there will fail people can not recognize it. Even if there is really good product demand

will be low. So brand will also fail.



POSSIBLE ARTEFACTS I WILL MAKE

I will design logo, envelope, letterhead, business card designs, costume design for work-

ers, plates and olive oil soap to promotion, packaging and limited edition packaging,

animation (as a banner), cookbook (several special Turkish recipes) typeface design.

Things that I will take as guides traditional quality and reliability, healthy and organic,

environment friendly. I will design my works according to these keywords.


POSSIBLE SOFTWARE I WILL USE

When I am doing all I will use Photoshop, Illustrator, InDesign, Flash and After Effects,

Fontographer.

I am going to learn After Effects and Fontographer.

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BIBLIOGRAPHY

http://www.zae.gov.tr, Olive Research Station

http://www.komili.com.tr/,Komili Olive Oil

http://www.yudum.com.tr/, Yudum Olive Oil

http://www.tariszeytinyagi.com/, Taris Olive Oil

http://ronbercume.com/corporate-identity-logo-design-history/, History of Corporate Identity Design and Logo Design, 2009

http://britishgraphics.co.uk/item/future-of-corporate-identity, Past Present and Future of Corporate Identity

Wheeler, Alina, Designing Brand Identity, New Jersey, 2013

Keyton, Joann, Communication and Organizational Culture: A Key to Understanding Work Experiences, London, 2011

Landa, Robin, Graphic Design Solutions, New York, 2006

Mehmet Helvacı, Owner of olive and olive oil fabric

Assistant Professor Osman Mestav, Adnan Menderes University

Lecturer Ayla Sarı, Adnan Menderes University

Agricultural Technician Nevzat Duman

gd498-proposal

Documents

brand identities

s brand identity

brand standards

simple logos

logo dates

global logo

vocs logo

communicate brand