visual branding
DESCRIPTION
This presentation from March 2011 walks through the history of branding with examples from Campbell's and others. It also addresses the root needs or emotions of customers and how to translate these into an effective visual brand language using KitchenAid as an example.TRANSCRIPT
Native of KansasCarnegie Mellon University in Pittsburgh PA
Mechanical Engineering (2002)Masters in Product Development (2009)
7 years in engineering design & analysis4 years in consumer product developmentInterested in crafting product experiencePassionate about emotion evoking design
Aaron Pavkov MPD, PE
storyboardingindustrial designrapid prototypinginteraction designphotographyanimationweb designgraphic designlogo designbrandingmarketing campaignsethnographic researchmarket researchfocus groups
experience
I have no special talent. I am only passionately curious.‐
Albert Einstein
branding origins
branding origins
BrandDerived from the Old Norse brandr,
meaning ʺto burn.ʺ
World’s first trademark?
(1876)
Industrial Revolution
trustcredibility
Branding Creates…
familiarity
consistency
branding originsbranding today
branding today
“Great brands find relevant ways to tap the emotional
drivers that already reside deep within each of us.”‐Scott Bedbury
A New Brand World pg 96
Name that brand:
Gotcha!
“A brand is a metaphorical story that connects with
something very deep
– a fundamental appreciation of
mythology. Stories create the emotional
context people
need to locate themselves in a larger experience.”‐Scott Bedbury
branding originsbranding today
customer experience
customerexperience
How do you create amazing customer experiences?
Touchpoints
“…present [your brand] in the best possible light
whenever and wherever it may be found.”‐Scott Bedbury
A New Brand World pg 109
Brand Environmentalism:
Total Experience Lifecycle
Credit: Akendiwww.akendi.com
“It means leveraging every opportunity to tell amore complete, more consistent, more unique,
more compelling brand story.‐Scott Bedbury
A New Brand World pg 111
it is through experiencethat your company’s story
becomes your customer’s story.
then and only then…will they really care
about you!
branding originsbranding today
customer experienceexamples
a few quick
examples
What need or emotion do these brands address?
imagination?
en
erg
y?
FREEDOM?
appetite?
empowerment?
branding originsbranding today
customer experienceexamples
balanced thinking
balanced thinking
Where do great ideas come from?
“Rigorous explicit thinking…
limits people to conscious thinking and hence to using just a tiny proportion of the
potential in their minds -
like the ice above the water.”-Bill Moggridge, IDEO Co-Founder
Credit: Design Conceptswww.design-concepts.com
Problem solvingAnalytical reasoning
ThoroughConcept reliability
IntuitiveModal reasoning
NimbleConcept validity
“In any worthwhile organization, both left‐
and right‐brain
thinking must not only coexist, but enrich each other in
order to achieve balanced and enduring brand excellence.”‐Scott Bedbury
A New Brand World pg 146
branding originsbranding today
customer experienceexamples
balanced thinkingvisual brand language
visual brandlanguage
“Visual Brand Language is a unique ʺalphabetʺ of design
elements
‐
such as shape, color, materials, finish, typography
and composition ‐
which directly and subliminally
communicate a companyʹs values
and personality
through compelling imagery and design style.”‐Wikipedia
The Snow White design language “not only helped Apple’s recognition factor on a world stage, but the innovative designs helped mold the way
computers
were
perceived
throughout the manufacturing and business world.”
Chuck Jones, Whirlpool/KitchenAid:
“Visual Brand Language is like a pyramid…”
Visual Brand Language Pyramid
Signature Elements
Core Values
Brand Positioning
Design Principles
The heart of a company’s brand:How it conducts business and
how it presents itself to the market
Visual tone of a brand in context of other brands
Articulations of design principles through form, texture, badging, surface, interaction details
Specific visual concepts which guide expression of a brand
Credit: Ziba
Design
Brand DNA:
“For the way it’s made”
Ziba
Design, KitchenAid
VBL Pyramid Overview
Brand Positioning:Professional grade products for cooking enthusiasts;combining the warmth of home with commercial-grade
engineering and robustness: “warm commercial”
Ziba
Design, KitchenAid
VBL Pyramid Overview
Design PrinciplesExaggerated scale, softened surfaces, large user
interfaces.
Signature ElementsAnalog gauges, distinct controls, chrome accents.
Analog gages
Distinct controls
Chrome accents
