Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)

These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to dis

‘There is a fundamental shift taking place in the way that brands build relationships with consumers, driven by the combined forces of social and mobile technologies.’4 The Internet has provided the perfect platform for two-way communication between individuals and brands, with instant opportunities for consumers to capture ‘real time’ experiences

‘… for long-term value, brands need emotional as well as technological appeal. Indeed, [forward-looking companies] will have to invest in their brand as their major sustainable competitive advantage.’

A logo, brand mark or brand icon is a deceptively simple device. It employs a combination of shapes, colours, symbols and sometimes letters or words in a simple design that symbolizes the values, quality and promise offered by the manufacturers of a product or service.

A successful brand uses its unique set of values to drive a successful business strategy – to encourage consumers to choose it over its competitors. Therefore a successful brand is one that achieves a high degree of recognition by consumers. However, this relationship is based upon reputation, so for a brand to retain its position, it must ensure t

five key stages: 1. Customer research and visual enquiry 2. Concept development 3. Design development 4. Design implementation 5. Testing

In its simplest form the practice of branding is about creating differentiation, making one product or service seem different from competitor products. Brand values are the core beliefs or philosophy that a brand upholds, and which differentiate it from its competitors. Another way of characterizing a brand is by identifying its brand personality.

A successful brand identity is made up of a series of interlinked elements that all aim to communicate the values of the brand. Alongside the brand icon or logo, the most memorable is perhaps the strapline – also known as a tagline or slogan. (The word ‘slogan’ comes from the Gaelic sluagh-ghairm, the war cry of Scottish clans.) Made up of a few wo

The ancient Norse branded their animals with hot irons – a practice continued today by American cowboys, amongst others. However, the term ‘brand’