The Brand Identity and Logo Process

2Brand vs. Logo vs. Identity

Brand vs. Logo Vs. Identity

BRAND: The perceived emotional corporate image as a whole.

LOGO: Identifies a business in its simplest form via the use of a mark or icon.

IDENTITY: The visual aspects that form part of the overall brand.

3What is branding?

Branding is a desired perception. It defines who you are and what you stand for -visually.

Brand Identity Defined

4Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

5Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

6Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

7Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

8Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

9Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

10Brand Examples

Who is this? What do they stand for?/ How do they make you feel?

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What is included in a Brand Identity?

Bad design can be as memorable as good design. Brands have to decide how they want to be remembered. - Ken Peters (owner of Nocturnal Graphic Design Studio)

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Creating a Brand Identity Unique to Your Business

1. Research - Audience, Competitors, Successful Similar Businesses, Color Theory, Word Mapping, Choosing the right font that relates to your businesses personality

2. Logo Concept Development

3. Which concept best represents the business mission?

4. Refining of Final Logotype

5. Creating a Brand Identity Guide

�ephanieaudette

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Example Brand - The Lake House Guest Cottages of the Berkshires

Overview/MissionThe Lake House is a luxury cottage resort that offers a one of kind experience for an entire family, event, reunion or getaway. Stay on the beautiful Berkshire Lake in your own cottage oasis, roam the property in complete privacy as you rent it for your entire wedding party, corporate retreat or friend/family vacation.

Previous Logo:

Keywords: +luxury +unique +retreat +lake+oasis +family fun +beautiful +vacation+quality +relax +cottage resort +events+wedding +corporate +sophisticated

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Example Brand - The Lake House Guest Cottages of the Berkshires

1. Research - Competitors, Successful Similar Businesses, Word Mapping, Choosing the right font that relates to your businesses personality

http://ceblog.s3.amazonaws.com/wp-content/uploads/2013/06/Psychology_Behind_Type.jpg & google images

Example Brand - The Lake House Guest Cottages of the Berkshires

1. Research - Audience, Color Theory

16https://s3.amazonaws.com/m.helpscout.net/blog/2013/jul/color-emotion.jpg & google images

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Example Brand - The Lake House Guest Cottages of the Berkshires

2. Logo Concept Development

the lake houseguest cottages of the berkshires

the lake house

guest cottages

o f t h e b e r k s h ires

the lake houseguest cottages of the berkshires

L KEHOUSE

guest cottages of the berkshires

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es

the lake houseguest cottages of the berkshires

the

lakehouse

guest cottages of the berkshires

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Example Brand - The Lake House Guest Cottages of the Berkshires

3. Which concepts best represents the business mission?

The Lake HouseConcept #1

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ires

The Lake HouseConcept #2

the lake house

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f t h e b e r k s h i r

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Example Brand - The Lake House Guest Cottages of the Berkshires

4. Refining of Final Logotype

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ires

gue

st cottages

of the berksh

ires

gue

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ires

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Example Brand - The Lake House Guest Cottages of the Berkshires

4. Refining of Final Logotype

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Example Brand - The Lake House Guest Cottages of the Berkshires

5. Create a Brand Identity Guide

This should include:

1. What logos should look like in color, black and white and grayscale.

2. Color Palette in CMYK, RGB, Pantone and websafe.

3. Fonts to be used and where to use them.

4. Other important aspects or graphics of your brand; photography, layout, minimum reproduction size, etc.

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Signs your Brand Identity Isn’t Working:

1. You are not attracting enough customers

2. You are attracting the wrong customers

3. You consistently have to compete on price

4. You have a hard time improving customer loyalty

5. You have a hard time educating customers about what you do

6. You have a hard time getting customers to talk about you

7 Sins

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What makes a strong Brand Identity?

1. A unique, memorable and meaningful logo with personality. The logo needs to be easily identifiable and hint to what your business does/is.

2. Know your audience.

3. Integrate Your Brand into EVERYTHING - Business Cards, Letterhead, Social Media Graphics, Website, Banner, Etc.

4. Be consistant with colors, fonts, layout, etc.Have a Brand Identity Guide on File for employees, graphic designers, web designers, newspaper ads, etc. so that your brand remains consistant.

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My Brand Identity

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Thank You!

�ephanieaudette

ContactConnectWorcester County, MA

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