Communication Technology 2155: Brand Identity
Prerequisite: Comm Tech 1035 - Graphic Tools
1. explain the difference between brand and brand identity and how each is important
2. describe a brand’s primary functions; e.g., navigation, reassurance, engagement
3. examine the process used to establish branding, including:
• conducting research
• developing a strategy
• designing identity
• creating touch points
• managing assets
4. identify and explore common brand touch points
4.1 define touch points
4.2 identify a variety of touch points and explain why and how a brand may use them; e.g., publications, speeches, packaging, experiences
5. create a brand
5.1 identify and interview stakeholders/target audiences
5.2 state mission and vision
5.3 conduct quantitative and qualitative market research; e.g., survey
5.4 write a creative brief outlining the basic precepts of the brand
5.5 create and justify name and tag line through research
5.6 design a logo with vector graphic software, considering:
5.6.1 various uses; e.g., black and white, spot colour, full colour
5.6.2 colour scheme
5.6.3 typography
5.6.4 application
5.6.5 presentation
5.6.6 touch points
5.6.7 legal needs; e.g., copyright, trademark
5.7 discuss the value of characters used in brand identity; e.g., Michelin Man
5.8 evaluate and critique a brand; e.g., vision, meaning, authenticity, differentiation, longevity, coherence, flexibility, commitment, value, sustainability
6. manage branding assets
6.1 create a brand standards and guidelines document, containing:
6.1.1 appropriate logo use
6.1.2 visual style elements and how they should be used; e.g., signature, colour palette, typography, tone of voice, graphic devices
6.1.3 tagline application; e.g., “Freedom to create. Spirit to achieve.”
6.2 create a minimum of four branded touch points, using appropriate software and equipment by:
6.2.1 producing touch points following the guidelines and standards document for appropriate stakeholders/audience; e.g., letterhead, business card, packaging, advertising, favicon, Web site, signage
6.2.2 making use of technological advances in media production; e.g., program integration
6.2.3 combining media in a visually appealing composition and effective manner, where applicable
2. describe a brand’s primary functions; e.g., navigation, reassurance, engagement
3. examine the process used to establish branding, including:
• conducting research
• developing a strategy
• designing identity
• creating touch points
• managing assets
4. identify and explore common brand touch points
4.1 define touch points
4.2 identify a variety of touch points and explain why and how a brand may use them; e.g., publications, speeches, packaging, experiences
5. create a brand
5.1 identify and interview stakeholders/target audiences
5.2 state mission and vision
5.3 conduct quantitative and qualitative market research; e.g., survey
5.4 write a creative brief outlining the basic precepts of the brand
5.5 create and justify name and tag line through research
5.6 design a logo with vector graphic software, considering:
5.6.1 various uses; e.g., black and white, spot colour, full colour
5.6.2 colour scheme
5.6.3 typography
5.6.4 application
5.6.5 presentation
5.6.6 touch points
5.6.7 legal needs; e.g., copyright, trademark
5.7 discuss the value of characters used in brand identity; e.g., Michelin Man
5.8 evaluate and critique a brand; e.g., vision, meaning, authenticity, differentiation, longevity, coherence, flexibility, commitment, value, sustainability
6. manage branding assets
6.1 create a brand standards and guidelines document, containing:
6.1.1 appropriate logo use
6.1.2 visual style elements and how they should be used; e.g., signature, colour palette, typography, tone of voice, graphic devices
6.1.3 tagline application; e.g., “Freedom to create. Spirit to achieve.”
6.2 create a minimum of four branded touch points, using appropriate software and equipment by:
6.2.1 producing touch points following the guidelines and standards document for appropriate stakeholders/audience; e.g., letterhead, business card, packaging, advertising, favicon, Web site, signage
6.2.2 making use of technological advances in media production; e.g., program integration
6.2.3 combining media in a visually appealing composition and effective manner, where applicable
Building a Brand: Brand vs Brand Identity
Here is some information about Brand and Brand Identity. Highly recommend reading it to get you oriented on what we we be trying to build for you.
https://www.ebaqdesign.com/blog/branding-brand-identity#1
Throughout this credit we will be working to build a brand identity from the ground up.
https://www.ebaqdesign.com/blog/branding-brand-identity#1
Throughout this credit we will be working to build a brand identity from the ground up.
Touchpoints
What's a touchpoint in marketing and sales?
A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”, n.d.). When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016).
A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication (“Touchpoint Glossary”, n.d.). When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion (Stein, & Ramaseshan, 2016).
Some examples of touchpoints are:
|
websites
business cards emails phone calls/voicemails social media (twitter/facebook/instagram etc) avatar labels favicon watermark |
online ads
print ads google search ads sms/text brochures posters qr code website banner |
You will need to choose 3 of these from the list and develop them. Before we do this though, we will need to start with:
Assignment 1: Create a Name and Develop a Logo
Step 1: Naming your business might be the most important part of this process:
Here are some tips:
1. Avoid hard to spell names
2. Don't pick a name that could be limiting as your business grows
3. Conduct a thorough internet search
4. Look to see if the .com domain name is available
5. Use a name that conveys meaning
6. Conduct a trademark search/or search if the name is too similar to an existing name
7. Assess if the name is catchy
8. Get feedback on the name, ask friends, family etc.
9. Make sure the name feels good said aloud
10. Make sure you are happy with the name
As a note... my website name is a combination of all of those things above. I wanted to make sure that the name had a insightful meaning, was unique enough that no one else would have it, and students had to type it into the internet precisely to find it.
Once you are have your name you are going to need to craft at least 5 logo's in Adobe Illustrator. Why? Because logos need to be resized to fit on many different pieces of media. The 5 logos do not need to be unique, but they must have at the very least different colour schemes/gradients.
https://helpx.adobe.com/ca/illustrator/how-to/logo-design.html
Here are some tips:
1. Avoid hard to spell names
2. Don't pick a name that could be limiting as your business grows
3. Conduct a thorough internet search
4. Look to see if the .com domain name is available
5. Use a name that conveys meaning
6. Conduct a trademark search/or search if the name is too similar to an existing name
7. Assess if the name is catchy
8. Get feedback on the name, ask friends, family etc.
9. Make sure the name feels good said aloud
10. Make sure you are happy with the name
As a note... my website name is a combination of all of those things above. I wanted to make sure that the name had a insightful meaning, was unique enough that no one else would have it, and students had to type it into the internet precisely to find it.
Once you are have your name you are going to need to craft at least 5 logo's in Adobe Illustrator. Why? Because logos need to be resized to fit on many different pieces of media. The 5 logos do not need to be unique, but they must have at the very least different colour schemes/gradients.
https://helpx.adobe.com/ca/illustrator/how-to/logo-design.html
Here is a student crafted brand that has many different logo markups: (Credit Hossein Faraj)
Here is an example of a student who made both a company logo and an avatar logo for his youtube. See how he is branding his colours and style?
Keep in mind the colours that you might like to be using for your company going forward.
Assignment 2: Touchpoint 1 - Horizontal Website Banner
Create a horizontal banner for a website you are crafting. There are many forms and dimensions for a banner. Pay attention to dimensions.
/www.match2one.com/blog/standard-banner-sizes/
/www.match2one.com/blog/standard-banner-sizes/
Credit: Hossein Faraj
Assignment 3: Touchpoint 2: Vertical Sidebar Banner/Pop up Advertisement
You know those annoying banners, animations that pop up next to the webpage youre trying to browse in peace? Time to make one of those.
Assignment 4: Touchpoint 3 - Instagram/Twitter/Social Media Advertisement
Create a facebook/instagram/twitter/social medai advertisement offering your services. On a side note, creating a full on instagram or facebook account to advertise your services would also be acceptable. Again, pay attention to instagram, twitter, facebook dimensions and/or character limit
Choose and create a touchpoint that you brainstormed earlier in the credit. At this point you should be thinking of something that would be most useful for your growing business. Here are some examples of favicons made by a student who had a pretty good intuition about developing his own brand. These icons could be used on websites, instagram, watermarks, or any other sort of digital media.
Assignment 5: Touchpoint 4 - Watermark
Also, a watermark that corresponds with your your banner and logo would also be acceptable to protect your work. I like illustrator for watermarks as the lines are not pixelated... however, most programs will convert the vector to raster, so using photoshop for the watermark might be easier and better. Bonus is you are able to incorporate your branding into
Here is a tutorial:
https://wp-modula.com/make-transparent-watermark/
Here is a tutorial:
https://wp-modula.com/make-transparent-watermark/