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    Branding, Logos and Business Cards

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    dphotoportsmouth
    The document provides information about branding, logos, and business cards. It discusses the importance of branding and defines it as representing the culture and message of a business. Branding should come before marketing. Logos are discussed as symbols that represent a business and should be simple, memorable, proportional, versatile, and work in a square or circle. Examples of effective logos are shown. Business cards should be consistent in design with other branding elements like a CV. Creating branding elements requires thorough research, defining the brand's narrative and values, careful design work, and consistent implementation. The production process for creating a portfolio/showreel is also important to document the work.

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    Branding, Logos and Business Cards

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    dphotoportsmouth
    382 views50 pages
    The document provides information about branding, logos, and business cards. It discusses the importance of branding and defines it as representing the culture and message of a business. Branding should come before marketing. Logos are discussed as symbols that represent a business and should be simple, memorable, proportional, versatile, and work in a square or circle. Examples of effective logos are shown. Business cards should be consistent in design with other branding elements like a CV. Creating branding elements requires thorough research, defining the brand's narrative and values, careful design work, and consistent implementation. The production process for creating a portfolio/showreel is also important to document the work.

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    Branding, Logos and Business Cards

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    The document provides information about branding, logos, and business cards. It discusses the importance of branding and defines it as representing the culture and message of a business. Branding should come before marketing. Logos are discussed as symbols that represent a business and should be simple, memorable, proportional, versatile, and work in a square or circle. Examples of effective logos are shown. Business cards should be consistent in design with other branding elements like a CV. Creating branding elements requires thorough research, defining the brand's narrative and values, careful design work, and consistent implementation. The production process for creating a portfolio/showreel is also important to document the work.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    382 views50 pages

    Branding, Logos and Business Cards

    Uploaded by

    dphotoportsmouth
    The document provides information about branding, logos, and business cards. It discusses the importance of branding and defines it as representing the culture and message of a business. Branding should come before marketing. Logos are discussed as symbols that represent a business and should be simple, memorable, proportional, versatile, and work in a square or circle. Examples of effective logos are shown. Business cards should be consistent in design with other branding elements like a CV. Creating branding elements requires thorough research, defining the brand's narrative and values, careful design work, and consistent implementation. The production process for creating a portfolio/showreel is also important to document the work.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 50

    Branding, Logos &

    Business Cards

    Creative Platforms

    Session Today

    Branding - what, why & how to brand

    Logos - what, why & use

    Business Cards - software, examples

    Marketing is the set of processes and tools promoting


    your business. This includes SEO (search engine
    optimisation), social media, PPC (pay-per-click), local
    search, mobile, and traditional promotional methods and
    tools.
    Branding, on the other hand, is the culture itself, the
    message that permeates and rules all the process of your
    business.
    BRANDING COMES BEFORE MARKETING
    You could also see marketing as a campaign? each brand
    has numerous campaigns they run throughout the year.

    What is Branding?

    https://99designs.co.uk/blog/business-en-gb/what-is-branding/

    How do you define Branding?


    Quite a challenge to to nail an exact definition.
    A bit like defining what design is.
    Defined by visual identity, symbol or trademark.
    Defined by the tangible & intangible
    Defined by customer perceptions
    Defined as a holistic system
    Defined by a promise or contract
    Defined by vision, values & actions
    Defined by a sense of social grouping
    Branding in 5 and a Half Steps by Michael Johnson

    Why do you need Branding?


    Branding helps you stand out from the competition
    Branding increases the value of your offering
    Branding creates a human connection with your
    customers/clients
    Branding builds customer loyalty
    https://99designs.co.uk/blog/business-en-gb/what-is-branding/

    Why do you need Branding?


    Branding helps you stand out from the competition

    Creative Platforms - need to create a unique identity, portfolio/showreel of work

    Branding increases the value of your offering

    Creative Platforms - make an employer/client know about your skills - why value
    you over someone else?

    Branding creates a human connection with your


    customers/clients
    Creative Platforms - narrative that showcases your best work

    Branding builds customer loyalty

    Creative Platforms - show your personality in your work - I am a nice person

    How to Brand
    Michael Johnsons book Branding in 5 and a Half
    Steps:
    1. Investigate
    2. Strategy & Narrative
    2.5 Bridging the Gap
    3. Design
    4. Implement
    5. Engage or Revive

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand


    1. Investigate
    In-depth & thorough research into a company /
    individual (relevant to your industry). The problems they
    face & the opportunities that are opening up.
    Only by mapping, interrogating & understanding the
    issues can you start to unpick a strategic problem, see
    the gaps & plan where to go next.
    Creative Platforms - Research is vital. Look at your peers, the competition.

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand


    2. Strategy & Narrative
    Once we fully understand the context of a brand, we can
    begin to define it: what it stands for & its core purpose.
    Before starting on the design process - need to agree on
    a basis for the brand. This can be a simple headline or a
    hundred-word manifesto.
    Creative Platforms - Who are you? What defines you? your opening paragraph on
    your CVs? About You on your websites?

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand


    2.5 Bridging the Gap
    Building a bridge between the verbal narrative & the
    design stage is difficult. Several elements - such as
    naming & brand architecture - are a mixture of visual &
    verbal, & the early stages of design can often have a
    profound effect on a brands narrative & final direction.
    Creative Platforms - Important that your values, skills, logo, font are about YOU

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand

    3. Design
    This is when the design work starts. Designers need to
    be briefed thoroughly & the creative process itself needs
    to handled carefully.

    Creative Platforms - Not just Design of logo but design of website, CV, Showreel.
    Important that you collaborate if you do not have the skills to implement all.

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand


    4. Implement
    The key to this stage is the understanding that, while the
    hard graft of Step 1 & the verbal & visual creativity of
    Steps 2 & 3 are vital, without solid & consistent
    implementation, an idea can quickly fall apart. Step 4
    depends on a mixture of single-minded application &
    rule-making, & a willingness to be flexible & adapt if
    circumstances or budgets become a constraint.
    Creative Platforms - Check that your work is consistent in look & feel and reflects
    who you are as a creative.

    Branding in 5 and a Half Steps by Michael Johnson

    How to Brand - YOU are the Brand


    5. Engage or Revive
    The importance of the last stage is only really starting to
    be understood: brands can be nurtured & cultured, but,
    once launched, there is another task that must be ongoing. This is the job of ensuring a new idea is fully
    understood deep within an organisation or culture, &
    creating ways to revitalise & refresh ideas that are out-ofdate & in need of rejuvenation.
    this is when a marketing campaign
    comes into play
    Branding in 5 and a Half Steps by Michael Johnson

    Design has nothing to do with art:


    Design legend Milton Glaser dispels a
    universal misunderstanding

    This confusion is not just a matter of semantics. In businesses, schools, offices, even
    newspapers, design is often associated with the art department. Thats a fundamental
    misunderstanding of the aim of design. When art and design are confused, the
    designers domain becomes limited to style and appearance.
    In truth, good designers are primarily problem solvers. They seek to understand
    the purpose, audience, technical parameters, and strategic nuances (subtle
    differences) of an assignment before reaching for their Moleskine sketchpads or
    going to town in Photoshop. Next time you work with a designer, start with an
    overview of your goals, before diving into a discussion about colors, fonts or
    materials.

    http://qz.com/823204/graphic-design-legend-milton-glaser-dispels-a-universal-misunderstanding-of-design-and-art/

    https://99designs.co.uk/blog/tips-en-gb/how-to-create-a-brand-style-guide/

    Resources
    Film
    http://www.filmstrategy.com/2013/07/production-tips-what-is-your-brand-as.html

    http://www.derekpoore.com/blog/2016/6/19/penny-lane-is-my-real-name-an-online-branding-analysis-of-documentaryfilmmakers
    http://www.huffingtonpost.com/gabrielle-nadig/a-brief-guide-to-pitching_b_9842834.html

    Digital
    https://designschool.canva.com/blog/personal-branding/
    https://designmodo.com/personal-branding-guide/
    https://creativemarket.com/blog/why-personal-branding-is-important-for-designers
    https://digitalmarketinginstitute.com/blog/create-unstoppable-personal-online-brand

    Logo Design

    A logo is often made of alogotype and a logomark.


    But not every business needs both.
    A logotype stands forwords or the name of a
    business that is designed in a customizedway.

    A logomark is an identifying mark or symbol that


    doesnt contain the business name, like a drawing or
    image that represents the business.

    Logos are symbols.

    A logo should not only reflect the company for which it stands; it
    should reflect its target audience, too.

    Keep it Simple

    The best logos the ones that give the viewer an immediate and
    clear sense of you are clean and uncluttered.

    Make it Memorable

    A logo should be easily recalled after just a glance. A glance,


    after all, is typically all your logo is going to get from most
    people.

    Make it Look New and NOT cloned

    Dont settle for a me-too logo. Do a quick search of logos in your


    industry and look for patterns and avoid mimicking them.

    Make it Proportional and Well Balanced


    The best logos are designed using principles of
    proportion and symmetry. Illustrated below, you can see
    how both the Apple logo and the Twitter logo utilise
    circles of proportionate values as well as symmetry to
    create a pleasing, balanced aesthetic quality.

    Make it Versatile
    Your logo might be used in a number of ways and in
    multiple contexts. Here are just a few:
    On t-shirts, baseball caps
    On pens, keychains and water bottles
    On very horizontal and extremely vertical banners
    On both black and white backgrounds (make sure your
    designer creates your logo in black and in white to
    satisfy these needs if necessary)
    Very large and very, very small - VECTOR = SCALABLE
    Alongside other company logos, like those for specific
    products and services

    Design your logo to work in a


    square or circle.
    Do not use initials in your logo.

    Examples of work - logos

    The importance of putting pen to paper before sitting down at a computer

    http://www.hongkiat.com/blog/advantages-pen-paper-computer-design/

    http://mamas-sauce.com/

    h"p://www.workbyland.com/#/random4

    https://omfgco.com/work/logo-explosion

    The production part of your project is very important.


    Remember to capture as much as possible for documentation blogs.
    Take into consideration all the visual elements that you will need
    to gather to make this into a successful showreel/portfolio.
    One that you can feel proud about.
    Attention to detail is vital.
    Be consistent with the logo, font, colour throughout your
    work.
    Know your audience - use them for feedback and check
    regularly within your design and production stages.

    Logo should be designed using Adobe Illustrator VECTOR graphics (scalable & no pixelation).
    Creative Skills in Eldon run courses -

    http://www.port.ac.uk/faculty-of-creative-and-cultural-industries/facilities/creative-skills/

    Also some great videos/guides out there:


    https://helpx.adobe.com/illustrator/how-to/illustrator-templates.html

    if time - demo Adobe Illustrator?

    https://www.youtube.com/watch?v=wr7v626Z9vA

    https://www.youtube.com/watch?v=-3wJo3TiCIk

    https://www.youtube.com/watch?v=3aUHppE0zp4

    Business Cards

    For this module you have been asked to


    create a CV, Showreel/Portfolio & a
    Business Card.
    The business card would need to be consistent in design
    to your CV - Logo, font, colour, website url, email
    Website - logo used, font, colour & email same
    Showreel - logo used in titles, colour & on website

    Consistent elements

    Business cards
    Great way to leave an impression
    Industry contacts
    Keep with you at all times
    Digital too impersonal
    Shows that you are prepared

    Consistent elements

    Consistent elements

    Consistent elements

    Business cards
    Quality of print is important - try to avoid
    places like Vista Print - low quality paper.
    Unless you upgrade to higher quality.
    Make sure the card is at least 350 gsm
    premium paper weight.

    https://www.moo.com/uk/

    https://support.moo.com/hc/en-gb/sections/200570950-MOO-Product-Templates

    Google for Free Moo Cards - always offers

    http://blog.noplasticsleeves.com/

    good resource - ideas

    The Best of
    Business Card
    Design

    great resource
    http://creativebits.org/cool_business_card_designs

    http://www.computerarts.co.uk/tutorials/2d__and__photoshop/
    create_a_3d_business_card

    Previous student
    examples

    https://www.flickr.com/ - search for business card groups.

    Summary

    Branding - values, loyalty & connection


    Logos - Adobe Illustrator - keep it simple
    & legible. Needs to work across all
    platforms - CV, Cards, Website, Showreel
    Business Cards - quality of paper,
    consistent with logo/font/info

    Next lecture
    InDesign and Keeping a blog

    See blog for Industry Talk dates


    Any Questions?

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