Getting started
Imagine you’re building up a laundry business. Designing their own branding in-house in 1999, they opted for a design refresh in 2001 on the condition that the agency, Pearlfisher, understood and incorporated the three main concepts of the Innocent philosophy. This all-encompassing strategy invites a holistic view of the brand and sends a clear message. Most often it’s the step that comes just after you’ve had the genius idea which will form the bedrock of your commercial empire, and quite often it’s the step that makes developing your product itself look easy. Ford’s brand guidelines are very strictOf course, once your brand has been so strongly established, you can then subvert it on your own terms. Boys, an African American, begun to market Pepsi directly to the black community by portraying them as upwardly-mobile middle-class citizens living the American Dream with a glass of Pepsi in hand. Their brand guidelines are very strict when it comes to how associates are allowed to use their logo and branding. Be subversive
Car manufacturers Ford endeavour to be seen as a solid, trustworthy brand. 04. What music does it listen to? In this, Pepsi may well be one of the most progressive and forward-thinking companies of its generation. Red evokes thoughts of passion, adventure and assertiveness. Make it accessible
How accessible is your brand and who is it accessible to? It might not be Byron, but it was a simple, clear message about meeting people’s needs at a reduced cost. Pepsi took the initiative during the Great Depression and marketed itself as a refreshing beverage for the ordinary person with the following:
Pepsi Cola hits the spot, 12 full ounces, that’s a lot. Despite the protests of their HR department, Ford used humour to subvert their own brand identity and show a lighter side. Colour is king
This is an important lesson. Whole Foods Market uses green to showcase its core values of freshnessMcDonalds, for example, uses red to invoke the carnal feeling of hunger, and yellow to promote feelings of happiness. It can be so easy to find yourself lost at sea when building a brand. Brand building is about conjuring up images of convenience, friendly service and the status, which comes with immaculate clothing, then inviting people to share this vision every time they think of your service. McDonalds and Burger King both sell burgers, but their respective branding sets them apart and conveys to consumers their relative merits in comparison to the other. Think about the RayBan logo. Setting out to create the first true luxury brand of the 21st century, he focused on its Italian roots, the attention to detail and superior design. Pepsi also pioneered niche marketing thanks to a man named Edward F. 03. Tom Ford wanted to design a menswear brand for the man’s man. Then there’s your own personal brand, how you put yourself across to those you work with. Twice as much for a nickel, too, Pepsi Cola is the drink for you! Innocent’s office is decorated with fake trees, grass and plantsThe creation of wooly hats at the hands of knitters nationwide was part of a winter marketing campaign with a percentage of sales going to charity. Finding itself struggling in the USA, Ford commissioned an agency to create a web series on YouTube featuring a puppet called Doug. Words: Shout Digital
Shout Digital is a full service digital agency, headquartered in Newcastle upon Tyne, working for clients including Elanders UK. From the cool, almost signature-like font to the jaunty angle at which the words rest, the logo is unique, memorable and leaves a lasting impression. Innocent’s branding had to feel homemade, natural and ‘posh’Innocent Drinks, by contrast, set out with a more humble mindset to evoke, but with more than humble ambition. At a grass roots level it’s always worth letting consumers sample your product and make up their own minds for free. With the proper research and a clear idea of the persona behind your brand it can snowball into an identity that consumers will love and go out of their way to engage with. Of course, by ‘product’ we’re not just talking about the attributes we impose on an object. 01. The key is always planning. Twitter gaffes are easily avoided if everyone is on the same page. A high-impact visual brand might do well on Instagram, whereas a brand with a strong, conversational tone will find a happy home on Twitter. Use of black in his designs conveys formality, sophistication and promotes that feeling of luxury in every stitch. Personal testimonials from high-profile customers are always a winner: if Victoria Beckham raves about a certain hat, women who want to be like her are sure to follow. Your brand refers to the way people identify your business as different to another in the same marketplace. No visual factor is more powerful than colour. Create a perfect mood board with these pro tips and tools
The ultimate guide to logo design
Useful and inspiring flyer templates Think about your brand, what colours does it look best in? White makes us think of peace, purity and innocence. From their front-loaded bold font to the amount of white space allowed around the logo itself, everything has been carefully designed to promote this idea of stability. Though simple, the RayBan logo effectively conveys the values of a ‘RayBan lifestyle’It’s often handy to take a look at examples of branding done right to find useful tips. Brief everyone in your company on the ethos, goals and overall vision of your brand whether they’re on your social team or not. Purple is a royal colour, wise and creative. For instance, RayBan is a brand which has elevated itself above the herd when it comes to designer shades. Their primarily blue colour scheme is the starting point for this. What newspaper does it read? Like this? Read these! journey. Brand building can be a chore or it can be an invigorating and exciting. Give it personality
Tom Ford set out to create the first true luxury brand of the 21st centuryA brand should convey a state of mind, it should show personality. Whether you’re branding a product, a service or your own self there is some points to bear in mind which can help you consider aspects of the way you communicate. At the time the latter didn’t have the negative connotations it carries now, but even to this day the enthusiasm with which they’ve pursued the first two is admirable.

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