Smart Marketing: Brand Identity
This article was taken from the second part of “Smart Marketing,” a presentation given by AdvantGroup in collaboration with Kaplan Communications Group on April 28, 2005, for the Orange Chamber’s business expo.
The Dictionary of Brand from the American Institute of Graphic Designers describes brand as people’s “perception of a product, service, experience or organization.” It says that brand identity is “the outward expression of a brand, including its name, trademark, communications, and visual appearance.”
So brand identity includes much more than just what’s commonly called a logo. It comprises many other visual elements as well, whatever a company chooses to include in its trademark look: collateral materials, stationery, employee attire, interior décor, and much more. This article, however, focuses solely on the core of a brand’s identity: that is, the brandmark.
A brandmark, or “logo,” almost always incorporates the name of the brand—and sometimes a singular graphic element as well. The brand-name element—which is called a logotype or wordmark—is styled specifically to represent the brand. The Brooks Brothers brandmark is a good example. The graphic element of a brandmark is generally one of three types: an icon, such as Target’s red target; a symbol, such as Nike’s famous swoosh; or an avatar, such as Cingular Wireless’s “The Jack.”
Many experts have written extensively about everything that goes into designing a great brandmark or logo. In this article, though, the emphasis is on four characteristics that are essential to effective brandmark design. First, an effective brandmark design is memorable and evocative. It is easily recalled by people outside the company and remembered by them over a period of years, and its appearance evokes emotions related to the brand it represents.
Think of the red, white, and black brandmark for Ruby’s Diner restaurants. It’s nostalgic without looking outdated, and the graphic element—which is a stylized illustration of a waitress in a Ruby’s uniform—makes the mark highly memorable. In fact, Ruby’s whole brand identity—from its restaurant décor and servers’ uniforms to its Web-site design—powerfully evokes happy, “those were the days” emotions.
Apple Computer’s simple apple icon has gone through several color and texture changes over the years. Yet it’s still memorable and evocative—especially for those of us who love Apple’s elegant operating system and trendsetting computer and iPod designs.
The second essential characteristic of an effective brandmark design is that it corresponds to the brand it represents. Nordstrom is known everywhere for its unparalleled customer service, great merchandise, and good value. The simple, straightforward elegance of its wordmark exemplifies the brand.
Coca-Cola’s venerable logotype—even after all these years—still appropriately represents its original brand, and it’s recognized everywhere in the world. A local example is the brandmark design for The Block at Orange, a place where shopping, dining, and entertainment all combine to create the so-called “shoppertainment” experience. The bold, fun design of The Block’s brandmark correlates perfectly.
The third essential characteristic of an effective brandmark design is that it appeals to the brand’s intended—or target—audience. Think of the No Fear clothing line and its brandmark. The design is modern and edgy, almost graffiti-like, and it appeals to a young, hip demographic—in particular, young males.
Diedrich Coffee’s logo is symmetrical and colorful, with both modern and traditional design elements. Along with the brand name, it incorporates the family coat of arms, and it appeals to a wider audience—the serious coffee-lover demographic.
Then there’s the Rolls-Royce automobile emblem. You know what demographic group is targeted by that brand. We’ve all seen knock-off logos that mimic the Rolls-Royce emblem. They’re intended to make people believe that the business they represent is the Rolls-Royce of whatever industry they’re in, but there’s only one Rolls-Royce brand and only one emblem that stands for it.
The fourth essential characteristic of an effective brandmark design is that it works well across a broad range of applications. It looks equally good and appropriate on business cards, tradeshow banners, and billboards. It suits most—if not all—electronic media. It works in low-end, middle-level, and high-end printing. It suits all kinds of indoor and outdoor building signage. And it works in everyday business applications, such as the lowly word-processing fax cover-sheet template.
Many years before Steven Gilliatt became president of G2 Worldwide, he said that a brandmark’s design “should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery.” I’d like you to think for a few moments about your own company’s brandmark.
Is it remarkable enough to burn its image into people’s memory and to stir up emotions related to your brand? Does your mark’s design truly exemplify your brand and stand for the same things that your brand does? Does it speak the language and reflect the taste of the demographic group your brand targets? Can your brandmark, as it is currently designed, be used in every medium and for every purpose you desire—or that you might desire in years to come?
Effective brandmark design is memorable and evocative, corresponds to the brand it represents, appeals to the brand’s intended audience, and works well across a broad range of applications. If you feel confident that your company’s brandmark has these four essential characteristics, then you should find that it is effective for your company.
