September 2014
Beginner
296 pages
7h 18m
English
Content preview from Lean BrandingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Chapter 4. Brand Symbols
The principal role of a logo is to identify, and simplicity is its means... Its effectiveness depends on distinctiveness, visibility, adaptability, memorability, universality, and timelessness.
—Paul Rand[30]
Books are judged by their cover. This isn’t fair to the writer. It isn’t optimal for understanding. It isn’t even practical for the reader. But, as with most other human pet peeves we don’t like, it is how it is. Human beings form a first impression of something online within 50 milliseconds.[31] We are quick to judge, creating rules of thumb about everything that surrounds us based on incomplete evidence. We overlook things, prioritizing what we see visually and mentally according to the needs and aspirations that are active at the moment.
Fortunately, colors, words, images, and their infinite combinations can be used strategically to influence consumer perception. As you remember that brands are not only about graphics, let me warn you that this chapter is entirely about visual power. Hang on tight and open up your mind, number fans.
This chapter will walk you through the creation of some of your brand’s visual symbols: a logo, color palette, typography scheme, imagery, stationery, and collateral.
After having built a strong brand story in Chapter 3, you might be skeptical about the need to spend time on your visual identity. I’ve heard dozens of entrepreneurs dismiss any attention to graphics to “focus on the product.” Here’s my message to them: be smarter ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.