O'Reilly logo

Logo Savvy by Dann Ilicic, Perry Chua

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

RP: logo Sauuy
p: 201 Page: 14
Job: 10-91288 Title: RP: logo Sauuy
11-AC38962(120) #175 Dtp: 201 Page: 15
001-019_C38962.indd 15001-019_C38962.indd 15 11/20/06 10:49:36 AM11/20/06 10:49:36 AM
WHO A R E YOU?
Before we design a logo or corporate identity, there are a
few things we need to know about the brand’s personality.
De ning a personality is the rst step to creating a strong and
meaningful brand identity.
To do this, we look at things such as the company’s vision and
values and where they t into customers’ perspective and the
competitive landscape. Your brand identity can be de ned as
the expression of who you really are and how you’re strategically
positioned in the marketplace. We highlight three important
steps in our comprehensive naming and brand identity process.
WOW I F YOU WERE A
The “WOW If you were a
” exercise uses social, visual,
and nonvisual cues to help de ne the brand. Assigning
personality characteristics to your brand will help you and
your consumers establish emotional and cultural references for
it. Weve found that when we ask ourselves to choose a vehicle
or celebrity to represent a brand, it begins to develop a very
speci c, distinct personality. Meryl Streep driving a yellow
Beetle convertible through dusty country roads in the south
of France paints a vivid picture—a great springboard for the
designer’s creative process. We can examine the reasons why
Meryl Streep was chosen; established, mature, and respected
come to mind. The yellow Beetle was selected because of its
quirky, free-spirited qualities; the fact that it’s a convertible
means fun. By combining these descriptive words together, we
now have some key attributes of the brand.
WOW AT TRIBUTE S P ECTRUM
Like the previous exercise, the “WOW Attribute Spectrum
helps us de ne some key visual and character traits to express
the brand. If we ask ourselves what the identity should look
like, we can use the Attribute Spectrum to help us determine
its personality. For example, we would discuss and agree
upon whether the brand is timeless vs. modern, discreet vs.
aggressive, subdued vs. colorful, etc. How do we want the
brand to come across? What tone do we want the brand to
have? What do we want to convey to the target audience?
Strong Identities Are Authentic
The sliders in the WOW Attribute Spectrum play an important
role in establishing the brands personality and character traits.
15
RP: logo Sauuy
p: 201 Page: 14
Job: 10-91288 Title: RP: logo Sauuy
11-AC38962(120) #175 Dtp: 201 Page: 15
TEXT
001-019_C38962.indd 15001-019_C38962.indd 15 11/20/06 10:49:36 AM11/20/06 10:49:36 AM

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required