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Digital Graphic Design > GDS Chapter 11 > Flashcards

GDS Chapter 11 Flashcards

1
Q

What is branding?

A

A proprietary name for a product, service, or entity; the sum total of all its characteristics and values that differentiates it from the competition.

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2
Q

What do key components of a branding program begin with?

A

A logo and visual identity.

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3
Q

What are you trying to build with branding?

A

A relationship with people.

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4
Q

What is an example of iconic branding?

A

The red and yellow intersecting circles of MasterCard

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5
Q

What is the tagline?

A

The catchphrase used across campaigns.

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6
Q

What does the tagline convey?

A

The brand benefit or positioning, generally acting as an umbrella theme or core strategy.

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7
Q

What is the main visual identifier?

A

A logo

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8
Q

What is a brand strategy?

A

The core tactical underpinning of branding.

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9
Q

What four things does the brand strategy do?

A

Defines the brand’s personality and values

Differentiates the brand from the competition

Defines the brand’s positioning

Codifies what the brand promises to deliver

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10
Q

What has to be at the core of the marketing strategy?

A

Storybuilding

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11
Q

Types of brand names

A

Founder’s name, explanatory, expressive or invented, symbolic, and acronym

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12
Q

What is a visual identity?

A

The visual and written articulation of a brand or entity.

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13
Q

What is included in the visual identity?

A

The logo, letterhead, business card, website, etc..

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14
Q

What is the point of entry into a brand?

A

The logo

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15
Q

A visual identity should be…

A

Identifiable, memorable, distinctive, sustainable, flexible, and extendable.

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16
Q

What is a logo standards guide?

A

A document that explains and presents examples of how the logo and related graphic elements should look in visual media.

17
Q

Guides provide rules, such as…

A

Requirements, sizing of the logo, use of approved logo artwork, incorrect logo usage

18
Q

Forms of logos

A

Logotype, lettermark, symbol mark, and emblem.

19
Q

What is a logotype?

A

A logo that is an identifying mark where the name is spelled out in unique typography or lettering

20
Q

What is a lettermark?

A

A logo created using the initials of the brand name.

21
Q

What is a symbol mark?

A

A nonrepresentational symbol visualized as an image or letterform

22
Q

What is an emblem?

A

A combination of words and images that are always seen together

23
Q

What does a visual brief collage board do?

A

Replaces or augments a written design brief, used to determine strategy before concept generation.

24
Q

Compositional units of logos

A

Self-contained unit, breaking the unit, and free-form

25
Q

What is a self-contained unit?

A

The logo’s outermost boundary is a closed shape.

26
Q

What is breaking the unit?

A

Shapes, letterforms, or forms within a logo unit breaking the outermost boundaries yet maintaining unity.

27
Q

What is free-form?

A

A logo that is a free-form shape or combined free-form shapes - not contained, but stable.

28
Q

Fundamental ways of depicting shapes or forms:

A

Elemental form, linear, high contrast, volumetric, and texture or pattern.

29
Q

Some color considerations…

A

Choose color for distinction

Use color to build meaning and symbolism

Ensure color consistency across media

30
Q

Basic typographic considerations…

A

Legibility

Connotation

Distinction

Attributes of family typeface

31
Q

Example of a brand using a founder’s name.

A

Ben and Jerry’s

32
Q

Example of an explanatory brand name.

A

American Heart Association

33
Q

Example of an expressive or invented brand name.

A

Google

34
Q

Example of a symbolic brand name?

A

Apple

35
Q

Example of a brand name using an acronym?

A

KFC

Digital Graphic Design (17 decks)

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