GDS Chapter 11 Flashcards
What is branding?
A proprietary name for a product, service, or entity; the sum total of all its characteristics and values that differentiates it from the competition.
What do key components of a branding program begin with?
A logo and visual identity.
What are you trying to build with branding?
A relationship with people.
What is an example of iconic branding?
The red and yellow intersecting circles of MasterCard
What is the tagline?
The catchphrase used across campaigns.
What does the tagline convey?
The brand benefit or positioning, generally acting as an umbrella theme or core strategy.
What is the main visual identifier?
A logo
What is a brand strategy?
The core tactical underpinning of branding.
What four things does the brand strategy do?
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
What has to be at the core of the marketing strategy?
Storybuilding
Types of brand names
Founder’s name, explanatory, expressive or invented, symbolic, and acronym
What is a visual identity?
The visual and written articulation of a brand or entity.
What is included in the visual identity?
The logo, letterhead, business card, website, etc..
What is the point of entry into a brand?
The logo
A visual identity should be…
Identifiable, memorable, distinctive, sustainable, flexible, and extendable.
What is a logo standards guide?
A document that explains and presents examples of how the logo and related graphic elements should look in visual media.
Guides provide rules, such as…
Requirements, sizing of the logo, use of approved logo artwork, incorrect logo usage
Forms of logos
Logotype, lettermark, symbol mark, and emblem.
What is a logotype?
A logo that is an identifying mark where the name is spelled out in unique typography or lettering
What is a lettermark?
A logo created using the initials of the brand name.
What is a symbol mark?
A nonrepresentational symbol visualized as an image or letterform
What is an emblem?
A combination of words and images that are always seen together
What does a visual brief collage board do?
Replaces or augments a written design brief, used to determine strategy before concept generation.
Compositional units of logos
Self-contained unit, breaking the unit, and free-form
