5 Elements to Radical Brand Recognition
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The document discusses 5 elements to increase radical brand recognition: 1. Color - Choosing a dominant color boosts recognition up to 80% and triggers emotions. 2. Fonts - Selecting a few fonts that reflect the brand's tone increases consistency. 3. Logos - An identifiable, simple, memorable logo that is adaptable across mediums is key. 4. Images - Using a consistent theme of related images that attract the target audience. 5. Brand Identity - Combining the elements into a cohesive identity defined in a style guide. Following the guidelines ensures consistency across all marketing.
5 Elements to Radical Brand Recognition
- 1. 5 Elements to Radical Brand Recognition Learn How to Open the Eyes of Your Target Audience 1. 2. 3. 4. 5.
- 2. There are five essential elements that help your company get recognized 1. 2. 3. 4. 5. and really stand out.
- 3. 5What is the definition of incognito? If you dont apply the five elements, you may find your company incognito.
- 4. Incognito with ones identity concealed abc
- 5. 5Lets explore the five elements that help your company get recognized by starting out with number one.
- 6. Color 1.
- 7. Color 1. Color is more important than any other factor in increasing brand recognition, and making your brand memorable.
- 8. Color 1. (Source: Color Professor Jill Morton; Why Color Matters) 80%Studies show that color boosts brand recognition up to 80 percent.
- 9. Color 1. Successful companies choose a single dominant color one that best conveys a unique association with their company and use it everywhere.
- 10. Color 1. Joyous CalmPassion Colors also have the ability to trigger an instant emotional response. Tranquil
- 11. Lets explore six common colors, and the attributes we associate with each of them. Color 1.
- 13. Color 1. One reason we associate such strong emotions with Red is that it is known to increase respiration rate and to raise blood pressure simply by looking at it. Its the color of fire and blood. Red:
- 14. Can you guess which company chose red as their dominant brand color? Color 1. Mini Quiz (Answer on following page, no cheating)
- 15. Color 1.
- 17. Color 1. Blue: Blue, the color of the sea and sky, represents permanence. Because of this we associate blue as a permanent fixture in our lives.
- 18. Can you guess which company chose blue as their dominant brand color? Color 1. Mini Quiz
- 19. Color 1.
- 21. Color 1. Green is the color of nature. Because of this, we associate it with growth, harmony, freshness, and vitality. It is the most restful color for the human eye. Green:
- 22. Can you guess which company chose green as their dominant brand color? Color 1. Mini Quiz
- 23. Color 1.
- 25. Color 1. Yellow: Yellow is the color of the sun. Because of this we associate it with joy, happiness, and energy. It is a color that indicates caution all over the world as it is hard to miss, even from a distance.
- 26. Color 1. Can you guess which company chose yellow as their dominant brand color? Mini Quiz
- 27. Color 1.
- 29. Color 1. Orange: The color orange radiates warmth. It also has the ability to stimulate appetite. It can also tend to convey playfulness, so it is not always a good choice for conveying a serious message.
- 30. Can you guess which company chose orange as their dominant brand color? Color 1. Mini Quiz
- 31. Color 1.
- 33. Color 1. Purple: Purple is often associated with royalty. It was the most expensive color to produce in fabric during ancient times. It was so rare and expensive that only kings and rulers could afford it.
- 34. Can you guess which company chose purple as their dominant brand color? Color 1. Mini Quiz
- 35. Color 1. Did you notice the crown in their logo?
- 36. 1. Color Review Successful companies choose a single dominant color Colors trigger emotional responses Color boosts brand recognition up to 80 percent
- 37. The second element in increasing radical brand recognition, one that is often overlooked and misused, is choosing the right fonts.
- 38. Fonts 2.
- 39. Fonts 2. Ok, now its time to get serious. Before we get serious, here is a joke. Two fonts walk into a bar and the bartender says,We dont serve your type.
- 40. Fonts 2. One of the mistakes companies make when creating marketing materials is to randomly choose a font simply because they like it. And then a choose a different font the next day.
- 41. Fonts 2. Successful companies use only a select few dominant fonts, ones that best reflect the organizations tone and use them everywhere.
- 42. Fonts 2. Using the same font in all aspects of its marketingconsistently and repeatedlywill help your company stand out and get recognized. Think radical recognition.
- 43. Fonts 2. There are many things which can a鍖ect letterform Did you know there are over 20,000 fonts? Each one has its own personality and expresses its own unique attributes.
- 45. Fonts 2. 4These include Fortunately, fonts fall into four main categories, which most of us are already familiar with.
- 46. Fonts 2. 2.1. 3. 4.Lets briefly explore each one of them
- 47. Fonts 2. Lets magnify and make them stand out in orange A serif is a small decorative line attached to the end of a letter.
- 48. Fonts 2.
- 50. Fonts 2. Lets magnify and make them stand out in orange The French wordsansmeans without. Sans serif font literally means without serif.
- 51. Fonts 2. San serif fonts do not have lines attached to the end of the letters.
- 53. Fonts 2. Due to legibility, script fonts are not commonly used for brand recognition, and are best when used sparingly.
- 55. Fonts 2. Similar to script fonts, decorative fonts are not commonly used for brand recognition. Use them sparingly.
- 57. Fonts 2. Lets take a look at three well-known organizations that chose a dominant font for the purpose of consistency and radical brand recognition.
- 58. 息 2015 Lippincott Fonts 2. I personally want to hug the font! Southwest Airlines had a font family custom-designed called Southwest Sans. It conveys the exact attributes the airline wanted to express. These include innovation, modernism, and friendliness.
- 59. The official font family of Syracuse University is called Sherman. Its a serif font which communicates tradition and seriousness. Fonts 2.
- 60. Apple is all about innovation. From 2003 to 2017, Apple used the font family Myriad for all of its marketing. Myriad conveys simplicity, precision, and modernism. Fonts 2.
- 61. 2. Fonts Review Successful companies select just a few fonts and use them everywhere Fonts express unique attributes The four main categories are serif, sans serif, script, and decorative
- 62. The third element in increasing radical brand recognition is the logo.
- 63. Logos 3.
- 64. 3. Logos The purpose of a logo is to visually identify a company. The logo is the most ubiquitous of the five elements.
- 65. Ubiquity the state of being widespread or seeming to be everywhere at once 3. Logos abc
- 66. 3. Logos 7.Lets Explore There are seven key characteristics that make up a successful logo and help it really stand out.
- 67. 3. Logos 1. Identifiable Just as every fingerprint is unique, your logo should be one-of-a-kind and convey some unique aspect.
- 68. 3. Logos This logo features the distinct shape of Kendall Square as shown by the blue dots. Make your logo easily identifiable.
- 69. Charles River Memorial Dr M ass Ave Vassar St Broadway Main St Binney St PortlandSt 3rdSt 3. Logos Kendall Square Cambridge, MA
- 70. Charles River Memorial Dr M ass Ave Vassar St Broadway Main St Binney St PortlandSt 3rdSt 3. Logos Cambridge, MA
- 71. 3. Logos 2. Simplicity All too often, logos are overdone and overcomplicated. Successful logos are very simple.
- 72. 3. Logos MeetingMakers is all about connecting people. By keeping it simple, the logo will be remembered and retained.
- 73. 3. Logos 3. Memorable A logo design must contain unique and recognizable elements that are connected to the brand.
- 74. 3. Logos Hearts, band-aids, and capsules are embedded into the design. They are all relevant to the Heal, Inc. brand.
- 75. 3. Logos 4. Differentiated Assess what the competition is doing and design an entirely different logo. Remember all of the swoosh logos in 2000?
- 76. 3. Logos Whatever you do, please do not add anotherswooshlogo to the world. Most of them died out shortly after 2001.
- 77. 3. Logos 5. Sustainable A properly designed logo will stand the test of time and will not fall victim to having a dated look.
- 78. 3. Logos By combining a book and a door in simplified shapes, it allows the logo to stay current no matter what year it is.
- 79. 3. Logos 6. Emotional or Engaging Successful logos are able to evoke feelings and thoughts in the mind of the prospective client.
- 80. 3. Logos Threehiddenhearts were placed within the white space to communicate the CEOs love and passion for connecting people. CareerEncore Repeated Performance
- 81. 3. Logos Lets make the threehiddenhearts stand out in yellow so you can easily see them. CareerEncore Repeated Performance
- 82. 3. Logos 7. Flexible A logo must be adaptable so it can accommodate any medium and size. This includes print, the web, and multimedia.
- 83. 3. Logos Most people never consider that logos may at some point need to be placed on dark backgrounds.
- 84. 3. Logos Many people dont consider that logos will be shown both in small and large sizes. Issues will arise when scaled.
- 85. 3. Logo Review Logos are the most ubiquitous brand element of any company When designed correctly, logos will be recognized and remembered There are seven key characteristics that make up a successful logo
- 86. The fourth element in increasing radical brand recognition is images.
- 87. Images 4.
- 88. Joyous CalmPassion Tranquil Sad Surprised Shocked Upset Images 4. Images have the ability to trigger a much wider emotional response than color.
- 89. Are you recognizing a pattern? Images 4. Successful companies choose a single theme of related images ones that attract the audience, are recognizable, and allow viewers to see themselves in the image.
- 90. Images 4. What can be done about this? All too often images are randomly chosen without much thought, focus, or know-how.
- 91. Images 4. IMAGE USAGE GUIDE Guidelines: Target Audience: Description: An Image Usage Guide could be the answer!
- 92. An image usage guide specifies the exact type of images that will be used in order to achieve consistency and radical brand recognition. Images 4.
- 93. A good example of an organization that effectively uses an image usage guide is the public speaking organization Toastmasters. Images 4.
- 94. Not only does Toastmasters specify which type of images to use, they even specify which type of images not to use! Images 4. This can even be done on a single sheet of paper
- 95. Images 4. Use images of people that look engaged, approachable and empowered. Incorporate images from Toastmasters related settings: Images to Use Club Meetings Presentations and Speakers Networking Conferences and Training Speech Contests Toastmasters Image Usage Guide
- 96. Images 4. Toastmasters Image Usage Guide Images that should never be used within the Toastmasters brand: Images Not to Use Animals Landscape Children Food Appliances* Medicine Cartoons Architecture Other Images Other Designs * this includes toast and toasters
- 97. Lets take a glance at several images that Toastmasters use throughout their marketing materials. Images 4.
- 98. Images 4. Toastmasters Club Meeting Related Images Engaged Approachable Empowered
- 100. Images 4. No Animals No Food No Cartoons Toastmasters Networking Related Images
- 101. Images 4. In my opinion, thats radical! Did you notice the consistency and how all of the images conformed to their image usage guide?
- 102. Images 4. Stock PhotographyPhotographer 2.1. Search All Images There are two ways to acquire images. Your budget determines which decision you make.
- 103. Images 4. 1. 2. 3. There are many stock photography websites that sell images for as low as $7.00.
- 104. Can you guess which company is being represented by the following photo? Mini Quiz Images 4.
- 105. Images 4.
- 106. Images 4. Thats radical recognition! Did you think of Nike? If you did, thats because they have used this type of image so many times that you look beyond the photo, and see a company.
- 107. 4. Images Review Successful companies choose a single theme of related images Determine which images to use and images not to use Images trigger a much wider range of emotions than color
- 108. The fifth and final element, one that is the most powerful in increasing radical brand recognition, is developing a well-defined brand identity.
- 109. Brand Identity 5.
- 110. Brand Identity 5. What is a Brand Identity? A brand identity is primarily made up of what weve already covered color, fonts, logo, and images. 1. 2. 3. 4. 5.
- 111. Brand Identity 5. Lets face it, there are a lot of companies out there. Its critical to di鍖erentiate. When the elements are combined, they begin to form your brand identity. As the name implies, it is how your companys brand can be identified in the marketplace.
- 112. Logo Images Fonts Color Brand Identity 5. Many people think a logo is a brand identity. It goes much deeper.
- 113. Brand Identity 5. Stationery Marketing Collateral Advertising Social Media Web Site Presentations Tradeshow & Signage Promotional Items Any visual component becomes part of the brand identity.
- 114. Brand Identity 5. Successful companies create a multipage document that specifies the usage of color, fonts, logo, and images. This is typically known as a Brand Identity Standards Guide or Style Guide.
- 115. Brand Identity 5. Failure to create a set of guidelines can result in Sally in Marketing choosing Times New Roman one day, and Bob in Sales choosing Comic Sans the next day. Not good!
- 116. Brand Identity 5. Lets take a look at Kendall Squares Brand Identity Standards Guide which helps with consistency, repeatability, and recognition.
- 117. Brand Identity 5. Brand Identity 5. BRANDIDENTITYSTANDARDSGUIDE BRAND IDENTITY STANDARDS GUIDE
- 118. Brand Identity 5. A color palette featuring a primary and secondary color is clearly defined. Kendall Square Color Palette Kendall Square | Brand Identity Standards Guide Description: When the colors blue and silver are combined, it represents the future. The color palette has been chosen for use in all marketing communcations. Consistency is important to the Kendall Square brand. A Pantone Matching System, 4-Color equivilents, and RGB values are provided for color reproduction. Primary Color Secondary Color PANTONE: 207-1 C CMYK: 100 50 0 0 RGB: 0 114 188 WEB: 0072bc PANTONE: 221-2 U CMYK: 100 30 0 0 RGB: 0 137 207 PANTONE: 332-1 C CMYK: 22 0 0 40 RGB: 128 155 169 WEB: 809ba9 PANTONE: 325-7 U CMYK: 15 0 0 33 RGB: 152 172 183 Coated Uncoated Coated Uncoated Color1.
- 119. Brand Identity 5. Tints or shades of primary and secondary colors can be used to add variation, yet still maintain the identity. Kendall Square Color Tints Kendall Square | Brand Identity Standards Guide Description: In order to ensure consistency, yet add variety, color tints of the primary and secondary colors can be used as accents in all marketing materials. In addition, color gradients can be applied. Color1.
- 120. Brand Identity 5. A font family is chosen and specified. If you recall, it is wise to choose just one for radical recognition. Kendall Square Typography Kendall Square | Brand Identity Standards Guide Description: Avenir meansFuturein French. The typeface is part of the identity and should be used consistently in all print communications. Avenir is available in various weights shown here. Avenir Family Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz12345678 Avenir Light Oblique Avenir Book Avenir Roman Avenir Book Oblique Avenir Oblique Avenir Medium Avenir Medium Oblique Avenir Black Avenir Black Oblique Avenir Heavy Avenir Heavy Oblique Avenir conveys the future, and Kendall Square is all about the future. Fonts2.
- 121. Brand Identity 5. A logo usage page indicates how the logo is to be displayed, whether in full color, one color, or reversed. Kendall Square Logo Usage Kendall Square | Brand Identity Standards Guide Description: The logo mark is a companys or organizations most prominent visual representation of its brand identity. Consistent and accurate logo usage helps to build brand recognition of the Kendall Square brand. Horizontal Full Color: Horizontal One Color: Horizontal Reversed: Logos3.
- 122. Brand Identity 5. Some companies take it a step further and even specify the space that is needed around the logo. Kendall Square Logo Spacing Kendall Square | Brand Identity Standards Guide Description: To ensure proper spacing andbreathing room, please allow a minimum of 2p or two picas around all fours sides of the logo. 2p 2p 2p 2p 2p 2p 2p 2p Logos3.
- 123. Brand Identity 5. A theme of tech images featuring people making connections was chosen to serve as a reference point. Kendall Square Images Kendall Square | Brand Identity Standards GuideKendall Square | Brand Identity Standards Guide Description: Kendall Square has been called "the most innovative square mile on the planet. Due to this, all images should include people, collaboration, and technology. Several images are shown below which provide a reference point. Images4.
- 124. Brand Identity 5. Because Kendall Square defined and followed a Brand Identity Standards Guide consistency and recognition was acheived. Actually, radical recognition was achieved.
- 125. Brand Identity Review A brand identity is the most powerful element for radical recognition A brand identity is not just a logo A style guide ensures consistency, repeatability, and recognition 5.
- 126. See how your company measures up
- 127. Do you have a standards manual? Do your marketing materials all look like they belong the same company? Have you defined a theme of related images? Do they convey a specific mood, attribute or emotion? Did you choose a dominant color to convey a messageor emotion you want to communicate? Are you proud of your organizations logo? Does it tell a story? Does it work in all instances? Did you choose a dominant font which conveys the right personality? Or do you randomly choose fonts? 1. 2. 3. 4. 5.
- 128. Asleep Alert Awake If you saidNoto all or most of the questions, your company is probably overlooked in the marketplace.
- 129. www.cognitocreative.com Is your company incognito? Let Us Help You Open the Eyes of Your Target Audience Share this Presentation