Story: Value of branding
Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. – Brandingmag
Recently, I am working with clients who need brand guidelines(style guide). I developed the structure/process for it. So, I don’t worry about it, but I would like to provide tangible/intangible values beyond a client’s expectation. I would like to go the extra mile. It would not only branding, but also relate to UX design and marketing.
I searched for branding case studies and I learned how to tell a story.
Uber by Wolff Olins
@Wolff Olins
@Uber
A great example of rebranding. A custom typeface, Uber Move, typography posters, photo usages, color pallet, custom icons, illustration, App, signs, etc. Capital letter logo(previous) to the small letter. I feel it becomes friendly rather than cool. A precise system and a variety of assets keep the brand alignment in the global market.
In the end, Wolff Olins shows the process photos. It tells us a behind story, humanity. We can learn a lot from this.
Maker Mile by Pentagram
@Pentagram
The logotype is strong, but not so unique. I impressed by the usage, very playful and flexible. It fits the word, MILE.
The products look classic. Serif-font maybe not so weird, but it may look so classic and it may not attractive for a new generation. This is a soliloquy.
City of Melbourne by Landor Associates
@Landor Associates
I ♡ NY, I amsterdam. As a designer, city branding is very curious. I’ve never been to these cities, but I remember the slogan and I want to visit there someday.
“When you brand a destination, the design must be an open system that is constantly changing and is composed of players that don’t necessarily recognize their place in the mix, much less want to give input or take direction.”
There are tremendous usages. It keeps an open system, but it should not disrupt the impression. How can I manage that?
The challenge was to reflect the different aspects of the city-from authoritative, restrained, and serious to vibrant, visionary, and passionate.
I can imagine how tough the process is. Authority and local people, everyone judge it.
Mailchimp by Collins
©Collins
We sought to capture and elevate that ineffable Mailchimp spirit, a potent combination of wry humor, modest celebration, and a dash of absurdity.
I really like Mailchimp branding. This is the only brand on earth. Currently, simplification is a trend, Google, Apple and Microsoft etc. Strategically use simplification or just cannot do the other direction is totally different result. Mailchimp chose the best agency and corresponded with the best work.
Airbnb by DesignStudio
©DesignStudio
I don’t much a fan of the visual design of Airbnb. I like more messaging, a value proposition.
Airbnb has changed the perspective of stay. I have a good experience as well as a terrible experience. It’s a part of travel, after all.
NASA by blink
©blink
International Energy Agency by AREA 17
©AREA 17
All the organizations don’t need to be so unique. If the project relates to the architecture or office, visibility is required. Under the requirement and regulation, the design, color/typography or message should invoke a brand somehow.
This case study is well described. The design is attractive and dynamic even with analytics/academic information.
Nasdaq by CODE AND THEORY
©CODE AND THEORY
– Background
– Strategy
– Execution
– Results
I don’t know how to categorize the project. It relates to experience, operation, vision visualization by architecture etc. Consultant?
Mission: To organize the world’s information and make it universally accessible and useful
We can apply this design thinking process in the portfolio.
Audi Brand Guidelines
©Audi
Very well style guide website. A design system is very precise, but dynamic. Images are rich, mid/high-end. I didn’t know Audi prepares illustration assets as well as Uber. The animation system is fresh to me.
I don’t know the sequence, but I felt the Audi brand system might influence Uber.
©Micah Daigle
I am not impressed with the brand identity. Simplicity is okay, but very bored even asona(client) satisfied. I felt it need one more step, or case study needs to display some other ideas during the process.
I also use brand attributes. It makes the brand development process easier.
Conclusion: Process of design
All the case studies are top-notch. Not many case studies describe the project. I am much curious about how to make great communication with clients. I want to design the process, not the relationship between designer and client. It should be a team, like sports.
Basic structures:
– How the project start
– Who the client is
– What we did
– Results
I learned how to show work and how to tell it as well. Small agency/freelance is more descriptive. It may for SEO. Either way, there is a reason for all the design, making a decision. I don’t want a description to persuasive for design. I prefer the design itself tells who they are.
Reference:
Apple: Identity Guidelines
Google Marketing Platform
Mastercard Branding Requirements
Twitter: Brand Guidelines
Netflix: Brand assets
Instagram: Brand Resources
Shazam: Brand Book & Identity Guidelines
