Problem: How can a company use visual elements in order to emphasize their
brand identity?
After defining the problem that is linked to Trigger 3, our group came up
with the following three learning objectives:
1. What are the visual elements that can be used?
2. How can the visual elements be used to create reaction, perception and
emotions?
3. How to create a consistent visual identity?
1. What are different visual
elements that can be used?
Before starting with this learning objective which is at first sight
similar to the previous one about brand identity, I would like to define the
term visual brand identity and try to integrate it into the concept of brand.
During the previous discussion about brand identity we came up with
the illustration by Aaker (2000) which focuses on different types of a brand.
One of these categories was brand as a symbol. This illustration shows
that visual brand identity is one part of the strategic identity system.
According to Thomas (2015), visual branding is the "total sum of
everything the audience can see when they look at you. Together, all of those
visual elements tell a story." Thomas also compares visual branding
with the way how a company shows the type of friend it will be and it can be
used to influence your audiences perception of you
I would like to emphasize four key elements when it comes to visual
branding according to Fill (2013):
1. Corporate names: often the first contact point
with the organization. The name should not only sound right and be easy
to pronounce but should also look right (typography) (Hardy, 2012).
- even customers can create the name (FedEx)
2. Logos: can be seen as company's signature on its
materials and is used to encapsulate values and personality; promote recognition
and recall with clear meaning and helps customer to remember the brand name (Balmer & Gray, 2000)
- different kinds of logos: typographical character (a logotype), or a
symbol (NIKE swoosh) or a combination of both (Adir et al. 2012), symbols are
easily memorized
- flagship image of company, the logo is the most essential and valuable
visual element of your brand (Hardy, 2012)
3. Typeface: and font choice can affect
whether the right message is being communicated and these should conform the
overall visual brand style
- for example a playful font style would not be
suitable for serious company
4. Colours: convey different meanings and trigger various
associations across cultures (Stone, 2006), play an integral role in brand
recognition and brand loyalty because they influence our emotions and help us
distinguish between competing brands (Hardy, 2012) (NIVEA Blue)
- Slogan: mechanism used to
position brands, needs to be sticky, understandable and memorable
- Shapes and forms
In order to close the first learning objective about the elements of visual
brand identity, I think the image below summarizes quite well how visual
identity is part of the overall brand identity and what kind of elements belong
to visual identity.
2. How can the visual elements
be used to create reaction, perception and emotions?
Visual design generates initial perception which leads to psychological,
emotional and behavioural responses because visuals tell the audience exactly
how to feel about the brand.
Van Pham describes visual elements as "silent salesperson"
with the example of colours. According to him, there is no greater trademark
than having an own colour such as the Nivea-Blue or the Cadbury-Purple. As I already mentioned, colours have
meanings.
However, it is essential to consider cultural differences when using
visual elements. For example, colours have different meanings across different
cultures. The colour white is seen as a symbol for peace and freedom in
western culture but as a symbol for death and mourning in China. The colour red
is as a symbol for love and passion in western societies whereas it is the
colour of mourning in South Africa. More differences can be found here: http://webdesign.about.com/od/colorcharts/l/bl_colorculture.htm
All in all, a good and consistent visual identity throughout different
elements creates recognition. You can even recognize some brands without
colour, name, etc. (for example just due to shape or logo). Whenever you see a
swoosh/tick you will always think of Nike.
One example I already mentioned during the last discussion is the one of
Tropicana. It shows very good that visual branding creates emotional connection
and that companies should not underestimate how strong this emotional
attachment can be when considering to change visual elements such as packaging,
etc.
Examples
regarding cultural differences:
The babyfood brand of Nestlé started to use the same packaging in Africa as
in the USA. However, they didn't know that in Africa companies normally put
pictures on the laber of what is inside the package.
When Puffs tissues tried to introduce their new product to the German
market they were confronted with the fact that in Germany "Puff" is a
term for a whorehouse
More examples for failures such as mentioned above can be found here: http://www.campaignasia.com/BlogEntry/359532,Cultural+blunders+Brands+gone+wrong.aspx
3. How to create a consistent
visual identity?
As already mentioned in the previous discussions, consistency is a very
essential aspect when it comes to good visual identity. The different visual
elements have to convey one main message and should all work together in order
to support the main brand. If the visual that you’re conveying does not match
your values, it will disappoint, confuse, and alienate your audience. For
example, the usage of the same filter for pictures can help to develop
consistency.
According to Balmer & Gray (2000) the different elements mentioned in
LO 1 are used in communication and on various different applications such as
buildings, vehicles, uniforms and so on.
The illustration below shows the variety of touchpoints
where a company can reach your audience through visual elements. The fact that
nowadays companies have to design their elements for many different channels,
complicates a consistent visual identity. For example, what works for a
brochure does not necessarily work for a web page or social media. Therefore,
companies should always come up with an approach towards composition
(Hardy, 2012), keep their employees trained and create templates that should be
used.  |
| http://chronologi.co.uk/wp-content/uploads/chronologi-touchpoints.png |
In order to ensure a consistent visual identity over different touchpoints organizations should develop guidelines or brand books to make sure that members of the organization stick to a number of standards, such as your colour palette, visual style, font and size and spacing and usage rules of your logo. With this guidelines the strive for visual cohesion is more easy. Two very good examples for brand books can be found here:
Finnair Graphic Guidelines
For more examples, simply follow this link: http://www.logodesignlove.com/brand-identity-style-guides
Sources
Argenti P. (2013). Corporate Communication. McGraw-Hill.
Balmer. J. & Gray. E. (2000). Corporate identity and corporate
communications: Creating a competitive advantage. Industrial and Commercial
Training. Vol. 32. Iss. 7, 256 – 261
Fill C. (2013). Marketing Communications. 6th edition. Pearson.
Hardy. G. (2012). 5 key aspects of visual brand identity. URL: https://www.waveapps.com/blog/visual-brand-identity-design/. Accessed: 15 February 2016
Thomas. J. (2015). 20 Actionable Tips to Build a Winning Visual Brand Identity.
URL: https://designschool.canva.com/blog/20-easy-tips-build-visual-brand-identity/. Accessed: 15 February 2016
Van Pham. (2014). Impact of corporate visual identity on consumer's
perception of a brand. URL: https://www.theseus.fi/bitstream/handle/10024/79247/TUAS%202014_Bachelors%20Thesis_Van%20Pham.pdf?sequence=1.
Accessed: 15 February 2016
