This week's trigger was about Visual
Brand Identity. The case company on the provided pictures was Finnair, a
Finnish Airline. The pictures included examples of Finnair's visual brand identity touch
points, such as their uniform or logo. The group derived the following learning
objectives for the next discussion:
- Developing visual brand identity
- Touchpoints
- The effects of visual brand identity on the audience relation
1. Developing visual brand identity
1.1 Translating brand indentity into something visual
A visual identity is a way to
represent the brand through critical components: names, logos, typefaces, and
colors. An identity system spells out how to present a unified front to others,
allowing an individual entity — a school, college, or department, for example —
to leverage the value of its legitimate connection to a respected institution.
(University of Wisconsin 2014)
I would like to refer to the illustration of Aaker (2000) I used in the last blog, in order to show the importance of visual brand identity in the whole brand identity creation process. Aaker sees brand identity as consisting of 12
elements that can be classified to: Brand as product, Brand as Organization,
Brand as Person, and Brand as Symbol. So visual brand identity is one part of the strategic identity system.
I would like to refer to the illustration of Aaker (2000) I used in the last blog, in order to show the importance of visual brand identity in the whole brand identity creation process. Aaker sees brand identity as consisting of 12
elements that can be classified to: Brand as product, Brand as Organization,
Brand as Person, and Brand as Symbol. So visual brand identity is one part of the strategic identity system.
1.2 Important factors and elements in creating a visual brand identity
According to Fill (2013, 371) symbolism refers to the visual aspect of identity and was once regarded as the sole aspect of corporate identity management. The visual brand identity consits of four key elements: corporate names, logos and symbols, typefaces and colour.
The logo can consist of simply symbols (such as Nike's swoosh), symbols representing names, stylized depictions of names (such as the golden arches of Mc Donald's) or stylized names with added mottos (Argenti 2013, 80)
Argenti (2013, 80) states that in order to develop a strong visual brand identity, companies should set
clear goals and define how the constituencies should react to the
elements. So the emphasis is on the constituencies' responses. One
example of a clear objective setting leading to a necessary change is
the one of Kentucky Fried Chicken. After a market research, KFC decided
to reposition itself in order to reach health-minded Americans. In the
course of their health-conscious positioning, they changed the company
name and the appearance on the logo to KFC in order to eliminate the
word "fried". KFC is now in a better position to sell to a
nutrition-minded set of customers.
According to Fill (2013, 371) symbolism refers to the visual aspect of identity and was once regarded as the sole aspect of corporate identity management. The visual brand identity consits of four key elements: corporate names, logos and symbols, typefaces and colour.
- The name of an organisation is a strong corporate cue as it is often people's first contact with an organisation. Company names can be derived through a range of techniques: Employees can create a name (such in the case of Accenture, former Andersen Consulting), computers can be used to generate a list of names, or the of Latin and Greek words can add a feeling of permanence and distinction. Another approach is to shorten the name of the existing organisation into its initials and some names need to change as a result of strategic development, which will be addressed later on.
- The slogan is one of the strongest mechanisms used to position brands, complementing the strategy and other visual cues. It is important that they are sticky, understandable, memorable and effective in changing thought or behaviour.
- The logo is used to enapsulate the values and personality of an organisation and to promote recognition and recall among stakeholders. Being an important brand identifier, the meaning of the logo should be clear to the customer. (Fill 2013, 372)
According to Costa (2011), name and logo are the key components of brand identity, since they are the most pervasive elements in corporate and brand communications, and provide instant recognition to the brand (Costa 2011, 1). De Chernantony (2006, 29) stresses the importance of the brand's logo and signifiers primarily as a basis for differentiation purposes: "A name, term sign, symbol or design or a combination of them, intended to identify the goods or services of one seller orr group of sellers and to differentiate them from those of competitors. Good logos should:
- speed brand recognition through provoking memory
- give rise to recognition about a familiar set of associations linked to the correct brand
- favourably influence a brand selection decision
The logo can consist of simply symbols (such as Nike's swoosh), symbols representing names, stylized depictions of names (such as the golden arches of Mc Donald's) or stylized names with added mottos (Argenti 2013, 80)
1.3 How to keep your visual brand identity consistent in relation to time
and place?
In order to keep the visual brand identity consistent in relation to factors such as time and place, the organization can perform different acts (according to Argenti 2013, 80f.):
On is the change of name:
Here it is important to be aware of trademarks and name infringement, in case of global expansion, companies often add "international"-aspect to the name. If one product is very famous, the company is recommended to change the corporation's name to the product name.
In case of Federal Express, the company changed its name to what the constituencies called it: FedEx. They launched a very nice campaign to introduce this new name, which can be seen on the illustration below:
The visual brand elements should reflect the company's reality accurately. That's why Dunkin' Donuts added the coffe cup to its logo, in order to respect the amount of coffe cups sold in the shops.
On is the change of name:
Here it is important to be aware of trademarks and name infringement, in case of global expansion, companies often add "international"-aspect to the name. If one product is very famous, the company is recommended to change the corporation's name to the product name.
In case of Federal Express, the company changed its name to what the constituencies called it: FedEx. They launched a very nice campaign to introduce this new name, which can be seen on the illustration below:
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| Federal Express Changing to FedEx. Source: BlackEnterprise 1994. |
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| wikipedia.org |
The visual brand elements should reflect the company's reality accurately. That's why Dunkin' Donuts added the coffe cup to its logo, in order to respect the amount of coffe cups sold in the shops.
Sources:
- BlackEnterprise 1994. GoogleBooks: https://books.google.fi/books?id=AF0EAAAAMBAJ&pg=PA79&lpg=PA79&dq=boy+we+hope+you+like+it.+we+are+putting+it+on+everything+fedex&source=bl&ots=xh2lWiTvdf&sig=t6VDMSWb_5xvM3VpBKtCgosDLGU&hl=en&sa=X&ved=0CCIQ6AEwAWoVChMI7qi2jaOUyAIVCX8sCh0mbgVM#v=onepage&q=boy%20we%20hope%20you%20like%20it.%20we%20are%20putting%20it%20on%20everything%20fedex&f=false
- Costa 2011. BRAND MERGERS: EXAMINING CONSUMER RESPONSE TO NAME AND LOGO DESIGN. Catolica.
- De Chernantony 2006. From Brand Vision to brand evaluation. 6th edition. Butterworth-Heinemann.
- University of Wisconsin 2014. Our Visual Identity. https://umark.wisc.edu/brand/visual-identity-system.php Quoted: 23.09.2015.
2. Touchpoints
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| Printed brand identity elements. Source: http://designandi.co.uk/brand-design-articles/brand-identity-touch-points-opportunities-to-grow-your-business/ |
2.1 How to keep the brand identity consistent over different touchpoints and case studies?
In order to keep consistency over the different touchpoints, organizations should develop guides that members of the organization should stick to. A link to the example of the Harvard Business School Style Guide can be found here: https://www.gse.harvard.edu/sites/default/files//guide/HGSE_BrandGuidelines_ed-links-11-14.pdf
Included in the styleguide are: Logo and usage, tagline, information about typography, the color palette, iconography and other guidelines ensuring a consistent visual brand identity. The aim is to reach harmonisation which can be achieved by bringing all of the above mentioned cues together (Fill, 371).
In order to keep consistency over the different touchpoints, organizations should develop guides that members of the organization should stick to. A link to the example of the Harvard Business School Style Guide can be found here: https://www.gse.harvard.edu/sites/default/files//guide/HGSE_BrandGuidelines_ed-links-11-14.pdf
Included in the styleguide are: Logo and usage, tagline, information about typography, the color palette, iconography and other guidelines ensuring a consistent visual brand identity. The aim is to reach harmonisation which can be achieved by bringing all of the above mentioned cues together (Fill, 371).
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Sources:
- Argenti P. 2013. Corporate Communication. McGraw-Hill.
- Fill C. 2013. Marketing Communications. 6th edition. Pearson.
- Harvard School Style Guide. Online: https://www.gse.harvard.edu/sites/default/files//guide/HGSE_BrandGuidelines_ed-links-11-14.pdf Quoted: 26.09.2015.
3. How does the visual brand identity affect the relation to your audience?
When consumers interact with brands, they are exposed to visual stimuli such as logos, colors, shapes, typefaces, chararcters, styles and other brand identity elements.
Any of these visual elements may come to be associated with the brand and serve to identify it. However, marketing scholars know little about how these individual bits and pieces of the brand’s visual image combine together to convey brand associations and meanings. (Phillips et al. 2014, 225)
When consumers interact with brands, they are exposed to visual stimuli such as logos, colors, shapes, typefaces, chararcters, styles and other brand identity elements.
Any of these visual elements may come to be associated with the brand and serve to identify it. However, marketing scholars know little about how these individual bits and pieces of the brand’s visual image combine together to convey brand associations and meanings. (Phillips et al. 2014, 225)
Colour perception evokes evaluative processes
that decide whether a stimulus is hostile or hospitable, which then motivate
behaviour: positive meanings triggered by colour stimuli lead to approach
responses whereas negative meanings produce avoidance responses. Psychological
research emphasizes that this whole process from evaluating colour stimulus to
behavioural responses happens without conscious intention or awareness; hence,
colour effects tend to persist.
According to van Pham (2014, 20), colour is called the “silent salesperson”, there is
no greater trademark of a company than having its own colour. Selective brand
colours derive enormous suggestions about the organization they present. For instance,
UPS successfully transforms its steadiness and reliability through the use of
brown hue. Experts confirm the appropriate brand colour can increase brand
equity.
The meaning of the three most common shapes should be addressed in the following (vanPham 2014, 23f.):
- Rectangles and Squares are the most common geometric shape encountered. They suggest stability, security, trust, and honesty. They are also associated with power, efficiency, and professionalism.
- Vertical lines and shapes are seen as strong they represent courage, domination, and power. In contrast to vertical lines/ shapes’ masculinity, Horizontal lines and shapes are described as more feminine, resting, and calm. They have a sense of peace, flow, and tranquillity.
- Spiral is a shape that can easily found in nature, most often as a natural growth pattern of organism. Therefore, it induces the idea of growth and expansion. Spirals’ combination of roundedness and movement suggest creativity and flexibility in transformation.
- Circles represent the eternal whole and suggest completeness which induces a sense of infinite, unity, and harmony. Circles are often seen as warm and comforting; their curves make them more graceful, and can be associated to femininity. The well-roundedness of circles expresses community, protection and perfection.
Sources:
- Phillips et al. 2014. How visual brand identity shapes consumer response. Psychology & Marketing.
- van Pham 2014. Impact of corporate visual identity on consumer's perception of a brand. https://www.theseus.fi/bitstream/handle/10024/79247/TUAS%202014_Bachelors%20Thesis_Van%20Pham.pdf?sequence=1 Quoted: 26.09.2015.
